NHS staff disengagement is a challenge that many internal communicators face. With the ongoing pressures of the healthcare environment, particularly in the wake of COVID-19, maintaining high levels of staff engagement has never been more crucial. According to research from Bain & Company, an engaged and inspired employee is 125% more productive than a disengaged one. Therefore, effective internal communication is not just beneficial—it’s essential for the operational success of the NHS.
However, the complexity of the NHS environment means that internal communications teams must constantly juggle multiple priorities to keep staff engaged. This article explores the most common causes of staff disengagement within the NHS and offers practical solutions for overcoming these challenges.
The issues leading to staff disengagement can typically be grouped into three core categories:
Your staff are the heartbeat of the NHS, but various factors can cause them to become disengaged. Understanding these issues is the first step towards crafting effective solutions.
When staff feel undervalued or see no clear path for career progression, disengagement is inevitable. A simple “thank you” or recognition of good work can go a long way. However, systemic recognition and development opportunities are crucial for sustained engagement.
Solution: Conduct a survey to assess staff awareness of existing recognition and development policies. Use this data to create targeted awareness campaigns. Regular features in staff newsletters or a dedicated recognition platform can highlight achievements and provide visibility to development opportunities. For more on the importance of employee recognition, refer to the Chartered Institute of Personnel and Development (CIPD) guide on this topic:
Small frustrations, when left unaddressed, can accumulate and significantly impact morale. Whether it’s an inefficient process or difficult colleague interactions, these issues need resolution to prevent long-term disengagement.
Solution: Establish clear channels for staff to voice their frustrations, such as through line managers, surveys, or suggestion boxes. Communicate the steps taken to address these issues transparently, perhaps through case studies that highlight how problems were solved and the positive outcomes achieved.
With such a large and diverse workforce, fostering collaboration within the NHS can be challenging. However, increased collaboration can lead to greater accountability, learning, and job satisfaction.
Solution: Encourage staff to update their profiles on the NHS intranet and promote these profiles in internal communications. Consider launching webinars or podcasts where different departments share knowledge and success stories, fostering a culture of learning and collaboration. The NHS People Plan, which emphasizes the importance of collaboration and staff well-being, can provide further insights:
The structure and dynamics of your organisation can significantly influence staff engagement. Recognising these challenges allows you to tailor your internal communications strategy more effectively.
Without the support of senior leadership, even the best communication strategies can fall flat. Engaging leadership in the process is essential for success.
Solution: Present data-driven insights to senior leaders, demonstrating the value of your communication strategies. Propose A/B testing to compare different approaches, allowing for evidence-based decision-making that aligns leadership with your strategy. Gallup’s research on the impact of leadership buy-in on employee engagement is a valuable resource:
A truly inclusive internal communications strategy recognises the contributions of all staff members, from front-line workers to senior management. When some staff feel excluded, their engagement levels will inevitably drop.
Solution: Identify the staff who are hard to reach and develop strategies to ensure they are included in internal communications. This might involve formal distribution processes, video messages, or leveraging social media channels to reach those who may not be engaged through traditional means. For more on the importance of inclusive communication, see Forbes’ article on building an inclusive communication strategy:
Change is a constant in the NHS, but it can be unsettling for staff increasing disengagement. Whether it’s a new policy, a change in leadership, or the introduction of new systems, these changes need careful communication to avoid disengagement.
Solution: Develop a communication plan that addresses the key concerns staff may have during periods of change. Clearly outline what is changing, how it affects them, and what is expected of them moving forward. Regular updates will help staff adjust to change and maintain their engagement. The British Medical Journal (BMJ) offers strategies for managing change within the NHS: .
The effectiveness of your internal communications is also dependent on the tools and processes you use. Ensuring your approach is efficient and effective is vital for maintaining high levels of staff engagement.
The demands on internal communications teams are often high, with many tasks and limited time. This can lead to stress and reduced effectiveness.
Solution: Regularly review roles and responsibilities within your team to ensure that workloads are manageable. Where necessary, recruit advocates from other departments to support specific campaigns, alleviating pressure on the internal communications team. Insights from our State of UK Employee Engagement Survey can help in understanding common challenges faced by communicators..
Silos within the organisation can hinder the flow of information and reduce the effectiveness of internal communications. Breaking down these silos is essential for a more collaborative work environment.
Solution: Implement task management systems that provide visibility over who is responsible for each task, promoting accountability and collaboration. Cross-train staff to ensure that critical skills are not isolated to single individuals.
Outdated or inefficient tools can hinder the execution of your communication strategies. Regular audits of your tools and processes are essential to ensure they meet your current needs.
Solution: Conduct a thorough audit of your current tools and processes. If necessary, explore new tools that could better serve your needs. For example, platforms like NewZapp Trusted Delivery offer comprehensive solutions for sending visually appealing internal communications while providing valuable data insights.
Without monitoring the effectiveness of your internal communications, it’s impossible to know what’s working and what isn’t. This lack of insight can lead to missed opportunities for improvement.
Solution: Start by analysing any existing data to identify trends and gaps. Consider implementing a more robust analytics tool to gain deeper insights. Tools like NewZapp Trusted Delivery can help you track engagement and refine your communication strategies accordingly.
Internal communications and staff engagement are more closely linked than ever before, particularly in the NHS. By addressing the challenges outlined above, you can significantly decrease NHS staff disengagement leading to better outcomes for both your team and the patients they serve.
If you’re looking to enhance your internal communications strategy, NewZapp Trusted Delivery can provide the tools and insights you need to succeed. Contact us today to see our platform in action.
Operations Director
Passionate about using my 30 yearsof owning my own businesses to help create better workplace environments. A Bon Jovi loving TikTok junkie. I spend most of my time thinking about the impact technology is having on our society. And my pug Winston…
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