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October 7, 2019
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Engaging executives by targeting their needs
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Executives have got the clout to boost digital workplace engagement. They're also one of the most difficult audience groups to engage. In part one of this two-part series, we'll explore how to deliver value to your executives to increase their engagement.
Let's face it. Executives are busy.
That said, executive engagement is arguably the most critical factor in successful adoption of any digital workplace. If leadership isn't actively engaging within the digital workplace, your employees likely won’t either.
Strategic alignment for a "big picture" view
To get buy-in from your executive leadership team, your digital workplace must align to the mission, vision, and strategy of your organization. Be sure to include this strategic alignment in your digital workplace plan. This can be done by referencing your mission statement, calling out specific corporate objectives and/or linking to items in your go-to-market plan (GTM).
When measuring success, remember to think about how you communicate success to your executives. Most executives will want you to prove the value of your digital workplace beyond driving corporate culture. This means illustrating the financial return on investment (ROI) and/or return on objectives (ROO) from your corporate scorecard.
If you’re a Digital Workplace Manager and are thinking, “Yikes! I haven't done this, yet", don't worry, your digital workplace will continue to evolve so it’s never too late! Revisiting your digital workplace plan and making adjustments to meet changing needs is critical to your long-term success.
What’s in it for executives?
For ultimate engagement from your executives, show executives what the digital workplace can do for them by focusing on their needs, their challenges, and their goals. Start by including Solutions within your digital workplace that support your executives' goals and their common workflows. Go beyond the Leadership Center and look for other opportunities to deliver value to your executive team through other pre-designed Solution templates. When executives recognize the value of how the digital workplace supports their goals, addresses their needs, and solves their challenges, engagement will increase organically.
Igloo has made it easy to identify the strategic purpose of each Solution in our portfolio. Below is an overview of the various executive roles, an overview of what matters to them, and the digital workplace solutions that will support their goals, and thereby increase engagement.
| Key Stakeholder Roles | What Matters | Digital Workplace Solutions |
|---|---|---|
Chief Executive Officer
| We're in a very competitive market - so we must execute our strategy flawlessly in order to achieve our strategic goals and objectives. | Virtual Town Hall Governance Center News Room |
Chief Technology Officer | Our technology strategy is to drive digital transformation within the organization in an efficient, effective and secure way. | Project Room Product KB Request Center Governance Center |
CSO Chief Sales Officer | We have to stay ahead of our competitors and we can do this by competitive intelligence and marketing tools. | Customer KB Deal Room Marketing KB Brand KB |
Chief Human Resources Officer | Making employees feel engaged and informed. Building employee trust in our leadership team is key to our long-term success. | Onboarding Center Employee Handbook Recognition Center Management Center |
Chief Project Management Officer
| Successful initiation, planning, design, execution, monitoring, controlling and closures of corporate projects. | Project Room Product KB Request Center |
CMO Chief Marketing Officer | Our marketing intelligence and sales enablement information is key to the success of our sales team. | Marketing KB Brand KB |
Chief Communications Officer | Culture is crucial to the success of our organization and we have business units around the world that need to be aligned. | Virtual Town Hall Governance Center News Room |
Next Up: Tactics and Campaigns to build Executive Engagement
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5 Comments
I really like this article.
Know your audience. When presenting to executives - remember they care about results - both ROO and ROI. They want to know how the digital workplace is improving the business.
Digital workplace managers should be ready (at anytime) to provide tangible proof on how the digital workplace solution is achieving its goals. It shouldn't matter if the focus is on productivity improvements, corporate communications or corporate culture. Too often, digital workplace managers use subjective measures or results that aren't tied to a specific business objective.
Bad model when trying to validate value to an executive. :-)
This is a great article! Thank you Diana May for this easy to understand communications tool!
Mindy Montgomery I'm so glad you're finding it useful. I'd love to hear more about how you use this tool in your discussions with Executives. It was a pleasure to meet you at the ICE conference and Vegas!
Diana May It was great to meet you at ICE as well! Also, I just recently found the Igloo Community and it is FANTASTIC!
Mindy Montgomery I'm so glad you like it! Please let me know if you have any questions, or if you'd like me to give you a guided tour. ;0)