Why Digital Signage is Missing the Mark for Workplace Communications

Many large, multi-location organisations are struggling to keep important information in front of their deskbound and frontline workforce in a way that grabs and holds attention. For the in-office workforce, digital signage screens are being used to provide the strategic placement of messages meant to cut through the workplace digital noise.

Keeping internal communication content fresh and visually engaging is very time-consuming and resource intensive. Yet we must persist with finding a solution if we are to nurture an aligned, well-informed team, and lift health, safety and productivity.

Other channels currently used are struggling to cut through the digital clutter. Vital business messaging is quickly forgotten which makes it very difficult to drive alignment, foster culture and implement business transformation initiatives.

For in-office staff, strategically placed digital signage screens should cut through the workplace digital noise where traditional channels struggle. For frontline teams, digital screens are meant to provide the communication lifeforce that connects them with the heartbeat of the organisation. Yet when digital signage systems rely on standard slides with static images and videos on rotation, this vital communication channel quickly becomes ineffective. Screens then become expensive posters on the wall that are time consuming to maintain.

Why isn't the status quo working? 

1. Static messaging is dead messaging.
   It doesn't draw or hold attention.
2. Content set on repeat is noise.
   It's known as 'habituation of message', and we simply block it out.
3. Videos are great … initially.
   A video on repeat creates frustration and the audience will switch off. 

Content teams revert to Canva, Photoshop or similar tools to produce visual content. This is time consuming to manage and results in fixed content on repeat.

When leveraged well, digital screens are a highly effective communication channel for delivering visually engaging, timely messaging, which is placed in-front of both your frontline and in-office workers.

People learn by receiving relevant and timely information carefully spaced out over time, which is vital for fostering long term change. Vibrant messages should be strategically 'drip fed' in a way that grabs and holds attention, enabling messages to transition from short term to long term memory.

What is needed for digital signage screens to be effective?

• Visually engaging snackable content with plenty of movement and attention-grabbing impact.
  

• Exploit neuroscience. Use a platform that makes it easy to preload snackable messages and 'space out' delivery of fresh and engaging material.
  

• Deliver information that is relevant to the local audience. This will result in buy-in from all teams and it won't be seen as company propaganda.
  

• Choose a single platform that effortlessly enables you to produce visually compelling content at speed and on-brand, allowing you to focus on your message instead of designing slides.
  

Using the right channels for the right audience is vital. And we get it. Creating fresh, engaging content, delivered with the right level frequency has been time-consuming and expensive.

But it doesn’t have to be this way.

By simplifying and decluttering the workplace messaging environment, not only will your comms cut through better, staff will in a better headspace to receive them.

When you use a single platform that can reach everyone, everywhere, it’s much easier to cultivate and nurture the company culture.

If your communication strategies are falling short, and you need to optimise your communications for better workforce engagement, contact us for a free assessment.