Internal corporate communication: why should your company invest in the area?

Startup style offices are becoming more feasible among companies. Slide, ball pool, foosball table, table tennis, hammock area and what else a space of leisure can offer. This differential has been prioritized in companies, in addition to other benefits. However, 15Five conducted a survey and found that most of the employees (81%) prefer to work in a company where communication is valued more. Overlapping benefits and fun, internal corporate communication must be prioritized and this also includes open communication with leaders.

It is important to emphasize that internal communication happens even if there are no channels within the company. After all, communication takes place when the information is passed on. Therefore, the search for a dedicated and specific team must prevail. This is the best way to keep the information between employees and business aligned.

After all, what is internal corporate communication?

In general, this kind of corporate communication aims at exactly this interaction. In addition, it includes actions for the engagement of the employees and with the employees, allowing a greater understanding of the goals and values of the company.

According to the Brazilian Corporate Communication Association (Associação Brasileira de Comunicação Empresarial, ABERJE), internal corporate communication began in the 1980s and has undergone changes since then. From the first moment this area began to refute the syndicalism with the sharing of company practices and to relate the quality of what it offers. That is, the information came from the company.

Only after 25 years it started to prioritize an interactive communication. The leader also started to play the role of communicator, the collaborators begin to express their opinion and seek to be heard. Today, this communication already makes collaboration, co-creation and sharing possible. Employees themselves share the information and the area of communication becomes a curator.

More than informing, nowadays the internal corporate communication has the function of forming the collaborator. The idea is to make the collaborators understand the company’s market strategy, so it gets easier for them to understand the role they play in generating results. Effective communication can be promoted through face-to-face conversations, as well as actions and platforms that will be addressed in this article.

Advantages of internal corporate communication

A good employee-company interaction enables greater productivity, impacting positively on financial results. And a good internal communication is the one that allows the information to be shared by anyone. Making the collaborator really feel part of the company.

If fake news happens all the time, do not think your company is immune to them. Internal corporate communication makes it easier for everyone know what’s happening in the company officially, and not by the “hallway radio”. What makes the information arrive equally whether for those who are in operational or management position.

The benefits are not few. For instance, we have prepared a list to convince you to apply internal communication as soon as possible:

  • Transparency: aligning information between business and employees enables more transparency across all sectors.
  • Greater productivity: by knowing what happens in the company and how their work cooperates in the general scope, collaborators achieve greater productivity.
  • Reduce the effects of a crisis: if the communication is well worked, it is possible to reduce the effects of a crisis, avoiding rumors. With the information coming from the company itself, unfounded concerns will hardly take the work environment.
  • Decrease turnover rate: with the employees satisfied and understanding the role of their position, they´ll stay longer in the company.
  • Minimize rumours: everyone will have access to the same news and announcements.
  • Strengthen the organizational culture: facilitates the practice of organizational culture according to company values.
  • Show the impact of the work: identifying how the individual impacts on the final product or service, makes a greater contribution to the company’s goal.
  • Respect among collaborators: Integrated actions increase cooperation among collaborators.

What does the company lose without an effective internal corporate communication?

In addition to not benefiting from the advantages listed above, the company may have significant financial losses. According to a PMI survey, the company may lose around US$ 75 million per employee if there is a failure to achieve the company’s goal for lack of communication.

Not using channels suitable for internal corporate communication at a critical time, such as changes in the organization, can lead to unexpected behavior of employees. And if this behavior is not in accordance with the organizational culture, it can reach current and future clients in a negative way.

Progic and Socialbase prepared a Financial Loss Calculator for Communication Failures. This Calculator is interesting so that you have a sense of the cost generated if the company does not have any type of internal communication or if it’s ineffective.

Whhich channels to use?

Now that we’ve gone throughall the advantages that can bring, it’s time to know how to apply the internal corporate communication. There are different types of communication channels that can be used, and Corporate TV is one of them. In general, efficient channels are those that allow employees to collaborate too.

The mural, print newspaper or magazine, intranet, newsletter, corporate email, corporate radio, employee handbook, suggestion box, social network, applications and even meetings are options that can be used. Even with such a diversity of internal communication channels, it is worth studying which strategy best suits and which has affinity with your company. See the explanation of some of them:

  • Mural: should be placed in a visible place with objective and short texts, as well as titles that catch the attention.
  • Intranet: useful for businesses with more than one unit.
  • Newsletter: the videos and gifs are allowed, the idea is it to be dynamic.
  • Corporate social network: self-explanatory, Facebook itself has a version for this purpose – Workplace. What is interesting is that collaborators contribute more actively. For large companies it is cool that collaborators from different sectors can get to know each other.
  • Applications: used to manage projects, searches and have easy access to event and date information. Examples: G Suite, joins several Google applications such as Drive and Agenda. Trello, manages tasks and teams.
  • Corporate TV: it acts in the same way as the mural, but it’s more attractive because it’s not static.

Using more than one channel to work on your internal corporate communication strategy is very interesting. That way, the chance of reaching all collaborators is much higher.

To complete: listen to the collaborators

One way to reach all employees effectively is to know their opinion. Using a mural is not always a good strategy, especially if most of the collaborators are not allocated at the headquarters.

Take into account the profile of the people who work in the company. If they are younger, serious content in a print magazine will not make sense. And if employees do not use social networking daily, most likely they will not use it inside the company.

Therefore, the suggestion box should be used widely. It’s the best way to know what your employees want and how to align with the company’s ideas.

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