I belong: Creating engagement out of apathy via internal social media
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The larger an organization gets, the harder it must work to connect with employees. With nearly 40,000 employees around the globe, Cigna has faced challenges in keeping co-workers connected, just like every other large organization. Over the past few years, it has put a lot of work and intention into internal social channels. By giving employees a voice and providing a reason to check in, Cigna has created a culture of community and support that translates into taking better care of its external customers.
- Decide what types of content to place on your internal social channels based on employee needs
- Jump-start engagement when little to no interaction is going on.
- Balance the push from leadership to use a successful channel against the need for a space where employees drive conversations
- Integrate cross-platform messages to yield a broader effect
- Accept when you've screwed something up—then make a plan to fix it
Andrew Jayne is internal communications manager for Cigna, and has been in the content business for more than 12 years in both nonprofit and corporate settings. He currently oversees content management for Cigna, where, over the course of three years, he has turned a heavily corporate, formal and infrequently used social platform into a tool that everyday employees now use to share both work-related and non-work-related information. Jayne sees relationship building as the single greatest tool for connecting employees with information, leadership and each other. In his checkered past, Jayne has jumped out of airplanes for the U.S. Army, thru-hiked the Appalachian Trail and survived growing up in Camden, New Jersey.