Four Trends Disrupting Internal Communications
Across every industry, companies are adapting to the fast-paced, messy, and changeable nature of digital communication. But in the world of constant online connection, not only does every consumer have access to a mass communication platform, every employee does too. It’s no longer enough for companies to update their external communications approach; a twitter handle and a blog aren’t going to cut it anymore. The time has come for internal communications to take on the challenges and opportunities of 21st-century communication.
A new eBook by IC Kollectif, the only non-profit organization exclusively dedicated to thought leadership around internal communications, is proof that global leaders in internal communications are ready to step up to these challenges. With contributions from 30 renowned senior communication professionals from around the world, Disrupting the Function of IC: A Global Perspective offers a high-level overview of the state of the industry. But it also provides actionable insights to drive better business outcomes and position your company to thrive in the communications ecosystem of the future.
This powerful combination of industry analysis and specific advice is just one of the reasons SocialChorus is proud to be a sponsor of IC Kollectif’s eBook. It is an eye-opening read, and to top it all off, it’s free. Here are four key takeaways:
1. The rise of social media brings internal and external communications into one discipline.
Companies that maintain a public persona that clashes with their workplace culture do so at their own risk. The degree of transparency that comes from having all of your employees and customers constantly connected in shifting social networks means that the difference between internal and external communications is rapidly disappearing. Perhaps some enterprises see the merging of internal and external communications as a threat to their brand messaging, but many companies are seizing the opportunity that digital communication offers.
2. Companies embracing new tech are flattening their internal communications hierarchies.
Even in a world of globally distributed workforces, the fact is, it has never been easier for executives to communicate with their employees. Companies need to embrace technology that allows them not only to get the vision of their leaders out to the workforce but to get employee feedback flowing clearly and consistently back to the leadership. The companies who have seen the most benefit from this two-way flow of communication are the ones who have moved farthest from the vertical hierarchies that made internal communication a one-way, top-down experience.
3. Our relationship to work is changing.
As we transition from an industrial to a knowledge economy, companies are asking employees to generate more social and intellectual capital. That means workers are developing a more complex, often emotional relationship to their places of work. Companies seek workers who will give their best and go the extra mile. Employees, in turn, desire a sense of partnership with an employer that gives them a sense of purpose and influence over the future of the company.
4. Employee engagement is giving way to employee advocacy.
Employee engagement surveys are helpful tools in gauging the level of satisfaction people feel with their work lives, but it’s time for companies to take those survey results a step further. As our relationships to the workplace grow deeper, companies are steadily realizing that, if they give their employees a legitimate voice, they can become some of the company’s most powerful brand advocates. And advocacy isn’t just asking people to retweet the company’s posts and wear branded hoodies. It means ensuring your employees are empowered to drive your organization forward through actions and words and to speak intelligently on your behalf to their peers, colleagues, and most importantly to your customers.
So how do you turn these insights into opportunities to demonstrate leadership, drive better business outcomes, and demonstrate the value of a modern approach to internal communications? Get the free eBook to find out!
Stay tuned for a blog series from our own Sonia Fiorenza on her key takeaways from each chapter of the eBook.