Communicating to employees about company strategy is smart—but it’s not enough.
That’s what leaders at Freddie Mac in McLean, Va., discovered last year, when focus groups and surveys revealed that employees wanted communication to address topics broader than corporate direction, priorities, strategies and goals.
“Employees were seeking a greater sense of progress being made toward company imperatives and more visibility from senior executive leadership,” explains Strategic Communications Director Leigh Guthrie.
And although communicators knew they needed to create a culture of openness and trust by increasing the visibility of the senior leadership team, “our executives have vigorous and demanding schedules that don’t always allow them to regularly interact with groups of employees beyond those in a given executive’s area of responsibility,” says Guthrie, adding that employees in remote offices have even less access.
The solution? FreddieTV. Launched about a year ago, the video-on-demand vehicle offers short-format video programs accessible via employees’ desktops.