Company gossip is often considered a negative environmental
factor that must be managed in a corporate context. The idea of workers standing
by the water cooler whispering over the latest “happenings” is frowned upon and
discouraged. But, is there a way to use this natural instinct to gossip to your
corporate advantage? I say yes. In fact
I say, your communications strategy should center on it.
Most organizations go
through a painstaking process to develop their corporate and business strategy.
They analyze industry dynamics,
competitors, internal capabilities and resources then develop a set of
actionable items to drive the business forward. These details are agonized over.
Often, senior executives communicate this strategy to employees though town
halls, email blasts, and appropriately-timed messages. But far too often, the strategic messaging,
while well researched, is often forgotten soon after. What is remembered by the
employees (if anything) are the set of actions, tasks or specific objectives
for which they may be responsible – with limited emotional connection to the
strategy outlined.
So, how do you
connect that strategy to a vision that the employees can relate to?
