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.

Key Highlights:

  • 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
    Internal communications manager
    Cigna