Alyson English, Director, Lighthouse Communications

Chief Executives of companies all across the world are prepared to effectively communicate key messages about their organisation at any given moment. 

Whilst those at the helm of an organisation can faultlessly and passionately relay the answers, how would their employees respond when faced with the below questions?

  1. Why does your company exist?
  2. How does your company differ from competitors?
  3. Who are your potential customers?
  4. What impact is the company having on customers and stakeholders?

For many organisations, the answers provided by the senior team and those provided by other employees are worryingly different. This is generally through a lack of information sharing and communication. 

Each and every employee is a representative of your brand and is therefore an opportunity to share key messages and information within their own networks. 

LinkedIn data shows that on average, employees have 10 times the reach of their employer’s LinkedIn company page. Online or offline, they will discuss the company within their own networks whether they have the message right or not.

Providing them with the right knowledge and information to answer these four questions can easily be achieved through regular communication with staff.

Effective communication, be it monthly staff ezines, quarterly written updates from the Chief Executive, or inter-departmental briefs, enable employees to understand what the goals are, where the company is headed and how it plans to get there.

Bringing your employees on the journey with you and communicating throughout will equip them with the knowledge they need to play their important role in achieving the organisational objectives.