5 key steps to effective internal communications

Disseminating information, motivating and involving teams, building cohesion around unifying projects - these are all objectives facilitated by effective internal corporate communications. But how does an internal communications strategy mobilize employees? Find out how to put in place an impactful strategy with the right internal communication tools to build employee loyalty, and the role it has to play in leading your teams to success.

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What is effective internal communication?

Internal communication is designed to generate support, and therefore requires consistency. It requires an intelligible message that does not contradict the company's values, in order to create a climate conducive to exchange between management and employees. It must also be a two-way process: employees must be able to be heard on how they perceive the messages transmitted by management. Internal communications must help to circulate messages, assist managers in communicating effectively and create a stimulating atmosphere.

Definition

Internal communications include all communication actions aimed at employees. Values, strategic orientations, objectives and results are all data that need to circulate within the company. The dissemination of these elements serves needs that go beyond simple transmission between employees: its role is above all to contribute to the cohesion and motivation of all. A true vector of success for the company, it has the power to bring greater coherence and productivity to employees who are more committed, motivated and united around common objectives. To work, it must be absolutely consistent with the company's values and its external messages: its discourse must not be out of step with external communication, at the risk of generating mistrust.

The 3 types of internal communication

There are 3 different types of corporate communication. They are specifically adapted to their target, and to the type of information to be conveyed:

• Top-down communication Top-down communication: i.e. from managers to employees. Traditional and hierarchical, this is the most widely used means of communication in the professional sphere. The message is generally informative or explanatory;
• Upward communication From employees to management. The purpose of this type of communication is to bring employees' needs, problems and malfunctions to the attention of management;
• Cross-functional communication Also known as "horizontal", cross-functional communication is designed to be egalitarian, with no subordination. This is the type of communication most appreciated by employees, as it encourages exchange and cooperation.
  
  

A strategy tailored to your business

Whatever the size of a company and its human and financial resources, a genuine internal communications strategy can only be conducive to the well-being of all employees. The stakes will obviously be different if the company has several geographically dispersed offices, but also depending on its history, size or the different departments that make it up. A specific service is generally responsible for creating and implementing an internal communications strategy, which can then be relayed by managers to their employees. It is these same managers who feed back information from the teams, so that management can assess the relevance of its actions. But in smaller structures, often lacking dedicated departments, the model will inevitably have to be adapted, but with the same objective: the cohesion and motivation of all employees. 

5 steps to engaging communication

Internal communication is of vital strategic importance. As a real lever for mobilization, loyalty, productivity and attractiveness, it enables us to rally around common values and objectives. Unsuitable and haphazard internal communication can be very poorly received by employees, and it is therefore essential to consider it in the same light as a genuine marketing strategy, deployed via different channels and serving several defined objectives.
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Setting a budget

Just like a strategy marketing, it is imperative to establish a budget. Setting up an internal communications plan requires an analysis of actions carried out in previous years, to understand which measures were the most effective. The right questions to ask :

• How much was this budget?
• How much did you spend?
• What actions have been taken? Are they worth pursuing? If so, should they be increased?
• What benefits did you reap?

Naturally, some of the tools needed to implement the internal communications strategy will be preferred, depending on the campaign budget. At this stage, it's essential to involve your collaborators, communication experts, marketing and/or human resources, in order to establish the methodology best suited to your company's needs, and capable of inspiring your teams to outdo themselves.

Characterize employee expectations

Every operation must be carried out with a real, long-term strategic aim: vary the media and update the information for evolving, stimulating and lively communication. Questioning employees and gathering their expectations enables us to establish the most beneficial processes: which formats do they prefer, what are their habits, which campaigns are the most successful with them? It's by remaining consistent with the company's values that employees naturally become involved. Too great a discrepancy between internal strategy and external communication can destabilize or even irritate, and discredit the approach.

Determine your goals

As a genuine management tool, internal communication maintains the link between management and employees, ensuring an effective collective dynamic. It can meet a wide range of objectives, which must be clearly defined and consistent with the company's overall vision and brand image. It can aim to inform and convey information, build loyalty, motivate and rally employees around values or a project, or communicate results, projects or strategic changes. Real thought is needed to convey a stable, transparent and reliable image.

Drawing up an internal communications plan

A precise diagnosis enables us to define the communication axes, editorial planning and recurrence for each type of content and each distribution channel, in order to maximize the impact of the information to be transmitted. Regularity is a sine qua non for engaging and enhancing your actions, and maintaining a coherent campaign over the long term with your target audience. Anticipation allows you to maintain control over your communication and the themes addressed, but also to avoid any risk of dissonance with your company's external communication. However, a communication plan can change or evolve for a variety of reasons: it's essential to remain flexible and agile, whatever the situation.

