Some closing thoughts on internal communication

Mike Berry, Head of Content, Melcrum

After 16 months as Head of Content at Melcrum, I’m leaving for pastures new. As such, I thought I’d offer up some closing thoughts on the hot topics as I see them for internal communicators. This is not an exhaustive list by any means, or ranked in any particular order, but just some of the areas that I think practitioners need to keep front of mind.

EVP
The latest three-letter acronym on the block is EVP – employee value proposition. But it is much more than just the latest buzzword. In simple terms, it’s “the deal” between the organization and its employees; what each party expects from one another. Unquestionably this relationship has changed in recent times as companies struggle to navigate the choppy economic waters, so if you’re not defining and articulating your EVP, there’s a fair chance your employees are putting their own spin on it. Towers Watson’s latest research shows a strong correlation between those companies with high communication effectiveness and a clearly articulated EVP.

Managers
Line managers remain the most critical channel for communicating with employees. They’re frequently cited by staff as their most trusted source of information, they know how people have reacted to issues in the past and how they’ll probably respond in future. But this responsibility is not easy and is something the majority struggle with. Training and coaching managers to become better communicators and ensuring they’re equipped with the right tools and support to do that is absolutely key to effective communication; it’s where practitioners can add the greatest value to the business.

Digital workplace
As obvious as it might sound, this encompasses so much more than just communicating and engaging with remote or flexible workers (although that is part of it). The digital workplace has big implications in terms of organizational culture, employee behavior, what role technology plays, the notion of collaboration and physical locations. Organizations that get ahead of the curve on this will have a major competitive advantage, as it offers a more productive, innovative way of doing business.

Integrated communication
Over the previous decade, there’s been a fight to establish internal comms as a professional discipline in its own right. But now, with social media blurring and crashing through organizational boundaries, IC has to embrace greater integration. In an article for SCM journal last year, (sub) Bill Quirke says communication functions are integrating on a range of fronts: across disciplines, geographies, corporate centers and business units. “Playing as part of an integrated team means internal communicators have to raise their game,” he says. “They have to be at least as good as their colleagues in other communication disciplines.”

Mobile enterprise
Mobile is changing everything, including what employees expect from internal communications. By 2013, it’s predicted that mobile will replace PCs as the most common device to access the web. As employees increasingly see rapid improvements in their mobile user experiences outside of work, they’ll demand it from their organizations as well. Companies realize that by allowing a mobile way of working they help employees not only become more efficient but also allow them to perform more of their tasks closer to the customer. However, being truly mobile is not just about being reachable by phone: it’s also about being able to access messages and corporate data when needed and not being tied to one particular device.

Gamification
Gartner suggests that by the end of this year, the majority of the top Fortune 500 organizations will be using gamification – or serious gaming – in training, and by 2015 more than half of organizations will gamify their innovation processes. Games offer instant feedback about progress, can engage and motivate people, encourage collaboration and facilitate problem solving. We’ve already seen several creative examples – from ethics training to rewarding employee ideas; it will be interesting to see how gamification is integrated into the communication mix.

Professional development
Getting to the status of “trusted advisor” is akin to the Holy Grail for the majority of the profession. Melcrum’s Key Benchmarking Data for Communicators 2011 research (sub) shows there is a greater focus on developing the strategic and consultative skills that will help achieve that goal, rather than the tactical and core skills of the traditional communicator. Working with and supporting leaders, measuring the effectiveness and impact of communication activities, strengthening the internal brand, strategic planning – these are the skills that will enhance the function’s credibility and position internal communication as a key strategic player.

More with less
Achieving more with less (or at least no additional) resource is the new business reality. As Western economies struggle to return to sustainable growth and leaders continue to scrutinize every aspect of their operations, there will be more focus on what value, specifically, internal communicators provide. This means more reviews of the function with the aim of increasing effectiveness and reducing costs. Making sure you’re fit for purpose and measuring the effectiveness of what you do becomes essential.

What do you think of the list? Are there any that should be added? As I depart, all that remains is for me to wish you all good luck with the challenges that lie ahead.

Comments

[small business consulting]

It is a little sad that you are leaving. But we are looking forward to your new career! You have always inspired us, your readers, through this blog.

[twilio appilcation]

Here are good Some closing thoughts on internal communication shared by you i have collect it all thanks for sharing these all here..
i love to say that it is good to see his all here...
Great post! One of the things I like most about being a VA is that you are your own boss! You are able to choose the time you want to work, and how long you want to do it. But to become a successful VA, it is very important that you should have the right attitude in this profession

[seo reseller]

Brilliant post! It's kinda sad you're leaving. Thank you for sharing your knowledge. I have learned a lot in this blog.

[Website Design Virginia]

Wow, gamification as the most common training mechanism for Fortune 500s by 2015?! That's awesome, but for us little shops, that's a bit unrealistic, at least for now. That said, this is still a great post, and business owners would do well to read this and start thinking implementation.

[LCD Drawer]

Hiring companies universally want people who can write well for different audiences and channels, often under pressure. Project management skills, for example developing a new intranet site, and change communications skills are also in high demand.