By relaying key information within the company (objectives, business news, performance indicators, etc.), screen-based communication is an essential pillar in building a strong corporate culture and helping to improve employee engagement.
Employees: key to economic performance
Every company is made up of people: without them, no business is possible. So it is essential to place them at the heart of concerns. Needs change as companies modernise. In the information age, the need to be informed, about everything, immediately and continuously is increasingly vital. Information is consumed, criticized and compared when presented. It is requested or sought when absent. Dissemination is necessary. Only then can employees become involved in their tasks, projects and assignments. It is only through outstanding internal communication that companies can reach the peak of their economic performance.
Internal communication sets out the company’s mission and objectives (inspirational or operational), and highlights the successes (and failures), actions and initiatives of employees. It renders its organisation and operation transparent. However, the communication budget is often one of the first to be reduced. The communication gap thus created gives rise to disengaged employees, which means the company meanders erratically towards an illusory competitiveness.
Conversely, united employees working together in the same direction and towards the same objective are an incomparable asset in the drive for competitiveness and innovation. A collective group sharing the same objectives, interests and fears is much more effective than a collection of isolated individuals.
Contextualized digital signage increases relevance
We are all harassed by emails, messages and notifications. And how many are really useful or relevant? Drowned out in this multitude the key words aimed at building up the company’s culture, its unity and identity are invisible. The contextualisation of messages, a major asset of digital signage, thus provides an effective alternative to this invisibility.
If digital signage screens are abandoned, then content stagnates, remains static, useless and has no impact. The result is that without novelty, excitement or entertainment, employees no longer look at the screens. Communication no longer has any impact on employees, the team, company life and, ultimately, economic performance. Without results, investments in digital communication are not renewed and projects eventually peter out.
Contextualizing messages provides the necessary relevance for effective communication. Context is thus a vector in the success of digital communication projects, it broadcasts messages at the right time (by adapting to weather, for example), but also constantly varies their type and content. In this way, the information stays relevant, employees remain attentive to the messages disseminated and key communications are seen and remembered.
Digital signage as a vector for dialogue and alignment
By relaying the company’s ambition, vision and mission, digital signage is a major lever for supporting the company’s culture. The need for individual collaboration and alignment in a common direction is induced by recalling successes and possible avenues of improvement. The dissemination of inspiring messages and business news enhances market knowledge and the company’s positioning in its ecosystem. Decision-making thus becomes better informed through increased awareness of the industrial environment.
By opening up a communication channel for employees, the display screens also maintain cohesion and further strengthen the collective mindset. To this end, special attention must be paid to content, which must be varied, relevant (through context) and visually attractive. As a result, passionate and engaging conversations will emerge and communication will recover its key strategic dimension in the company’s life.
Digital signage informs, entertains and welcomes employees and visitors alike. By extension, its major role in the race for productivity should not be neglected.
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