Seven reasons why internal communications are important to your organization

From circulated newsletters to magazines, and later message boards and emails, employers have long sought the most efficient method of conveying pertinent matters to their workforce. But for the longest time, that flow of communication was pretty cold, domineering and one way: from the top, down.

So, what changed? Why are internal communications now seen as an important part of an organization’s success? And how has technology and culture shifted the way these internal comms are written?

What is internal communication?

Before detailing what internal communication is, let’s talk about what it isn’t. In the past, it was seen as a means to spread propaganda. A way for employers to bark orders at their employees and ‘inspire’ them in the most rudimentary manner.

In other words, internal communications served as a corporate megaphone. And as such, employees would receive leaflets, messages, magazines, and simply ignore them.

But without decent, open and engaging internal comms, your staff can quickly become disillusioned and disconnected from the company, as a whole – left to feel like they’re aboard a Roman galley, rowing in the dark, ready to jump ship. It’s a bleak picture, right?

What you want, is a combination of clarity and belonging. A way for managers to provide a steady flow of useful information about the company’s progress, strategies, vision and direction.

In that way, a good internal communication strategy becomes the tether that links different branches of staff. Ensuring everyone is not only on the same page, but also clued up on your businesses’ values, successes and challenges. Meaning they are instilled with a sense of pride and motivation to do whatever is in their power, to further the organization’s goals.

Internal communication types

When it comes to internal communication sources and channels, it’s better to think of them as a sender/method split. This is because there are five main groups sending comms and each has the same three methods to distribute them. But the result is always the same: a happier, more aligned workforce.

Senders

The nature of the content itself, largely depends on its origin. Starting from the top, we have management, who are responsible for clear dissemination of results, updates and important information. The next level is departmental. Whether you are operating in a team of four or twenty four, it’s paramount for healthy communication to achieve the same goal.

Next up is 1-to-1: the need to brief an individual on a specific task or project. This is often carried out as a laser-focused extension of the departmental source. Then we have broad resources, which are companywide updates from HR, which help further the businesses’ culture. And finally, peers. Which is the most informal of all but no less important in the creation of a welcoming working environment.

Methods

Each sender has three routes to get their message across, each with their own benefits. The first is the most traditional: verbal. Whether an announcement of the big wins or an upcoming assignment, having a face-to-face conversation has historically been the most effective. It forms direct connection between both parties and can facilitate immediate response and feedback.

Of course, it’s not always practical to verbally convey information, sometimes you need to get it down on paper. Subsequently, circulating posters, graphics, and briefs are a great way to spread information clearly and in an appealing way.

But in terms of spread and speed, nothing surpasses digital channels, and it has become the default for how large companies communicate with their employees. For HR that could be an intranet, for peers it’s informal message boards like Slack or Microsoft Teams.

Challenges typically facing strong internal communication

Though you may not think of it this way, your internal communications operate very similarly to any form of marketing or promotion. They need to be engaging and informative, giving the recipient a compelling reason to want to read further. More than that, it needs to then promote involvement through a shift to horizontal communication. Because we want to get away from the one-directional top-down megaphone and closer to a productive dialog.

Once you have this evolution in attitude, you need to put in the work. And this can very quickly become a cottage industry of obligation. It means continuously finding the time and sometimes even the cost to operate internal communication channels. What’s more, it’s important to set a tone. There is a clear difference between internal and external communication; both in terms of what is being said and how it’s being said. You don’t want to come across as hollow or salesy, any more than you want comms to devolve into time-consuming meandering chit-chat.

Another key challenge is ensuring employees across multiple sites are linked and feel represented. From on-site employees to those working remotely, strong internal communications must work fully and smoothly for everyone involved. And one of the most overlooked aspects of internal communication strategies, is to monitor and measure their success. Ascertain what works and how your communication can be improved going forward.

So, why are internal communications so important to your organization’s success?

Like most things, a communication plan in the workplace isn’t a miracle panacea. It’s a powerful tool that needs to be operated correctly and updated regularly, to guarantee maximum results. Subsequently, the motivation to invest in strong internal communications stems from the multitude of long-term benefits.

1 – It’s good to talk

In so many ways, effective communication is at the heart of employee productivity – from line chefs calling out orders, to sales teams aligned on the latest product. When everyone in your organization has a clear understanding of what they are doing, its importance and the challenges ahead, success naturally follows.

2 – In my experience

Good companies aren’t just the ones leading their industry with their innovative products or services. They’re also the ones who have an attractive and enviable working experience that others desperately try to replicate. Solid internal communications improve the employee experience, keeping you competitive and your staff retention levels high.

3 – Uninterrupted clarity

Miscommunication is possibly one of the biggest causes of downfall in human history. It’s quite the claim but think about classic novels, films, even songs – how many of them focus on disaster due to miscommunication? Romeo and Juliet, anyone? Getting the right information to the right people is of the utmost importance. And with reliable comms strategies and tools, miscommunication and misinformation are reduced considerably.

4 – Whatever the future may bring

It’s impossible to ignore the impact of technology on communications. Rather than slowly drip-fed details coming through the faucet, we can now know so much instantaneously. This gives companies greater resilience and reaction when change is needed. That can be something as day-to-day as a new appointment, or it can be as urgent as a security risk update. But having that infrastructure to get information out quickly, is crucial.

5 – All of us, together

Internal communications have been more vital than ever over the last few years. With so many teams and individual staff members working remotely or in silo, these tools present the opportunity to bring everyone together. By uniting staff across all working sites, organizations are able to generate a shared community and legitimate togetherness. Therefore, if any issues arise or members of staff are struggling, there are tools in place to remedy these challenges.

6 – Communicating who you are

For 21^st century businesses, having a robust, appealing and dependable culture is a high priority. It’s the signifier to both new and current members of staff that they are in the right place. There’s no need to look elsewhere because job satisfaction is being created through the work itself, and the embodiment of what your company represents. Good comms strengthens that culture, by connecting staff and providing clear messaging.

7 – Let’s get it done

And to close off, let’s talk about the simplest level: action. Tasks need to be assigned and completed, targets must be met, and opinions given about the state of the company itself (both from the ‘shop floor’ as well as the upper echelons of management). And with interlacing internal communications, this can be done with impressive speed and efficiency.

To hear from industry leaders about a plethora of topics, including internal comms, check out who’s speaking at UNLEASH America 2023.