25 November 2008
Online tools favored over recognition in productivity and retention drive
Intranet developments high on communicators' agendas.
There isn't one clear challenge, but rather a combination, that organizations face in pursuing their engagement goals.
This is according to results of the “US Worker Deficit” poll conducted by PollStream, a provider of interactive engagement community-building solutions.
During a range of communication industry events throughout 2008, Pollstream questioned 328 communication and HR professionals about the greatest challenges they face in pursuing their engagement goals (see Figure 1, below).
Figure 1. Supporting employee productivity comes top
Planned intranet improvements
With "supporting employee productivity" taking a slight lead in the challenges identified, Figure 2, below shows the initiatives respondents say they'll be implementing to
increase employee productivity.
Figure 2. Intranet developments thought to improve employee productivity
More than 40% of respondents stated that their companies would be redesigning the intranet for improved collaboration and community – a surprisingly higher response than "points-based recognition and reward".
Widespread intranet dissatisfaction
The Hub asked William Amurgis (pictured, right), manager of intranet strategy at American Electric Power (AEP), for his interpretation of the poll results.
"My undergraduate degree is in statistics; as a result, I'm skeptical of surveys. That said, these poll results align with what I've heard from my peers: that most organizations are dissatisfied with their intranets."
"The good news, of course, is that these communicators remain hopeful that their intranets can improve and have a dramatic impact on productivity," he says.
Will recession alter intranet plans?
Does Amurgis think that in light of recession, if the poll were done now it would reveal different results and perhaps favor perceived "cheaper" engagement options?
He suggests that the credit crisis may actually strengthen these results, since organizations are reducing travel, rewards, bonuses and compensation to preserve jobs.
"To many, the intranet is seen as a relatively inexpensive way to collaborate – without regard to rank, function or geography. Plus, online collaboration tends to attract those who you might never otherwise meet in person, thereby enriching the experience," Amurgis says.
Advocacy's a strong engagement driver
Figure 3, below, shows the poll responses to "Which of the following initiatives will you be implementing
to increase employee advocacy within your organization?" and interestingly, the intranet again takes a clear lead.
Figure 3. Rewards and recognition low on the agenda
But why exactly is employee advocacy important for attracting and retaining employees – are communicators answering in this way because they believe younger workers prefer higher levels of advocacy over the Baby Boomers (now of retirement age)?
Amurgis doesn't think so. "Everyone likes to belong and be recognized for their thoughts and ideas, regardless of age," he says.
Provide an open forum for discussion
"The only generational difference that I see is that some (but not all) of the younger workers – who have grown up with the internet and, with it, the erosion of privacy – are more open and more comfortable sharing details about themselves, whereas some (but not all) veteran workers are more guarded," Amurgis says.
He also notes that younger workers are more likely to leave if they don't like the culture, since they have less invested in the organization.
"For those of us who manage intranets, the key challenge is making sure that everyone is comfortable contributing online. We don't want to miss a great perspective or solution because someone is afraid of being punished, ridiculed, or accused of wasting time," he says.
Identifying employee incentives
According to the US Department of Labor, by 2010 retiring Baby Boomers will
contribute to a shortage of 10 million workers. With a growing global worker shortage and economic downturn, an organization’s ability to increase engagement and enhance
productivity will surely help dictate success or failure.
Asked in the poll "Which of the following initiatives will you be implementing to increase employee retention within your organization?" respondents said:
- Additional intranet interactivity and social media tools: 33%.
- Live events to bring people together more often: 28%.
- Job mentoring, shadowing and on-the-job training: 23%.
- Points-based recognition and rewards programs: 16%.
Focus on online collaboration
Again, a significant majority indicated that they plan to enhance their
intranets with interactive and social media tools to support collaboration and community building, rather than focus on recognition and rewards programs.
Communicators who fail to realize that the world has changed – and with it, reading habits – do so at their own peril.
Clearly, from the responses to the poll, comms and HR practitioners believe that the most effective ways to engage the employees in their 2010 organization are to focus on online communication channels and improving collaboration. But is this at the expense of other, traditional, effective comms methods?
"I don't believe we're getting carried away with online communication. If anything, we're moving too slowly. Consumer technology (YouTube, Facebook, etc.,) increasingly drives employee expectations. If we don't meet these expectations – in style, function and usability – the intranet becomes irrelevant," Amurgis says. "And, as you know, the pace of innovation with consumer technology is brisk."
