What is internal communications? Definition and explanation
Internal communication is how an organization shares important and relevant information with its employees, creating cohesion and unity among its staff.
It is a vital channel that guarantees all employees understand the objectives of the company and their roles within it. An internal communication strategy is pivotal in pushing a culture where employees feel valued and integral to the enterprise's success.
Internal communication strives to achieve several core objectives. The most important ones include the cohesive dissemination of information regarding business goals and a well-structured strategy that transcends hierarchies.
By effectively communicating these objectives, an organization ensures that each employee understands the broader mission and their specific part to its realization.
When individuals see how their roles fit within the broader organizational puzzle, they are more likely to feel valued and motivated. A well-crafted communication strategy filters and delivers the right information at the right time, preventing the sharing of unnecessary information and ensuring employees remain engaged.
Learn more about internal communications
What is an internal communication strategy?
An internal communication strategy is there to facilitate information flow within an organization. It should cover the methods, processes, and tone used to communicate to employees.
It should act as a blueprint for company communications and for achieving the goals and objectives set for the firm.
An effective internal communication plan goes beyond mere information dissemination; it engages employees at all levels. It encourages greater involvement, boosts morale, and promotes an environment where success is achieved collectively. This also translates into increased staff productivity.
Why is an internal communication plan important?
In the modern workplace, effective internal communication has never been more important. The advent of long-term remote work and the transformation of corporate environments have created a brand new corporate landscape. While there are various benefits to remote work, such as greater flexibility, better work–life balance, and more autonomy, the ongoing shift in work dynamics has also led to some employees feeling disconnected from their work, contributing to what's been termed the "Great Resignation." This phenomenon underscores the renewed emphasis on employee engagement and, consequently, highlights the benefits internal communications have to offer.
In this landscape, an internal communication strategy can no longer rely on a set-it-and-forget-it approach. It must be proactive and creative to rekindle the connections that may have eroded when in-person interactions became less frequent.
Connecting communication to business objectives
A key component of a successful internal communication strategy is connecting every communication to particular business goals. This alignment ensures that the narratives spread externally, whether in the media or on social media, are consistent with the messages being spread internally. This is crucial in times of upheaval.
Providing line of sight
Employees must understand the organisation's overall mission and how their individual contributions fit into it. This is made easier by providing employees with a clear line of sight, ensuring they know how their contributions relate to the company's larger objectives.
Driving action and change
An effective internal communication strategy goes beyond simply spreading information; it also promotes action that results in significant organizational change.
When employees understand the reasoning behind particular actions, they can see how they fit into the wider picture and are thus more likely to embrace this change and its implementation.
Effective communication here is invaluable. This is because it provides the necessary resources and support to enable people to actively participate in change efforts and be a part of its
Implementation.
It also fosters a culture where people take responsibility for their professional development and feel encouraged to seek out opportunities to do so. Companies should then provide support for those ambitious employees.
The eight internal communications best practices
Tailor your message
Effective internal communication involves crafting relevant messages that fit each employee's role and responsibilities. Delivering personalized information makes employees feel valued, reducing the frustration of sifting through irrelevant content. This practice ensures that every organization member understands their significance and contribution to the company's success.
Measure success with Key Performance Indicators (KPIs)
PR metrics are vital to business performance, and internal comms are no exception. You need to know the impact your words are having. Ways to measure include forum interaction, email open rates, newsletter engagement, and key, above else, employee engagement. Assess your methods' impact and overall success on your company goals. It’s the key to making it better!
Celebrate achievements
Reward individual and team achievements. Shares sales records, weekly highlights, and individual promotions. Doing so shows you value those who work for you and motivates them. By rewarding effort and accomplishments, you show people they aren’t just a number and that what they do directly impacts the company’s success.
Craft compelling content and tools
Effective internal communication hinges on tailoring your messages and tools to meet your employees' needs. Messages should resonate with employees, addressing their specific concerns. Ensure that your communication materials are informative and visually engaging where possible. Your communication tools must deliver information in a timely and accessible manner.
Weekly or monthly newsletters keep employees informed, from new hires to social events. With many choosing to skim through newsletters, remember to make headlines clear and direct to show their relevance to them.
