As internal communication professionals, the challenge lies in engaging and informing employees effectively while avoiding communication overload. Understanding the current landscape and employee preferences is crucial to navigating these challenges. Here’s a look at some of the most effective communication channels, tools, and strategies, along with our most recent insights into what employees are asking for more or less of.
1. The Effectiveness of Email Communication
Email remains a staple in internal communications, but its effectiveness varies. Many employees find emails to be generally or highly effective for receiving updates. However, some feel overwhelmed by the volume or find the content less engaging. To address this, focus on concise, relevant, and targeted emails that cater to specific employee groups, reducing overall volume and improving the quality of each message.
2. The Role of Intranets
Intranets are valuable for providing centralised information, yet their utility depends on user-friendliness and regular updates. Employees often rate intranets as highly or mostly useful when well-organised and consistently updated. Conversely, a poorly maintained intranet can become a repository of outdated information, leading to frustration. Regularly refreshing content and making the intranet intuitive can enhance its usefulness.
3. Engaging Through Video Content
Video content is increasingly popular for its ability to engage employees and convey complex information effectively. Many employees find video updates and announcements to be highly or mostly engaging. Video’s dynamic nature helps retain attention and convey messages with emotional impact, which text alone cannot achieve. Incorporating more video content, especially for significant updates and training, can increase engagement and retention.
4. Mobile-First Communication
With a large portion of the workforce often away from desks, mobile apps for internal communications are essential. However, usage varies, with some employees frequently using these apps while others rarely do. Ensuring the mobile app is user-friendly and provides valuable, timely information can encourage more frequent use. Push notifications for critical updates and a seamless interface can make these apps indispensable.
5. Preferred Methods for Company Updates
Preferences for receiving updates vary widely. While email and intranet remain popular, many employees prefer video content or mobile app notifications for immediacy and engagement. Team meetings also hold value for their personal touch. Understanding these preferences helps tailor communication strategies to match different employee segments’ needs.
6. Desired Content Types
Employees express a desire for more personalised and varied content. Company news, team highlights, training resources, employee recognition, and social events are top of the list. This diversity in content types caters to different interests and needs within the organisation, fostering a more inclusive and engaging communication environment.
7. Reducing Communication Overload
To avoid communication fatigue, employees suggest reducing the frequency of certain channels. Emails, intranet updates, and video content should be carefully balanced. Focusing on quality over quantity and ensuring each piece of communication is meaningful and necessary can help prevent overload.
Enhancing Communication Strategies
1. Regular Feedback Mechanisms: Encourage regular Pulse Check surveys to continuously gauge employee sentiment and preferences. This ensures communication strategies remain aligned with employee needs and can be adjusted in real time.
2. Content Calendars: Suggest creating a content calendar to plan and schedule communications. This helps maintain a consistent flow of information and prevents communication overload.
3. Interactive Content: Promote using interactive content such as quizzes, polls, and user-generated videos. These can significantly boost engagement and make employees feel more involved.
4. Training for Communication Tools: Recommend training sessions for employees to familiarise them with the tools and platforms used for internal communications. This ensures everyone can effectively utilise these resources.
5. Addressing Common Challenges: Acknowledge common challenges such as resistance to new tools, maintaining data privacy, and ensuring message consistency across different channels. Provide practical solutions, such as offering training sessions, choosing secure platforms, and setting up guidelines for content creation and distribution.
Case Studies and Tools
Pearson’s Employee Experience Platform: Pearson uses an employee experience platform to drive engagement and streamline communications, benefiting over 22,000 employees worldwide (Unily).
Sociabble’s AI Integration: Sociabble’s application of AI in crafting personalised messages showcases the practical benefits of integrating technology into internal communications (Sociabble).
Workshop for Email Campaigns: Workshop offers a suite of personalisation features to create, send, manage, and measure engaging email campaigns (Use Workshop).
Conclusion
By leveraging insights from employees and integrating advanced tools, internal communication professionals can create a dynamic and responsive communication environment. This approach enhances employee engagement and fosters a culture of transparency and inclusivity. Regularly reviewing and adapting communication strategies based on feedback ensures that internal communications remain effective and relevant in a rapidly changing business landscape.
As ever, show that you are listening and act on what the data is telling you!