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Where Does Workplace Diversity Belong Now?

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Are you disturbed by news about organizations backtracking on workplace diversity and inclusion commitments? I certainly am. For example, a recent Wall Street Journal article declared “The Rise and Fall of the Chief Diversity Officer.” Is this just hyperbole, or is it cause for serious concern? Either way, we can’t brush it under the rug.

After all, only 3 years ago, employers were scrambling to advance DEI initiatives. For many, this included new C-level positions with sweeping responsibilities. According to LinkedIn, from 2019-2021, demand for senior workplace diversity executives grew nearly 170%. This easily outpaced hiring for every other C-suite role.

But now, the pendulum is rapidly swinging in the opposite direction, and workplace diversity leaders are taking the hit. In fact, C-level DEI hiring actually shrank last year at a rate of -4.5%. And DEI positions are the only ones moving in a negative direction.

Why such a swift, dramatic shift? Multiple factors are driving these decisions. But sadly, HR is getting caught in the middle. As a former Chief Diversity Officer at a major U.S. hospital system says, the hiring spree now feels like a “knee-jerk reaction” that didn’t create much impact and left both sides feeling disillusioned.

DEI at Work: Two Steps Forward, One Step Back?

So what’s really happening here? Is DEI frozen in time — or worse, losing ground? Here’s another top DEI executive’s opinion:

“Some employers may have neglected or even paused their diversity and inclusion programs. In the short term, this may seem understandable given the extraordinarily challenging circumstances. Long-term, however, it will come back to haunt you when the economy improves and you need to compete for talent again.”

Given current workplace DEI issues, this may seem like a recent statement. But surprise — it’s actually from a July 2020 article by LaFawn Davis of Indeed.

At the time, LaFawn was VP of Diversity, Inclusion and Belonging (DIB), where she led efforts to remove bias and barriers in the company’s products and its work culture. Since then, her role has expanded. She now serves as SVP of Environmental, Social & Governance, and her commitment to DIB is just as resolute.

Timeless Insights From a DEI Leader

With all the mixed news about workplace diversity lately, I decided to revisit a conversation I had with LaFawn late in 2020 on the #WorkTrends podcast. If you want a reality check, I invite you to join me. Despite different circumstances three years on, I think you’ll agree LaFawn’s wisdom still rings true today…

 

Lessons for Today’s Leaders

Here are several takeaways that continue to resonate:

1. DIB Isn’t Just One Standalone Thing

Too many companies attempt to lump diversity, inclusion, and belonging into one category, separate from other business functions. As LaFawn says:

Companies are trying to silo off diversity, inclusion, and belonging. Or they make one of the terms synonymous with the others.

2. How to Unpack DIB

What should we understand about the distinct elements of DIB? According to LaFawn:

Diversity is the belief that teams with different work styles, problem-solving techniques, life experiences, backgrounds, perspectives, and skill sets truly make innovation possible.

Inclusion is about actions and behaviors that create a culture where employees feel valued, trusted, and authentic.

And belonging is a feeling of community. It is the people and our culture that make us feel connected.

3. An Integrated View

When these three distinct elements of DIB are combined, we feel valued. LaFawn explains:

It’s not about looking like me or coming from where I come from. It’s about those common threads that pull us together in a broader work context.

4. The Pandemic Exposed Many DIB Weaknesses

Even now, we see Covid fallout that disproportionately affects some members of the workforce. For example, frontline workers endured extraordinary stress during the lockdown. This has led to a severe talent shortage in the services sector that is likely to continue.

But by exposing this and other issues of workplace bias and inequality, the pandemic has underscored fundamental changes organizations must make to ensure that marginalized people feel like they belong.

The Business Case for Workplace Diversity

Of course, business leaders must focus on business performance. So I asked LaFawn to share her thoughts about DIB’s impact on the bottom line. Not surprisingly, she served up some compelling statistics:

Will we be a better company 10 years from now? 15?

This question should keep every business leader up at night.

We know that businesses with a more diverse workforce are 36% more likely to be in the top tier of their industry. We know that firms with greater gender diversity are 25% more likely to be at the top in financial returns, market share, and retention.

So diversity, inclusion, and belonging do affect your bottom line!

That’s not all from LaFawn. For more of her DEI guidance, check this article: “How Belonging Differs From Diversity and Inclusion — and Why It Matters.”

Workplace Diversity Belongs With Us All, Especially Now

Like LaFawn, I believe DEI still belongs, today and in the future of work. And we’re not alone by any means.

Earlier this year, an in-depth Pew Research study of nearly 6,000 U.S. workers revealed some valuable insights about the state of workplace DEI. For example, while only 33% of respondents said their employer has a dedicated DEI leader onboard, 61% feel their organization’s policies ensure fairness in hiring, pay, and promotions.

Workplace diversity progress poll - TalentCulture July 2023That’s encouraging. But it’s not the whole story. Consider this small slice of DEI life from TalentCulture’s world:

Several weeks ago, we asked our community to tell us if their work culture has become more diverse and inclusive since the pandemic. Interestingly, only 37% told us the situation has improved at least somewhat, while 63% said it’s the same or even worse.

Clearly, there’s still work to do. But building a culture around workplace diversity is not about platitudes. That’s not a sustainable strategy. DEI is a process. And that process is not a sprint. It’s a marathon.

