Employee EngagementChange, management or strategic communication. A pet child has many names, and internal communication experiences a true renaissance these years. The companies need a strong relation to their managers and employees to deliver the results which are desperately needed.
Whether it’s about communicating a new strategy, a reorganising or a fusion or more day-to-day decision-making or events, the internal communication, if properly addressed, generates enthusiasm, direction and purpose for leaders and employees. Just as it can be a waste of time, if not taken seriously, and cause confusion, indifference and demotivation. Internal communication is a rather unique discipline as leaders and employees are some of the companies’ most important and knowledgeable target groups. Added to this, employees have become even more important ambassadors for their work places in recent years. This is because companies’ and their chief executives’ credibility has plummeted. As such, there is every reason to invest in good internal communication with leaders and employees. And there are many choices to make in relation to focusing on strengthening line and management communication, improving information flows across the company on the intranet, building up pride and identity through a well-produced employee magazine or establishing social media to create professional communities across the organisation. To achieve the specific goals through the communication of an important subject, the campaign as a form is usually more suitable. During the campaign it’s important to: have a good grip of the facts to enable a point of departure, to list relevant objectives for the communication to follow-through on the effort, to know the target groups to meet objections and consequences, to develop the messages to be engaging and catchy, and to communicate at eye-level and with creative energy in the right media and channels for exactly this kind of message. Whether it’s a film, poster, newsletter, event workshop or a post-it note on the employees’ desk that can create the best possible effect, it all comes down to the message and the company and context in question. At core:workers we help chief executives, HR, communication and marketing departments with individual communicative assignments, we advise on communication strategy, provide analyses of the internal communication and develop concepts for management communication and leadership training as well as larger and smaller campaigns or development and processing of internal employee magazines. Our consultancy is built on many years’ experience as internal communication and HR employees and as consultants for the same, and with time we have developed a long series of simple models and tools for both the strategic as well as the day-to-day work, which we share with our customers with pleasure. Caption for the head, heart and legs model: One of the indispensable tools we use at core:workers is this model for communication objectives, which help specify what you want to achieve with your communication in relation to the audience. The model ensures that the messages are carefully planned as to:
- Rational coherence – does it make sense, and what is the most important message in the communication?
- Emotional coherence – does it make you want to engage yourself in the message?
- Action-related coherence – does it result in the desired behaviour intended with the communication?