Internal communication channels

Whether you’re developing an internal communication strategy, connecting your people to your purpose, or launching an employee engagement campaign, you need to pick the right mix of channels to help your communications stand out and your messages land with maximum impact. The different types of internal communication channels have to be considered up-front, so you can land campaigns which give more bang for your buck when talking to your employees.

What are the most effective communication channels?

Of course, there isn’t a ‘one size fits all’ approach. Everyone consumes information in different ways depending on their role and their individual preferences. To find the best internal communications channels for your campaigns, start with your audience’s needs. Be prepared to spend some time on this: getting the mix right is a skill in itself in today’s multi-generational, geographically dispersed workforce.

The best sort of communication is two-way and inclusive. Most employees want to reach out to each other for information and support, so your channels need to help you listen and help employees connect. If you don’t have an internal social media strategy in place to help you do this, now’s the time – we can help.

So what are the best internal communications tools and channels for me?

New internal communications channels emerge regularly – it’s great to have all these innovative internal communication channels around to help deliver emotive campaigns. But it’s equally important to remember the tried-and-tested examples of communications channels that already work:

• Face-to-face
  By far the most preferred, most desired communication channel among our clients’ audiences – and of course the most difficult to achieve these days. Strive to include things like town-halls, leader-led listening sessions and team meetings in your mix. If you can create branded environments and events so much the better, but that shouldn’t be your priority. Two-way conversations, capturing feedback and sharing information are more important.

• Social
  Internal social media campaigns have made the leap to internal communications – they offer a way to reap some of the benefits of face-to-face communication within hard-to-reach populations.

• Online
  Think intranets, emails, newsletters and Webex – we’re spoilt for choice for great ways of sharing information, policies and business critical information.

• Print
  The most traditional, but sometimes the most effective way of talking to your employees. Internal publications still work, especially for staff who are out and about on the frontline.

• Film
  Film is emotional – it illuminates and inspires. We love using digital video campaigns to tell stories in a consistent, long-lasting way.

Defining an internal communication channel mix that works

No two organisations are the same. Establishing internal communications channels that work starts with your audience: a communication audit will help you understand their needs and measure your internal communications channels effectiveness.

Top tips

• Understand your audience
• Establish clear communication objectives and identify the best channel for the job
• One size doesn’t fit all – a mix of digital, face-to-face, print, online and film will set you up for success
• If your digital channels aren’t working, talk to your people and find out why – it’s likely the user experience needs some tweaking. Our mantras are ‘keep it simple’, and ‘don’t make me think!’
• Segment – make content relevant and personal
• Measure, measure, measure! Gathering insight will help you improve