DEI Leadership Action Items

If you’re a leader who remains committed to creating a workplace around fairness and opportunity for all, keep moving forward. I’m right there with you. And if you’re uncertain about how to move forward, I suggest revisiting other ideas that have stood the test of time.

For example, consider practical advice DEI leaders shared in 2020 with one of our blog contributors, Laura Sabattini. Laura is another DEI expert on the move. In 2020, she was a Principal Researcher at The Conference Board, and she’s since joined Honeywell as Director of Inclusion and Diversity.

Clearly, Laura isn’t just passing along interesting ideas. She is actually walking the talk every single day. I think you’ll agree, the suggestions she curated are worth another look:

1. Create a Common Vision

Enhance communication and drive consistent messaging across the organization. Focus on helping leaders and colleagues understand how DEI improves the work environment and increases resilience during times of change.

Tips from DEI Leaders:

  • Define DEI in ways that directly align with your organization’s culture and values.
  • Identify measurable behaviors and clear expectations to hold people accountable for those behaviors.

2. Encourage Participation and Collaboration

Leverage trends and events to build awareness among those who haven’t been involved with DEI, to ensure that ownership doesn’t fall solely on underrepresented groups.

Tips from DEI Leaders:

  • Provide resources to help people engage, participate, and take action at work and beyond.
  • Build trust by encouraging dialogue over conflict and giving people latitude to make mistakes.

3. Invest in Developing Leadership Skills

Inclusive cultures don’t just happen by chance. They require intentionality and willingness to improve how we work and interact with others. This may require leaders to “unlearn” some management standards before they embrace new skills. The good news: This can improve leadership effectiveness and business results.

Tips From DEI Leaders: 

  • You don’t need to start from scratch. Leverage existing inclusive leadership models.
  • Work with formal and informal DEI champions to identify meaningful behaviors. Some organizations may focus on decision-making, while others may focus on innovation. The key is to align DEI skills with your business and culture.

4. Emphasize Accountability

To build buy-in, hold people accountable for their role in building a more inclusive culture. This includes specific team or leader behaviors as well as managerial metrics (for priorities such as engagement or representation among teams).

Tips From DEI Leaders: 

  • Gather input from leaders and regularly follow-up to discuss their accountability and progress.
  • Engage human capital analytics to identify DEI patterns, trends, and impact. (For example, compare promotion and attrition rates across functions and teams.)
  • Periodically assess what is and isn’t working, and provide stakeholders with updates.

Diverse Communication Transforms Work Cultures. How About Yours?

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No question about it. Strong internal communication is critical to a strong business. But it’s not easy — especially when workplace dynamics are constantly fluctuating. For example, not long ago, Covid forced organizations to embrace remote work. Now, return-to-office policies and hybrid schedules are adding new layers of complexity. Change is a universal challenge. Yet, the most successful leaders keep everyone in the loop so their organizations can continue running smoothly. What’s the secret? Diverse communication.

Why Diverse Communication Matters

Every organization strives to build a work culture that attracts and retains top talent. Communication plays a key role in this process by helping employees feel recognized, valued, and supported.

When people feel more deeply connected with their employer, their work, and each other, morale and engagement naturally improve. But some ways of making this happen are more successful than others. This is where diverse communication shines.

At first glance, this strategy seems focused on tools. Certainly, access to useful tools is important. For instance, you’ll want to be sure employees can easily conduct video calls and informal digital conversations through collaboration platforms like Slack or Teams.

But the most powerful solutions reach far beyond tools like these. Diverse communication strategies look more expansively at how information flows within an organization — and what may be inhibiting that flow. For example, you’ll want to understand:

  • Job Roles: How do different functions and roles communicate? What’s the typical frequency and nature of these interactions? Where are the bottlenecks? What are the implications when communication isn’t effective?
  • Individual Styles: You’ll also want to consider various communication modes. Although people may behave similarly when performing similar tasks, each of us brings our own preferences to work.
  • Other Variables: Many other elements come into play. For instance, generational differences, cultural differences, and work environment differences. All these and more can influence the ways coworkers connect, interact, and share information.

Because so many variables are involved, trying to standardize communication is counterproductive. Instead, start by researching various communication needs, preferences, and styles. The more you understand your employees’ unique strengths, behaviors, and traits, the better you can serve them as individuals and teams.

Let’s look closer at several key factors…

What Shapes Diverse Communication?

1. Generational Differences

With four generations actively participating in today’s workforce, managing multigenerational teams is a growing challenge. Each generation comes to work with unique expectations and approaches to communication:

  • Baby Boomers grew up in an analog age, so they’re likely to appreciate direct, face-to-face communication more than virtual interaction.
  • Gen Xers weren’t exposed to digital devices until early adulthood, so their preferences tend toward a Boomer/Millennial blend of informal, flexible communication via phone, email, or text.
  • Millennials have relied on instant messaging and text communication since their teen years, so they tend to appreciate fast digital chat-style communication.
  • Gen Zers are comfortable with digital technology because they’ve been surrounded by it their whole lives. But interestingly, they also crave one-on-one feedback and authentic communication experiences, like those provided in team huddles and video calls.

Does this mean you should standardize communication based on what “most” Baby Boomers, Gen Xers, Millennials, or Gen Zs prefer? No. Age is only one part of the equation.

