In times of uncertainty, the need for resilience is heightened. Leaders have a responsibility to communicate to their teams with transparency and compassion. McKinsey has stated that, during crises, employees often view their employer as a primary source of information, highlighting the significant impact leaders’ words and actions can have on their team’s well-being.
Successful effective communication at employee events requires a deep understanding of the employee journey. Neither our clients nor ourselves would dream of rolling out an advertising or communications campaign without knowing our target audience and what we want the investment to deliver, and yet sometimes this is overlooked with events.
Applying a strategic lens to event design, we first need to understand employees as an audience possessing emotional and rational motivators. Taking this, we next need to start with the end in mind – what do we want our audience to think and feel at the end of the event?
With audience goals in mind, employing a valuable framework to map out the desired audience journey across the event experience is key. An employee’s journey at a company conference is outlined, progressing through different emotional and rational stages based on their engagement, perception, and alignment with company goals and values.
At Pluto Live! we have our own bespoke audience journey and framework. We use this to design employee content that maximises engagement. We use the framework across all audiences and experiences. We take and then adapt an audience journey framework to each client goal. We personalise.
