Employee engagement at BDHT: Doing it because you want to, not because you’re told to

A couple of weeks ago I shared a picture on LinkedIn of the ‘Little book of Thank Yous’ my husband had brought home from his annual staff conference with employer Bromsgrove District Housing Trust (BDHT). It got 20 Likes- many of which were from people I am not directly connected to. I like to think I started something that went viral!

Joking aside, I was quite surprised at the response. Here’s the post:

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I think the positive reaction to this piece of internal communications which included a bold statement that it qualified as #CommsHero work, perhaps shows how immature the concept of employee engagement still is.

Companies have long recognised the ‘happy staff = happy customers = profit’ cycle but despite this, many still fail at identifying their key internal messages and communicating these in a way that resonates with the workforce.

In my husband’s case, his employer’s message was one of thanks. BDHT’s book of Thank You’s contained small but powerful ‘favours’ in return for all the hard work of the staff, for example an extra hour in bed and a cup of tea made by management. For my husband, this translates into good feeling, into appreciation of the recognition, into wanting to carry on being effective at his job so he can continue to work in partnership to achieve positive outcomes for customers. It really does go very deep.

Internal communications should be treated with as much, if not more, importance than external communications. If you’re trying to drive forward a new company culture, a set of values or ‘way of doing things’, you need to approach the ‘campaign’ in the same way as any customer or corporate marketing with stages of analysis, planning, execution and evaluation. It’s about knowing your audience, developing appropriate messages, choosing the most effective mix of communications tools and testing awareness and engagement so you can be sure when it is no longer a ‘campaign’ but is truly embedded.

My husband’s company are also very good at being consistent. His Personal Development Plan contains questions like: ‘How can you contribute to BDHT’s success?’ and ‘How have you been able to develop BDHT to feel like ONE team? What would you like to do?’ I am also told that the Chief Exec has a genuine ‘open door’ policy. BDHT has successfully created a clear vision for the organisation where staff feel they can personally grow, where their wellbeing is really important and they can give something back to the communities BDHT works in.

BDHT personal development plan
The BDHT Personal Development Plan

What is your internal communications like? Do you effectively engage your staff? Would the way they speak about your company to their friends delight you?

Let me know about the best piece of employee engagement communications you have seen by leaving a comment. 

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