Internal communications – Unwrapping the value of content
- 09/12/2016
- Posted in: Opinions
Internal Communication let you down…again?
When it comes to your Employer brand or Internal Communications and any official employee communications, the true success and measurement of effective communication cannot be solely attributed to the platform or channel it is deployed through. Just like in any form of marketing and advertising there are many touch points that an individual can or does experience, see, hears and feels, that all contribute to the amount and depth of information received and interpreted. This in turn amounts to their held views and any resulting action they take because of it: to do nothing, to apply for the job (inside or outside the organisation) to do as is being asked, be that change a process or stop doing something they used to have to do.
However, for any form or type of internal communication to offer true value and cement immediate impact, it must ascertain two key elements: an interactive process that delivers key messages and facilitates the ability to receive constructive feedback, and the language in which it is conveyed through, noting the style, tone and intended audience.
Effectiveness is not defined through accreditation and awards, highlighting the technical aspects of a campaign or the visual representations of an employer brand; instead it is measured by the impact it creates on the recipient. If the recipient does not understand or comprehend the message, then that key content has not been delivered effectively, decreasing the overall value of its worth and purpose.
A company which integrates branded visual representation, interactive internal communication techniques and conveys key messages using an understandable and associative language, internally as well as externally, not only enforces a strong working ethic but promotes the company and employer brand as authentic, trustworthy and attractive for customers and employees, with opportunity to entice new recruits from high valued competitors.
Definitive, confident and concise messages which are delivered through open channels that are interactive and responsive, engages not just external audiences but accelerates engagement internally – giving the opportunity for employees to be heard, key messages to be delivered, acknowledged and responded to and creates a working environment which enhances culture, productivity, industry positioning and company image representation.
The key to valuable content is not just in the adopted channel but in the message itself. Give your audience more than visual impact – give them content they can benefit from as well as employ in their everyday lives.
If you’re still stuck as to how effective your internal communications content is, check out some of these reference sites, showing how key content can be delivered well:
http://contentmarketinginstitute.com/2016/09/checklist-valuable-content/
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Engage & Prosper is a UK based privately owned Employee Engagement Consultancy and Social Enterprise, on a mission to help organisations develop a highly productive and fulfilling workplace culture, with their people, through enhanced employee engagement strategies, fabulous and effective internal communications platforms and tailored reward and recognition programmes.
For more information on Engage & Prosper or to discover how we can help you achieve your organisational and people goals please call +44 (0) 330 223 0464 or find out more at www.engageandprosper.com