Want to Improve Your Workplace’s Culture? Focus on Your Internal Content Strategy

By Melissa Bouma

It’s a sensitive time for workplace culture, with many organizations going hybrid. And when things seem like they’re diverging, it can lead to an organizational exodus  (opens in a new tab) that can be hard to correct for.

For nonprofits and associations, their mission is often enough to get employees in the door—but is it enough to encourage them to stay? Let’s take a look at the role a strong content strategy can play in staff retention.

What Do We Mean by Strong Internal Communication?

There’s a concept known as psychological safety, or the shared belief within a team that it is safe to take risks and be your true self at work, without fear of negative personal or professional consequences. Content can go a long way toward creating psychological safety because, if you think about it, content is just another form of communication. And what makes people feel more safe than to be included in the conversation?

Interestingly, when organizations do employee surveys, respondents almost always report a lack of communication within the group. Part of the reason for this may rest in the fact that communication in a workplace often takes a lot of forms—from individual emails to team messaging—which means that unless you use all these channels wisely and clearly, some people are always at risk of being left in the dark.

The bottom line is that organizations that do communication well often stand a better chance of keeping their employees happy.