Trends & Insights
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Why inspirational content is the new language of employee engagement in 2019

Why inspirational content is the new language of employee engagement in 2019
Samuel Mekonen
January 23, 2019
According to GE’s former CEO Jack Welch, the top priority of any CEO is to be the Chief Meaning Officer. For your employees, the better they understand the meaning or why of their job, the more they’re able to engage (1).

Engaged employees look at the whole of the organisation and understand the why. This understanding leads to better decision-making. Organizations with an engaged workforce outperform their competition.

This is why inspiration matters. When we’re inspired by our purpose, we feel empowered to go to the next level, take the next step, and are enthusiastic about what we do.

In 2019, inspirational content – as a part of the controllable employee experience – is the secret to employee engagement. Inspirational content allows you to tell your organisational story and, in turn, fosters a feeling of belonging and purpose amongst employees. Being able to tell your story helps you to become an experiential organisation. Measured over time, experiential organizations have more than four times the average profit and more than two times the average revenue (2).

There’s a cost to disengagement.

Lack of inspiration leads to disengagement, which has a price. According to Gallup Research, disengaged employees cost the US economy more than $500 billion in lost productivity each year, while workplace engagement has been shown to lead to 21% higher productivity, 22% more profitability, and lower absenteeism (3).

This is why more companies than ever measure and invest in employee engagement. Decision makers realise employees are disengaged, and that this disengagement is impacting not only their workforces’ morale, but their bottom line. Recognising the problem, however, is a far cry from understanding how to fix it.

Inspiration is the difference of charging forward or retreating back, of putting in the extra effort to achieve success or accepting a lesser result. It is the fuel of engagement and the key to increased productivity. Inspired employees do not baulk at challenges; they face them head-on.

Help your employees create a more satisfying personal story

We each live a story. For us to be happy in this story, we need structure. Employees are the heroes in your organisational story, but to make them successful, they will need guidance and inspiration. For your employees, your organisation’s leadership is a guide: the voice that nurtures them when they’re in need, directs them when they’re lost, and offers values and vision to give their journey meaning and make them understand the bigger picture.

Inspirational content is distinct from other types of content in that it appeals directly to your employee’s need for fulfilment and purpose, which are required for engagement. It doesn’t aim to inform, but guide and instil a set of shared beliefs. Inspirational content humanizes corporate brands and gives your employees the narrative they need to engage. When we’re inspired, we’re enthusiastic, emboldened, and empowered, as we understand that our role is significant and, by extension, that the company’s goals are significant.

Use inspirational content as a growth driver in 2019

Inspirational content is the new language of employee engagement. Great organisations and companies are built by the inspired: those that engage each day and pursue their goals with vigour. Because when we’re inspired, the result matters to us. We’re no longer settling at ‘good enough’ – we’re pushing for great. All results, after all, come from the activities of employees.

So if you’re looking for new ways to empower your workforce in 2019, introduce inspirational content to your internal communications and begin a new conversation – one that starts with why.

In our next blog, we’ll talk about why organisations are using digital signage as a preferred medium for employee engagement.

Stay tuned!

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