It's fair to say that 2020 has split all of our lives into what was before and the new normal. People's daily routines and lifestyles have changed drastically, as have our priorities and needs. It has never been more difficult to predict the weeks and months ahead, and physically distanced individuals are the order of the day. As a result, one tool has become fundamental within a workplace: Internal communication.
While the implementation of internal communication strategies was already on the rise before COVID-19, the pandemic has reinforced its urgent need and relevance. 83% of internal communication managers believe that the crisis has had a positive impact on trust in communication.
In 2020, many organizations have recognized the need for communication and have started to invest more in internal communication tools. For 2021, this trend will intensify and these tools will play a major role in communicating and implementing new strategies and measures.
When it comes to communicating with your employees, two things can happen: It works and your communication is successful or you stumble and don't reach the people in your company with the desired effect. If the exchange of information can be a challenge between two participants, the risk of failure potentially increases when an entire company is involved.
To be successful in internal communication, it is crucial to understand what tools are available to us to achieve our goal. But be careful: once you have found them, you should determine exactly how you want to use them. "It's not about what you have; it's about what you do with what you have", isn't it?
In an even more digital 2021, the trend will focus on bringing all communication channels into an all-in-one tool, developing a specific strategy on how to use it (governance) and, of course, continuously publishing updates and news, as well as providing information on the corporate culture, values practiced and goals pursued.
In the digital age we live in, traditional internal communication channels such as physical bulletin boards, printed newsletters or even face-to-face conversations are no longer viable options. The pandemic has acted as the ultimate red flag warning that corporate interactions must transform digitally.
It must not matter whether your employees are working from the office or from home, or whether they simply need to be on the move because they are working on the front line. The goal for this year must be to reach every single person in a company and bring them together.
Everyone needs to be part of the same communication platform that can be used for different (inter)actions to create that "being part of something" feeling. Other digital possibilities, such as internal campaigns, events or simply coffee break chats can also be solutions for the current situation and alternatives for the future.
In these unprecedented times, caring communication is key to keeping the workforce healthy and motivated. The strategy implemented must take into account real-time updates on COVID-19 and any other issue that may affect your employees. Make this a priority, keep it transparent and stay honest. Wellbeing should be one of your main concerns. Your workforce will appreciate this and feel safe and valued in your company.
Remote working and isolation will still be a part of 2021. So make sure you and everyone else is using your internal communication platform to combat loneliness, anxiety and uncertainty. The times we are facing are challenging for everyone, and this can very easily lower our motivation. Read more about how you can manage the mental health of your individual and your workforce, and how the general view of flexibility and supporting your employees' professional and personal life balance has changed dramatically.
The app is not an instant cure for the physical and mental health of your workforce. That's not how it works. But it can be the foundation for bringing everyone closer together, engaging employees, opening feedback channels and discussing important topics. And all of this will undoubtedly contribute to the wellbeing of your workforce.
Society is evolving and most people are receptive to discussions that can improve the wellbeing of all. In a world where people are becoming more open and ex-taboo topics are coming to the table, you should move with the times and embrace diversity, equality and inclusion in your organization and therefore in your internal communications strategy.
For 2021, with March 8 (International Women's Day) in mind, you can start improving your knowledge of diversity, equality and inclusion by using your platform as a mouthpiece for notable data throughout the year. Important topics on people's minds last year were not only COVID-19, but also the fight against racism in the United States, for example. An inclusive company should therefore heed the call to keep fighting for an equal future.
Younger generations, such as Millennials (1981-1996) and Generation Z (1997-2015), care deeply about these issues and prefer employers that reflect their values. If you have worked hard to make your company fit for the future (and therefore also for younger generations), you should include these topics in your communication calendar and not let them go unnoticed.
When it comes to the nature and direction of internal communication, the game has changed. Traditional communication with a top-down approach, where the management team only provides information via notices or newsletters, is now outdated and inadequate.
In the new year, provide your employees with an internal communication tool that also allows them to participate to generate not only top-down but also bottom-up conversations. With comments, stories and flexibility in editorial rights, you empower your employees and let them participate.
In addition, the importance of internal communication and therefore that of the communication team in companies is increasing. Creating and implementing a communications strategy is not a short-term, one-off task that can be completed in a few days, but a long-term investment that requires constant commitment to be effectively implemented and kept alive. In the aforementioned IoIC study, 90% of respondents believe that the crisis will have a positive impact on the image of the profession.