The Other 'Engagement'

Every so many years there seems to be another new buzz word for our industry, a term that often quickly becomes jargon, seemingly a mandatory and ubiquitous phrase incorporated into virtually every speech and article.

("Synergy" being a well-worn and overused example.)

In response to the pressures on our advertising models created by the rapidly shifting landscape, one of the latest words to border on such jargon status is "engagement."

It's a term that has been widely embraced by networks, media buyers and ad agencies as a holy grail to measure viewer involvement with a show or commercial in light of the expanding technical controls that allow viewers to time-shift, channel-surf and skip commercials.Engagement is indeed a critical concept, one with differing definitions, but well worth the effort to define and measure.

However, as we turn our collective efforts to address viewer engagement, don't overlook another type of engagement that is increasingly critical: staff engagement. Many of the very same forces that are pressuring our advertising revenue are also creating additional pressures and stresses on the people we rely on.

Staff and management are being asked to reinvent themselves and our business at an unprecedented pace. Work loads are increasing as efficiencies are sought and content is repurposed. Budgets are being squeezed due to shifting advertiser patterns. There is an increasing air of uncertainty permeating our industry. It is an exciting time, but one that makes finding and keeping the best people available more critical than ever.

What does it mean to address "staff" engagement? Not unlike viewer engagement, the definition is somewhat left to each of us to decide. But whether it's formal mentoring, professional development, or creating a culture that embraces risk and encourages feedback, engagement with staff is mandatory to keep our businesses vital, regardless of how technology rewrites our playbook.

So next time you turn your attention to "engagement,” think not just about the viewer.

Think about your staff.