Measuring the effectiveness of your communication

It is by constantly evaluating the results of the actions implemented that it is possible to measure their effectiveness. One way of measuring these results is to gather feedback from employees. Questioning project stakeholders through surveys and satisfaction questionnaires enables you to quantify the impact of your strategy, and adjust it if necessary. The effectiveness of content can be assessed using relevant indicators such as open rates, shares and engagement rates. Finally, the involvement of employees in the life of the company reflects their well-being: inspired, they wish to participate in the common project, to exchange, contribute and cooperate. These human factors play an integral part in determining the success of a campaign.

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What are the objectives of internal communications?

The primary purpose of internal communications is to convey messages and values to employees. It enables us to meet our primary objective of transmitting information, which is a true indicator of the quality of a company's operations.

Inform

Successful internal communication requires a constant flow of information between all company stakeholders. The three types of corporate communication help to identify and defuse conflicts, but also to propose appropriate solutions. What's more, trust can only be built up if communication is fluid and information emanates from within. New or changed, employees appreciate being informed of the company's strategic orientations at the right moment.

Motivate

An internal communications plan integrates employees into the company's collective project, and enhances their value expertise. Aware of their role to play, this results in greater buy-in and involvement. This is the best indicator of a successful strategy, which benefits the company's results and the overall atmosphere. Motivated teams with solid anchoring points help overcome difficulties in crisis situations.

Federate

Fostering a strong sense of belonging among employees is a powerful lever for retaining talent and leading them to success and fulfillment. By capitalizing on the company's image, values and shared objectives, employees are drawn in. Company culture is of major importance, with an overwhelming majority of employees declaring themselves willing to change company if it had a better corporate culture than their own.

Performer

Aligning employee and corporate values gives meaning to actions and involves all players in the ecosystem. Explicit strategic objectives provide everyone with a clear vision of their role, which will ultimately improve the quality of service . After all, it's employees who are the front line in conveying and embodying the company's image to the outside world.

How to improve internal communications

Internal communication is an essential cog in the wheel of close-knit teams and a climate conducive to excellence. For a strategy to be considered successful, it requires measures to be taken that meet the objectives of :

• communicate more effectively with all employees ;
• building cohesion ;
• have a positive impact on productivity.
  
  

Gathering employee feedback

As a shared, unifying corporate project, the internal communications strategy must take into account the opinions of all employees. Intra-company collaboration fosters adherence to the brand image, reinforces team spirit and enables the emergence of best practices useful to all. It also offers a homogenized brand image, which ultimately enables the company to align its vision and messages outside the company.

Bringing employees together

Shared values are fundamental to the smooth running of a company, and clear, coherent internal communication helps to ensure that employees adhere to the collective project. Managers need to set out their vision clearly and justify their strategic choices, while employees need to be convinced and questioned. Encouraging exchange is the best strategy for mobilizing talent: cross-functional communication offers the opportunity not only to see innovative ideas emerge, but also to better respond to their needs.

Involving line management

Effective collaboration is only possible if everyone in the company is involved. Because involvement doesn't just mean employee buy-in! Managers embody the company's will and lead by example. Open to dialogue, they need to be good listeners in order to maintain the bond within their teams. Fluid upward communication enables manager to grasp information directly from its employees, in order to implement the appropriate measures. By setting an example, managers' work is also valued by their teams.

Choosing the best tools

Numerous oral and written tools can be used at service for successful and effective internal communication. Depending on the type of communication, it is advisable to give priority to certain tools:

• Top-down: newsletters, physical or online meetings, bulletin boards, welcome kits or intranet, to deliver information about the company, its news, projects and actions. These tools help to create or strengthen employees' ties with the company, and convey its values and codes;
• Bottom-up: polls, surveys, individual interviews, focus groups, in order to gather employees' opinions and create a climate conducive to exchange and the implementation of better processes;
• Transversal: informal meetings or workgroups, feedback meetings, departure rituals, exchanges on corporate social networks, to share information in real time. They facilitate the transmission of information that is of interest to the group, in a genuine collaborative space that is less formal thanemail.
  
