When you hear the phrase “corporate communications,” what do you think of first? Do you think of lead generation? Client outreach? How about investor relations? The bottom line is that corporate communications consist of a wide variety of formats and initiatives that drive engagement between the company and its many stakeholders. However, one stakeholder group that tends to be forgotten in the process is employees and contracted representatives. In fact, 74% of employees feel they are missing out on company information and news. Furthermore, only 21% of internal communicators believe employees have a good understanding of why senior leaders make the decisions they do. Internal communications is the key to increasing employee engagement and business growth.

What are Internal Communications?

Internal communications, sometimes referred to as IC, are the messages, methods and outcomes of disseminating information within an organization. This communication includes content that takes into consideration stakeholder needs, priorities and concerns and provides seamless transparency about key initiatives and decisions made by senior leaders. The purpose is to facilitate loyalty, increase retention and motivate others to work toward achieving the company’s vision, mission and stated growth goals. Examples of IC are:

• The company’s mission statement
• Employee manuals and handbooks
• Employee newsletters, e-newsletters and e-mails
• Information contained on the company intranet
• Trainings and seminars
• Webinars
• Press releases
• Unwritten communication such as corporate cultural norms
• Communication with shareholders (who may also be consumers)
• Employee forums
• Surveys and polls.

Do You Have an IC Plan?

Not only is it important to know and use the various formats that are available, but it is equally important to “begin with the end in mind” (Steven Covey). Start with a plan that includes goals. Strive to know your internal audience and what they need. Conduct research if necessary. Then, create your messaging that resonates and is delivered with a frequency of contact that keeps everyone informed and in the loop. Most important, provide a feedback mechanism.

Benefits of a Strong IC Program

85% of employees said they’re most motivated when management offers regular updates on company news. Employee awareness of company goals and challenges accompanied by a clear definition of their role, leads to motivation. Furthermore, if employees are engaged in the company, they’ll be more engaged with the customer. Employee engagement is one of the top drivers of sales growth. In fact, companies that have highly effective internal communications had 47% higher total returns to stakeholders. When the employees buy into the company’s goals and consider them their own, they’ll be more likely to make the goals reality. 50% of employees say that a lack of transparency holds their company back. Utilize press releases, employee newsletters, email blasts, social media, digital messaging and other forms of communications to share company news including milestones, events, personnel changes, innovations and even challenges. Beyond engagement, well-planned and executed internal communications provide these key benefits:

• Boost employee knowledge and expertise.
• Provide a mechanism for sharing information.
• Support employees in their roles as brand advocates and recruiters.
• Encourage departments to work together toward goals.

In business, we talk a lot about a lot about prospects and clients. We discuss the importance of defining your target market, the best ways to generate leads, how to increase social media engagement, customer loyalty and how to close more business. However, sometimes we focus too much on the external stakeholders at the expense of the internal audience. If a company is a machine, all of its cogs need to fit well together. A consistent and thorough internal communications strategy is the oil that keeps the cogs moving smoothly to help companies succeed at all levels.