Out with the old, in with the new
Are more collaborative intranets with online communities more important to younger employees – presumably there will still be some Gen Xers and Baby Boomers in the mix who prefer more traditional comms methods?
"Again, this is not a generational issue," Amurgis says. "Employees from all generations tell us that they don't want to receive print publications anymore. They view print (and its distribution) as both expensive and environmentally irresponsible. Plus, it's old news when it arrives, and doesn't allow for quick interaction."
Simplify online communication
With an imminent worker deficit and resource strains, companies will require more from less. This provides communication professionals with an opportunity to
position their function as a strategic partner – by offering web-based solutions that can solve real
problems.
But, how can we get the balance right between online and face-to-face communication? "Personally, I prefer to meet people face-to-face, and enjoy a good newspaper," says Amurgis.
"But online is more practical and efficient. Communicators who fail to realize that the world has changed – and with it, reading habits – do so at their own peril."
In my opinion, employees do not fully trust reward and recognition programs. They're hard to administer fairly.
CEOs are "getting there" with social media understanding
For the poll, respondents were asked "Does your senior executive team believe in the benefits that social
media can provide?" They answered:
- Yes: 34%
- No: 22%
- They're getting there: 45%
So, it seems the majority of companies still have some way to go in persuading senior management that intranet developments and online tools are beneficial to the company. But as many people in those senior management roles are likely to be Baby Boomers themselves, how easy is this task likely to be?
Collaboration in the spotlight
Executives of all ages are interested in open communication and collaboration, regardless of the actual tools used, Amurgis believes. "Our CEO has an internal blog, but he travels constantly and isn't always at a computer. So, we made it easy for him to send us his blog posts: he can do so by email, or by calling a special voicemail box," he says.
"When we pitched him the idea of a CEO blog, he had some reservations," Amurgis says. "We were able to convince him that it fit his communication style, and that he need devote only 2 minutes to compose or recite a post. We made it easy for him, and he quickly agreed." Employees appreciate the CEO's openness, and the CEO is pleased with the reaction.
Steven Green, founder and CEO, PollStream says "An important outcome of the poll is that technology will not only play a significant role to enhance collaboration and community building but technology will also make it easier for communications, marketing and HR professionals to work more closely together."
Design at AEP exists to support business goals as technology and content alone aren’t enough. Its intranet has 4 specific goals, and design supports them all:
1. Enhance employee productivity. Design can make it quick and easy to find information or perform a task by providing consistent experiences that permit swift orientation and action.
2. Reinforce corporate messages. Make sure that employees are more productive and setting their priorities correctly. Through visual dominance and subtle cues, design helps with the reinforcement.
3. Provide a place for employees to meet. We’re a far-flung company, with operations in 11 states, so our intranet is a place to come together. Design injects a sense of oneness through consistency of brand and identity.
4. Make the impersonal more personal. An intranet, like any computer-based system, can seem cold and heartless. Our goal is to inject it with a personality, set a tone and create a mood.
For more advice about intranet design, see Six steps to a winning intranet with AEP.
Lack of trust for reward programs
Going back to the poll results, why did reward and recognition score so low on the scale? As some respondents were questioned earlier on in 2008 the results can't just be due to the recession.
"In my opinion, employees do not fully trust reward and recognition programs. They're hard to administer fairly, or at least that's what many employees perceive," Amurgis warns.
"From my experience, employees are motivated more by feelings of self-worth than they are by rewards. That's why we try so hard to provide a tone for our intranet that welcomes and respects our employees and their contributions." See the sidebox, right, for tips from Amurgis about how to enhance your intranet to support business goals.
Amurgis sums up the appeal of many online communities. "Everyone can contribute. There's no need to wait for someone else to recognize you, no obligation to have your supervisor approve your message. The only thing preventing you from participating is... you."
Have your say
Do the results of the US Worker Deficit poll tally with your own experiences in communication? What are your greatest challenges in pursuing your engagement goals? Have you been developing a multi-generational communications
strategy?
Perhaps you've been working on intranet developments, or on trying to prove the value of social media tools in your organization? Share your experiences with us below.
Recommended resources:
How to recession-proof your intranet strategy
TOP TIPS: Six steps to a winning intranet with AEP
Melcrum's new updated report: Transforming your Intranet (Hub member discount applies)
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