Reinvigorating ESOP Communication
Natalie Hill, Communication Consultant
BONK! If you’ve ever gone cycling and not eaten enough to sustain your ride, you could have hit a proverbial wall. How about an energy boost (like a
Since 2009, when the ESOP was put in place,
The refresh started with a robust communication plan. It mapped out what they wanted to achieve, and included the ideas and ways to accomplish it—to help them envision what was possible. As we all know, communication and making an association with culture doesn’t just happen on its own. It takes focus and effort to get it on track and keep it there. It’s also important to understand that it’s not only about what is done, but how it’s done.
The star in this adventure was creating an exclusive, internal ESOP brand—among other components that all work together. The brand incorporates their well-known logo, their key ESOP message, and their 5 aspirations designed as a tight group that incorporates a modern, gear graphic. It lets employees know that ESOP communication is gearing up to help them know more about what it is, what it means to the company and how it impacts everyone. The brand was central to driving how they changed up ESOP education because it aligns with where the company is at today. And they’re raising the bar on the communication effort and the employee ownership aspect using a high-impact, visual approach and incorporating the brand into all ESOP-related communication now and in the future.
So remember, just because something worked in the beginning, doesn’t mean it will work as you move forward and grow. Communicate always. Make it dynamic and flexible as evolution occurs and don’t be afraid to try something new!
If you’re looking to change up your approach and engage employees, contact us at 800-224-0144.
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