Here's how you can align your internal communication with your business strategy and objectives.
Effective internal communication is a cornerstone of any successful business, and aligning it with your company's strategy and objectives is essential. When your team understands the direction of the company and their role within it, engagement and productivity soar. To achieve this alignment, you must be deliberate in crafting and disseminating your messages. It's not just about sharing information; it's about creating a dialogue that supports your business goals. By following a few key steps, you can ensure that your internal communication strategy not only informs but also inspires and motivates your employees to contribute to the company's success.
To align internal communication with business strategy, start by clearly defining your company's goals. Understand what you aim to achieve in the short and long term. This clarity will guide the development of communication objectives that support these goals. Ensure that every message or piece of content shared internally is purposeful and directly contributes to advancing these objectives. When employees understand how their roles tie into the broader company goals, they are more likely to be engaged and motivated.
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A vital key to this variable in the grand equation of internal communication strategy is employee resonance: the notion that employees individually resonate with the goals—beyond the mere numbers, metrics, & KPIs. The language & verbiage of the goals should be tailored and segmented per department. For example, the same copy that resonates with Brad in finance, may not resonate with Jessica in marketing! Going the extra mile can go a long way in instilling and fostering employee engagement.
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One thing that I’ve found helpful it is to have regularly meetings with the team to align the goals, nothing more than 10 minutes, just to have a conversation, showing results, what can be improved as a team, how they can do it, who they can count it with every situation. The quick conversations help to always keep fresh in mind, giving the necessary infusion of adrenaline to pursue the goal.
Crafting your messages with care is crucial for alignment. Each message should be tailored to resonate with your audience, using language that is clear and relatable. Consider the core values and culture of your organization when developing your communication. It's important to strike a balance between being informative and inspiring. Employees should feel that they are part of a narrative that is larger than their day-to-day tasks, one that is moving towards achieving the company's strategic objectives.
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Remind the team of the purpose and significance of their work. Emphasize the impact of their contributions on the organization's goals, mission, and values. Help team members understand the broader context and significance of their roles to reignite a sense of purpose and meaning. Encourage employees to tie their recognition to the organization's values and strategic goals. By acknowledging behaviors and actions that align with these core principles, peer-to-peer recognition becomes a powerful reinforcement of the company's culture and objectives.
Choosing the right channels for your internal communications is just as important as the messages themselves. Different channels serve different purposes and reach different audiences within your organization. For example, email may be appropriate for formal announcements, while instant messaging apps might be better for quick updates or team collaboration. Intranets or internal social networks can foster a sense of community and provide a platform for sharing successes that align with strategic objectives.
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Channel selection should follow this rule of thumb: reducing friction. When employee comms become frictionless, engagement will naturally see an increase. The less 'barriers to entry' an employee has to face = the greater inclination to open, engage, and read. For example, deskless / frontline employees are far less inclined to log into an intranet. Adoption rates for this type of worker are substantially lower. In this case, an SMS tool to text these employees & 'meet them where they're at' is extremely effective! 💡
Creating a feedback loop is essential for alignment. This means not only disseminating information but also listening to what employees have to say. Encourage open dialogue through surveys, suggestion boxes, or regular meetings where employees can voice their thoughts and concerns. Analyze this feedback to adjust your communication strategy and ensure it remains aligned with your business objectives. Remember, communication is a two-way street, and employee input can provide valuable insights.
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Remember: "Employees need to feel valued, safe, and heard before they can be engaged." Your feedback loops should foster a deeper sense of employee care. Having a 'open feedback / free response' portion of surveys & town halls can create a culture where the employee voice is seen & heard. 📢 Feedback is only valuable with measurement, follow-ups, and change. A dedicated internal comms tool with pulse survey capability is a great way to streamline this process!
Measuring the impact of your internal communications on business strategy alignment is key. Use metrics such as employee engagement scores, productivity levels, and retention rates to assess the effectiveness of your communication efforts. Are employees more aligned with the company's goals? Has there been a positive change in behavior or performance? Regularly reviewing these metrics will help you refine your approach and maintain alignment as your business evolves.
Adapting your internal communication strategy regularly is necessary to maintain alignment with your business strategy and objectives. The business environment is dynamic, and as strategies shift to meet market demands, so too should your communication. Be prepared to update messaging, switch channels, or introduce new tools to keep everyone on the same page. Staying flexible will help ensure that your internal communications continue to support your business as it grows and changes.
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An example of that was in my last project in Brazil, I was a deputy manager of legal automation team, our project had great deadlines, but in Law’s universe everything can change in seconds. One day we were working as usual when, after the morning tea, we receive the communication that was necessary to automatise a huge quantity of documents with a short deadline. In this case it was necessary to change our process, procedures, and applications. That was a real proof that every environment is in change constantly, and the communication with the members it is essential to keep on track.
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Communication goals should tie directly with business goals (revenue, brand, adoption, etc). As a support function, how can you enable the business with clear and timely messaging AND enable the workforce by building a supportive employee experience. Start by looking ahead with leadership to understand their top 3 priorities for the next quarter and year. As an advisor in this space, you should also share insights from employees around their top concerns (gained from surveys, focus groups, town halls). Leaders need to understand how the employee experience is impacting their business goals and what you recommend as the biggest area to adjust (e.g., workload, development, manager skills, recognition, leader engagement).
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Remember with every guide or strategy, it's not a "one size fits all" 👕 solution. Various dynamics of your internal communications strategy should stem from your specific company culture, industry type, and workforce attributes. These are all personalized factors that should act as puzzle pieces 🧩 to create an employee experience that ~feels~ right, authentic, genuine, & empowering.
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