2. Team Dynamics

Each department in your organization has no doubt established distinct communication patterns and preferences. So, to communicate effectively across the organization, leaders must understand multiple group norms and provide various experiences that accommodate everyone, regardless of their department or location.

But departments can’t work efficiently in isolation. That’s why it’s also important to foster a sense of community and connection that spans groups, functions, and geographic boundaries. You’ll want to understand how individuals from across your organization consume and share information. By leveraging this insight, you can offer customized communications that also reach across differences to build a sense of shared identity and purpose.

3. Individual Work Styles

Which comes first — technology or work preferences? In the digital age, it depends. Sometimes technology leads the way. For example, mobile apps entered the workplace, not because employers drove adoption but because employees everywhere started bringing their smartphones to work.

At the same time, employees introduced another groundbreaking technology shift — the widespread use of social media at work. Now, according to the Pew Research Center, 56% of employees use social media during business hours for work-related purposes, such as connecting with subject matter experts.

Knowing where employees currently spend time communicating is helpful, because you can leverage those channels to improve other types of organizational communication. The more you rely on tools and channels employees already use, the more engaged and satisfied they’re likely to be with your strategy.

4. Technology

Weak communication only increases misunderstandings and unnecessary conflict. This erodes team cohesion and productivity. Ultimately, it jeopardizes company culture and business performance as well. Technology can help avoid these issues by letting people share information faster and more easily. But tools, alone, don’t guarantee successful communication.

For example, it’s possible to misinterpret a face-to-face conversation. But the likelihood of miscommunication increases dramatically when you rely on digital tools to conduct that same conversation. And the problem only multiplies when your entire team works remotely or on a hybrid schedule.

Another potential pitfall involves messaging itself. Although employees need and want timely access to information, it won’t have much impact without meaningful context. Do you explain how a news update is tied to your company’s vision and values? Why is it relevant for employees? What should they expect as a result of this news? Think strategically about how to frame content so it receives the attention and support it deserves.

To ensure company-wide news and information are highly available to all, many organizations provide collaboration tools like Slack and Microsoft Teams. These solutions make communicating with in-office and remote employees quick, easy, and reliable. Without these channels, people are not just less productive. They’re also likely to feel disconnected from colleagues and leaders, as well as company culture and goals.

And for in-office employees, one way to amplify communication is with digital signage displays. Their visual appeal engages people and helps them quickly digest news as they move through company spaces. Plus, you can quickly and easily update screens anytime to personalize the messaging for individuals, groups, or special events. Some companies even use digital signage to streamline their meeting room booking process or provide visual wayfinding cues to enhance the in-office experience.

These are just a few examples of endless tools that can enhance workforce communication. The tools you choose should reflect your organization’s unique needs.

Why Diverse Communication Beats Generic Methods

When budgets are tight and businesses are juggling multiple priorities, applying a one-size-fits-all approach to internal communication may seem tempting. But that won’t work. Here are several reasons why:

  • Digital Expectations Have Changed: Outside of work, modern employees are accustomed to receiving personalized content that fits their preferences. This shouldn’t stop when they clock in. Interacting with individuals in ways they prefer will improve engagement. Ultimately, it will improve operational efficiency and effectiveness, as well.
  • Leaders Can’t Afford Blind Spots: Organizations thrive when they include people from various backgrounds, cultures, and points of view. Yet many leaders struggle to accommodate others’ experiences. When communication ignores these unique perspectives, trust, team-building, and collaboration suffer. But a more customized approach can bridge these gaps and bring people closer together (without requiring them to be located in the same place).
  • Too Much is at Stake: Studies show that when employers tailor internal communications, their workforce is more responsive, productive, loyal, and engaged. In a tight talent market, why risk your relationship with employees by choosing not to address their unique perspectives?

Getting Started

A successful communication strategy begins with insights about the people in your organization. Rather than relying on hunches or third-party data about just one dimension of each employee’s identity, take time to gather and analyze intelligence about everyone’s communication preferences. The answers are only a few questions away. All you have to do is ask.

An internal communications survey can help you:

  • Identify and prioritize issues that need improvement
  • Reveal the most effective communication methods for various perspectives
  • Establish benchmarks, so you can measure progress over time

With this first-hand data, you can apply sophisticated targeting techniques to communicate with whole departments, or with individuals who are likely to be more responsive when they receive information packaged in a particular way.

By adopting a strategic approach to diverse communication, you can keep your organization running smoothly while eliminating roadblocks that hinder information access and knowledge sharing. It may take time, but if you commit to continuous improvement, you can create a more successful, inclusive culture that employees will love and others will admire.

 

 

Belonging: Where Does It Fit Into Your Work Culture?

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We all share a deep desire for belonging. From Abraham Maslow to Brené Brown, experts agree that this “indescribable feeling of being welcomed” is a fundamental need. Even the earliest behavioral scientists recognized that the need to belong is an integral aspect of the human experience. 

Cut to today. The year is 2023, and the state of the global workplace is … confusing. For example, in the United States, people spend a massive portion of each week at work. And increasingly, we’re questioning the way we manage our careers.

All around us, full-time employees are shifting to part-time work, office workers are becoming digital nomads, and teams are dissolving. The apple cart has been tipped. And frankly, no one is really sure where all these changes will lead.

Despite this season of flux and indecision, employers can help people find clarity. By prioritizing an inclusive work environment, leaders can create an authentic culture of belonging that attracts talent from all walks of life.

