In my last role as a full-time employee, I served as strategic communications and content director. The role had several pressing priorities from the start. Among the urgencies, my boss charged me with creating a “robust” internal communications system. It wasn’t clear what “robust” meant. No key success indicators existed. There really wasn’t any system at the time–just volumes of email from everywhere by anyone and everyone.

And so, in little over a year, we mapped strategy and metrics; hired an experienced internal communicator; formed an employee advisory panel; implemented technologies; deployed tactics; measured results; closed the gaps; and improved over time.

Internal communications. Employee communications. Workplace communications.

Whatever you call it, the people, practice, systems, strategies, activities, and success of an organization’s internal communications directly affects employee engagement and employee experiences. Internal communications involves management messaging, of course, yet it also should prompt feedback and dialogue. Internal communications excellence creates relationships, connections, and culture.

Internal Communications Importance

And, right now, internal communications and content have never been more important. If not already, it should be a strategic priority for all senior leaders, not just communications professionals in a business. It is essential to keep current and to land sought-after employees as organizations grapple with the who/what/when/where/how and why of employment and the workplace post-pandemic.

I speak from experience, as I still work in internal/employee communications as a freelance contributor through LaurelComms. But there’s compelling data behind the case.

The 2021 Edelman Trust Barometer, business rose to the top as the most trusted institution, according to the 33,000 online survey participants. Business was trusted more than government in 18 of the 27 countries tapped. The research showed business as the only institution deemed both competent and ethical. And the trust factor was local, as respondents reported their employers as their trust mainstay.

Employee Expectations

Specific to internal communications, Edelman data indicated employer communications is most believable, versus information from the government and media, among other sources. In a pandemic year, employees expected more regular employee communications, and communications and information about worker and customer safety as well as job skills and training, according to the research.

In another study, Ragan Communications tapped 260 professionals for its State of Corporate Communications report released this year. The most important types of communications included executive communications (31%); company news (29%); COVID-19 information (25%); and manager communications (19%).

The Ragan report’s key topics reflected not just internal issues, but the extraordinary external developments of our time. Respondents’ key corporate communications topics included:

• Navigating pandemic-related employment developments;
• Employer stance on racial justice issues;
• Worker health and safety measures;
• Implications of the economic downturn;
• Connections to familiar workplace culture;
• Remote work support; and
• Vaccination policies and support.

Video and Virtual Surge

Of note, the Ragan research showed 88% of communicators said they continue to rely on email as the major means for workplace communications as it quickly shares knowledge and information with a broad audience. Video and virtual meetings were seen as gaining in importance, especially for motivating change and reinforcing culture, followed by intranets in third place.

So, are we still submerged in a time of email variety and volumes for internal communications or was it a temporary tactical blitz during pandemic times? My guess? Mostly the latter. Yet, email continues to own a very important space, and may never cede its place, in a robust internal system for employees and a workplace seeking #CommunicationContentConnections.

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#InternalCommunications
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