- To provide a common understanding of how internal communications is defined.
- To serve as a high level, introductory chapter to the IC Space
How do you define internal communications?
“Internal Communications’ function is to help leaders in your Department or Agency inform and engage employees, in a way which motivates staff to maximise their performance and deliver the business strategy most effectively. It is not about ‘sending out stuff’.”
Director of Communications, Office of Rail and Road
GCS Head of Profession for Internal Communications
- Help the business to deliver its objectives
Internal communications is important not because we like to give staff interesting things to read and make them feel happy, but because we have business objectives to deliver. Although obviously it’s nice when we make people feel happy too! It’s time to focus on delivering internal communications that have a hard and fast link to business delivery and to ensure that we can demonstrate that through evaluation of everything we do. To do this we have to provide internal communicators with the skills and support to be excellent in their job. The IC Space is one way of doing just that.
- Help staff see the connection between their job and the organisation’s vision
If staff understand and believe in your organisation’s vision and values then this can lead to increased staff loyalty and advocacy. It’s not about forcing a corporate message on staff, but helping to get staff to emotionally connect with the vision and be able to easily translate this to the personal offer they make to customers in their day-to-day jobs.
- Understand employee engagement and what drives it
Employee engagement is about more than job satisfaction; it’s about the two-way relationship between the employee and your organisation. Getting it right will have a positive impact on organisational performance, innovative thinking and a commitment to delivery; leading to higher levels of customer service.Understanding and measuring employee engagement is critical to motivating staff to do the best for your organisation where it matters most: at the point where an exchange takes place with a customer. This personal and sometimes emotional experience is where reputations are won and lost, sometimes forever. If it’s handled with skill and care it can lead to increased customer loyalty and future brand advocacy.
- Help managers communicate better with their teams
The single-most influential factor in effective internal communications must be those who have face to face contact with staff day in, day out. Leadership is said to account for two-thirds of the impact on employees’ attitudes and behaviour. In comparison, the formal channels – where internal communication traditionally spends most of its efforts – account for less than 10 per cent of the impact, but takes up the majority of the time and budget.No amount of technological sophistication can replace an honest and meaningful conversation with your manager.