Challenges and success factors of internal communication
How does successful internal corporate communication stand out today? This is the question posed by the benchmarking study "Digital Employee Communication 2020" recently published by the University of Leipzig in cooperation with our partner Staffbase. The obvious result: organizations that are open to change and boldly seize the opportunities offered by digital communication channels communicate particularly well. But what is important in detail?
We have compiled the most important success factors of "Digital Employee Communication 2020":
- Content: Old gold retold"Content is king" – even though many communications managers have heard this truism a thousand times, they are in the proverbial woods when it comes to the question of good content: many "trees" that are particularly interesting for employees are no longer visible to them.
They can take advantage of this change in perspective by directly involving the people in their company: Employee Generated Content creates authentic and interesting content, activates employees and increases interaction rates. Like influencers on YouTube or Instagram, managers, team leaders and ordinary employees can achieve considerable internal reach as impulse generators and identification figures. And while we're at it, it's worth taking a third perspective: The view from outside identifies internal as well as industrywide and social issues and allows us to look beyond the ends of our own noses. In other words: Where there is a forest, we find a clearing for a picnic. - Evaluation: The missed opportunityThe internal communication campaign is up and running, the messages are placed, the finish line is in sight - and yet many communicators stop right now. Why? Although digital platforms are designed to make all (inter)actions measurable, many organisations still do not evaluate communication measures sufficiently. Even if this is the second truism, many communication managers continue to miss the opportunity to get to know their employees better and to consistently align their content management with the needs of the users. So: Do not stand still. See through to the end.
- Resources: The Return on InvestmentMany companies want motivated employees, acceptance and commitment to sustainable structures as well as innovative and entrepreneurial spirit. But for this to happen, the company also needs opportunities to explain and inform their employees about their plans. One thing is clear: integrated, orchestrated communication needs resources. Especially in times of user- or employee-generated content, the control of central information by corporate communication is essential. This is the only way to ensure that employees really do receive all the information they need for optimal value creation. A prerequisite for this are processes and tools (such as editing tools, interfaces or quality management) that enable this control. On this basis, even in uncertain times, companies are able to empower their employees for everyday work, convey appreciation and position themselves as an attractive, modern employer in the competitive environment. This is how wishes can come true.
Last December, we also called for participation in the study. A total of 371 communications managers took part in the study and created a data basis for the survey with above-average reliability. Many thanks!
