Six internal communications ideas you might need to consider

In recent years, our internal communications specialists have helped a range of clients tackle some big internal communications and employer brand issues. We often see recurring themes:

• We’re struggling to recruit
• Our staff don’t feel engaged
• The business is doing great things but we’re not sharing our story
• A few employees have left and morale seems low

The world of work has changed beyond recognition in the last four years, presenting new challenges in efforts to recruit, engage and retain the best talent. Having a well thought out internal communications plan has become even more important.

Here are some of our latest learnings that might give you food for thought. This article applies to CEOs, directors, BD and marketing professionals and HR teams.

1. Have an internal communications plan

I often encounter organisations with a well-oiled external marketing and communications strategy, yet lacking a coherent internal communications plan. This oversight can leave employees unaware of important information, developments and milestones, ultimately impacting morale and staff retention.

At Freshfield, we’ve developed an internal communications framework that focuses on four key pillars: strategy, communication, engagement, and measurement. This framework provides organisations with a clear focus on essential elements such as structure, messaging, content, and scheduling.

A chief executive must also be a chief internal communicator. Personally, I ensure that I communicate formally with my team every Friday. This practice keeps us connected, informed and motivated. I find it to be a valuable and enjoyable exercise that strengthens our team’s cohesion and morale.

2. Make your internal communications content stand out

In a similar vein to point one, organisations invest heavily in creating polished and professionally designed external marketing content but can often rely on a black and white Microsoft Outlook email or maybe a DIY template to disseminate internal content.

Your people are very busy so your internal communications must look the part and stand out if they stand a chance of being consumed. There are many good software platforms that can help your content stand out. We’ve worked with US company, Workshop, which offers a range of brilliant internal communications software options.

3. Consider employee influencers

Internal communicators can often work alone or have internal communication duties added to a marketing manager role. For large organisations, this is too much for one person. Just as you would with external marketing, consider creating a team of employee influencers to support your internal comms lead. They can help identify team or department news stories and play a crucial role in sharing internal content. Every organisation has passionate internal advocates, so some names will quickly come to mind. Forming this team can enhance your internal communication efforts significantly.

4. Employer brand: get the basics right

There is a battle for talent across many of the sectors in which we operate and there is no magic wand to find top talent quickly. But if you get the basics right, you stand a better chance.

As a litmus test, look at your company’s website careers section. Would you be attracted to work for your company? Does it communicate the reasons why someone should apply and join? Do you have powerful stories of employees who love working for your business?

Quite often, companies underinvest in their employer brand and this could be a reason why you are struggling to attract the right candidates. Having a vibrant careers section is a good starting and it’s not a hugely expensive or lengthy process to create one.

5. Make your internal communications a two-way process

If you’re embarking on a new internal communications programme, remember your people are your target audience. As you would with external communications, spend time understanding them. What information are they looking for? What is the best channel to use? What time of day works best? You won’t be able to please everyone, but some audience listening is always time well spent.

6. Good internal communications is not a sticking plaster

It is important to remember that internal communications is a support function for culture, it’s not a solution for bad culture. If you feel you have strategic, culture or major people issues, no amount of internal communications will solve them.

Final words: Done properly, internal communications is a hugely rewarding investment, both in terms of building a happy and engaged workforce, and the commercial benefits it can bring.

If you want to discuss an internal communications project, or any other PR and communications challenge, please contact Simon Turner on hello@freshfield.com or complete our online form here.