Engagement inclusion

We've all heard politicians and sociologists talk about social inclusion in recent years. It's succeeded in shifting the focus of politicians and agencies on problems in society that need to be resolved.

So isn't it time that internal communications professionals started to promote the concept of 'engagement inclusion' to generate a focus on problems in the business world that could be addressed with better engagement?

Although it has been something rattling around inside my head for a while, it was seeing, yet again, a valuable message like this being tucked away in the specialist pages of a media, marketing and advertising journal that has prompted this blog post. It seems to me such a waste to only ever see our unique value proposition being used as part of sales pitches for workshops and seminars. Rightly or wrongly, it makes me feel as if my profession is being used by some people as a chance to make a quick buck by preaching to the converted.

We are all familiar with the thinking in the pitch that takes up the first three paragraphs. But it seems to me that we as professionals aren't making the best use of channels (in the widest sense) to share our important value proposition with a segment of business that doesn't currently engage effectively with people in their organisations. There are plenty of organisations where there is an absence of any kind of engagement strategy or focus, and perhaps we should be working to start a discussion with them to explain what we have to offer from a professional standpoint.

Promoting the positive and substantive contribution internal communication and employee engagement can make to a business that does not engage with its people is a great opportunity to enhance the professional standing of internal communicators. Maybe the time has come for internal comms thought leaders should make use of their networks and connections to get space in mainstream publications to explain two key messages:

1. what employee engagement is about
   
2. why more businesses should embrace a professional approach to engagement
   

This could serve two purposes. First, that decision makers in small and medium enterprises gain greater awareness and understanding of internal comms and can consider making use of a valuable function that remains too far the preserve of large businesses. Second, that internal comms rightly positions itself as a professional function that plays an important and valuable role in business and can offer solutions to problems that exist in too many organisations.

I believe that communicators who are passionate about their work and view what they do as a vocational undertaking will recognise and share my sentiments. I hope they are sufficiently motivated to start a conversation about stepping up to meet this challenge of bringing engagement to those in business who do not experience it. Maybe engagement inclusion should be a topic that comes up at the numerous conferences and get togethers of professionals in our field as it is an important piece missing from our jigsaw.