The Real Reasons Employee Engagement is FlagginG

“We just need better content.” A CEO once said this to me after I mentioned that the average open rate on our weekly email newsletter was around 30%. I didn’t disagree—30% wasn’t great. But it was a symptom of a bigger problem. And no, the problem wasn’t a lack of quality content.

The issue was employee engagement.

Contrary to the CEO’s belief, content wasn’t going to solve that problem. According to Gallagher’s State of the Sector 2024 report, employee engagement was the top success indicator communicators reported being held accountable for. So, what exactly is employee engagement?

Gallup defines it as “the involvement and enthusiasm of employees in their work and workplace.” They note that the key drivers of engagement are: purpose, development, a caring manager, ongoing conversations, and a focus on strengths.

Notice what’s not on that list? Content.

It doesn’t matter how many amazing employee stories you’ve crafted. Your content might be Pulitzer-worthy, but it won’t fix directionless organizations, toxic managers, or a lack of professional development.

So, what can you do?

3 Ways to Boost Engagement That Aren’t About Content

• Check the Quality of Your Leaders
  Bad leaders can’t create good cultures (see chapter six of "Great Leaders Make Sure Monday Morning Doesn’t Suck"). If your organization’s leadership is full of insecure micromanagers, well, wave employee engagement goodbye. You might not control the leadership, but you can influence them. Start by pulling up the engagement survey results (you’re likely already looking at them). Focus on the stats related to leadership and look for patterns in exit interviews. If leaders are the problem, share those insights with HR or your leadership team and push for leadership training. Gallup estimates replacing an employee costs one-half to two times their salary—those numbers speak for themselves.

• Give Leaders a Master Class in Communication
  When I’ve surveyed leaders, many admit they’re not confident communicators, especially first-time managers. This is where you step in. Work with your learning and development team to create baseline communication training. Don’t have the resources for a full program? Start with something simple—host a workshop, create a quick guide, or even provide a set of talking points for managers to use in team meetings. The goal is to get them comfortable with regular, meaningful conversations.

• Give Them a Reason to Give a S**t
  Why should people want to work here? If the answer’s not clear, it’s time to take a hard look at your organization’s mission, vision, and values. Once you’ve got that, start weaving those stories into your communications. Highlight what makes your company stand out—whether it’s flexible hours or a commitment to sustainability. Make sure employees see that these things aren’t just lip service—they’re part of their everyday experience. That’s how you create purpose beyond the paycheck.