The Importance of Investing in Digital Internal Communication
- Mar 02, 2020
Corporate communication is a powerful tool for disseminating corporate actions, values and ideals, strengthening the relationship between employees, suppliers and partners. But even so, this is one of the less developed skills in Brazilian executives, according to a study by the Dom Cabral Foundation with over a thousand managers, which revealed the fragility of so-called social skills among the country's leaders.
In view of this, it is necessary to invest more in Internal Communication strategies (or Communication with Employees, as it is also called) to meet the need for information of employees.
However, there is often resistance from companies to invest in this area, which is often the first to have its resources reduced in times of crisis.
In this scenario, investing in Internal Digital Communication is the best option.
It may seem controversial, but if there are any doubts in the company regarding the investments in the area and the traditional initiatives of Communication, digital comes to eliminate them bringing proven efficiency by data.
Overcoming Resistance with Internal Communication Planning
If you are reading this text you know the negative consequences of an inefficient Internal Communication. In order to change this scenario and also to overcome the resistance regarding the investment in Digital Internal Communication tools, it is essential to show that the area acts in a planned way and with well defined metrics and objectives.
Having a Communication plan to start a project to acquire a new tool, whether it is organized by a team or only a professional aimed at that purpose, is essential to show the management that the area has maturity and consistency, as well as help define what is the best channel for reaching employees and getting information around.
Advantages of Digital Internal Communication
Whether for lack of experience in the field or affinity with the digital offerings available, many communicators are still unaware of the full potential of the digital tools of Internal Communication, although they move from a strong trend in technology to a reality in organizations.
To overcome these limiting prejudices it is possible to observe some communication barriers that are overcome by means of digital tools, for example:
Scope and agility of information
The digital medium facilitates the dissemination of content at any time, making the information reach the one who needs it at the right time more easily. If analogue and offline tools (such as the printed wall) required a lot of updating time to bring information to the operating area, for example, today Digital Presses are much more efficient and attractive, while the tool is easy to use for both who sends the Communication and the employee who receives it, whether on the computer or smartphone.
This means that producing Content and Internal Communication campaigns for a Digital Press wall requires less work than for traditional media, and in addition, publication and possible changes tend to be more agile. In addition, the perception of results occurs faster because this specific tool offers data about the triggered information.
Measurement of Communication
Showing the true value of investing in strategies and the results of a good job in Communication are undoubtedly the greatest challenges in the area. And to face them it is necessary that metrics and indicators be incorporated into the day-to-day of the area.
Until then, theoretically, that's fine. We are living a digital revolution where data is essential for decision making. However, many offline media and even some classic digital ones, such as e-mail, intranet, corporate TV and so on - do not offer data (or even offer, but few) with the accuracy and speed that communicators and companies need.
On the other hand, more innovative tools (such as Corporate Social Networks, for example) offer a more complete and robust measurement dashboard, with truly relevant data, in real time and in an uncomplicated way.
Segmentation and Engagement
Most current digital tools of Internal Communication allow a greater segmentation of the internal public (already we talked here blog on how important this is). In this way, the information reaches the employees with a more adequate visual approach, language and timing, increasing the level of message retention.
In this sense, the engagement with Internal Communication - and consequently with the initiatives of the company - is also greater because the employee identifies more easily with the company and the dialogue becomes clearer and more fluid.
It is not uncommon that communication is often ignored or the notices "beaten" because they have joined the snowball of various other information, on the most varied subjects, that the employees received at random. Therefore, getting to know the audience, thinking about the message, and the most appropriate channel to pass on information are crucial points when it comes to engagement.
Before disclosing any information to collaborators, it is necessary to analyze the conditions and the best means for the transmission of contents, changes and ideas. Otherwise, when organizations do not Communicate Internally clearly and do not institute a minimal form of dialogue with employees, all investment of time and money in project design is in vain and many strategies may be doomed to fail.
The digitization has already arrived in several sectors of the company: from Marketing, HR, through Sales to the Customer Service area itself. All are modernizing, and there is no doubt that Communication can not be left behind. In this way, it can be said that investing in Digital Communication is guaranteeing a space ahead in the market and shows an important vision of present and future, besides ensuring that the work will bring real results to the organization.