Professional Documents
Culture Documents
Guide to internal
communication
Contents
What is internal communication and why is it so important?
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Its more than just sending the odd email. A good internal comms strategy can make running a business
easier and more effective, and thats before you look at the effect on staff engagement!
From organisational changes to employee benefits to charity fundraising, internal communications keep
everyone in the loop.
Being preachy, not listening, and a tendency to pretend everything in the garden has a rosy,
Disney-esque glow wont win friends and influence people. Here are some points worth pondering.
Its a balancing act between boring the pants off everyone and keeping people in the dark. Here are
some practical suggestions to hit the sweet spot - no matter what youre talking about.
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One size doesnt always fit all. What works for a one-location company may not work for a company
with multiple offices or home-workers. These tried and trusted methods can help:
Internal communication tools for staff in the same location
Internal communication tools for staff working across multiple sites/remotely
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If youve spent money on employee benefits, youll want to make sure your staff know about them
surprisingly 64% of companies dont!1
Here are some ideas for how and when to tell your employees:
Communicating benefits - the value to the business
How to communicate your employee benefits
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Theres a whole lot more to internal communication than just sending staff the odd
email or sticking things on the intranet or noticeboard and hoping someone will
check them out.
Effective internal communication gets important information cascaded, helps
ensure staff are engaged and feel valued, and can even help save money.
Typically, larger companies tend to be more switched on to internal communications than their smaller
brethren. They may have people within their HR team with internal communications responsibilities.
They may also be able to call on their Marketing team.
Its always good practice for your internal comms people to work hand-in-hand with Marketing - not
only for ideas on how best to get the message across, but also to help communications stay on brand.
The bigger business might also have greater resources, such as
access to facilities like video conferencing. But even if you lack the
same level of support, there are a number of effective ways to
ensure you get your message across.
In this eBook, well give you some handy hints and tips on
how you can be an internal comms guru.
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What is internal
communication
and why is it so important?
The Institute of Internal communications (IoIC) calls it the oil that smooths the running of the
business. It acts as the bridge between the company, its workings and its staff.
Basically, when internal comms are managed and managed well, it creates understanding and shares knowledge. The IoIC
adds that good internal communications result in more effective companies. The flip side to that is companies without an
internal communications approach tend to jump in the direction of whoever has the loudest
voice, regardless of the companys strategy.
A lack of internal communications can leave staff clueless as to whats going on within the
company, unaware of innovations or changes that affect them, disengaged and open to mixed
messages or prey to the inevitable workplace rumour mill.
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What should internal
communications cover?
According to an internal communications survey by communications specialists Sequel Group,
staff wanted their senior managers to communicate more regularly, but with the important
caveat of providing more relevant and engaging content. But just what is relevant and
engaging content for your staff?
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Frequency of communication
how much is too much?
Tricky one, this. What works for one company may not work for another.
Theres little point in producing a daily or weekly bulletin scenario if not a lot happens. Your
employees will soon get bored of reading 500 words of padding that has the same substance
as a high-end restaurants apple foam. Likewise, if youre a company that sends out umpteen
emails, important messages will be lost in the blizzard of communications.
The knack is striking the right balance - that sweet spot between a good flow of news and information without bombarding
employees. Here are some practical guidelines to help shape your thinking.
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Communications around financial performance are typically driven by your companys external reporting calendar quarterly
updates are the norm for many businesses. These updates can also create a drumbeat of messages about your longer-term
vision and strategy,
Major strategy updates and communicating the company vision might be focused on an annual staff event or video. Many of
these messages will also often be repeated and reinforced through your other, more frequent, communications.
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What are the best methods of
internal communications?
One size doesnt fit all when it comes to the various ways you can communicate with staff.
Remote workers are going to need a different approach to a company that has everyone in
one place. And choosing one method of communication and sticking with it for better or worse
can be a marriage made in Hell.
Noticeboard
So far, so retro. But never underestimate the usefulness of a noticeboard near where people gather - canteens, coffee
machines - for making sure important notices/messages are seen. Make sure messages are recycled often, so it doesnt
become part of the furniture.
Stand-ups
No, not life-size promotional cardboard film stars you find in your local multiplex,
but quick and informal meetings where everyone remains standing.
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While meetings ensure that companies arent just reliant on email or web-based comms, traditional, formal
meetings are often accompanied by grumbling staff, thinking they could be doing more important work.
Stand ups are gaining ground and designed to allow people to air views and share information. This may be an
informal gather round, or for companies who have embraced Agile ways of working, theres a growing trend for stand ups to
focus around a loose progress report - with everyone participating. The latter typically zeroes in on three key questions:
Either way, stand ups ensure information is cascaded easily and quickly, giving everyone the chance to air a view - and feel a
whole lot more vibrant than being plonked in front of a powerpoint presentation.
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Social media
Its not just for the young, oft-bearded start-ups in the trendy areas of town that embrace social media. Companies all over
the UK are getting switched on to sites like Twitter and Facebook as an inexpensive way to engage and interest employees in
whats going on.
As long as your company firewall or internet settings allow staff to access Facebook at work (and youre
happy to let them), It may be worth setting up a Facebook Group which is
closed to outsiders, and inviting staff at all levels - including senior managers
and directors - to join it and share. Its not the place to post vital company
information, but a good fit for the lighter side of things.
Regular updates with plenty of pics will keep it fresh and compelling. But remember to set
the guidelines and make sure staff are aware whats acceptable to post if youre expecting
and encouraging them to contribute. You should also appoint an administrator who has overall responsibility for monitoring
content - with the power to delete posts that dont fit the bill.