Belonging is not just a powerful talent acquisition strategy. It’s also an effective way to engage people, whatever their values may be. It appeals to everyone, from full-time employees to contingent workers, no matter whether they work onsite, offsite, or in a hybrid capacity.

How Inclusion Impacts Employee Retention

Workforce inclusion and retention are deeply intertwined. According to a Deloitte survey, 80% of full-time employees consider inclusion an important factor when choosing where to work. It also remains significant throughout the entire employment relationship. In fact, 23% of respondents told Deloitte they’ve quit a job where inclusion was lacking.

These statistics speak not only to inclusion’s influence on recruitment, but retention, as well. When people feel included, they’re naturally more engaged. And although engaged people care more about their work, they’re less likely to suffer from anxiety or burn out.

A genuinely inclusive work environment promotes a sense of belonging. And a sense of belonging lifts team morale. As a result, businesses benefit in multiple ways. For example, inclusive organizations tend to be more productive and more profitable. This means fostering an inclusive work environment is not just a good thing to do. It’s also a good business move.

All of this ties back to people who feel included and engaged. So the message is clear: If your culture is inclusive, people will feel more connected to your organization and invested in your success throughout their relationship with you.

How to Foster an Inclusive Work Environment

What strategies and practices help build a culture of inclusion and belonging? Focus on these fundamentals:

1. Educate Around Diversity

Diversity and inclusion are closely linked. But diversity alone is not enough to move the needle. After all, what’s the point of creating an inclusive environment only for one kind of person?

Instead, ensure every member of your workforce is welcome to bring their authentic selves to work. This starts by consistently communicating your commitment to diversity, and illustrating that commitment with action. In other words, look for ways to openly support and celebrate different skill sets and abilities, backgrounds, accessibility needs, gender identities, and ethnicities.

Leaders can also educate employees by raising awareness and encouraging people to interact in appropriate ways with co-workers. For example, neurodiverse team members may need noise-canceling headphones to stay focused and productive at work. Or on Zoom calls, hearing impaired participants may need to rely on captioning. Educating teams about these adaptations and how to apply them will help everyone feel more receptive and comfortable.

2. Prioritize Inclusion, Even in Stormy Weather

In this time of reshufflings and resignations, your commitment will be tested. Maintaining a culture of inclusion and belonging is essential, even when your business is facing a downturn.

In times of crisis, many leaders may default to outdated practices, especially when managing reductions in force and communicating about these decisions. But remaining open and intentional about layoff practices can help you keep your inclusivity promises.

Above all, insist upon treating all employees with an equal level of respect and appreciation throughout disruptive organizational changes. This tells everyone that the way you let go of team members is just as important as how you hire and retain them.

3. Offer an Environment of Care

Inclusion not only means people feel welcomed at work, but also that your organization cares about the quality of their employee experience. Demonstrating care can take numerous forms. For example, you could:

  • Reserve time each day for wellbeing check-ins or social activities that promote team care and bonding.
  • Reward employees for inclusive, caring actions toward others.
  • Ensure that everyone receives training on how to develop emotional intelligence skills and put them into practice at work.

The possibilities are limitless. But whatever mix you choose for your organization, keep in mind that creating an environment of care reinforces a sense of belonging. So the sooner you craft this agenda, the better. Also, the sooner employees experience a sense of caring, the better.

Start with the onboarding stage, or even earlier. Think about how you can help applicants and news hires understand how much your company values and prioritizes inclusion. Then consider how you can keep checking in periodically to ensure employees’ needs are being met and they’re actually developing a sense of belonging.

A Final Note on Inclusion, Belonging and Employee Retention

For better or worse, the nature of your work environment directly influences workforce recruiting and retention. If you learn how to foster a culture of belonging, you’ll attract, engage and retain people who appreciate sharing their talent with an organization that makes them feel wanted.

Making a meaningful impact on your culture may require you to invest more time, attention and funding to inclusion. But, as many employers have discovered, it is well worth the effort.

How to Design Internal Communications for Remote Teams

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A strong internal communications function is essential for every company, both culturally and operationally. It helps keep employees aware of relevant news and updates, excited about how they contribute to the organization’s mission and success, and committed to continued progress.

Keeping everyone on the same page is tough enough when employees work at the same location. But now with the rise of remote work, internal communications is even tougher to manage. Distributed teams must remain connected, informed, and engaged. But how can you ensure that people are aligned and productive when they’re located in different cities, regions, countries, and time zones?

Avoid the Easy Solution

Many companies have adopted a “lift and shift” approach to internal communications. However, this is risky. You can’t assume whatever works in a physical office location will make sense in a virtual environment. For successful results, carefully consider your organization’s unique situation, issues, and needs.

As the manager of internal communications and events at a remote-first company, I understand how challenging it is to keep employees in 70+ countries connected and in the loop. Here’s what I’ve learned about leveraging internal communications to take far-flung teams to the next level of engagement, effectiveness, and wellbeing.

The Power of a Smart Internal Communications Strategy

My daily activities focus on coordinating events and communications that showcase company news, updates, and policy changes. But at a more fundamental level, I’m responsible for developing strong connections and community within the organization.

Why is this so important? According to Gallup research, 85% of the global workforce is either not engaged or is actively disengaged at work. This gap translates into a sobering $7 trillion of lost productivity.

