Ally Bunin, AVP, Organizational Communications, Northwell Health, recently wrote a blog series highlighting a major employee communications initiative that they are undertaking as they rebrand the company. In doing so, she addresses many of the challenges that organizations, both large and small, face on a daily basis in communicating with their employees. To the extent much of Northwell’s workforce is comprised of Millennials, individuals who don’t spend their days behind a desk and people who are increasingly becoming dependent on their mobile device for information, Ally’s blog succinctly demonstrates the need for businesses to implement a mobile employee engagement strategy.
I encourage everyone to read the full blog here. Here’s an excerpt to whet your appetite.
There’s nothing quite as humbling as seeing a beautifully executed employee communications strategy fall flat. I’ve seen this happen many times (including on my own watch), and it never gets easier. At North Shore-LIJ Health System (soon to be Northwell Health) – a leading healthcare organization with 21 hospitals, 400 ambulatory centers and 61,000 employees, we’ve had some tough conversations about how to connect with our workforce. Let’s face it: our employees –mostly front-line caregivers such as doctors and nurses – have better things to do than sit at a desktop computer and log in to the Intranet to see our campaigns or read their email. Can we blame them? With most working 12 to 14 hour shifts day and night, tending to patients and concerned family members, expecting them to take the extra time or even find the strength after a harrowing day in the emergency room to access our communications (behind a firewall no less) is a lot to ask. And frankly, I get that.
It’s time to turn front-line employee communications on its head.
We’re doing this by going mobile. Why? Because we know that’s what our employees need. Because they told us they want it. And, because our organization can’t afford to keep relying on traditional channels to connect with its workforce, particularly inside an industry that’s dramatically transforming before our eyes.
After months of prep work, the app was officially launched and the new brand was released to the public. When Ally finally had a few minutes to breathe, she was able to continue her blog series with details of their mobile employee app launch and followed that with a new post discussing Northwell’s pre- and post-launch communications strategy which focused on three key areas to drive employee engagement.
Editors note: This post was originally published on October 21, 2015 and has been updated for accuracy and comprehensiveness.