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Tagged with: Employee Communication, Union Organizing
Today, nearly all employees, regardless of age, profession, or industry, use social media for personal and professional purposes. Moreover, now more than ever, employees rely on social media to improve communication with their employer – and vice versa. That’s why it’s important for organizations to optimize their digital strategy to include a mix of organic and paid media tactics they can leverage to effectively communicate and connect with employees. Plus, understanding paid digital media and Search Engine Optimization (SEO) can round out a digital strategy, optimize employee communication, and address potential workplace issues.
Digital strategies that prioritize paid media are important because they help organizations maintain control of the narrative and improve their message without filtering through a third-party, such as the media.
Paid digital media is used to boost pieces of content to specific audiences online, and includes a variety of types, including paid search (keyword-based bidding, typically on a pay-per-click (PPC) model that can also be geotargeted), paid social media (paid ads or sponsored content), display (banner and visual ads), and/or influencer marketing (endorsements and product mentions from popular social media users).
Meanwhile, SEO refers to the process of increasing a website’s search engine visibility, both through optimizations made on the website itself (known as “on-page SEO”) and by creating links to it from other credible sites (known as “off-page SEO”).
You can think of paid digital media as a sprint and SEO as a marathon, both working in tandem to drive traffic, build credibility and trust, and engage and interact with online audiences effectively in the short and long term. After all, the goal of any digital strategy is to get the right message to the right people at the right time.
There may be times when organizations are interested in shaping the online conversation while limiting the potential for virality, maybe during a labor organizing campaign or other workplace crisis where engaging employees is vital. In these situations, organizations can share tailored messages with specific audiences by:
IRI’s multi-disciplinary digital team has the experience and the expertise to help organizations effectively advance their digital footprint and create a multi-platform communications strategy to reach employees wherever they might be online.
At IRI, we help organizations better understand what’s happening online to translate that intelligence into actionable assets. We believe every business is different, and each requires its own holistic and customized approach to communications and employee engagement. Whether you need an internal communications or engagement assessment, guidance in developing your internal communications or engagement strategy or social media strategy, digital media intelligence, crisis communications services, media relations, or media training, we have expert communications and engagement consultants who can quickly provide a specialized solution. Contact us today to discuss the next steps, or give us a call at (313) 965-0350.