It is demanding to get management and employee support for energy efficiency efforts, and that is achieved through a continuous, consistent, and open dialog. The organization must explain to employees the reasons and the goals it wants to accomplish through its energy efficiency programs. This aims to gain support and to indicate to them what their role is concerning involvement and requirements. A direct link must be drawn to the company strategy, vision and business plan, otherwise it may seem weak among many other corporate demands on the workforce.
The conclusion is that communication must be designed innovatively in order to continually captivate the appropriate audience. This is achieved by developing and marketing key messages to motivate these clients to engage in the energy efficiency program. And the message must show clear commitment between energy efficiency and corporate strategy, using the right promotional channels at the right times.
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