Retail employee - employee engagement in action

Year on year, the Gallup data on engagement is compelling. This year, not surprisingly, the view is that employee engagement at work is a significant factor in overall life experiences. Hardly surprising when the lines between work and life can be pretty blurred.

[Latest Gallup data on engagement]

Consistent with previous years, there’s plenty of evidence that proves if you increase employee engagement, you’ll have better organisational outcomes. Their study is huge. 183,000 businesses across 53 industries and 90 countries that shows increasing people engagement transforms the business.

Employee engagement facts and statistics from Gallup - State of the Global Workplace 2024. — Source: Gallup 2024 State of the Global Workplace - a must read!

Engaged employees stick around, are more productive, and enjoy work more. With years of experience creating and designing award-winning employee engagement strategies and internal communication campaigns, here’s our top five thoughts on how to create a great employee engagement communications campaign.

[Our top 5]

1. Define your comms ambition

Know the why, what and how: Define the purpose behind your internal communication efforts. Know what you want to achieve, why it matters for both the organisation and its people and how you’ll measure success. What will it look like when we get it right? What do we want our people to understand, get behind or do differently? How can we go about this? Ask around. A problem shared always generates new thinking.

2. Get to know your people – really get to know them

Understand their world: Every team, location, and individual has a unique story. Dive in, listen actively, and show them that you understand and care about their day-to-day reality.

Get the data: Surveys, feedback sessions, and direct conversations tell us a lot. What’s working, what’s not. What will or won’t work due to operational realities.

Find out what we need people to know, feel and do: Think about it from their perspective—what’s in it for them? What will give them the knowledge and motivation to act?

3. Bring it to life with creativity

Develop the big idea: A creative theme makes the whole thing memorable, making people want to act. It’s the spark that attracts attention and persuades people to get involved. It should be clear, simple, and compelling - we want a reaction and then action.

4. Craft your campaign: Story, Experience, Connection, Influence

Share a great story: Make it human, real, and relatable. What’s the gap you’re addressing, and why is it worth their time? What’s in it for them? Use surprise, empathy, and a clear call-to-action. A good story will build urgency and connection.

Create an experience: Get employees involved and hands-on with activities, discussion, collaboration, and learning opportunities. This is where employee engagement ideas and a great activation plan comes in - use multi-channel approaches and feedback to keep listening and improving.

Build personal connections: Make it real for people. Relevant to the team, their work, and role. Help colleagues see and be inspired by their direct impact on the team, customers, the business, the world.

Empower the influencers: Gallup’s research finds managers influence 70% of engagement. Equip managers and employee ambassadors with resources, guidance, and a clear understanding of their role in inspiring the team.

5. Celebrate the wins. Recognise, appreciate, and build momentum

Recognise and reward: Celebrate the quick wins, the positive behaviours, the traction and milestones during the campaign. Recognise team engagement contributions, celebrate successes, and thank colleagues for their involvement. Build momentum, showcase success stories and create a culture of continuous learning.

With these five steps, you’ll contribute to a culture of engagement with employee communications and campaigns where each person feels they have purpose, understanding, motivation, connection and we hope, fun!