Marketers always talk about expressing your “core story” to your customers and clients. It’s just as important to express it to your employees. This story should include at least four elements:
- An understanding of where your company has been. We’re always amazed how many employees don’t understand the background of business owners, key executives, key clients, facilities, locations, products, and so on.
- Where the company is today. How are you positioned in the marketplace? What are the strengths you are known for? What are the weaknesses that continue to concern you? What economic forces or trends are likely to impact your future? For example, how will a slowing economy affect sales and overhead factors? What can be done now to prevent the inevitable layoffs?
- Where do we go from here? What are your company’s vision, mission, and goals? How well have they been communicated through the ranks? Have you surveyed the workforce to make sure they are going in the same direction?
- Finally, where does the employee fit in the story? What does it mean for them? Again, survey them to find out!