Sefiani launches communications practice to boost engagement

PR Agency Sefiani has launched its employee communications practice, aiming to engage existing employees and potential candidates through communications storytelling.

The services listed in a statement from Sefiani encompass, “the development of employee value propositions, content audits, content strategy and creation, executive profiling, messaging workshops, employee engagement handbooks and issues and crisis preparedness.”

Managing director at Sefiani, Mandy Galmes, notes that communications is essential for expansion and awareness.

“We know that the communications tactics that drive customer loyalty and build brand reputation with external audiences don’t always translate internally. Yet, employees are your first and most important brand ambassadors,” said Ms Galmes.

“It’s not just about crafting a great piece of content, although this is important, it’s also about providing the space for your people to engage meaningfully with your message. It’s been extremely rewarding to work with clients to better prioritise their internal stakeholders and create new standards of what best practice employee comms can and should look like.”

Therese Raft, communications expert at Sefiani, will spearhead the initiative. Ms Raft has 17 years of experience in communications, 10 of which working inhouse for large organisations.

“Working inhouse I’ve seen there are often two completely different conversations happening. The first is the conversation that companies have with their customers and external stakeholders about growth or exciting initiatives and sustainability commitments. Then there is the conversation they have with employees around diversity, culture and remuneration,” explained Ms Raft.

“However, external and internal communications are two sides of the same coin. If that coin is ESG then you need to speak to ESG in ways that are relevant and meaningful to both audiences. The message is the same but the nuance, the stories and the invitation to participate must be different and equally weighted,” she said.