Four approaches to creating powerful engagement
The best engagement solutions are those that create memorable experiences and powerful narratives that touch people’s hearts and minds. To achieve this rapidly and at scale, we use a unique set of tools and methods, which range from next generation bespoke interactive films, events and apps to immersive games, rich pictures and animations.
Developed through years of experience of helping global organisations navigate systemic change, these multi-media engagement solutions make the most of the opportunities offered by the digital realm and acknowledge the power of working new ideas from the bottom up as well as the top down.
We have identified four approaches to engagement, which can be blended to maximise their impact:
This refers to the type of large-scale, consistent communication that creates engagement across the organisation. Posters, immersive and interactive websites, booklets, physical signage, presentations and films can all help create a new internal visual identity, bring new goals into focus and increase understanding of where the business is going and why. We have found that augmented reality elements and interactive signage in the work environment can also provide impactful tailored messaging.
This approach spotlights the importance of role modelling in shifting culture and behaviours. Role model leaders can boost engagement by visibly demonstrating that they believe that the business can change and can realise its goals, and that they are passionate about the people who work there. Consistent and personalised communication is key, whilst leadership roadshows can be used to bring the change journey to life and show new ways of working in action.
Cascade methods also include using experts to rapidly engage large audiences in complex content. Ambassadors for new skills or approaches can help engage teams or individuals in specific areas of the change, translating what it means for them and drawing a clear line of sight between their roles and their organisation’s new goals. This approach works particularly well when implementing new processes and technology.
This approach focuses on amplifying the best practices that already exist in a business. As well as putting stakeholders at the heart of the transformation, it allows new ideas to emerge by identifying the best examples in the current organisation and enabling them to scale.
Storytelling methods can be highly effective in this area. Examples of success, great commitment or creativity can be drawn out and compelling new narratives for the organisation can then be woven around them to energise and motivate the workforce. Large group online and physical synthesis activities and events can be used to share and refine the best ideas and develop new ways of working based upon them.
Generative methodologies shift culture and mindset by enabling people to “build it themselves”. This approach is about injecting new skills and capabilities into the workforce in ways that enable people to help change the business and make it successful. When the whole organisation plays a role in the transformation, building change from the bottom up, there is greater shared understanding and often dramatic increases in motivation and engagement.
Among the tools we use that possess generative qualities are: decision and engagement events and apps; online platforms that enable participants to build and engage communities and share knowledge and resources; storytelling to reinforce new patterns of behaviour and language; and state-of-the-art gamification techniques, such as competitions or collaborative challenges. Film-making can also be a powerful transformational tool, with activities, competitions and training all using this format to scale engagement.