The good news is that an effective internal communications strategy can move the meter on engagement and productivity. This is especially important in a remote or hybrid work environment, where you can’t rely on casual office interactions to facilitate social connection and cohesion. With a viable approach you can:

1. Unlock Valuable Insights

From an operations perspective, improving information flow between departments and functions breaks down information silos. This gives people clearer visibility into work priorities and progress across the organization. It also means people can work together more efficiently and productively without needless duplication of effort.

2. Separate Signal From Noise

Solid internal communications also cuts through organizational noise. This gives employees better access to essential company information. It also clears the path to resources people need to perform their job, so they aren’t overwhelmed by Slack messages and email threads. Ideally, it helps everyone feel more supported and empowered to succeed in their work.

3. Connect Critical Dots

From a culture and engagement perspective, internal communications is uniquely positioned to foster connection and community in multiple ways, by:

  1. Facilitating connections between employees, so people develop a sense of community and belonging.
  2. Linking people with work that is happening across the company. This helps them understand the organization’s collective progress and impact.
  3. Connecting people with the company’s mission and vision, so they feel they’re contributing to something meaningful and purposeful. That’s the ultimate goal — to give people a sense of belonging and purpose through their work.

Designing Internal Communications for Virtual Teams

When remote-first companies rethink internal communications with inclusion in mind, employee wellbeing and engagement follow. But what does it mean to be intentional and inclusive? Here’s an example:

Imagine you’re launching a new company-wide program. You’ll want to think carefully about the purpose behind your communications. What outcome are you seeking? What kind of response do you anticipate? What’s the ideal timing and structure for your message? Putting intention behind your plan helps you determine the who, how, when, where and why of information you’ll need to share.

Also, where does inclusion fit in? It ensures everyone has equal access to the information you share and equal opportunity to participate in events. For example, you could launch your new company-wide program by announcing it at an all-hands meeting. Then you could follow-up by sharing a video recording and a written summary. This reinforces the message for attendees, while helping those who couldn’t attend come up to speed.

After the initial announcement, people are likely to have additional concerns and questions. So you may want to set up a dedicated Slack channel where employees can ask questions openly or anonymously.

These are just a few ideas to illustrate how multiple communication tools and channels can help people quickly find, consume, and respond to new information at their convenience. It gives individuals more choice and autonomy. And because they’re in control of when and how they engage, it supports workforce wellbeing. In short, it shows that your organization cares about employees.

Building a Sense of Community and Belonging

Increasingly, we hear about an “epidemic of loneliness” that is eroding workforce health and wellbeing. The impact on organizations is steep. Related absenteeism costs employers $154 billion a year, not to mention the cost of poorer job performance.

Employers can’t afford to ignore this issue any longer. Investment in promoting deeper workplace social connections makes sense, especially for remote team members who don’t see colleagues face-to-face each day.

Virtual organizations can reimagine communications and events in ways that enhance a sense of community. This contributes to a stronger, more unified company culture that spans locations, language differences, and time zones.

Paradoxically, it may actually be easier for remote-first organizations to foster social connections than their traditional in-office counterparts. That’s because working on a distributed basis levels the playing field, bringing everyone together on the same virtual terms.

For instance, think about your regular all-hands meeting format. Is it a one-way broadcast where leaders outline business updates? How could you transform this forum into a fun, engaging event people actually want to attend?

What if you set a lively, upbeat mood by playing music while people join the call? How about weaving interactive elements into the agenda, like polls or game-based challenges? Or you could ask employees to suggest topics prior to each meeting. Then you could develop content and programming based on their interests.

Imagine an all-hands that’s not just about business, but about coming together as a team to celebrate the people who make your business special. What would that look like? Intentionally redesign that event. Then start experimenting so your vision becomes reality.

Virtual community building can also happen through online spaces focused on common interests, values, or identities. For instance, you could offer informal social Slack channels where people can discuss pets, parenting, travel, mental health, and so on. When people get to know each other based on personal interests that cut across departments and geographical boundaries, it builds familiarity and trust. Ultimately, this leads to stronger, more productive work relationships.

3 Tips to Optimize Internal Communications

Essentially, internal communications professionals are marketers, responsible for keeping employees aware, interested, involved and enthusiastic about all the meaningful work happening across an organization. With that in mind, here are three tips for optimizing remote team  communications and events:

1. Be Intentional

Think about the purpose of each communication campaign, event, or experience, so you’ll use employee time and attention efficiently and effectively. Keep inclusion top of mind, so people can engage and consume information when it’s best for them.

2. Build for Your People

Design and create with your audience in mind. Proactively listen and work with stakeholders to develop content and programming that resonates and enhances the employee experience.

3. Focus on Your Company’s Specific Needs

Every organization is different. What works for one won’t necessarily work for another. Consider your unique challenges, goals, and context. Then design custom solutions that are purpose-built for your organization and your people.

Internal Communications: Looking Ahead

Remote work may not be for everyone, but it is here to stay. In this new environment, organizations can elevate the employee experience by reimagining internal communications. If we do this well, employees will connect around a common purpose, regardless of their work location. And because they’re more informed, engaged and excited about work, they’ll hopefully be happier to show up and contribute each day. Now that’s something worth striving for!

Photo: Jose Mizrahi

#WorkTrends: Building Trust In Uncertain Times

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Listen to the full conversation and see our questions for the upcoming #WorkTrends Twitter Chat. And don’t forget to subscribe to the podcast, so you don’t miss an episode.

