Introduction
Do you wonder why some companies seem so synchronized and successful, while others struggle to align their teams? The answer often lies in… an effective internal communications strategy! This must be based on clear objectives, well-chosen channels and open dialogue. When messages are consistent and approaches are personalized, team commitment is strengthened, as is productivity. Find out more in this article!
The 7 pillars of a successful internal communications strategy
Discover 7 key steps to an effective internal communications strategy!
#1: Define clear objectives for your internal communications
The first step in implementing an effective internal communication strategy: define clear objectives. Focus on these key aspects:
- Strategic alignment (promoting company culture and values, defining strategic priorities and shared goals, preparing for and supporting major upcoming changes…);
- Employee engagement (motivating employees, strengthening collaboration and solidarity within your teams, contributing to recognition at work…);
- Optimizing internal communication channels (using tools that facilitate smooth and quick interaction, analyzing communication data…).
Next, apply the SMART method to define your objectives. They should be: Specific, Measurable, Attainable, Realistic and Time-defined. For example, if you want to improve the quality of life at work, the SMART objective might be: “Implement a workplace well-being program within 3 months, with the aim of increasing employee satisfaction by 20% in annual internal surveys”.
#2: Choose the right communication channels
To implement an effective internal communication strategy, it is essential to choose communication channels that align with your company’s culture and needs.
While emails are effective for formal communications, phone and instant messaging tools (Slack, Teams…) are much more suited for quick and informal exchanges. As for team meetings (in-person or via videoconference), they allow for more personalized discussions on sensitive or complex topics.
With the rise of remote work, digital platforms play an increasingly important role in internal communication. You can use:
- A company intranet;
- Internal social networks (Talkspirit, Yammer…);
- Project management platforms (Trello, Asana…).
The idea is to centralize information, so that all team members have access to the resources they need for their work. Of course, make sure that all employees receive adequate training to encourage their adoption.
#3: Encourage open and transparent dialogue
Did you know that for 86% of employees, workplace failures are due to a lack of collaboration and ineffective communication? On the contrary, teams that communicate effectively can increase their productivity by 25%.
But for internal communication to be effective, it must be based on… transparency! Indeed, whether the information is good or bad, it must be shared upward, downward, and laterally, in a way that everyone can understand.
Your employees must feel confident to share their ideas, ask questions, and express their concerns (especially without fear of repercussions!).
To encourage open dialogue, set up regular and easily accessible feedback channels:
- Surveys and satisfaction questionnaires;
- Suggestion boxes;
- One-on-one meetings.
The goal is to create an environment where every employee feels that their opinion truly matters. Then, it’s up to you to decide what actions to take to improve the various aspects raised by your employees!
#4: Ensure message consistency
Another best practice to absolutely adopt for effective internal communication: ensure message consistency. To achieve this:
- Do not communicate on the same topic with contradictory stances (it causes confusion and undermines employees’ trust in the company);
- Avoid contrasting internal communication with external communication (the message shared with customers should be similar to that conveyed to employees);
- Centralize messages on a single platform (intranet, internal newsletter…) to allow employees to easily find essential information and avoid misunderstandings.
The result: a strong brand image, enhanced credibility, and improved understanding!
#5: Personalize communication
Effective internal communication requires… personalized communication! You will need to segment messages to boost your employees’ engagement and productivity.
To do this, forget about statuses (managers/employees) and focus instead on individualized profiles, based on consumption patterns, needs, and their relationship to work and the company. Indeed, a manager and a non-manager may both prefer short video formats, while two managers might have different preferences.
The tone and style of communication should also be adapted. For example, a message intended for the communications team can be more informal and inspiring, whereas communication directed at the finance department requires a more formal tone (and above all, precision!).
#6: Innovative internal communications
To remain effective, internal communication must also evolve with the times. Regular innovation is the key to success!
This involves introducing new communication tools (internal mobile apps, online collaboration platforms…), but also adopting new practices (big data, artificial intelligence…), always with this goal in mind: ensuring that every employee has access to the information that concerns them.
So, don’t be afraid to experiment with different formats to find what works best for your company:
- Videos to showcase best practices, projects, or achievements;
- Webinars to provide training or Q&A sessions;
- Podcasts to share interviews with leaders or experts;
- Games, quizzes, or challenges to test everyone’s knowledge, skills, and behaviors.
Then, adjust your strategy based on employee feedback. The dialogue must be bidirectional.
#7: Measure and adjust internal communications strategy
Finally, use key performance indicators (KPIs) to measure the effectiveness of your internal communication strategy and adjust it if necessary.
Here are some examples:
- Adoption rate of collaborative tools;
- Email response rate;
- Participation rate in meetings or internal events;
- Open and read rates of internal communications;
- Employee turnover rate.
All that’s left is to adjust your strategy based on the results!
In short: effective internal communication is based on clear objectives, well-chosen channels and open dialogue. By ensuring transparency and consistency of messages, personalizing approaches and regularly innovating, you can boost team commitment and productivity, and create a working environment where every employee feels involved and valued.
