The presidential election in November, whether longed for or dreaded, is something all organizations need to pay attention to. Employers need to recognize that even outside of work hours, their employees are citizens and members of communities who have personal beliefs and values that do not always fully align with those of the organization.
While there is no one right approach to communicating with employees about election-related issues, you can learn some basic lessons to smooth the transition into election season and the weeks and months ahead.
For further insights into election communication, register for our webinar. Navigating the crossroads: How to navigate communications through political waters.It will take place on Wednesday, August 14th at 2:00 p.m. ET.
Using a template-based language
One of the biggest problems organizations can face when communicating about elections is being accused of saying too much or too little. Creating message templates can help communicators stay on track and avoid potential pitfalls.
Simple and succinct, a “Get Out to Vote” campaign encourages people in your organization to participate in the democratic process without supporting a particular candidate or viewpoint.
“When you support a workforce that has to respond to everything from presidential candidates and senators to school board members and union representatives, it can be challenging to craft meaningful messages,” says Christina Frantom, head of internal communications at Mercedes-Benz.
“Over the years and in each of these elections, I have found that the simplest message is the most effective,” she added, noting that she has worked in communications on seven national and many more local election campaigns.
- Tailor each message to your audience.
Just because your language is based on a template doesn’t mean it has to be boring.
Given the controversial nature of the election, communications professionals should ensure that their messages speak to the people they are intended for and do not just end up on the intranet.
“These are sensitive situations that can lead to internal disputes, so you want to make sure your message gets across,” says Vince Sallan, senior attorney at Clark Hill Law. “If you use pre-written language incorrectly, you run the risk of employees simply ignoring it.”
Elections can be contentious, and some of that hostility can spill out of the political process and into everyday interactions. Communication can help foster constructive discussions by emphasizing respect.
Judy Rader, Senior Vice President of Corporate Affairs and Chief Communications Officer at Constellation Energy Corporation, takes a three-pronged approach:
- Recognize that everyone deserves respect and that not everyone will find common ground.
- Recognize that conversations provide opportunities for understanding, not a chance to change someone’s mind.
- The focus remains on a respectful work environment. “We are focused on facilitating respectful conversations around the election, and we want to continue to create a safe and inclusive work environment that welcomes everyone,” she said.
Working with a timetable
When you’re busy with work or other commitments, election season can come as a surprise. At the right time, election communications can have a huge impact.
Spread your messages months and weeks before Election Day.
Constellation has developed a regular cadence for election communications long before the big day in November. “We also publish communications on key milestones such as security around the RNC and DNC,” Rader added, “encouraging employees to vote before Election Day and providing security guidance for Election Day and Inauguration Day.”
- Provide regular reminders.
Use important American holidays such as Independence Day or Labor Day as opportunities to teach more about the democratic process.
“This could include simple messages about voter registration or more detailed messages about mail-in ballots, information about voter ID requirements or removing other hurdles to voting,” Frantom said. “You can incorporate these types of messages into your annual communications calendar and point employees to local, state and national resources so they can get the information and support they need to participate in the elections that matter most to them as individuals.”
Choose your spots carefully – you run the risk of alienating people if you communicate too much about the election.
“You don’t want to overdo it and create the impression that there is a problem in the workplace that requires constant notification or that you are over-monitoring your employees,” Sallan said.
Collect feedback effectively and increase engagement
The best way to find out if your election communications are working is to ask the people you are communicating with.
- Get feedback from your intranet.
Your internal communications platform can be a great place to get the feedback you need.
“We regularly solicit and encourage employee feedback through our Compass intranet and our dedicated communications email inbox,” Rader said.
- Treat managers as a resource.
Managers are one of the best people to contact when it comes to reaching out to your employees. They are also a great resource if you want to get feedback on your election communications work.
“Make sure you’re communicating with your managers and frontline employees about these issues to hear what they’re hearing,” Sallan said. “Maintain an open-door policy and ask for feedback from your employees so they feel heard.”
- Give employees space to get involved.
Consider providing additional space for your employees to participate in the election.
“One of my favorite recent examples was the request to limit the number of meetings and in-house events scheduled on Election Day,” Frantom said.
“We took this request to the management team and pushed it through so that departmental schedules could be adjusted as needed. This will take some of the stress out of long waits at polling stations and allow staff to better manage their workload so they can more easily participate in the electoral process. It will also give staff the opportunity and freedom to participate in the ways that are important to them, such as voting, election monitoring and campaigning.”
Election communications is not a one-size-fits-all project—it can vary greatly from organization to organization—but if you make your employee experience your top priority, you’ll be on the road to success.
“The content of individual elections can be divisive, but participating in the electoral process brings us together as a nation,” Frantom said. “It’s exciting to play such an important role as a communicator during this time.”
Sean Devlin is an editor at Ragan Communications. In his spare time, he enjoys Philly sports and hosting trivia games.