It’s safe to say uncertainty is universal these days. But how do we get past it and stay engaged in our work? Remember the T-word: trust. So I invited Iain Moffat, Chief Global Officer of MHR International, to #WorkTrends to share his best practices for building workplace trust during these uncertain times.

Iain said we need to be better listeners to be better communicators. And organizations really need to step up their game on this, and “address and communicate aspects around safety, the relationship, and the connected aspects of work,” he added. I wanted to know what else companies can do to enable their employees to trust them and feel trusted. 

Iain’s answer: make a conscious effort. Managers must regularly communicate, actively listen, and continue to work through the kinks of being remote and virtual. You only learn by doing, so start now. Treat trust as a collaboration. 

Here’s another straightforward way to build trust between managers and employees:  invest time in really checking in. Don’t just run a checkup. Regular check-ins can help employees stay motivated. Plus, it’s an opportunity to tackle deeper questions about where your organization is heading and how that employee fits into it all. Creating this sense of belonging can even lead to better employee performance. And besides, it makes everyone feel better.

We covered a lot of ground in this discussion, so I encourage you to have a listen for yourself. Got feedback? Feel free to weigh in on Twitter or on LinkedIn. (And make sure to add the #WorkTrends hashtag so others in the TalentCulture community can follow along.)

Twitter Chat Questions

Q1: Why do organizations struggle with building trust? #WorkTrends
Q2: What strategies can boost trust and a sense of belonging remotely? #WorkTrends
Q3: How can leaders overcome uncertainty and promote a sense of trust? #WorkTrends

Find Iain Moffat on Linkedin and Twitter

This podcast is sponsored by MHR International.

(Editor’s note: In August we’ll be announcing upcoming changes to #WorkTrends podcasts and Twitter chats. To learn about these changes as they unfold, be sure to subscribe to our newsletter.)

Community: A Brand’s Most Powerful Friend

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Perhaps nothing drives a brand forward more than its community.

An estimated 55% of consumers are willing to recommend companies that deliver great experiences, and 85% are willing to pay a premium for great services. But who are the “people” making those recommendations and purchasing decisions?

They’re members of your community, right?

I’m certain that if I asked every CMO and marketing leader I know to describe their brand community, I would get a different answer from each. “Community” is a subjective concept, with wide varying definitions.

Community-Influencing-Buyer-BehaviorThere are also wide variations in how brands are seen, heard and felt by their respective communities. How deeply does a community feel connected to a brand?

For instance, think about Apple and its community. Apple gets attention because its brand recognition is extraordinary. But have you considered the powerful impact that Apple’s community has had on the success of the brand?

To demonstrate my point, think of the last conversation you’ve had with an “Apple fan” about the company, its products or its competitors. What did that conversation sound like?

If your experience is anything like mine, the conversation was probably wonderful, as long as you agreed about how wonderful Apple and its products are. However, if you dared to question the quality of Apple’s products, ideas or ability to innovate, you no doubt soon realized that you had crossed into enemy territory.

Those kind of conversations are a lot like telling your child that Santa isn’t real — only worse. But it speaks highly of the Apple community.

What is the catalyst for Apple’s insanely powerful connection with its community?

By-in-large, Apple doesn’t behave like a “nouveau” social company, so they’re not building their brand army through Facebook and Twitter. But it has brought together a passionate, global community by creating a sense of “belonging” that customers feel deeply when they use Apple products.

The iconic Apple slogan, “Think Different” epitomizes its cult-like following. On any given day at Starbucks around the world, people who want to be seen as broad-minded, creative thinkers are often found hovering over a Macbook — almost as if the presence of an Apple product is synonymous with their identity.

For Apple, this works. Through a customer experience focused on the idea that being different and innovative is “cool,” Apple has built one of the tightest brand communities on and off the web. But of course, Apple is a huge, established company, with a massive budget for community development. It leads me to wonder — how can other brands, smaller brands, newer brands tap into the power of community?

Not Just Community — A Close Community

Think about the neighborhood where you grew up. What was it like? Was it urban or rural? Were there many houses or just a few? Did you know your neighbors, or were they merely passing strangers?

Regardless of their shape, size and geography, most neighborhoods provide some sense of community. However, all neighborhoods aren’t the same. In my hometown, there was a “Community Center” — a place where folks from the neighborhood would congregate, connect and discuss issues affecting the area.

In that kind of environment, as citizens drew closer, the more they worked together to get things done — for example installing a stop sign where kids played in the street, and passing a referendum to build a new school. Over the years, as traditional urban settings gave way to modern models, subdivisions often created a community “on purpose,” with a Neighborhood Watch, a Board of Directors, and sometimes even a pool and recreation center.

This intentional approach to community brings stakeholders closer, by making neighborhood issues and events more visible, and helping community participants see the impact of their involvement.

Building a Brand Community Like a Neighborhood

When you boil it down to its simplest form, a community is the sum total of your brand stakeholders. I say stakeholder (rather than customer) because many people can participate in a brand community, beyond those who purchase a company’s products and services.

First, there are obvious extensions, such as employees and friends. Also, there are less obvious community players, such as those who are interested in learning more about your products and services, but may not have an immediate need to buy.

Let’s use automobiles as an example.

