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If the channel isn’t working, try fresher content

by | Mar 6, 2018

Sometimes we hear clients say that employees don’t open emails. Or go to the intranet. Or read the CEO’s blog. They might say that people don’t watch videos, or won’t listen to podcasts or that they ignore digital signage.

But the channel is nothing more than an envelope to deliver content. Although we now have more possible internal communications channels than ever before, even the spiffiest new technology won’t attract an audience if it doesn’t offer interesting content. If a channel hasn’t worked before, maybe it just needs to be done better. Is the content fresh and relevant? Is the design appealing so people want to see what’s inside that envelope?

For instance, it’s not the intranet’s fault if nobody goes there. Compare your content and design with what employees see online every day, from news sites to social media to retailers. Does your site seem pretty bleak in comparison? Even when you’re stuck with an existing platform, you can re-skin the graphic design and rethink your content.

Often the issue is not quality of content but quantity. If employees aren’t reading internal communications emails, could it be because they’re ridiculously long? Cutting the word count from 500 to 50 and adding some visual interest might make that channel highly effective. If you’re afraid a short email can’t possibly give employees all the information they might need, direct them to the intranet for more details.

Same goes for corporate videos. It takes discipline to keep them short, but when a video drags on and on, few people will watch all the way to the end. We once worked with a client on a collection of videos that was were one person talking about one topic for one minute. Employees loved them.

So don’t discard an old envelope just because it hasn’t been effective in the past. It’s what goes in that envelope that makes all the difference.

Interested in refreshing an existing channel? Tribe can help.

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