Content Marketing ~ 7 min

Employee Communication: Do You Have Control of Your Content Feed?

The newsfeed plays a critical role in every employee communication platform. But many companies have issues that arise from their own platform’s system of selecting content. In this article, we’ll discuss the problems, and solutions, that organizations often face.
Communication Team, Experts in Internal Communication, Sociabble
Communication Team Experts in Internal Communication

Is employee communication important? Yes! Effective employee communication is perhaps the single most important factor for determining the success of an organization. And to accomplish this, many companies rely on an employee communication platform of some kind. Inevitably, this involves a newsfeed–an interface for sharing content and news. However, newsfeeds often come with their own set of problems and their own communication barriers. Specifically, an overreliance on algorithms to determine who receives what news at an organization. In the following article, we’ll explain why this is, the kinds of problems that can arise, and the solution to eliminating this problem for good at the workplace.

Introduction: Content by Algorithm… What’s the story?

Reliance on a digital platform to serve the common functions of effective employee communication is commonplace, and it has been for years now. Companies need a single online source where employees can receive the news, updates, and instructions they need to do their job well. 

One feature many such employee communication platforms share–and that began with social media–is a reliance on algorithms to determine which content is distributed to which employee. Platforms like Workplace from Meta, for example, used algorithms to mimic the interface of Facebook, and relied on the same kinds of data involving click-through rates and comments to determine distribution. Ultimately, control over content distribution was reliant on user behavior, more than anything else.

The Pitfalls of Algorithm-Based Content Distribution

There is a fundamental problem with algorithm-based content distribution for an organization, however, related directly to its inherent function: such systems prioritize content based on engagement metrics, without regard to how important to the company the news often is. With this model, funny jokes or cute images can receive great engagement and be distributed across the board because they generate so much interaction, while critical company updates that actually matter can get sidelined, or even fall through the cracks of employee communication. 

This is also known as the “Cat Effect,” from anecdotes of cute cat photos cluttering company employee communication newsfeeds, simply because they generate so many clicks. Real control of content distribution is not in the hands of wise administrators, but rather left to the whims of an algorithm that can’t necessarily tell the difference between someone in HR’s new pet kitten, and an important new safety protocol that all frontline employees must follow at an organization.

Sociabble’s Approach to Content Distribution for an Effective Employee Communication Strategy

At Sociabble, the employee communication platform we offer takes a very different approach, one that doesn’t rely on a computer-based model to determine what content your employees receive and read at your organization. Sociabble’s internal communications newsfeed model includes:

Direct Control Over Content:

Sociabble’s methodology is built around top-down and bottom-up content management, which means that information can flow both ways, and that admins–that is to say, actual humans–can ensure that important information is prioritized and seen by employees, thanks to must-read, must-watch, and pinned content options. Administrators can target employees by region, office, department, language, interests, or virtually any other criteria deemed to be relevant, and they can take actions to make sure that the content is actually received and read by the intended internal communications target.

Multi-Channel Accessibility:

Unlike many other employee communication apps, Sociabble is a true multi-channel solution, covering web applications, mobile applications, newsletters, and digital signage. Sociabble’s integration with Microsoft 365 ensures a unified digital workplace experience without dependency, allowing employees to access content through their preferred channels seamlessly, as part of an effective communication strategy that incorporates multiple channels for your organization. 

Customization and Flexibility:

Sociabble offers the ability to customize employee communication based on user profiles, ensuring relevant and timely content delivery. Real-time translations enhance content accessibility and comprehension, and the branded mobile app specifically designed for frontline workers ensures that all employees are kept in the loop for effective communication. And real-time instant messaging, either text or video, allows for the ultimate in targeted communication preferences.

How Effective Content Distribution Makes Employees More Informed and Engaged

Beyond simple targeting on diverse communication channels, what’s the best way to communicate effectively and get employees informed and engaged with company news? There are lots of factors, from increased employee satisfaction to enhanced engagement frameworks, but here, we’ll include the most important.

Clear and Timely Information:

  • Direct Access to Critical Updates: When content is distributed effectively, employees receive important company updates and information promptly, ensuring they are always informed about the latest developments, policies, and strategies.
  • Relevant Content Delivery: By segmenting and targeting content based on roles, departments, and locations, employees receive information that is specifically relevant to their work, enhancing their understanding and reducing information overload via employee communication.

Enhanced Employee Communication:

  • Improved Understanding: Clear and well-organized content helps employees grasp complex topics better, leading to a deeper understanding of company goals and their role within the organization.
  • Consistent Messaging: Effective distribution ensures that all employees receive the same information, promoting a unified understanding and preventing miscommunication.

Increased Employee Engagement:

  • Interactive Content: Engaging formats such as videos, infographics, and interactive quizzes capture employees’ attention and make the content more interesting and easier to digest.
  • Gamification and Recognition: Incorporating gamification elements like badges, leaderboards, and rewards for content interaction help to engage employees more with the content, boosting employee morale and fostering a sense of achievement and recognition as part of employee communication at your organization. 

Empowered Employees:

  • Encouraging Feedback: Platforms that allow for bottom-up employee communication enable employees to provide feedback, share ideas, and participate in surveys and polls, making all your employees feel heard and valued.
  • Promoting Advocacy: When employees are well-informed and engaged, they are more likely to become advocates for the company, sharing positive messages and contributing to the company’s reputation.

Measurable Impact:

  • Tracking Employee Engagement: Advanced analytics help track how employees interact with the content, providing insights into what works best and allowing for continuous improvement in employee communication strategies.
  • Adapting to Needs: Understanding employee preferences and behaviors enables the company to effectively communicate tailored content distribution methods, ensuring maximum reach and impact.

Building a Connected Workforce:

  • Unified Employee Communication Platform: A centralized hub for all employee communication helps in connecting office and frontline workers, ensuring no one is left out of important conversations.
  • Accessibility: Mobile-first approaches for remote employees using cell phones and real-time translations for global audiences make internal communication content accessible to all employees, regardless of their location or language, fostering inclusivity and engagement across the organization’s communication.

By ensuring that internal communication content is effectively distributed, companies can create an environment where employees are not only well-informed but also actively engaged and connected to the company’s mission and values. This leads to a more cohesive, motivated, and productive workforce, thanks to effective employee communication tools.

Conclusion: Sociabble Offers Better Control of Your Newsfeed, and a Chance to Improve Employee Communication 

Sociabble’s approach to employee communication addresses the pitfalls of algorithm-based content distribution by offering direct control over content, multi-channel accessibility, and the flexibility to customize employee communication. This ensures that employees receive relevant, timely, and engaging content, which ultimately enhances their understanding, engagement, and connection to the company. 

For organizations struggling with ineffective employee communication platforms, Sociabble offers a solution that puts control back in the hands of administrators, fostering a more informed, engaged, and connected workforce. We’ve already partnered with global leaders like Coca-Cola CCEP, Pierre Fabre, AXA, and Primark, and we’d be eager to discuss ways we can work together with your organization as well. If you’re looking to improve your employee communication strategy, consider Sociabble for a more controlled, engaging, and effective solution.

Just get in touch for a free, personalized demo. We’d love to chat!