Internal stakeholders often have a point of view on internal communications and prefer calling the shots when it comes to defining what works for employees. Unless handled adroitly it can get difficult for internal communicators who want the best outcomes from campaigns they front-end. Faced such situations?
Here is a case study where Kiran, a team leader for a business division at Miliband, a mobile development agency and Keerthi , the organization’s internal communicator discuss the launch of an employee learning initiative aimed at educating them on career paths. Kiran’s and Keerthi’s organization has over 5000 skilled mobile technology experts as employees and has locations in 4 locations in Mumbai. Apart from an intranet the company also has an internal social media platform that caters to the youthful population.
Kiran: “Thanks for making time for this meeting Keerthi. I am excited by the potential of this campaign – Your Career in Your Hands. Hope you got a chance to look at the cool quotes we gathered from numerous thought leaders. I am sure it will be a hit.”
Keerthi: “Yes, Kiran. I am as excited by what this campaign promises. Can I understand more about your intentions of sending quotes from leaders on careers and learning?”
Kiran: “Look Keerthi – we have a young bunch of colleagues, mostly under 25. We need to make the workplace look exciting and the campaign must appeal. Therefore we must jazz it up.”
Keerthi: “Huh? Jazz it up?”
Kiran: “I meant send out teasers like those quotes and fun stuff”
Keerthi: “How will it help?”
Kiran: “They will like to see these quotes from famous people and get energized.”
Keerthi: “Kiran, we are probably missing the point here. Do these quotes lead to anything useful they can do? Will it inform them of actions they can take?”
Kiran: “This is just the start. They will soon get text messages on their mobile phones and lots of e-mails explaining the program.”
Keerthi: “When will it be? When will you finally let them know of the program and what they need to do?”
Kiran: “Very soon. After three rounds of teaser mails.”
Keethi isn’t amused and decides to get more clarity on what Kiran is trying to do. She knows that this campaign will only get her brickbats than bouquets. She decides to think more about the situation and come back to Kiran on the campaign.
- Is there an issue with the way Kiran is approaching his campaign?
- How do you think Keerthi can help Kiran revisit his plan?
- Are teasers needed in a campaign? If yes, how else can they be framed? If not, what can be done to create buzz for the initiative?
Interested to hear from you. Do post your comments here.