How can you use internal communications to focus on the end user?

It’s not a one-size fits all approach. Understand that even internal audiences have different needs for messaging based on what they need to know and how they like to receive info. Meaningful internal comms is not what you say or how you say it, it’s about what your intended recipient understood. Ensure you have a diverse internal toolkit and use judgement to decide what channel works best based on the subject. And remember in the case of change or a sensitive news that requires context and nuance, nothing beats face-to-face communication delivered by the person the employee trusts mosts- typically their direct leader.

General George Patton once said: "You have to lead, follow, or get out of the way." Indeed, Patton's comment offers us a simple segmentation of "end users" - those who need to lead have very different needs than those who have to follow. Those who need to get out of the way often need simply to know what is going on and be appropriately reassured about it. There are those who think internal segmentation is too difficult. But not doing it can waste a lot of time and energy.

As we shift away fro BAU to sustainable business models the role of internal communications with be essential. One key way that will be demonstrated will be through stakeholder engagement. A resilient organisation is one that is understanding of the evolving stakeholder demands.

To focus IC on the end user, prioritize clear and audience-specific messaging that addresses the needs and concerns of the audience. Its important to tailor communication channels and content to resonate with employees, ensuring relevance to their roles and daily experiences. Encourage an open feedback culture, actively seeking input from the end users to understand their perspectives and preferences. Incorporate storytelling and real-life examples that connect with employees on a personal level, making the information more relatable and engaging. This can enhance employee understanding, engagement, and satisfaction.

The power of differentiated communications cannot be underestimated. Everyone learns and consumes information differently. That, coupled with the knowledge that people are under a constant barrage of message delivery, means we must share messages in multiple ways across different platforms. Don't be afraid of reinforcing messaging in multiple ways -- because no matter how many personas we create, every individual consumer is unique, as is the way they consume knowledge.

A wise colleague once told me "you have to get your inside onside before you go outside" - in other words make sure your employees are involved and bought in to your plans first. When end users interact with your product/plan/campaign, it is your employees who will be the biggest champions or the biggest naysayers depending on how well you engaged before getting to the end user stage.

Most internal communications professionals are hesitant to receive feedback, and this could be one of the most underrated methods to boost engagement. Feedback lets employees feel involved, and even actioning one feedback or simply telling them their suggestion cannot be implemented at this point can massively impact how they perceive Internal Comms.

Even though communication may come in written form or in nonverbal channels, employees need to hear themselves in any communication written for them. There should be a sense that it was “written by us for us”. This intentionality in structure, terminology, and tonality will help the employees feel understood. Whenever possible, run all drafted communication by a trusted network of employees that will be receiving what you’ve drafted. Acknowledge in the published draft the collaboration that went into the overall message.

Involving employees is like adding skilled sous-chefs to your kitchen. They bring unique perspectives and enhance the final dish. It's teamwork that makes the dream work in internal communications!

Les commentaires et avis des collaborateurs sont essentiels afin de viser juste dans communication finale. Il est indispensable de prendre la température auprès d’eux afin d’affiner son message et de faire accepter sa stratégie.

Aligning goals is the secret sauce that ties everything together. It's like orchestrating a symphony – each instrument (goal) plays its part, creating a harmonious melody for the end user. Brilliant move on Step 3! Keep the music playing!

I completely agree that aligning internal communication goals with organizational goals is crucial. Every communication we create within our team is heavily influenced by the organization's vision, mission, values, service standards and goals. These elements determine what we communicate to our team members, who are the end-users, and ensure that all communication is consistent with the organization's personality and tone. If you were to examine any communication that has been sent to team members, you would notice a consistent thread of messaging that highlights the unique aspects that set us apart.

Cuando un correo dirigido a todos los colaboradores es considerado comunicación interna basta con una correcta redacción para asegurar que estamos impactando en el usuario final. En cambio, si se entiende a la comunicación interna como una herramienta capaz de transmitir confianza, generar sentido de pertenencia y hasta desarrollar embajadores de marca entonces habrá que invertir en los recursos qué permitan construir una estrategia de comunicación basada en las caracteristicas de la población y que este alineada a los valores y objetivos organizacionales.

On an early Winter Monday back in 2006, our team woke-up to a call from the Chairman's office (financial services firm) on the business challenge and a communication has to be "sent right and straight" to the employees. By that time, the news was on the nerves of the employees. Within an hour's time, taking all the functional heads and leaders into confidence, a communication was sent out by the Chairman covering the following aspects: 1. Brief on the business non-compliance 2. Non-compliance Vs. Regulatory guidelines. 3. Questions raised by the regulatory 4. Organization's response to the regulatory 5. Experts opinion on organization's response 6. Communicated "business as usual" and "annual increment releases in tact"

Being transparent and authentic is like serving a dish with clear ingredients – it builds trust. Your audience can taste the honesty! Keeping it real in the kitchen of internal communications!

Incorporating multiple channels into communication strategies is crucial for effective feedback and interaction. Different channels may offer one-way or two-way feedback, each with its advantages and disadvantages. Thus, finding an appropriate balance of channels is essential to ensure that your message reaches your target audience.

Tailoring your internal communications is crucial; a one-size-fits-all approach won't cut it. In a dynamic workforce, with some in the office and others in the field, relying on traditional channels can be limiting. Regularly inquire about your employees' preferred communication methods through formal audits, open feedback, and casual conversations. Also, understand the type of information they want where. Categorize content as "need to know" for job performance and being a good employee, and "nice to know" for culture and connection building. This personalized strategy ensures effective communication across diverse work environments.

Using multiple channels is like offering a buffet instead of a fixed menu. It caters to diverse tastes, ensuring your message reaches everyone. Smart move on Step 5, expanding the communication feast!

De nos jours, de nombreux outils internes sont à notre disposition pour diversifier les canaux de communication et toucher toutes vos cibles internes : sites intranet, messagerie, podcasts, vidéos, événements en direct, écrans numériques… Utilisez le maximum de ces outils !

This approach isn't just about spreading your message across various platforms; it's about leveraging the unique strengths of each medium to enhance engagement and understanding. From the compelling storytelling of videos to the interactive capabilities of software tools and microsites, each channel offers a different way to capture attention and convey information effectively. By integrating a mix of these mediums into your internal communications strategy, you're not only acknowledging the diversity of your employees but also significantly increasing the chances of your message being seen and absorbed. In an era where information overload is common, this approach ensures your important communications stand out and make an impact.

Debemos actualizarnos y dejar de lado aquello que quizás funcionó hace a?os pero que ahora ya no impacta de igual forma. Por ejemplo, la newsletter es una gran herramienta pero hay que adaptarla si queremos que siga teniendo validez; un documento con mucho texto y poco dinamismo ya no es funcional al momento actual.

Ensure your goals focus on the end user. When thinking about success when it comes to internal communication, what do you want the end user to be aware of, understand, do, and believe. Once you've answered these questions, articulate clearly the outputs (stuff created), outcomes (actions encouraged) and organizational impact (business results measured) that will help achieve these things.