In 1995, when I was 14, my favorite car in the whole world was the new Pontiac Grand Prix. It had just been redesigned as a “wide track” model, and as a 14 year old, I thought it was one bad machine. However, at 14, I wasn’t legally or financially able to buy a car.

Four years later, I had scraped together all the loose change from under the sofa cushions, and I was ready to buy a car. Guess what I bought? The Grand Prix! That’s because I had emotionally tied myself to the brand, the car, and the community. When I was ready to purchase, it wasn’t even a question who would earn my business.

While my story is just one example, this type of brand loyalty exists with everything from the food we eat to the blue jeans we wear, and beyond. When people become a part of something, their purchasing sentiment changes. And guess what? So does the way they evangelize for your product. You think someone that likes your product is a good ambassador. Just think of someone who recently bought your product and likes it! That is another great frontier for brand building.

Which takes us back to building a close-knit community. It requires a setting for cultivation and nurturing. Much like a neighborhood — only different — to suit the needs of the brand and its community.

Community in the Connected World

If you think about the neighborhood example, you’ll likely think that a good community is small, tight knit, and somewhat directionally aligned.

But in the new world — the connected world where we manage communities on our blog, Facebook, Twitter and what seems like a million other places — the idea of community can become overwhelming. That’s because the “massiveness” of the online sphere is hard for many marketers to imagine in meaningful terms.

This can lead marketers to make some key community-building mistakes:

1) They aim too large: Mere numbers (pageviews, visits, likes, followers) aren’t relationships;
2) They don’t engage: Communicating with a “faceless” digital community can seem like a daunting task;
3) They miss out: Online communities are a powerful way to build influential brand advocates, but sometimes inaction takes over when brands don’t know where to start.When-Communities-Fail-

While these mistakes are typical, they can be avoided with a few common-sense tactics:

1) Aim for relevance: Rather than shooting for a large community, start by aiming for those that are most likely to buy your product/service now or in the near future. Also, with online networks (especially social networks), research where your target audience invests its time, and go there first!

2) Engage more than you promote: Share your stories, ideas and information, but make sure you allow the community to become part of the conversation. Ask more questions. Build more testimonials and case studies. Invite participation.

3) Start: Even if your “start” is small, don’t miss the opportunity to build a community by putting your head in the sand.Making-Communities-Succeed

Remember: Building A Community Can Take Time

Apple has an amazing community of insanely loyal brand advocates. It also nearly crashed and burned on multiple occasions, and was saved by innovation that focused on consumption of music on a tiny MP3 player. For other companies, community takes time and work to build.

This starts at the core — building products and services that your customers can love. It also may include places for customers to congregate and talk about how they put your products to use.

On the flip side, community building also requires brands to acknowledge shortcomings and respond transparently when things go poorly. Think about what Target and Snap Chat will need to invest in rebuilding brand confidence after recent security breaches. Neither of these incidents was intentional, but trust was lost, and recovery will take time and monumental effort.

However, there is a certain beauty in community. When you build it, nurture it and engage with it, your community will tend to stand by your brand in good times and in bad. While never perfect — like your family, your neighborhood or your city — your brand community is one of the most powerful tools in the connected world.

Whatever you do, don’t ignore or underestimate the power of your community!

(Editor’s Note: Republished from Millennial CEO, with permission, this is an excerpt from “The New Rules of Customer Engagement,” a new ebook by Dan Newman, available Spring 2014. )

(Also Note: To discuss World of Work topics like this with the TalentCulture community, join our online #TChat Events each Wednesday, from 6:30-8pm ET. Everyone is welcome at events, or join our ongoing Twitter conversation anytime. Learn more…)

Image Credit: Texas A&M

Community: A Brand’s Most Powerful Friend

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Perhaps nothing drives a brand forward more than its community.

An estimated 55% of consumers are willing to recommend companies that deliver great experiences, and 85% are willing to pay a premium for great services. But who are the “people” making those recommendations and purchasing decisions?

They’re members of your community, right?

I’m certain that if I asked every CMO and marketing leader I know to describe their brand community, I would get a different answer from each. “Community” is a subjective concept, with wide varying definitions.

Community-Influencing-Buyer-BehaviorThere are also wide variations in how brands are seen, heard and felt by their respective communities. How deeply does a community feel connected to a brand?

For instance, think about Apple and its community. Apple gets attention because its brand recognition is extraordinary. But have you considered the powerful impact that Apple’s community has had on the success of the brand?

To demonstrate my point, think of the last conversation you’ve had with an “Apple fan” about the company, its products or its competitors. What did that conversation sound like?

If your experience is anything like mine, the conversation was probably wonderful, as long as you agreed about how wonderful Apple and its products are. However, if you dared to question the quality of Apple’s products, ideas or ability to innovate, you no doubt soon realized that you had crossed into enemy territory.

Those kind of conversations are a lot like telling your child that Santa isn’t real — only worse. But it speaks highly of the Apple community.

What is the catalyst for Apple’s insanely powerful connection with its community?

By-in-large, Apple doesn’t behave like a “nouveau” social company, so they’re not building their brand army through Facebook and Twitter. But it has brought together a passionate, global community by creating a sense of “belonging” that customers feel deeply when they use Apple products.

The iconic Apple slogan, “Think Different” epitomizes its cult-like following. On any given day at Starbucks around the world, people who want to be seen as broad-minded, creative thinkers are often found hovering over a Macbook — almost as if the presence of an Apple product is synonymous with their identity.

