Inside Out - the rise of Internal Communication
- Mar 03, 2020
If talking about Internal Communication was not common even at the university, imagine within organizations! Being a communication professional was almost synonymous with being a press officer, because one only thought about how the company would be portrayed in the media, the only trainers and maintainers of the corporate reputation.
But the world was spinning and, little by little, we began to see a migration of force into organizations. Social networks have given voice to employees, purpose has taken center stage and society has been transformed faster than education; as a consequence, talents, once so abundant, now wane. We know that, unfortunately, there is a huge portion of the population without a job. But there are also a lot of vacancies that we are unable to fill. The truth is that we are not managing to "match"!
In this new scenario, attracting, retaining and engaging employees have become priorities for the development of any organization. Likewise, establishing an organizational culture that is true and felt by everyone is essential for scalable growth. Internal Communication started to play a fundamental role in unifying messages, in team cohesion and in promoting a healthy, diverse and inclusive work environment.
The best strategy for conducting Internal Communication is something we call "Inside-Out". The vast majority of responses are within the organization and the role of the professional is to observe, research, give space, stimulate discussions and then organize ideas in a way that has a clear direction and generates impact. Some factors to consider when establishing your strategy:
Employees are your best ambassadors
Public employee views are sincere. No employee publishes or exposes anything positive about a company if it does not agree with that particular action or if it has not been truly touched by any initiative. In medium and large companies, it is very likely that the sum of the network of all employees will be much greater than the circulation of the main newspaper in the country or of the unique visitors of large websites. So employees have an enormous power to influence society and this power can be used in a strategic and orchestrated way.
Broaden your view of channels
Everything within a company communicates. In addition to emails, chats and events, look at your physical space and explore every corner and every moment. The elevators, the walls, the reception, the tables, the lunch hour. Take the opportunity to surprise, to impact a person in an unexpected moment, and bet on sensory experiences. Remember that what is recorded is always how we feel and not exactly what we were told or what we read.
Explore marketing concepts
Internal communication is part of the marketing mix and employees are one of the most important assets of a company. If they are not aligned with corporate goals and understanding their roles in this process, they can affect business performance. So use the tools that digital marketing offers to be more effective: find your personas, understand the journey and what engages the employee at each stage of their development; produce materials that respect and exploit brand attributes; measure, measure, measure!