TRENDS in internal communication

TRENDAFRiCA March 6, 2014

by Daniel Munslow

TREND. 1: Shift in classification

The classification of internal communication in many businessmen’s minds is shifting from a cost centre to a tangible business tool. The shift also acknowledges that, by aligning the organisation with a common goal and mitigating against disengagement, an investment in internal communication can have a direct impact on the bottom line of any organisation.

TREND. 2: More and more measurement

Allied to the increasing acceptance of internal communication as a business tool is an increasing desire to quantify and measure its impact. More and more organisations are measuring their return on investment, and using these results to better correlate their employee engagement programmes and internal communication activities with brand alignment, leadership engagement, and channel management.

TREND. 3: The employee as a customer

There can be a difference between how employees perceive their company as an employer versus the way they perceive the company as an external brand. Expect an uptake in the number of savvy business using internal communication to ensure employee brand ambassadorship, retention, and word-of-mouth promotion.

TREND. 4: The connected employee

Just as consumers are becoming more and more connected, so too are employees. Businesses will therefore increasingly seek out communication tools and channels that connect with employees in a manner that complements their lifestyles.

TREND. 5: Empowering the managers

More and more, to ensure consistent messaging in a multinational workplace, managers are being provided with the right toolkits and information to communicate with employees and drive engagement without the message being lost in translation. Furthermore, there’s heightened awareness that it’s not enough to give them the story to tell so many more managers are also being trained as effective communicators.


Source: TRENDSPOTTER Daniel Munslow is a director at Talk2Us, a strategic brand engagement consultancy, focusing on the development and execution of its proprietary Brand Engagement Compass Methodology to achieve stakeholder engagement.



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