Internal Comms Best Practices for 2022
Last updated on May 24, 2022 at 04:14 pm
The internal communication industry is rapidly changing. Thanks to changing technology and changing needs and expectations of organizations, we are experiencing a major shift. And a major opportunity. This sentiment was certainly echoed at PRSA’s Connect conference this year. Because of the constantly evolving demands of our profession, I wanted to share the top internal comms best practices for 2022.
Employee Engagement Must Evolve
A major theme from PRSA Connect 22 was that the way we measure and think about employee engagement is wrong. It’s inaccurate or just downright unhelpful.
But we all still agree that an employee’s levels of engagement are still important, especially when considered in a larger context. Rather than thinking of engagement as how involved or committed an employee is to their work and company, speakers Chuck Gose and Brittany Barhite said it’s best to consider:
- How do employees embrace communities?
- How do our individual differences and personalities help us work better together?
- In what ways does our personality impact how we interact with others and want to be interacted with?
Why are these better questions to ask than simply “are our employees engaged?” Chuck Gose said it best:
“People are always engaged. It just might not be what you want them to be engaged with.”
By looking past if someone is engaged with work, you begin to understand their actual motivations and needs. And these questions are action-oriented. Just learning that half your workforce isn’t engaged doesn’t actually help you solve your disengagement problem. But if you learn more about the makeup of your teams, what drives them, and what makes them tick, you begin to understand why your culture might not be working. Or what benefits and flexibilities you need to offer.
And it might go without saying that to measure true engagement and understand your workforce mix, an annual employee engagement survey isn’t going to cut it. These surveys are simply too far apart and too stagnant. Engagement can change hourly, so how do you expect to capture employee engagement for your whole organization with one annual survey?
Frontline Managers Must Be a Critical Communication Channel
Multiple presenters at PRSA Connect 22 talked about the importance of middle and frontline managers. And we completely agree. Leveraging your managers is a critical internal comms best practice…but getting manager comms right is also one of our biggest challenges.
But organizations with frontline workforces rely heavily on managers as a comms channel. We need to adapt strategies that help them be better communicators.
Joni Kirk of LifeCenter Northwest created her manager communication strategy by understanding that “You can’t expect a _______ to be a communicator.” By this she meant, you can’t expect a manager, a field technician, a doctor, or so on to be a communicator. They haven’t been trained as we have. It’s up to us to give them the tools and continue to reinforce them.
To do this at her company, Joni:
- Shared tools and policies for how to communicate at their company.
- Made a leadership site where they published targeted manager communications. This can be an intranet, an app, or a newsletter so long as it’s targeted to your managers.
- Created a weekly leadership newsletter that included specific CTAs for managers. Don’t leave managers guessing about what they have to do!
- Broke down the communication responsibilities by level within their leadership hierarchy. This ensured that even leaders at the top (above your middle/frontline managers) understand their role and are held accountable.
Embrace the Authentic Employee Voice
It’s no surprise that when our messages sound authentic, they’re more trustworthy. More Inspiring. And more Impactful. One of the best ways to make our messages and campaigns authentic—especially if they’re about culture—is to tap into the employee voice. But pulling that off with a dispersed workforce can be challenging.
Susan Poole, APR of The Westervelt Company may have cracked the code though. At their company, they share the employee voice in two ways: through short videos and through an ongoing photo contest where employees are asked to share a picture that represents the company/their job through their eyes.
But you must be wondering how the heck they got employees to participate in an ongoing photo submission contest, right? Susan Poole breaks it down succinctly into three parts: establish the rules, implement, and sustain.
Establishing Ground Rules Tips:
- Don’t forget your release forms!
- Share rules for submissions, but don’t make them too restrictive. You want to give examples, but not limit creativity or make employees unsure if they should submit.
- Keep safety top of mind if you work in logistics or manufacturing. Embed safety guidelines in your rules to keep everyone safe.
- Make it a competition and share the rewards upfront to incentivize participation.
- HYPE up the contest in communication and share regular reminders. PRO TIP: Include example submissions in these hype emails.
- Make it as easy as possible for employees to submit their pictures (dropbox, email, app, etc.).
- Get management buy-in ahead of time.
Sustaining Your Program Tips:
- If participation starts to lull, try introducing a new contest theme or new rewards.
- Try a rebrand or update of the contest periodically—great if you get employee input here!
The Westervelt Company also regularly collects employee interviews on-site to share as part of their hiring and retention campaigns. Even though some of their employees have been nervous to participate, the team pulls off some incredible 30-second videos. Their advice?
- Find a great crew and clearly articulate your goals and needs.
- Don’t share the exact questions ahead of time because people tend to over-prepare.
- Give your on-screen talent some media training.
- Remember to leave extra time for filming because it takes longer than you’d expect.
Don’t Forget the Communications Loop in Change Management
Change management is a huge part of what we do as communicators. David Pitre and Cheryl Ross of Davis & Company shared their internal comms best practices for how to make change communication easy and effective.
They have a fantastic six-step process. We recommend you download their ebook on change communication to get all their tips and tricks.
But the part that really stuck with us was this idea of the Communications Loop. Cheryl Ross said, “With change communication, it’s never just one-and-done.” For complex changes, you might have to repeat steps and continue communicating a few times.
Adopt a Glocalized Mindset
“We really need to think globally but act locally,” according to Sheryl Zapcic of Voith. And we couldn’t agree more. The idea behind glocalization is that we need to think about our global messages for our company and then localize them for our specific audiences. This is especially important for global companies, but can also apply to companies with multiple disparate units where you have distinct micro-cultures.
If we don’t “glocalize,” we risk our messages not feeling targeted and relevant. And as Sheryl puts it, “If our messages don’t resonate with employees, it’s pointless.”
So, how do we make sure our comms resonate? Here are her eight internal comms best practices:
- Establish departmental leads.
- Update employee information.
- Update employee distribution lists.
- Set up and test your emergency notification system.
- Create a media inquiry protocol.
- Set up a monitoring service (employee listening).
- Identify your communication channels.
- Deploy employee surveys to learn and adapt.
Take Action With theEMPLOYEEapp
These five internal comms best practices are key to success in 2022 and beyond. But you don’t have to do it alone. The right internal communications technology can make a huge difference. If you have dispersed and deskless workers, an internal communication app might be right for you. Let’s get in touch to learn if theEMPLOYEEapp could be a good fit for your organization.
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