Too often, it’s easy to see employee as expendable commodities rather than assets. But as part of a comprehensive and ongoing public relations program, they should be seen a “front line” soldiers for your brand. They should be (or become) your Brand Cheerleaders. (Hint: Don’t require the uniforms, though. Then it might become an HR issue!)
However, when you factor in the amount of money it takes to replace an employee, that perspective can change. It is estimated that turnovers cost a company from $10,000 to $40,000 per person, depending on the position. One researcher shows the “turnover costs” alone can run more than $2,000 per employee. That’s money which could be better spent, don’t you agree? (If you don’t, please contact me and I have lots of ideas for how to use all that extra money you apparently have and don't need!)
If you communicate well with your staff, you are creating a positive working environment. The staff will be better informed and better able to help in building the important relationships with your customers/clients. Unfortunately, the opposite is all too true also. Unhappy, disconnected employees can hurt business by providing poor or inadequate customer service. Customers leave and employees leave, both affecting your business and your bottom line.
To build a positive working environment—as part of your commitment to public relations—it is necessary to take some specific steps that will let your employees know they are valued and vital to your success. Consider these simple tactics:
- Educate them. If there are messages you want your customers to hear, you must make sure your staff knows the message. It is important to regularly tell them—repeating the key messages over and over. You can do this in training meetings, memos, e-mails and even through creative methods, such as games and contests. (Don’t just “send out” the information, help them understand why it’s important.)
- Listen to them. Because they are the front line, you can learn much from their perspective and their experience. If they are truly part of your team, you need their expertise and they need to know that you want to know it. They see, hear and know things just because of what they do, and it’s often very different than those in the “corner offices” might think. Incorporate ways for them to talk to you, even about difficult issues and personal concerns. It could be as simple as a suggestion box, but as complex as a peer group that monitors and mediates conflict. Employees who feel they have no say will never see themselves as part of a team.
- Engage them. I’ve been to those “retreats” with the team building exercises. And as beneficial as they might be, they’re nothing compared to getting your team involved in building the organization. This is one step beyond listening; it’s finding way to get them active in the direction of the organization. Focus groups, staff committees, brainstorming meetings, Q&As with the leadership are all ways to get feedback. But it can’t be perfunctory; if the employees feel it’s just for show, don’t expect them to invest actual energy or sincerity to the process.
- Appreciate, Recognize and Reward them. Everyone likes to be told they are doing a good job, and your staff is no different. Of course, job evaluations, salary increases and performance bonuses are important, but those are generally private. (And those fall under HR, not PR) You should look for ways to publicly identify those who are working diligently for your organization—celebrating successes, publicizing productivity, honoring extra efforts and “kudoing” (Is that a word?) the ones doing an outstanding job.
- Help them stay balanced. Your employees, as good an they might be, also have a life outside the job. (Remember our example of Ebenezer Scrooge? He had no idea the family pressures of his faithful employee, Bob Cratchit.) None of us can be happy and content when our life is out of balance. And though your business might benefit briefly by an employee who is putting in extra hours to the detriment of their home-life, in the long-term, it’s a no-win situation. You must make certain your staff is taking the needed time off to rest, relax and recreate. It is also possible to build in those kinds of experiences during the work-week. It will make for better, more satisfied employees and greater productivity.
The amount of effort required for Internal Public Relations is small compared to the lasting effects in employee satisfaction, decrease in turnover and increase in quality customer service. Can you afford to ignore them?
In future posts, I plan to cover topics such as:
* Becoming a good citizen of your community
* Techniques of Good Writing
* Working with your local Media
* Elements of Effective Communication
* When You Should Hire a PR/Communications professional
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