Culture of sharing
Encourage employees to share their insights and knowledge when appropriate. Create an environment where employees feel empowered to contribute their expertise to benefit their teams and the organization. Embrace various communication mediums, such as text, video, or social platforms, to accommodate diverse communication styles and enhance engagement.
Improve transparency
Transparency cultivates trust and loyalty among employees. While certain information may need to remain confidential, it's crucial to communicate the reasons for such confidentiality. Open and honest communication prevents the spread of rumors and promotes a more positive organizational culture.
Prepare for crises
In the face of an ever-evolving business landscape, crisis readiness is significant. Recent events such as the COVID-19 pandemic have underscored the importance of crisis communication and change management. Organizations must have a well-defined crisis communication strategy to navigate unforeseen challenges effectively. Employees should be equipped to adapt to rapidly shifting circumstances.
Measure strategy success
Without evaluating the impact of your communications, you are operating in the dark. Assessing the effectiveness of your internal communication strategy is important for continual improvement. Determining whether your messages are being received, comprehended, and acted upon is crucial. There are internal communication apps with reporting features to simplify the process, providing data-driven insights that allow you to make informed adjustments to achieve desired outcomes.
The eight internal communication mistakes
Neglecting technology
Although technology has become an ever more common tool in the workplace, many business leaders fail to realize its full potential. Consequently, info can quickly become lost amid the relentless tide of email correspondence or meetings. Harnessing technology can alter internal communication and make it more engaging and memorable. Think videos and interactivity.
Lack of comprehensive communication strategy
Some assume that distributing information as it becomes available is enough. However, this neglects the need for a well-thought-out strategy. Without a strategy, internal communications becomes erratic and unpredictable, leading to disengagement. Regular, methodically planned messaging is vital for maintaining employee engagement and ensuring everyone is on the same page.
Insufficient handling of change communication
Assuming that change will be universally accepted is another common misstep. Leaders tend to overlook the barriers that need to be broken down before all levels of the organization can embrace a message about change. Mismanaging change communication can breed fear and distrust. Effective change communication requires tailored messages for stakeholders and a sensitive approach to ensure a smoother transition.
Sending unclear messages
Communicating confusing and overcomplicated messages is surprisingly common. Messages may assume a level of knowledge that isn't currently present. Incoherent messages open the door to distortion and rumors, which can spread faster than the message itself. Clarity is essential, particularly during change or crisis, to ensure everyone interprets the message correctly.
Neglecting the human side
Focusing solely on unexciting content, such as sales figures and CEO reports, is a mistake. Effective internal communication should also embrace the lighter side of corporate life. Employees appreciate a mix of company news, ideas, feedback, and fun. Neglecting this human aspect can lead to disengagement, while injecting fun and personality into communications can boost morale and retention.
Ignoring two-way communication
Another critical mistake is treating communication as a one-way street, where leadership solely disseminates information without actively seeking employee feedback or input. Neglecting two-way communication stifles employee engagement and innovation. It can lead to a disempowered workforce that feels unheard and undervalued. Encouraging dialogue and actively listening to employee concerns and ideas fosters a more inclusive and collaborative workplace culture, ultimately benefiting the organization.
Failing to measure impact
Another common mistake is failing to measure the impact of internal communications. Some organizations overlook the importance of tracking engagement levels and interaction among teams and divisions. Monitoring allows you to fine-tune your communications, correct the course of action, and improve participation. It's an essential aspect of effective communication.
Overlooking data analysis
Data analysis is also often neglected in internal communications. Many organizations struggle to harness the power of data to make informed decisions about their communication strategies. Without data-driven insights, internal communications risk drifting off messages or losing their purpose. To maximize the effectiveness of your communications, it's crucial to embrace data analysis and use it to refine your approach. There are an array of tools for this.
Six steps to build a bulletproof internal communications strategy
Creating an internal communications strategy is key for reinforcing the connection between employees, employers, and the company's mission. It bolsters commitment through informed staff and heightened engagement, and propels business success by optimizing every activity. To construct an effective internal communications strategy, follow these six steps:
Step 1: Be aware of your current status
Initiate the process by being aware of the present circumstances (circumstances which may show the need for better communication). Factors to consider include a lack of cohesion among teams, low employee engagement and low employee experience ratings. This phase involves researching and evaluating the status quo to assess the problem.
