Employee Communication and Engagement

  The Challenge

Legislators continually focused on gaming as an easy target for tax increases with little pushback from the industry, customers or employees.  The challenge was to engage employees, vendors, and allies – and to a certain extent community leaders – in fighting unfair and unnecessary tax increases on an industry that creates jobs and revenue.

Create an external affairs program to harness employee interest and enthusiasm in being informed about, and involved in, decisions made by government and community leaders. Program also included the involvement of vendors and allies.

Create a company-wide strategic employee communication plan, with facility-specific applications.

Create audience-specific themes, messages and supporting collateral material.

Train and manage employee coordinators in each facility to implement the program.

		Increase employee education on issues relevant to the corporation and on specific issues.
		Create and manage voter registration, grassroots action and community involvement events.
		Motivate employees to contact elected officials.
		Regularly update employees on latest activities and news surrounding the company and the gaming industry.
		Encourage employees to be active and involved in their communities, and to take leadership roles in business and community organizations.
		Communicate heightened level of involvement to external audiences.

  Results

In its initial year the program achieved significant results – defeating several threatening tax measures in two states, while also engaging employees in voter registrations drives and community meetings.

In the second and third years the program was crucial in helping to win support for land-based gaming in one state.  In addition a smoking ban was defeated in one municipality.

Overall, the program helped redefine employee communications at the corporation by streamlining the flow of information and creating more effective direct communication with employees that engaged them directly in the success of the business.