Communication Breakdown: 3 Signs your company needs a dedicated internal communication function

Co-authored with Kevin McCann

Company growth is wonderful and exciting for those who sacrificed to make it happen. Employees rally to the cause, invoking a do-what-it-takes attitude to turn a dream into reality.

Every company has a time when dedicated expertise is required to get to the next level. As workloads increase and priorities shift, it becomes increasingly difficult to wear many hats. What worked in an intimate setting will fall apart quickly, hindering the ability of the company to scale. Employees gravitate towards what they know best, leaving other vital needs of the company unfulfilled.

Expectations of continued company success without proper consideration of these unfulfilled needs will expose cracks in the organization, especially regarding internal communications.

Here are 3 signs that your company needs dedicated expertise in internal communications versus an ad hoc approach.

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1. Your employees feel disconnected from each other and the company.

An ever-changing workplace calls for engaging communication. In the post-pandemic world, employees are not gathering in the office as much as in the past. The result: two-thirds of all workers feel more disconnected from their coworkers than ever. Employees should spend time networking, as discussed in this previous article. But that is typically not enough and puts all the onus onto the employee.?Managers and other company leaders must take primary responsibility for keeping employees connected.

While building a communication plan isn’t a clear-cut remedy for removing the feeling of being disconnected, it helps build bridges for tighter relationships beyond the usual meetings and discussions. Lead with positivity, safety, and consistency. For example, a communication plan can include a call for employees to recognize one another every week. Managers should take the lead in implementing team-building and recognition sessions to create a closer connection in their team.??An experienced internal communications professional brings expertise in building a plan that leverages various methods for team and 1:1 engagement.?

2. Employees don’t know or understand the company strategy.

A successful strategy depends on employee support. So why do most employees worldwide not understand their company’s strategy? When employees understand the strategy, they know how they fit in the larger picture. It gives them purpose and confidence that their work plays a role in success.

It starts with a clear and concise strategy that everyone can understand. Don’t use jargon and keep it on one piece of paper. Ensure your leaders are aligned on the goals and know how to use their communication tools. This way, no matter what level of expertise your employees have, everyone can understand where they fit.

People managers are the key to successful internal communications on strategy. Their buy-in is essential. Managers need to relay the information to their team, implementing it at a local level. This requires explaining each step of the company strategy and how the team fits into the plan. Your managers cannot leave it only to broader company town halls. Managers must relate every project, activity, and task to the overall strategy. During scrums, managers need to bring up the plan and the steps the team has achieved.

Collaborating with an experienced internal communications specialist helps devising common and consistent themes, articulating clear and concise messaging, and leveraging the right communication tools for the right situations.?

3. Employee dissatisfaction and churn is high.

Some major reasons employees churn from a company are lack of career advancement and few opportunities for professional development. An internal communications specialist brings the expertise to work with the HR team and other managers to drastically change this view.?

Many companies have training programs addressing these concerns, but the employee base doesn’t know about them. Constantly promote these programs on several channels and take employee feedback seriously. Spend the time and money to improve your workers, and they will be more likely to stay with your company longer.

Send out surveys and drive action based on the comments. People notice problems and will say so in an anonymous survey. They will also notice when change is promised and yet no change comes. Clearly communicate the issues, how you’re going to fix them, the desired outcome, and the actual results.

Build a culture of recognition. When people know their work is appreciated, they will be more likely to stay. People want to see that they impact on the company’s direction and that the work they do daily helps achieve that goal. Let them know the good work they do and specific projects that lead to the company’s success.??

Communication is a high priority when taking a company to the next level of success. Employees must be connected, engaged, and understand how their roles fit into the overall strategy.?When it’s left for last, chaos will ensue throughout your ranks.

Bring in the experts. Create and execute a well-thought-out and detailed plan. Measure your metrics afterwards and adjust your plan as you go. Remember these points and your well-oiled communication machine will flow smoothly.

Co-Author: Kevin McCann

Kevin is a communication professional bringing storytelling into the forefront of our lives. He has a special focus in internal communications across subjects like recognition, early career programs, SaaS, and human resources. See more at kevinmccann.us

Co-Author:?Brian McCann

Brian is currently an independent consultant to the software industry with a focus and passion for bringing exemplary products to market. He has held leadership roles in product management, engineering and operations at Oracle, Nokia, Alcatel-Lucent, Portal Software and CloudSense and various other companies in his 30 years in the software industry.?