  

Digital signage is an effective channel for all three types of communication. Highly flexible, it keeps you connected at all times. This innovative technology integrates all company employees to communicate via screens placed in various strategic locations. From the latest results to safety instructions, digital signage makes it possible to broadcast relevant information in real time and at the most opportune moment, managed centrally. Intuitive and effective in terms of ROI, the Cenareo solution contributes to the impact of communication by simplifying the management of its screen park, whatever its size. More than just content management software, it offers a unique user experience, and meets the growing digitalization needs of companies.

Tracking efficiency indicators

Measuring the effectiveness of your internal communications involves taking into account a number of indicators, all of which bear witness to optimal functioning. Employee turnover is one such indicator of a company's health. Free communication contributes to employee well-being, commitment and loyalty. Involving and motivating your teams is a matter of valuing their missions: it naturally encourages them to participate in the achievement of common objectives, and to invest themselves. The result is lower staff turnover and higher productivity. This virtuous circle naturally leads to higher sales for the company. Numerous studies have shown that committed employees help boost annual sales.

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Some practical solutions for improving internal communications

Here are a few solutions to help you optimize your internal communications in a concrete and sustainable way.

Intranet

The intranet is an essential tool for facilitating the circulation of information within a company. It enables documents to be stored and shared, news to be published, and collaboration between departments to be encouraged.

Internal survey on a bottom-up communication model

Upward communication is an important component of internal communication. It enables employees to communicate their needs, problems and suggestions to management. By using internal surveys, you can gather employees' opinions on various topics and adapt your communication accordingly.

Gamified collaboration tool

Gamification is an effective way of engaging employees in internal communication. By using collaboration tools with playful elements, such as rewards, rankings or challenges, you can stimulate participation and strengthen team cohesion.

Logbook, internal newsletter, internal social networks, instant messaging

Use tools such as logbooks, internal newsletters, internal social networks and instant messaging to disseminate information quickly and efficiently. These tools also encourage interaction between employees and foster a sense of belonging to the company.

Digital signage, a place for sharing and exchange

Digital signage is a great way to create a place for sharing and exchange within the company. Use display screens to broadcast important information, news, team successes and to celebrate employee birthdays. This creates a dynamic and encouraging environment.

Employee recognition

Employee recognition is a key element in boosting motivation and commitment. Congratulate employees on their achievements, both individually and collectively. Celebrate anniversaries and career milestones. This recognition contributes to a sense of belonging and a better working atmosphere. By integrating these tools and practices into your internal communications strategy, you can effectively inform employees of important company events and decisions, while involving them in the decision-making process and empowering them. This promotes cohesion, motivation and performance . By implementing impactful internal communications, you'll create an environment conducive to organization, crisis management and development.

Digital signage for successful in-house communication

By implementing high-impact internal communications, you'll create an environment conducive to organization, crisis management and development. One of the tools that can greatly contribute to this objective isdigital signage, particularly with a technical solution such as that developed by Cenareo.

We develop and market a digital signage solution that enables content to be displayed on screens located in strategic areas of the company, such as lobbies, workspaces or break rooms. Thanks to this solution, you can broadcast relevant information, news, objectives, results and key messages to all your employees in real time.

Digital signage Cenareo offers a number of advantages for strengthening your internal communications. First of all, it allows you to disseminate information in a visually appealing way, which attracts employees' attention and makes it easier to remember important messages. By using visuals such as videos or animations, you'll make your communications more impactful and engaging.

What's more, the Cenareo solution lets you personalize content according to your company's different departments, teams or even sites. You can deliver specific messages to each group, tailored to their needs and objectives. This makes communication more relevant and effective, avoiding unnecessary or overly generic information.

By using digital signage Cenareo, you create a place for sharing and exchange within the company. Screens become focal points where employees can keep abreast of news, upcoming events, colleagues' successes, and even messages of recognition. All this fosters transparency, reinforces a sense of belonging and encourages collaboration between teams.

Digital signage can also be used to broadcast information in real time during emergencies or crises. You can quickly communicate safety instructions, evacuation procedures or important updates to ensure the safety of your employees. This reactivity in internal communication helps to boost your teams' confidence and preparedness for the unexpected.

In short, Cenareo digital signage is a powerful tool for creating impactful internal communications. It allows you to disseminate visual, personalized and attractive information, thus encouraging employee commitment. By using this tool, you create an environment conducive to exchange, collaboration and effective management of emergency situations. With optimized internal communication, you strengthen the cohesion, motivation and performance of your teams, thus contributing to the overall success of your company.

Want to transform your company's internal communications with digital signage? Involve your employees with engaging, relevant content delivered instantly to your screens. Cenareo offers customized support at service for effective, high-impact communication that benefits all employees.

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