It’s tempting to default to familiar formats like emails, spreadsheets or Word documents when sharing important and often exciting company information that you’ve worked really hard to produce. But relying solely on these methods can limit the impact and accessibility of crucial updates.
In a world of information overload, today’s employees more than ever appreciate empathy and consideration around how they are informed. And that’s where taking a marketing approach is a big win!
Emails are a big contributer to information overload. In a cluttered inbox, important updates can easily get lost, leading to oversight, reduced engagement or even frustration and negativity.
Spreadsheets and Word documents are static formats, with limited potential to ‘design’ with the end-user in mind. They lack the visual appeal needed to communicate complex or exciting ideas effectively. ‘Forcing’ employees to work hard to find the information they need reduces the ‘read and understand’ rate, let alone the engagement rate. And would you send a boring Word document to a client or prospect you were trying to sell to?
Vital company information often requires active participation, discussion and collaboration to be fully appreciated. Or even something tangible that employees can touch, feel and be reminded of regularly. Relying solely on ‘cold’ documents can hinder the interactive exchange of ideas, questions and insights that contribute to a deeper understanding and implementation of the information.
The most successful businesses ensure that crucial information not only reaches its intended audience, but also resonates with them in a meaningful and impactful way. They do this by applying a marketing approach which, in turn, helps shape the organisational culture whilst fostering a sense of community. And fundamentally, it makes sure their hard work works hard.
