Executive Opinion: The Employee Communication Revolution

By Pat Quinn, Managing Director, Creative Options, A Protiviti Company

Parallels are often drawn between the advertising world and the realm of employee communications. And, it's only natural, as both can be classified under the fine art of persuasion.

Employee behavior is crucial to every organization. It is the lifeblood. Persuading employees to buy-in to the vision and to execute on the organization's basic promise to customers is vital.

It's important to recognize that employees are also customers. Just like consumers, the average employee encounters 3,000 messages each day. 10 connect. 3 can be recalled the next day. We live in a society that bombards our minds with different messages. As a result, we have adapted to filter out the ‘white noise' of everyday life.

Advertising's Creative Revolution
The ‘white noise' is a product of the industrial age. The industrial revolution and mass production led to mass marketing. Mass marketing became endless copy flaunting product features and benefits; repeated at nausea until recall factors were high.

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