November 26, 2018
Audience Engagement

Creativity Breeds Creativity: Use Your Internal Communication Strategy to Plant the Seed

For anyone in a corporate environment, the day-to-day grind can really become stale. Even when you love your job, things get repetitive. You’re itching for something new, anything new, yet the workday keeps coming up short. In turn, it leads to job dissatisfaction and company-wide low morale.


It’s an issue that has plagued businesses for a long, long time, and it feels unsolvable. But when the marketing team at Highwoods Properties developed one of their best internal communication strategies to date, they didn’t realize they were inadvertently finding a solution to this very dilemma.

An Internal Communication Strategy with Long-Term Employee Engagement


The employee engagement concept was, in short, awesome. We’ll let Vicki explain it in her own words: “We asked every division to create a video pretending you’re pitching Jeff Bezos from Amazon -- what would you say about your division?” The assignment was simple, but packed with options.

Pandora’s Boxes Lift the Lid to Employee Creativity

In order to help the employees create their videos, each division was sent a box of filmmaking tools like microphones and clapboards. But then... another box arrived and the real fun began.


The second box is what pushed this project over the edge. It included an assortment of completely unexpected items, from a trucker cap to a full-sized adult dinosaur costume. The rule? Each internal team of employees had to incorporate all of these items, bizarre as they may be, into their pitch video.


Employees in all divisions of the company absolutely loved the challenge. Their submissions were completed in totally different ways, showing off the individual personalities of their smaller groups as well as the corporate culture of Highwoods as a whole.

Employee-Made Content is Best Because No One Tires of Seeing Themselves


The final products were given a moment of glory; as each video received its own big-screen debut on Highwoods’ digital signage throughout their numerous facilities.


It wasn’t just a fun activity for a few days. The project invigorated employee morale, re-affirmed a sense of community, and provided home-grown content that the whole company could enjoy for weeks and months to come.

These videos will eventually be taken down to make room for other content, but the marketing team knows they can rebroadcast them anytime the company needs a moral boost.


To see how Highwoods Properties uses digital signage to improve their internal communication techniques, watch Episode One of our Business Impact Workshop.