For Apple, this works. Through a customer experience focused on the idea that being different and innovative is “cool,” Apple has built one of the tightest brand communities on and off the web. But of course, Apple is a huge, established company, with a massive budget for community development. It leads me to wonder — how can other brands, smaller brands, newer brands tap into the power of community?

Not Just Community — A Close Community

Think about the neighborhood where you grew up. What was it like? Was it urban or rural? Were there many houses or just a few? Did you know your neighbors, or were they merely passing strangers?

Regardless of their shape, size and geography, most neighborhoods provide some sense of community. However, all neighborhoods aren’t the same. In my hometown, there was a “Community Center” — a place where folks from the neighborhood would congregate, connect and discuss issues affecting the area.

In that kind of environment, as citizens drew closer, the more they worked together to get things done — for example installing a stop sign where kids played in the street, and passing a referendum to build a new school. Over the years, as traditional urban settings gave way to modern models, subdivisions often created a community “on purpose,” with a Neighborhood Watch, a Board of Directors, and sometimes even a pool and recreation center.

This intentional approach to community brings stakeholders closer, by making neighborhood issues and events more visible, and helping community participants see the impact of their involvement.

Building a Brand Community Like a Neighborhood

When you boil it down to its simplest form, a community is the sum total of your brand stakeholders. I say stakeholder (rather than customer) because many people can participate in a brand community, beyond those who purchase a company’s products and services.

First, there are obvious extensions, such as employees and friends. Also, there are less obvious community players, such as those who are interested in learning more about your products and services, but may not have an immediate need to buy.

Let’s use automobiles as an example.

In 1995, when I was 14, my favorite car in the whole world was the new Pontiac Grand Prix. It had just been redesigned as a “wide track” model, and as a 14 year old, I thought it was one bad machine. However, at 14, I wasn’t legally or financially able to buy a car.

Four years later, I had scraped together all the loose change from under the sofa cushions, and I was ready to buy a car. Guess what I bought? The Grand Prix! That’s because I had emotionally tied myself to the brand, the car, and the community. When I was ready to purchase, it wasn’t even a question who would earn my business.

While my story is just one example, this type of brand loyalty exists with everything from the food we eat to the blue jeans we wear, and beyond. When people become a part of something, their purchasing sentiment changes. And guess what? So does the way they evangelize for your product. You think someone that likes your product is a good ambassador. Just think of someone who recently bought your product and likes it! That is another great frontier for brand building.

Which takes us back to building a close-knit community. It requires a setting for cultivation and nurturing. Much like a neighborhood — only different — to suit the needs of the brand and its community.

Community in the Connected World

If you think about the neighborhood example, you’ll likely think that a good community is small, tight knit, and somewhat directionally aligned.

But in the new world — the connected world where we manage communities on our blog, Facebook, Twitter and what seems like a million other places — the idea of community can become overwhelming. That’s because the “massiveness” of the online sphere is hard for many marketers to imagine in meaningful terms.

This can lead marketers to make some key community-building mistakes:

1) They aim too large: Mere numbers (pageviews, visits, likes, followers) aren’t relationships;
2) They don’t engage: Communicating with a “faceless” digital community can seem like a daunting task;
3) They miss out: Online communities are a powerful way to build influential brand advocates, but sometimes inaction takes over when brands don’t know where to start.When-Communities-Fail-

While these mistakes are typical, they can be avoided with a few common-sense tactics:

1) Aim for relevance: Rather than shooting for a large community, start by aiming for those that are most likely to buy your product/service now or in the near future. Also, with online networks (especially social networks), research where your target audience invests its time, and go there first!

2) Engage more than you promote: Share your stories, ideas and information, but make sure you allow the community to become part of the conversation. Ask more questions. Build more testimonials and case studies. Invite participation.

3) Start: Even if your “start” is small, don’t miss the opportunity to build a community by putting your head in the sand.Making-Communities-Succeed

Remember: Building A Community Can Take Time

Apple has an amazing community of insanely loyal brand advocates. It also nearly crashed and burned on multiple occasions, and was saved by innovation that focused on consumption of music on a tiny MP3 player. For other companies, community takes time and work to build.

This starts at the core — building products and services that your customers can love. It also may include places for customers to congregate and talk about how they put your products to use.

On the flip side, community building also requires brands to acknowledge shortcomings and respond transparently when things go poorly. Think about what Target and Snap Chat will need to invest in rebuilding brand confidence after recent security breaches. Neither of these incidents was intentional, but trust was lost, and recovery will take time and monumental effort.

However, there is a certain beauty in community. When you build it, nurture it and engage with it, your community will tend to stand by your brand in good times and in bad. While never perfect — like your family, your neighborhood or your city — your brand community is one of the most powerful tools in the connected world.

Whatever you do, don’t ignore or underestimate the power of your community!

(Editor’s Note: Republished from Millennial CEO, with permission, this is an excerpt from “The New Rules of Customer Engagement,” a new ebook by Dan Newman, available Spring 2014. )

(Also Note: To discuss World of Work topics like this with the TalentCulture community, join our online #TChat Events each Wednesday, from 6:30-8pm ET. Everyone is welcome at events, or join our ongoing Twitter conversation anytime. Learn more…)

Image Credit: Texas A&M