Are your employee communications emotional enough?
A brilliant creative idea can transform the fortunes of a brand and business. It can unlock innovation, make a product famous and turn challenges into opportunities. It can also work its magic to invigorate content, experiences and communications inside and outside an organisation.
Creativity is easy to recognise when we experience it in our favourite ads, art, movies, TV, restaurants and music, but it’s less common in employee communications than it should be.
Sometimes this is due to tight budgets or limited in-house creative expertise. But often it’s because many organisations lean towards rational, email-driven communications when they want to land messages with staff.
The problem with rational campaigns that rely heavily on email is that, whilst they might be perceived by the board as efficient, the overwhelming evidence suggests they simply don’t cut through. In fact, recent research found that over 60% of employees ignore email communications from their company.
There are lots of marketing studies that prove the most effective communications are those appealing to our emotions rather than our logic. Emotion-based communications work because they are more engaging, memorable and help build positive perceptions of the voice behind them.
In his book, ‘Thinking Fast and Slow’, Nobel prize winning psychologist Daniel Kahneman showed the way we make decisions is based on feeling and emotion, so communications that make connections on this level are always more effective than rational-based ones.
Over 60% of employees ignore email communications from thier company
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