In search of authenticity

People want authenticity. So why do we keep serving them sanitised content?

Buzzwords aside, ‘authenticity’ is what employees in 2023 truly want. They’re increasingly looking for genuine and transparent experiences — something that makes them feel good about their place of work.

That said, our State of the Sector report shows that our profession is still largely led by ‘corporate speak’, turning down the tone and playing it safe! Leadership teams hide behind the organisations they represent. Digital experiences fail to meet people where they are. Communications lack personality and emotion. It’s time to be braver.

Your people value open and honest stories about why you do what you do. Bringing them along on the journey, rather than channelling your messages through a megaphone, can deliver positive and tangible results.

Consumers today have access to endless information at their fingertips. Which is precisely why we need to show up authentically in order to create a lasting memory. We achieve this by ensuring all experiences are useful, relevant and entertaining — starting with the way leaders communicate.

It’s time for leaders to think like influencers who’ve grown loyal followings as a result of their transparency. In being open about who they are, their values and goals, they’ve become pioneers. Let’s learn from this and build authentic brand stories that give meaning to what you do.

Short-form videos also continue to dominate social media, keeping users more engaged than other content. Gen Z is fast approaching 30% of the workforce. Video is their preferred source for information, so prioritising efficient (rather than perfect) video creation will generate timely, authentic content that cultivates meaningful relationships with the right audience.

Using a touch of satire is a great way to build that connection, especially in tough times. Humour is a potent stress buster and offers a cognitive shift in how you view your stressors. It also humanises a subject, allowing employees and managers to discover common ground. We all prefer to have fun at work, and we could all do with a laugh these days. There’s really no need for organisations to take themselves so seriously.

Gallagher is a global internal communication and employee experience agency.
From transforming workplace culture to championing the physical, emotional, career and financial wellbeing of employees, everything we do is linked to a strategic business objective — and designed to elevate every aspect of the employee experience.
Our communication consultants help clients communicate their strategy and vision; turn their leaders into engaging communicators; review their internal communication channels; maximise the perceived value of their rewards and benefits packages and accelerate business transformation.
We have offices in the UK, US, Canada and Australia, but we support organisations of all sizes on a global basis.