Building engagement in the workplace is an important goal, but it’s often overcomplicated. Thousands of books have been written on the topic, and millions, if not billions, have been wasted on ineffective efforts. For an engagement program to succeed, one simple consideration must be made: Know your audience. All too often, engagement programs are put into place without first understanding what employees actually want or even their current levels of engagement. It’s important to determine three factors when implementing an engagement program. First, employee motivation must be understood. Employees are the lifeblood of an organization, and understanding what motivates them will be critical in building an engaging workplace. Also, it’s important to encourage direct communication with employees. Management needs to acknowledge the suggestions, thoughts, and feelings of staff members to ensure they know their input matters, and their voices are being heard. Measurement is also critical in understanding and boosting engagement. When crafting measurement tools, it’s important to ensure the outcomes will be actionable in improving the workplace. If this isn’t done deliberately, an engagement effort can actually backfire.