If you build it, will they come? That depends. At Tribe, we coach clients to consider the launch of a new intranet not the finish line but one milestone in a much longer process.
Phase 1: Employee input: Building traffic to a new intranet begins long before the launch. Preferably before the development even begins, employees are involved in the process. You might do a survey on what features employees need to do their jobs more easily; how they’d like to connect with those in other functional silos; what sort of collaboration space would work best for them and other related issues. Focus groups are a good idea as well, to hear employee input in more depth.
Phase 2: Pre-launch: By foreshadowing the launch, you can create excitement about what’s to come and engage an initial group of employees to be early ambassadors. Use other internal communications channel to market the coming intranet. Find a group of early adopters for beta testing or assign launch communication responsibilities to influencers throughout the company. This is the time to build a critical mass of insiders who will help create buzz about the launch.
Phase 3: Launch: You only get one chance to launch, so it’s important to do it well. Make it big news with a launch event, desk drops, lobby floor decals, elevator wraps, and anything else that will get employees’ attention. Make it easy for employees to test drive the intranet with quick-start guides and in-person or online training sessions. Motivate them to visit the intranet multiple times with online scavenger hunts or contests.
Phase 4: Sustaining: This is where many companies drop the ball. An intranet is not static, or at least a good one isn’t. You need fresh, relevant content day after day after day. This is more than most internal communications departments can handle on their own, so at Tribe we recommend establishing a content manager program. By recruiting and training content managers from a range of geographic locations and functional areas, you can build an army of content generators who post on an ongoing basis. To sustain this system, build in quarterly meetings to continue engaging this team, share best practices and provide recognition for those posting the best content.
Have an intranet launch on the horizon? Tribe can help.