Internal comms can often be forgotten at the expense of external marketing. In my years working for clients on internal communications projects, I’ve seen businesses let engaging with their staff drop down the priority list and pay the price with disengaged employees and a fractured workforce. Ignore internal communications at your peril!
Fortunately, I’ve also worked with plenty of clients who make it an absolute priority to engage with and listen to their employees. Internal communications is a force for good in every organisation, no matter its size. By uniting colleagues under one vision and a purpose to know what they do matters, your business will reap the rewards.
Why internal comms should never be neglected
A connected, purposeful and happy workforce is a powerful tool for any organisation. Aligned colleagues, given the right tools and a voice, will generate internal advocates and positive culture.
This in turn will flow through your organisation until it reaches your customers who meet, chat and work with employees. Consider your own experiences with various businesses over the years. It’s quite clear as a customer to see which employees are happy to work there —but even easier to tell who’s full of resentment and anger at their employer. That’s never a good first impression to make – who would you buy from?
Colleagues who are proud to work for a business that values them are vocal ambassadors for the quality of your business, which makes them natural salespeople. Customers will buy from people who are passionate about what they do.
When colleagues have a great sense of pride in the business and they work in, it shows me as a customer that they are listened to, appreciated and communicated with effectively.
What happens if internal communications isn’t done well — or at all?
Organisations with limited internal communications end up with colleagues who work in silos. They each do it their way, with a lack of coherence and consistency. This means that the brand message is jumbled and confused; no two colleagues will deliver your message in the same way. This is a disaster for your customer relations!
The staff in these organisations have no sense of belonging, they feel unappreciated and believe that what they think is never really understood or listened to. All these things combined leave them feeling they have no purpose, no importance and no loyalty. They don’t perform at their best. And, when employees feel like this, it’s often not long before they seek another job — leaving you with the disruption that comes with recruiting someone new.
How to communicate with a remote workforce
The last year has added an extra dimension to internal communications in the form of remote working. Thanks to Covid-19, it has never been so important to communicate with your workforce — but neither has it been so difficult.
With most office workers have been working from home, creating a sense of togetherness when each member of a team is physically separated from one another is incredibly difficult. Coupled with that is the need to keep on top of problems like mental wellbeing and anxiety. Employers have a duty of care to communicate with their staff well, to make sure they are coping with their new working pattern.
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Meanwhile, colleagues on the front line have been eager to receive updates on regulations, as well as support and thanks for their work. In these times, good internal comms will help colleagues to have sense of purpose – that what they do matters.
When communicating with a remote workforce, it’s vital to make sure that internal communications messages are engaging in content and visually stimulating. They must also work remotely. Don’t assume that everyone has access to high speed wifi or cutting edge technology: something as simple as a poster can be incredibly effective, or a tangible toolkit delivered in a sealed box, opened during a virtual meeting as the campaign content is handed out and discussed.
Video and animation are excellent communication tools for remote workforces. The message is delivered quickly, in engaging and often exciting ways. Videos present an opportunity for colleagues to watch their peers’ stories and experiences and understand that they are all in the same boat, building team morale and creating a sense of unity.
By engaging your team and fostering a unified sense of purpose and direction, you will create an internal environment that’s supportive, productive and successful.
By Vicky Fagan, founder of communications agency FJC
About Vicky
Vicky is the founder of communications agency, FJC. She’s passionate about excellence in internal communications and has helped businesses including Co-op, TK Maxx, Rowlands Pharmacy and Greater Manchester Fire and Rescue Service deliver their internal communications campaigns effectively through events, campaigns, animations, video, print and design.
