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Exploring Digital Communication As Part of Your Ownership Culture

Jeff Stilp

October 2001

The speed in which the world is changing impacts each one of us in a different way. Technology and the Internet are becoming synonymous with communication and education. Now we must ask ourselves the following:

Can we use the Internet to enhance our communication with employees about ownership and the business?
Can we have custom education and communication available on a self-service basis with these technologies?
Is it right for our culture?
Who can afford it?

Each year more and more employee ownership companies start asking these questions. And because digital communication is new, many times the exploration is based on old assumptions about the technology. These assumptions may be keeping your company from taking your communication about the business to a new level. Below are some of the common myths about digital technology.

Myth #1: Digital communication tools will work only with a high-tech workforce that is comfortable with the Internet.

Most employees have used an ATM, and to communicate with employees, digital technology doesn't have to be much more complex than that. Creative use of digital products in what makes them powerful. We are in a "point and click" world and software today is much more user friendly than it was even a couple of years ago. A simple touch screen kiosk can act as a Virtual HR Assistant, giving employees access to consistent communications 24 hours a day, seven days a week.

Myth #2: Employees want to talk to people about their benefits, especially ownership benefits.

Thank goodness digital products won't replace the need for human beings. However, digital communication can provide tools for your HR professionals to improve their productivity and connect them better with the workforce. One of our clients created an interactive statement that made the internal person more accessible. By providing the information about statements along with a friendly image of the contact person, this company strengthened the human connection for employees who are spread over a wide geographic area. The strongest use of digital products is dovetailed into a comprehensive communication plan.

Myth # 3: The Internet is static, one-way communication.

Customization of communication and education products can allow for user interaction. Companies can take advantage of software that enables employees to ask "what if?" questions and develop different scenarios for retirement planning. When people are allowed to interact with the material, the education and communication truly engages them to "discover" more about their benefits.

Myth #4: It will be too expensive for our company.

You may be surprised. For the cost of printing a fancy brochure that will get thrown out, you may be able to create a diskette that employees will want to pop in their home computer. How much do you currently invest in printing and reprinting SPDs and other documents? What is the cost of having messages be inconsistent, misunderstandings develop or having parts of the business unconnected to your emerging ownership culture? Digital tools provide consistent content and delivery of information--everyone receives the same message.

It is possible to create interactive Web-based tools for under $5,000, and it is possible to spend more than $50,000. However, the real effectiveness of the tool will be in how well it supports to your other communication and education efforts.

Customization and control over the content are what makes digital education and communication successful. Computer hardware and software is more affordable than ever. Internet access speeds are also on the rise. The combination of these factors makes digital products and services a very exciting and dynamic aid to improve the effectiveness of communicating your benefit plans.

Jeffrey P. Stilp was formerly a Specialty Consultant for Principal Financial Group.

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