We needed a solution to better communicate with our frontline population. I developed a strategy involving a social platform we had been piloting, knowing it would have substantial benefits if approved for frontline use. I presented the plan to the CEO, who was impressed with the initiative and found it to be a creative solution with potential long-term value.
More than one-half, or 68% of organizations had reported they were currently engaging in social media activities to reach their audiences. We identified several benefits for internal use:
- It drove two-way dialogue, giving team members a space to connect.
- It promoted leader engagement through reactions, posts, and comments.
- It dismantled silos and fostered collaboration, bringing people together regardless of location.
- It invited real-time feedback, and it provided an effective platform for employee recognition.
- It helped spread awareness of key messages across the organization.
The results were unprecedented. We saw an increase in active usership by nearly 40% in the timeframe of just under eight months.
Upon arriving to NASCAR, I quickly realized there were significant limitations on internal-facing communications. I took the ownership and initiative to design, develop, and execute a comprehensive communications strategy to address this need.
After conducting a situation analysis on the current state, I pinpointed four primary objectives as key focus areas for the year ahead. From there I built out tactics to inform, influence, and engage, thereby enriching the employee experience and changing the internal landscape.
We quickly saw a significant increase in traffic (37%) to a previously untapped Intranet, and introuced a weekly news update, NASCAR Nuggets.
