Internal corporate communication initiatives: communicating to engage

Companies often focus on profit, on business, neglecting everything else. Corporate communication is often neglected, management-employee relations are ignored, and employee relations take second place to increasing turnover.

However, corporate communication and, above all, internal corporate communication is a key factor in ensuring the health of a business and should not be neglected, especially in a Digital Transformation perspective. This is why it is a good idea for every company to set up internal communication initiatives in order to optimise performance. Good internal communication, in fact, can guarantee a more incisive business in the market.

In this article, Appvizer offers an overview of internal communication initiatives that can be implemented to make the company's health and business highly competitive.

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Corporate Communication

Corporate communication is a vast field that cannot be confined to one area or department. In fact, it encompasses all communication operations operated by a company.

This means that corporate communication consists of:

External communication* + Internal communication*

*all communication actions carried out towards business partners (B2B marketing), or customers (B2C marketing), or the media (PR)

*communication conducted towards employees (how they are listened to and involved in the life of the company, or informed)

Purpose of corporate communication

The purpose of corporate communication, both internal and external, should be to create a single corporate image on all channels used.

This means, that corporate communication should aim at implementing a homogeneous communication strategy that reflects the corporate culture in order to influence the effect of the business both on the outside world and within the company itself. The strategy should also ensure that the business creates positive impressions. In order to fulfil this intention, a uniform and consistent communication strategy must be developed.

This strategy, however, must be applied zealously and not only with potential partners and customers, but also, not to say above all, internally with employees.

Internal communication: a bridge between company and employees

Internal communication is the communication that is implemented by a company in a broad sense with its human resources. It is a type of communication both between colleagues and between management and employees.

Extremely diversified and transversal, it is often ignored in business dynamics, even though it plays a fundamental role: in fact, it constitutes the basis for all other types of corporate communication.

Internal communication is, in fact, central to keeping a business healthy. In fact, a coherent communication strategy across all available channels can help to preserve the prosperity, dynamism and vibrancy of a business.

In order to operate a good strategic internal communication plan, however, especially in larger companies, the different departments will have to independently ensure an internal network of communication across both employees, managers and subordinates (bottom up and top down).

Advantages of internal communication initiatives

Undertaking and implementing internal communication initiatives may not be an easy and straightforward process, but it brings undeniable advantages, such as

• An increase in employees' sense of belonging to the corporate team;
• An improvement in working conditions;
• A strengthening of corporate identity;
• An increase in professionalism on the part of employees;
• An increase in employees' recognition of the company;
• A more effective control of the company's effect.

Good internal company communication thus enables an acceleration of business processes and is perceived as an indicator of efficiency. To the people involved, good internal communication allows them to feel part of a system that works.

Internal communication initiatives

Internal communication within a company is very differentiated, i.e., it takes place in different ways. Within a company, communication takes place by means of e-mails, communiqués, letters, forms, reports, newsletters, circulars, talks, meetings, calls, etc.

Thus, a company has many tools at its disposal to carry out shrewd internal communication. However, they must be used in a relevant and carefully coordinated manner, always keeping in mind the spirit of the corporate identity.

>> Implement a consistent communication strategy

It is important to ensure that all communication elements are consistent with the corporate culture, i.e. that they reflect the company's own identity, values and raison d'être. Indeed, it is the quality of the communication that will be the ambassador and reveal the identity of the business.

In other words, the means adopted for communicating with employees and the opportunities for exchanging and meeting with them will all be factors guaranteeing the quality of the working environment and, consequently, the image of the business outside the company walls.

👨👩 Indeed, a company that promotes dialogue with its employees conveys strong human values, such as the valorisation of human capital and the importance of the individual.

>> Do not ignore emotional aspects

By using a careful and well-considered corporate communication strategy when implementing internal communication, it is possible to gain the loyalty of one's employees and make them dedicate themselves to the company's cause with a high degree of emotional involvement.

This is why it is important to communicate and convey the company's philosophy, values and founding principles. Winning over the employee on an emotional level fosters optimised performance and also promotes a general improvement in the working environment, which consequently leads to increased productivity.

>> Encourages involvement

A company's internal communication must encourage employee involvement. Therefore, when designing the communication system, the needs and requirements of stakeholders must first be identified . These needs will, in fact, highlight general interests and possible shortcomings in the current communication management. This process is also important in order to have an overview of the overall performance of the organisation.

Starting from this awareness, it is necessary to identify actions and tools that can guarantee the promotion of communication, in such a way as to respond to the needs identified and to stimulate the employee's degree of involvement in the life of the company.

Ideally, the employee should feel, in the work environment, a little like family. In this way, he will be able to take part in the company's causes with sincere enthusiasm, making the company's goals his personal objectives.

Gamification: playful involvement

One possible strategy for aiming to boost employee engagement could be the use of Gamification.

Gamification refers to the use of typical game mechanisms in order to create greater involvement of the recipient. This technique allows the dynamics of gaming to be exploited to increase engagement among employees.

>> Plan internal communication

The company's internal communication strategy must be carefully thought out. The communication system must be planned as if it were a project.

This means that the intentions must be clear and shared, the budget to be used for its promotion must be established and the necessary resources (such as time and responsibilities) defined. In addition, a programme for monitoring and verifying the results achieved must also be planned.

How to do it?

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Internal communication initiatives → Practical tips

Organising internal communication initiatives is possible on the basis of the following questions:

1. Where? Analysis of the context in which communication is to take place → Assessment of appropriate environments ;
2. What? Setting communication objectives → What are the expectations and expected results? Based on the set communication objectives it is important to define the object of communication → What is to be communicated?
3. Who? Defining the target group of internal communication → What kind of people are my employees? What are their needs and inclinations?
4. How? Identification of communication modes and channels → How to communicate? Means to be used;
5. How long? Estimate the expected time frame for implementing the communication;
6. At what costs? Estimate costs and resources to be devoted to the implementation of communication activities;
7. Final feedback, i.e. control of results → What effects did the communication strategy produce?

   >> Organise continuous training

Especially in cases where the company is particularly involved in technology and, therefore, new digital tools are to be introduced or have been introduced, it is a good idea to implement internal communication tools in the form of employee training.

These must be aimed at ensuring that employees can be trained in the use of newly introduced technological media . Training is essential to promote the development of knowledge and skills and to positively impact on employee performance.

⭐ Establishing a system of internal communication initiatives is crucial for all organisations, even the smallest. Indeed, to achieve successful business, communication cannot be relegated to mere coffee breaks or formal meetings!