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Why Leading Retailers and Service Industries Invest in Company Communications

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WHY EXECUTIVES SHOULD CARE ABOUT EMPLOYEE COMMUNICATION A Melcrum study showed that when employees "understand their overall role in the business, 91 percent will work toward that success." However, when they don't have a clear understanding, that number drops to 23 percent. This of course, is in part due to management and training, but this can also be influenced by communication coming from leadership. If executives don't prioritize communications, operational inefficiencies can occur: Your employees will stop paying attention. Restaurant and retail employees work weekends, holidays and are tethered to an unpredictable work schedule that is often misaligned with their personal lives. When they clock in, they have to put on a smile and provide a high quality experience. If a company puts little effort into providing new opportunities, education, and information to its employees, it's clear to see why they may not be engaged. When companies don't take the time to provide value to an employee, it is very easy for them to lose interest. And more importantly, if you are not empowering managers with the insights they need to be successful, they too will become disinterested. Say "goodbye" to productivity. Disconnected workers do not perform as well as engaged employees. According to Resource Development Systems, for every $100,000 spent on payroll there is only $63,000 worth of work performed. Sometimes this has to do with the individual, but most times this can be impacted by the organization. Although communications experts would call this an engagement issue, any financier can see this is a very severe profitability issue. In order for employees to maximize their efforts and perform their best, intrinsic motivators must be included. For example, Google recently implemented company initiatives that focus on engaging and supporting its employees and the investment proved successful. After implementation, employee satisfaction rose 37 percent and productivity rose by 12 percent. Potential for counter-narrative. A lack of motivation is contagious. When your employees have reached the point of frustration or apathy with your company, they'll talk and their attitude will permeate. Their disenchantment will spill over into how they engage with customers and fellow employees. This is a crisis waiting to happen. With social media serving as a breeding ground for employee complaints, it is only a matter of time before someone from your company will publicize their experience. One example of a narrative gone wrong is that of the national food chain, Chipotle. In 2016, the company was under fire for not paying employees overtime among other poor conditions. Although this is a major issue within itself, Chipotle lost complete control when one of its store managers fired an employee for sharing negative comments on social media. Had Chipotle developed a more strategic plan to connect with employees and address the issue internally, a resolution could have been possible. But instead, due to poor company communications, the problem snowballed and became public news. A DISCONNECTED WORKFORCE IS YOUR GREATEST PROFIT ENEMY 3

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