If implemented correctly, your business can reach new levels of performance, especially when you
partner with specialists in designing and executing internal communication campaigns.
In the early 20 th century, internal communication simply meant telling your staff what to do. The
employee had no voice. Their role was to turn up at work on time and do their job. If they failed,
they were dismissed. There were no internal communication campaigns, no proven strategies for
elevating performance. And since modern trade unions were still in their infancy, organised labour
had little say in what a business did and how they treated staff.
It was British publicist Basil Clarke who recognised that workers are rarely motivated by just financial
gain. “The worker who [only] gets money out of his job is underpaid, no matter how much he earns.”
Clarke recognised that businesses do better when employees felt connected to the company in ways
that weren’t just financial. That insight is just as applicable today, only it’s made more complicated
by technology, which is literally rewiring our brains, changing the way we communicate with each
other and how we experience the world.
Learning about the advantages of internal communication
It’s now a truism to say the world has changed and is changing. We know this because we are
experiencing it. And if you’re a business leader, you’ve seen it affect the way your company does
business and communicates with its stakeholders. Employees are at the heart of this. They are your
most important stakeholder because they literally represent your brand to the world (this includes
your customers). A failure to engage and motivate them inevitably means a failure to realise your
potential for high performance.
The numbers prove this:
Motivating employees through effective internal communication increases both productivity
and profitability by as much as 20 percent.
Companies with effective internal communication reported 47 percent higher returns to
shareholders over five years compared to those with less effective communication.
Source: Gallup’s Q12 employee engagement survey (2016); Towers Watson: “Capitalizing on Effective
Communication”; “Communication ROI Study Report” and “Change and Communications ROI Study
Successful CEOs often cite the advantages of internal communication, showing how, when
implemented effectively, it helped them establish the values and culture that defined their brands.
Harnessing all the advantages of internal communication, however, means it should be fully
integrated into how you do business, and not something that only happens when you sit in your
manager’s office or get a visit from Human Resources.
Internal communication happens with or without you
Conversations about your brand and business take place with or without you, and this includes the
conversations between employees. It’s the nature of existing in a connected world. Whether it’s
over a WhatsApp message, an email, or a Facebook post, your brand is being talked about. By
disconnecting from the conversation, you simply reduce your ability to influence it. But if you make
internal communication a fundamental part of how and why you do business, you engage your staff
on multiple levels and create powerful brand ambassadors that are connected to your company.
Is your brand succeeding with their internal communications? Let us help you. Take our FREE quick assessment to find out if you are doing internal communications right.
Five examples of the advantages of internal communication
1. Your communication becomes faster than the pace of change
With the speed of technology, news and chatter travel faster than ever before. To keep your
employees up to date and offer them a single version of the truth, it is essential that your all
internal communication channels are available to deliver content quickly and accurately. It’s
equally important to measure message uptake to close any loops in the communication chain.
2. You speak to many generations in one workforce
A good internal communication strategy takes into account that the modern workforce consists
of up to five generations, each with their own content consumption preferences. A Digital Native
may access information instantly in SharePoint, Yammer or Teams, but a Baby Boomer may
prefer an email that’s addressed to them personally.
3. You avoid trickle-down communication
Waiting for information from management to trickle down to all employee levels leads to delays,
feedback limitations and an unnecessary dependence on a long line of employee channels. If
implemented correctly, internal communication can offer you a valuable opportunity to
understand your workforce, get them involved, and start a dialogue immediately.
4. Your internal communication becomes louder than the outside world
Your employees should never learn about company news from an outside source, especially
news that is potentially damaging to your reputation. By having a quick and flexible
communications release process with a short chain of approval, along with a way to reach all
employees whether they’re on or off site, you establish credibility, control and reinforce
5. You avoid relying on informal communication
Informal communication, or “I heard it via the grapevine” communication, can distort the
message you’re trying to deliver. By the time it reaches the employees it affects most, the
information may have changed substantially, leading to a culture of fear and distrust. Studies
show that employees’ value honest and transparent interactions with their company as the
number one factor in determining job satisfaction.