Employee Engagement

Karlynn Holbrook, Senior Manager, Digital Employee Communications at Disney Parks presents us a case study focusing on: “It’s my life, it’s your life. Its Disney Cast Life”.

Karlynn informs us how Disney Parks recently had to undergo a major “Mindset Shift” to achieve effective employee communications. Karlynn outlines and explains their findings:

  • Internal communications no longer exist – everything internal is external
  • Employee behaviour is consumer behaviour
  • Storytelling, not information dissemination
  • Meet your audience where they are, not where you think they should be
  • Employees like things ‘just for them’ and their stories being told

Sparked by the trending social media hashtag #DisneyCastLife, Disney Parks created multiple employee platforms to keep employees connected. Some of these platforms included; Cast Life App, Cast Life blog, Cast TV and Disney Cast Life YouTube.

Karlynn uses case studies and research to explain Disney’s content strategy to maximise use of each channel.

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