Importance of Leadership Communication at Workplace from Facebook
November 02, 2021

Importance of Leadership Communication at Workplace from Facebook

Anonymous | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with Workplace from Facebook

We use Workplace across the whole organization. For us, it is the only place where we can gather all 12000 associates in one place. The focus of this channel is to create a sense of belonging for associates. We evaluate this factor vie quarterly ESAT. The business problem it addresses is increasing the retention rate of our employees to ensure that business continues to grow.

Currently, we have 2 main channels of communication where we can cover all company. This is the email and Workplace. With out HR Marketing team, we are doing our best in giving a bigger focus to Workplace because it is a 2-sided channel instead of email. We encourage associates to share reactions, comments (both bad or good). Also, we work on increasing leadership communication in Workplace (TownHalls for all managers from C-level team) to show associates how beneficial this channel can be, compared to others.
  • 2-sided communications - gathering feedback instantly after the communication is released (comments, reactions)
  • recognition (that's the place where we share our top achievements and associates feel appreciated - e.g. it's so cool when CEO can comment that your achievement is important)
  • platform for creative formats to engage associates to our communication (live streams, q&a, achievement posts, etc)
  • providing instant reactions from associates during live stream (we stream a lot and seeing instant reaction from the audience is important. We can comment but we cannot share reactions in the way so that the hosts see this reaction from the other sided. It'd be a perfect improvement)
  • more analytics in groups and admin panel
  • smth like Instagram stories would a cool format to add
  • better design of email notification
  • live streams
  • draft for - we use it for leadership communication
  • mark as important feature
  • analytics for campaigns and other data in admin panel
  • top contributors by groups (by the way, it would be great to add filter by time to find more top contributors, right now there is only data for the last 28 days and you cannot find top contributors for the other time. We would like to thank our top contributors for what they do - e.g. top contributor of the year, the person who left biggest number of comments/reactions - we could even launch Workplace Awards internally with such data :) )
  • Strategy communication from leadership. Our regular townhalls for leaders gathers about 95% of watchers. (the targetted audience is about 1600 people). It benefits our strategy communication goal which we evaluate in ESAT.
  • Growth of the company. On Workplace we promote our vacancies so that associates refer their friends to join the company.
  • when lockdown began, the numbers of our weekly activity increased dramatically. From about 4000 to 7000 weekly active users. It helped our ESAT to stay high because people had the sense of belonging. Workplace became their only place where we gather as whole company.
We can compare Workplace in general from email communication (we use Bananatag tool for this). Our email communication and Workplace communication are sometimes competitors. RIght now, we have much higher analytics of email read rate/open rate than on Workplace activity. It may be connected with the fact that there is a lot of communication going on on Workplace. And with the emails we have a dedicated unit to monitor and balance the daily/weekly official email load on the associate.

Workplace is a live network. Of course, we as admins balance the posts in official groups. But there are lots of other groups where people post whatever they want (like local communities or communities by interest).

Why we keep focus on increasing Workplace engagement instead of email communication is definitely because of this instant feedback that we can get with posting. Email communication cannot create this feeling - it's always a one-way communication in our case.

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Well suited:
- leadership communication. When our CEO posts a video to all company - it always gets the highest engagement
- recognition/achievements posts
- live streams for education, knowledge sharing - we are a company of 12000 associates and there is no other corporate channel for us to gather more than 500 people in one place.

Less appropriate:
- sharing some very targetted messages - it's impossible to do at Workplace without creating a group. So we use email channel for such targetted communications
- instant communication like in a chat (probably it's less appropriate in our specific case because we use MS Teams for such quick communication instead of WP chats)