In this edition of Ask the Expert, we interviewed Denise Remund, CEO of Remund Communications, a management consultancy specializing in internal communications. Denise tells us how important a defined strategy is when it comes to tackling internal communication in an organization.
Denise, who are you and what is your connection to internal communications?
I am a cheerful, open person with a lot of energy and zest for life. Corporate communications is my passion, which I have been able to help shape over many years in a wide variety of companies.
With Remund Communications, I concentrate on advising companies on internal communications. In my previous roles, including as Head of Internal Communications at two large companies, I have seen that communicating with employees on an equal footing can make a huge difference. A difference in employee satisfaction, loyalty and commitment, in the acceptance and support of management decisions, in change processes and, for example, in the area of employer branding. That is why I have made it my mission to accompany and support companies on their way to sustainably effective internal communication.
How important is internal communication to companies in Switzerland?
In general, I would say it is relatively important. However, there are of course huge differences - depending on the size of the company and the sector, but also depending on the culture and structure that prevail in a company. The economic pressure in many industries, the shortage of skilled workers and the coronavirus pandemic have all played a key role in increasing the relevance of internal communication in recent years. However, there are still many companies that allocate little or no resources to this area. The problem with this is certainly that it is difficult to demonstrate the direct and very concrete benefits of internal communication and the associated expenditure for an intranet or an employee event, for example. But as already mentioned, I am convinced that strategically positioned employee communication can bring many advantages and great benefits, especially in the long term.
Actually, all companies have a corporate strategy and a mission statement. What about the internal communication strategy?
Unfortunately, many companies do not have a corporate communications strategy or even an internal communications strategy. But especially when we talk about resources and the accountability of expenditure and its benefits, a clear and detailed strategy helps. It helps to set the focus, be it in defining the appropriate communication channels, addressing the target groups or generating content. It also forms the basis for making decisions.
An important part of the strategy is also the definition of key figures that measure the success of the implemented measures. This aspect in particular helps the communications department to justify expenditure and the use of resources. I therefore recommend that every communications department define a strategy and act and decide accordingly. This includes a strategy for internal communication.
What does a good internal communication strategy look like? What elements and aspects does it cover
The most important thing is that the (internal) communication strategy is based on the corporate strategy. Ultimately, the defined communication measures should correlate with the achievement of the company's goals.
Other elements that must be included are, for example
- the target groups (and no, in most companies, employees should not be viewed as a single, homogeneous target group)
- an analysis of the current situation in terms of communication channels, content, etc.
- the definition of strategic objectives and the associated measures to be taken for the next 1-3 years
- the budget and performance measurement
The defined strategy also serves as a kind of guideline for internal communication employees when making decisions and setting a focus.
In your opinion, why should companies invest in an internal communication strategy?
I don't think you should spend hundreds of hours on theories and strategies, but simply tackle things, try them out and realign them if necessary. Nevertheless, a certain foundation is important, otherwise you will get lost in the wealth of possibilities. What use are the coolest internal guerrilla activities if they completely miss the target group? What use is an intranet for all office employees if it doesn't reach the production staff, who make up 60% of the workforce? To prevent this from happening, it is important to understand who you want to address, how these people want to be addressed, what means are available to you and within what framework, and what corporate culture you are aiming for in the future.
