Internal Communication: Why Is It Important for Success?

According to several studies, a strong internal communications strategy in a company enhances business success. While this is a significant consequence, it is not the only benefit of effective internal communication. Here are reasons why internal communication is critical in today’s changing workplace.

1. Internal communication provides a feeling of direction for employees.

As employees, we want to know what our goals are, how we’ll achieve them, and how important our contributions are to those goals. We want to be respected, heard, and a part of the team. This is especially true for millennials and Generation Z, who appreciate feedback and face-to-face interaction. Since they grew up in the digital age of social media, they’ve been accustomed to a continual stream of comments, sharing, and criticism.

In offering this validating employee experience, publishing information about a team’s or company’s successes on a regular basis is both beneficial and inspiring. A sense of teamwork and progress is fostered by achieving specified goals as a group.

In terms of economic value, 73 percent of workers who say they work for a “purpose-driven” company are engaged. In comparison, just 23% of those who say they aren’t.

2. It provides you with total control over your message.

Employees should never rely on a third-party source for critical organizational information. To control the corporate narrative, internal news should be delivered all of the time, not only during times of crisis.

Regardless of the platform, two crucial elements must be met in order for all employees to get information:

A flexible and quick editing method is available with a short authorization chain. Creating such a system is similar to the challenge that businesses faced when they were forced to respond to increased news sharing on social media years ago. They discovered that responding to posts within minutes or hours, rather than days, was important.

Every employee has access to channels that are both engaging and reliable. Instead of exposing vital information to hackers, organizations may keep control over the communications they send.

3. It increases the power of middle management.

The bulk of companies’ hierarchies pass information down from the top. This trickle of information, on the other hand, typically results in delays, limited feedback, and complete reliance on each individual in the chain’s own communication efforts.

Decentralized or location-specific communications channels facilitate the flow of information from HQ to frontline employees by enabling middle management. This allows for more efficient knowledge dissemination as well as the opportunity to improve management skills. It’s especially crucial for millennials and Generation Z, who frequently feel unprepared for their new obligations.

4. It Assists You in Delivering on Your Brand Promise

A company’s reputation is determined by its brand promise. With each meeting, customers may expect to receive this value or experience.

How can large, distributed companies with thousands of middle managers maintain a consistent brand promise?

Internal communication with front-line employees is better.

Clear goals, well-trained workers, and friendly faces will significantly improve a customer’s experience and increase income.

5. Internal Communications’ Importance in a Crisis is Unmistakable

To avoid escalation of a crisis, prompt and careful communication with employees and external stakeholders is critical. An internal crisis communication research, on the other hand, revealed that during a crisis, managers had far less interaction with employees.

Internal communication helps with both short- and long-term crisis management, as well as influencing the narrative in crisis situations. Short-term management is concerned with the problem, while long-term plans are more concerned with preserving the company’s image and putting in place measures to prevent bad situations from recurring.

Internal communication prepares your firm for any situation, regardless of its size, reputation, or industry, by establishing organizational structure, goals, and channels before a crisis happens.

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6. It Assists in Retaining Talented Employees

In 2018, the average turnover rate in the United States was 22 percent, with 15 percent of it attributed to voluntary turnover. Furthermore, the vast majority of employees who voluntarily departed (81%) did so in quest of a better job opportunity.

Millennials, in particular, are known for often shifting occupations. In the next two years, up to 40% of respondents say they’re open to changing careers.

Internal communicators are responsible for decreasing these figures by providing continual feedback and engagement opportunities for employees, which helps to minimize attrition rates.

Whether you’re looking to hire or keep employees, employees need to know who they’re working for. A properly-functioning internal communications system, as well as the open work environment it fosters, will provide your company an advantage in today’s increasingly competitive market.

7. Transparency is improved.

Informal communication has both advantages and disadvantages. Grapevine word-of-mouth regularly reaches people who might otherwise miss the first broadcast. In addition, it is more versatile than traditional internal communications. Furthermore, the grapevine may help strengthen employee relationships and communicate insider information that might improve productivity.

Informal communication, on the other hand, has the ability to change how data is interpreted. It promotes rumors and misperceptions, which are difficult to dispel once they have taken hold.

When it comes to internal communications, creating trust is essential.

Solid and formal internal communication approaches can help to increase the benefits of informal communication. It will, for example, aid in the comprehension of information and the suppression of rumors.

Employees place a high importance on transparency in dealings with all levels of management, ranking it as the most significant factor in determining their satisfaction and fulfillment at work.

Providing both—a rumor-free environment and transparency—is crucial for a generation of employees that are skeptical to the core. When it comes to internal communications, it’s critical to establish trust.