Emily Burroughs, Vice President of Communications and Culture, BGSF.
Communicating a company’s community impact effectively, both internally and externally, requires a thoughtful and strategic approach to ensure that you are walking the talk and not just talking the walk. Prioritizing the communication of community impact is a way for companies to show that they are not just economic entities but contributors to societal progress. It’s a way to build trust, establish credibility and create a lasting positive impact on both the business and the communities they serve.
Regardless of your global location or the nature of your company, establishing and fostering your organization’s culture is a vital aspect of expanding your business and enhancing the employee experience. I believe that community outreach efforts go beyond the daily tasks individuals perform and actually contribute to the profound human longing for a sense of significance and purpose in our work.
In a survey conducted by Staffing Industry Analyst, it was found that when choosing an employer, the following factors are considered important: “meaningful work, 61%; confidence in the company, 53%; identifying with company values, 41%; and enthusiasm about the mission, 41%.” Companies should recognize the lasting impact of communicating their purpose both within and beyond the workplace.
Here are some tips to better align your community impact communication.
1. Align with company values and define your core message. Clearly define the core message you want to share about your company’s long-term vision for community impact. Be sure to connect your community impact efforts with your company’s core values and mission. What are the key achievements, initiatives and values that you want to communicate?
2. Define what needs to be communicated internally versus externally. Understand that every audience might need to hear something different. Segment your audiences into internal (employees, stakeholders, leadership) and external (customers, partners, investors, the public) groups. Tailor your message to resonate with each group’s interests and priorities.
3. Empower employees and boost morale. Let your employees shine. Many employees take pride in working for a company that gives back to the community. Communicating your community impact fosters a sense of purpose among employees and can improve morale and retention rates. I am a true believer in maintaining a people-first philosophy alongside the local first focus.
4. Evaluate communication channels and make it easy for them to share their story. Be sure the stakeholders and contributors know how and where to communicate. Simplify the process, as this is a common challenge for corporations. People often struggle to identify the appropriate platforms for sharing information or stories as it just becomes noise. This could be a case study in itself.
5. Craft compelling stories that align with the message you are trying to communicate. Highlight real-life stories that showcase how your company’s efforts have made a positive difference in the community. Incorporate visuals into your message, such as photos, infographics and videos to make it more captivating and memorable.
6. Quantify impact. Whenever possible, provide quantifiable metrics to demonstrate the impact. Use statistics, percentages and figures to show the number of lives affected, funds raised, volunteer hours contributed, etc.
7. Consistency is key. Consistency in messaging, branding and timing helps build recognition and credibility. Whether it’s through regular updates, annual reports or other means, maintain a consistent communication rhythm.
8. Measure, evaluate and adjust. Regularly evaluate the effectiveness of your communication strategy. Do your messages resonate? Are you reaching your intended audience? Use feedback and data to make necessary adjustments.
According to the Global Culture Report, a strong sense of community, connection and belonging significantly increased the likelihood of experiencing fulfillment by 489% and enhanced employees’ sense of purpose by 583% (pg. 76). Fulfillment is influenced by a combination of balance, growth, purpose and community, and it not only enhances retention but also fuels exceptional performance.
At the end of the day, we are all humans. We crave human interaction as well as the need to make a difference. People are more likely to connect with and support a company that demonstrates a commitment to social and community well-being.
If a company can’t clearly communicate its community impact, it is missing out on a valuable opportunity to connect with stakeholders, showcase its commitment to social responsibility and build trust with its audience.
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