Heading in one Direction
With strong direction from the top, effective day-to-day management and a real sense of community, the goal of employee engagement is within reach
Moving employees from being largely passive observers to genuinely engaged and proactive advocates is what engagement is all about. But it’s not an easy thing to get right. To help our clients chart a course through this tricky terrain we have developed our unique 6As model:
The model illustrates communication as a journey employees take from awareness (or, in some cases, apathy) towards advocacy.
Whatever the focus of your communication, you will inevitably have employees at each and every stage of this journey. Some will be apathetic to your message – switched off and disengaged. Some will understand and support what you’re trying to do but will perhaps lack the motivation to do anything about it. Others will be more dangerous and difficult to deal with – the small number of highly negative activists we find lurking inside many organisations.
The thinking inherent in this model guides the way we approach client projects. We use it to research and map the audience, to identify which communication strategies are right for which stage of a project, and to track and monitor progress.