What are your employees saying about your organization? Are they equipped with information and engaged in your company’s business sustainability programs to passionately communicate the message you would like the world to hear? Are your employees aware of the nature and responsibilities around the use of social media for sustainability communications?
Sometimes, corporate sustainability is like playing telephone. Witnessed from a high level, a company's corporate sustainability plan may embrace all the right frameworks, include the buzz words, and authentically and credibly, embrace sustainability initiatives. However, witnessed from the employee level, all that jargon and vision may be lost. In addition to executive management playing a critical role in the success of a company, business sustainability requires leadership and communication across the entire organization. While management may ultimately carry the responsibility of sustainable business results, employees have a part to play in the definition and implementation of the company’s business sustainability programs.
What transformation needs to occur in 2014 to engage your employees around sustainability programs and CSR? Perhaps challenging traditional definitions of stakeholder engagement is a start. The article, What is Employee Engagement breaks many of the traditional views of internal resource effectiveness. Speaking to alignment over satisfaction, the post redefines the aims of engagement.
- Employee engagement does not mean employee happiness: Someone might be happy at work, but that doesn’t necessarily mean they are working hard, productively on behalf of the organization.
- Employee engagement doesn’t mean employee satisfaction: Many companies have “employee satisfaction” surveys and executives talk about “employee satisfaction”, but the bar is set too low.
- Employee engagement is the emotional commitment the employee has to the organization and its goals: This emotional commitment means engaged employees actually care about their work and their company. They don’t work just for a paycheck, or just for the next promotion, but work on behalf of the organization’s goals.
Transformation in communications is also needed. Considering that the ability to plan and take action to address resource demands has long been a defining characteristic of success and business sustainability, there is much more to employee engagement than satisfaction. Today’s business sustainability leaders realize that a productive workforce must be keenly aligned with the goals of the organization. Our sustainability consulting encourages the use of social media engagement strategies to communicate and motivate a company’s most prized resource. The post, 3 Ways Social Media Promotes CSR Communications, sites the use of social media collaboration technologies can help organizations break down silos and facilitate knowledge sharing across business units and corporate functions, as well as, make CSR more visible. Additionally, the article, Why Smart Marketers Use Social Media for Green Business Branding, shares the value in building better relationships with partners, prospects and customers.
Discover for yourself the role social media engagement can play in 2014 to increase employee engagement within your company's sustainability plan.