Step 2: Specify your results
State the target outcomes you desire. Concentrate on the purpose of your communication and set SMART goals. Make sure these link with the organization's objectives. Realize these before you begin. For example, when sending out email communication, you may wish to have a certain percentage open rate or intranet visit rates after.
Step 3: Craft your message
Outline the key messages you must deliver to your target audiences. Focus on relevant facts, data (adds weight), anecdotes (makes it relatable and human), and narratives. Simplicity, transparency, lucidity, credibility and storytelling techniques can give your messages the edge and make them stick.
Different audiences may have different needs. Segmenting them according to what you want each to take away from your messaging is a great way to keep internal communication focused and efficient.
Step 4: Establish your channels and methods
Define your internal communication approach, detailing your methods of reaching your target audiences. Clearly outline the specific channels and methods you'll utilize to ensure the successful delivery of your messages. Engage your communication team in brainstorming sessions to generate innovative ideas for impactful methods and channels. Consider in-person interactions, meetings, printed materials, electronic communication, videos, and internal social media. Ensure these choices align seamlessly with your objectives and cater to your audience's preferences.
Step 5: Assess your progress
Assessment methods could encompass surveys or input from communication activities and show themselves in increased product sales or improved retention rates. Consistently monitoring progress fosters responsibility and aids in refining your strategy as and when required.
Step 6: Create a communications calendar
Develop details of the communication procedures you’ll employ should a crisis emerge. This schedule should encompass a range of communication avenues and strategies to sustain a regular flow of communications. Reflect on how each communication syncs with your objectives and aligns with the preferences and needs of your intended audience.
Internal communication examples
An effective internal communications strategy or plan is only worthwhile if you actively use it to keep employees informed and engaged in their roles. Below, we outline some of the ways that you can do this and some internal communication strategy examples.
Companywide gatherings
Regular meetings are interactive sessions where employees can directly engage with senior management. These meetings provide a platform for employees to ask questions, share feedback, and gain insights into the company's direction. Meetings can be held in person or virtually to accommodate remote teams. They can serve as performance motivators for your people and provide lighthearted and needed talk between members.
Digital collaboration platforms
Internal social media platforms like Zimbra, Slack, or Microsoft Teams have gained popularity for facilitating employee communication and collaboration. These platforms enable real-time discussions, sharing updates and files, and engaging employees in dedicated group conversations for particular tasks or projects, making them valuable tools for keeping teams connected.
Digital collaboration platforms
Internal social media platforms like Zimbra, Slack, or Microsoft Teams have gained popularity for facilitating employee communication and collaboration. These platforms enable real-time discussions, sharing updates and files, and engaging employees in dedicated group conversations for particular tasks or projects, making them valuable tools for keeping teams connected.
Crisis response communication
As already mentioned, in times of crisis, effective communication is significant to keep employees informed and maintain stability. Companies should have a well-defined crisis communication plan that includes clear lines of communication, designated spokespersons, and a strategy for disseminating information rapidly and accurately.
Employee appreciation
Acknowledging the accomplishments of employees is a potent way to elevate morale and motivation. Employee appreciation initiatives come in diverse shapes, such as recognizing achievements during company gatherings, organizing award ceremonies, or offering incentives like bonuses or additional time off. These initiatives cultivate an atmosphere of gratitude and have the potential to notably enhance employee engagement.
Intranet hub
An intranet is basically a company’s internal internet that only its members see. It operates as a centralized information hub where documents and resources are easily shared. Companies can utilize their intranet to send updates and distribute vital documents. Employees can also ask questions in forums. The intranet can be useful for sharing fun and social updates, such as charity events.
Conclusion
The examples above should give you something to think about. We've now covered the what, why, and how-to of internal communications. Aside from uniting everyone in your organization and giving employees fresh updates, a strong internal comms plan strengthens your position in the competitive landscape.
A company's success is directly related to its reputation, and internal communication allows employees to interact better with stakeholders, thus strengthening its reputation.
As communication in the workplace evolves and geography is no longer a deciding factor in workplace cohesion, it's more important than ever to have a strategy to ensure consistency in messaging. An effective internal comms strategy can solidify the vision and aims you want to exude to the world. It's time, therefore, to take it seriously. If you're ready to take your internal comms to the next level, contact our Internal Communications Firm to see how we can help.
