The McKinsey Global Institute has found that employees are 20-25% more productive when they feel connected with each other and the company. That is the role of internal communications professionals: to connect employees and the company. The profession can be very channel centric, focusing on one or combining a multi-channel approach through email, intranets, town halls or digital signage.
According to the State of the Sector 2016 survey by Gatehouse, 50% of global companies use digital signage to enhance employee communications. Simply put, half use the medium and half do not. The impediments to broader adoption of digital signage as a medium worldwide are numerous, and inaccurate, reasons held by the disengaged half of global companies. Let’s call these reasons “myths.” These myths are used to support a company’s decision to not use digital signage, therefore missing the opportunity to use this channel’s strengths to reach a diverse workforce.
The following debunks the most common myths that may have prevented your clients from embracing digital signage as their go-to method of internal communication:
Myth #1: An enterprise digital signage network is simply too expensive.
This belief is entirely false. While the upfront cost may seem high, digital signage is a communication channel that runs 24/7, if needed. Instead of using quality time and resources to print announcements on traditional paper, digital signage helps increase efficiency while using the least amount of resources possible. There is still a place for printed communication, but often going digital gives a message more impact. And through its visual nature, digital signage can be a navigator, driving traffic to other internal communication channels.
Myth #2: Digital signage hardware is complicated to set up.
While setting up a digital signage network deployment can seem intimidating from afar, it is simply putting together the pieces of a puzzle, consisting of displays, media players and a content management software system. Unfortunately, many view a digital signage network as an IT project. I like to think of it as a communication project that simply relies on IT. This is a chance for communicators to partner with IT to build a digital signage network that delivers communication value while maintaining IT integrity.
Myth #3: It is complicated to run content on a digital signage network.
Running a digital signage network isn’t one more thing you have to do. It’s one more thing you get to do. And content will ultimately determine its success. A strong digital signage CMS should make all content-related tasks a breeze. Current, industry-leading CMS capabilities include the automation of content (no need to manually create playlists), dynamic generation of content based on pre-set conditions, self-monitoring and self-healing, the ability to view proof of performance reports on a remote desktop and much more. And introducing automated, dynamic content (like social and news feeds) reduces the burden on communicators to keep it up to date.
When a digital signage software platform is selected carefully, running content will be one of the easiest steps of a digital signage network deployment.
Myth #4: Digital signage is not that much better than paper, text, email or PowerPoint.
Not only is this idea inaccurate, it couldn’t be further from the truth. Digital signage has an effective visual impact, with the ability to deliver a strong and creative content strategy. It is flexible with technological integrations and enables the measurement of success with ease. The worst thing that ever happened to digital signage was PowerPoint. Why? Because content creation goes far beyond using PowerPoint slides as images on a screen.
Digital signage is capable of generating content dynamically, allowing campaigns to resonate with employees when played at the optimal moment. Additionally, digital signage can also be interactive, which can increase employee engagement, and measurement can be useful when gauging a content strategy’s success.
Considering the pace of technological advancement, it’s also worth mentioning that digital signage easily integrates with many modern features. Examples include social media and mobile. All of these technological advancements and capabilities truly set digital signage apart from other forms of communication media.
Not only is a digital signage network cost-efficient in the long run, it is also easy to set up and deploy, particularly with the help of an experienced commercial integrator. Additionally, the different and exciting capabilities that become possible can increase employee engagement and productivity, making it a complementary medium to use in your internal communications strategy.
BroadSign International is a member of the Digital Signage Federation, a not-for-profit trade organization serving the digital signage industry. The DSF supports and promotes the common business interests of worldwide digital signage, interactive technologies and digital out-of-home network industries. To learn more, go to www.digitalsignagefederation.org