Last week, we shared some reasons why your CEO should blog. You may have read the article and said to yourself, “Ya! Glorious, what a concept, well done, Igloo.” (That’s sarcastic you.)
Really though, it IS a glorious concept, and when a company succeeds, it’s well worth the time (and the struggle) to get it there. All of a sudden, they’re reaping the benefits of an engaged workforce – better alignment, increased productivity, and happy employees.
Naturally, as a company that specializes in communications and collaboration, we hope most companies head in this direction. But we’re realists like you. We know the thought of an internal leadership blog makes some executives shudder, but why?
#1: There’s no time
Writing internal blog posts might seem like a drain on an executive’s busy schedule, but it doesn’t have to be. As a member of the communications team, you understand the company vision, but you also have a pulse on what employees are talking about. This gives you the unique ability to craft messaging on an executive’s behalf – and make it really hit home. With a modern intranet, you can prepare a draft send it for review, then when it’s ready the executive can hit ‘Publish’. Bam, in the time it takes to write an email, your CEO has posted his first article.
#2: There’s no need
Your executive already runs an annual meeting and sends out a monthly employee newsletter. Isn’t that enough? Sort of, assuming they retain the information. That’s the goal right? Employees are much more likely to engage with information when it’s presented in a more consumable and relatable way. A regular leadership blog encourages an ongoing, two-way conversation between leaders and employees, and that’s something that can’t be achieved using traditional top-down methods.
#3: There’s no way
This one’s our favorite. The idea of opening up a company-wide discussion about business gives some executives the serious heebie jeebies. They fear criticism and uprising from the masses. But it’s only scary at first. To ease into it, your communications team can monitor and moderate any comments that seem off side. That may seem like added work, but you’ll be surprised at how quickly you can stop monitoring and let your audience govern itself.
All in all, it shouldn’t be about convincing your leaders to learn a new technology and take time out of their schedules to write. That stuff is hard! It’s really about conveying the effects of open communication on a company’s bottom line, and ensuring them that with the right people and tools in place, it doesn’t have to be a daunting or time-consuming task.
What do you think? How realistic is a CEO blog in your organization?
Want to learn more about the benefits of corporate blogs? See how Igloo Software can help you communicate better with your teams.