Video conferencing
Video conferencing no longer means investing in a video conference room in head office and the major off-shoots. Anyone
with web or even smartphone access can use say, Skype or Citrix for an online video chat without having to leave their desk.
Online stickies
The e version of the Post-It note, online stickies, such as linoit, allow you to post
information that only certain employees or departments need to know, such as phone
numbers, passwords or links. Best of all, many versions dont cost a penny.
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11 ideas to help get
your message across
Infographics
People who study such things (er, scientists?) say that the
human mind retains considerably more information from visuals
than the written word. So when you get the chance, jazz up
your message with some snazzy diagrams (not the usual tired
powerpoint slides) or infographics.
Written copy is typically cut to the salient points, while the
different approach and ideally, brightly coloured visuals will both
engage staff and help them take in and remember the facts. Its
a particularly effective tool for giving colour and substance to
otherwise dry financial information. Check out tools like Visually,
Visualize Free, Infogr.am and Piktochart.
Video
Anyones who sat in an AGM or internal
staff meetings while the financial teams
talk about profit and loss, revenue, year-onyear results, budget expenditure and other
fiscal fineries has probably experienced the
thousand-yard stare.
A video of your Chief Financial Officer
distilling all the information down into brief
and easily digestible facts - which can then
be linked to and accessed via the intranet
- can help ensure all the key points of your
companys financial health hit the mark.
Any key announcement can get the full
Pinewood treatment, or why not encourage
staff to film fundraisers, events or report on
seminars? Lights, camera, action!
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Blog posts
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Digital company
magazine
Online collaboration
tools
Gamification
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Surveys
KISS it
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Embrace
the future
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Telling staff about
your employee benefits
and perks
One area where internal communications really gets
the chance to shine and especially earn their keep
is communicating staff benefits. In a competitive
business world, where companies are working hard to
keep existing customers and find new ones, retaining
and recruiting talent is key. A companys benefits
package can often be the deal maker - or deal-breaker.
Money Talks: Communicating Employee Benefits report. Cass Business School on behalf of Unum, 2013
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And if you dont already have an internal communications strategy, communicating staff benefits provides the ideal
opportunity and foundation to start building one for the company.
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Internal comms
winners and losers
Awards
So what does good Internal Communications look like in practice? Here are some
award-winning strategies and some that didnt quite make the grade.
Winners
HSBC took the HR Excellence Award 2015 for Most
effective internal communications strategy.
The bank found that around half of their staff distrusted
the decisions made by their senior management and set
about restoring trust and belief with an ambitious internal
communications programme.
HSBC Now, an intranet TV-style programme was created
featuring employee-led content free from corporate spin.
Credited with also being responsive and adaptable, within
18 months of launch, some episodes had more than 65,000
views, representing 25% of the banks workforce. The launch
of their own YouTube channel followed, along with their @
HSBC_NOW Twitter feed, meaning the banking giant was also
able to reach the 80,000 employees who didnt have regular
online access at work.
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Nationwide Building Societys Kate Shaw picked up Melcrums Internal Communicator of the Year award for 2014.
With the under pressure staff at their Customer Service & Operations division feeling bruised by a complexity of
competing demands, she saw the need to reconnect staff to the teams ethos of being number 1 for customer service.
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Losers
On the flip side, here are two internal communications disasters, courtesy of The Grossman Groups Dave Grossman.
AOLs CEO Tim Armstrong fired a Creative Director in
front of 1,000 employees.
The bottom line? Good internal communications saves money and increases employee engagement. Win-win
for everyone.
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Management fads the
world should probably
do without
We love this piece from Forbes website, which talks about management fads the world should
probably do without. And while we dont necessarily endorse their views, it may help you
think about why you use them (if youre a company that does subscribe to one or two) or if
not, whether its a road you want to go down.
360-degree feedback
Weve spent a bit of a time talking about the value of feedback where staff
can comment on the machinations of their company. However, feedback
on colleagues is a much pricklier subject. Its easy to praise people, but
is anyone really happy to go on record and slag off their colleague? An
anonymous form is no guarantee of anonymity - writing styles or turns of
phrase can easily give someone away - and it doesnt legislate for personal
grudges or ill-feeling.
As Forbes says: Its idiotic to try to build teamwork by having people
evaluate one another secretly. Get rid of this management turkey and teach
people to speak to one another like humans. If you need a confidential
feedback system to find out about misbehaving managers, there are plenty
of better ways to listen to your employees.
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Performance management
Is there anything more depressing than having to account for every minute of your working day and how much time and money
that may have earned - or lost? And thats before your hapless Copywriter has to justify agonising for 25 minutes over what
word fits perfectly for the new marketing campaign, rather than chucking in something that means the same, but lacks the
power and impact she wanted.
Performance management means slicing and dicing everything you want to achieve in your company and parceling it out to
your employees, then measuring the hell out of everything they do, adds Forbes.
In exchange for that exciting prize, you give up every bit of creative juice that might have flowed throughout your organization.
Congratulations! You are right on the cutting edge of management in 1875.
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About Unum
Unum is one of the UKs leading providers of financial protection with more than 40 years experience.
We insure 36 of the FTSE 100* and we have a financial strength rating of A- (Strong) from Standard & Poors.
At the end of 2014, Unum protected almost 1.4 million people in the UK and paid claims of 313 million - representing in excess
of 6 million a week in benefits to our customers - providing security and peace of mind to individuals and their families.
unum.co.uk
* July 2015
Unum Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.
Registered Office and mailing address: Milton Court, Dorking, Surrey RH4 3LZ Registered in England 983768 Unum Limited is a member of the Unum Group of Companies.
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