"Don't forget that people talk with people". Interview with Lucas Bosco

About Lucas Bosco:

Lucas is an advertising professional and graphic designer with extensive experience in Internal Communication in large companies in Rio de Janeiro, Brazil. He discovered Employer Brand Management as a way to reinvent his career path and strategically contribute to corporate performance. He is also passionate about writing and believes that the true power of communication comes from a well-crafted message. He has been working in internal communication for almost 15 years, right from the start of his career.

Tatiana: What are the main trends in internal communications for this year?

Lucas: Just like the last few years, it's all about personalization—how we can make communication seem personalized for everyone. A major trend for 2024 is also digital transformation. For us, this means using technology to personalize communication. It's not easy, but AI helps us create valuable and personalized content. And that's not all.

Tatiana: Does that mean that each employee will have their own unique feed?

Lucas: On one hand, we want to share a lot of information with employees, if they're open to it. But when we share too many communications, they start to tune out. So, we need to find the right balance. How can we help our employees customize their feeds while meeting our communication goals? Employees can filter the content themselves, but some things are critical, and they have to read—there's no choice sometimes. You need tools that allow employees to choose the topics and groups they want to follow, so they can access the information that's most relevant to them. In my life, I don't follow everyone on Instagram, I follow just the people I want to hear from, the content that interests me. If you think about it this way, you can reach people more easily without forcing them to read content they're not interested in. People don't want to watch every video or read everything. If we overdo it, they'll just skip through, which is why we need to customize our content to keep them engaged.

Tatiana: What channels should we use this year to reach different types of employees? What's your advice for companies?

Lucas: If you have salespeople working in a store for eight hours, with just a 10-minute lunch break, they're not going to pay attention to your communication, even if you use great visuals. Try to use channels that work well for everyone, including people in manufacturing. Don't use just one channel for all employees; it's better to choose a channel that people are already using. It's easier than asking them to install a new app on their phones. In Brazil, we use WhatsApp a lot for official company communication. But you need to set rules—for example, you can't message employees after work hours or on weekends.

Tatiana: How should internal communication professionals use AI to improve their efficiency at work?

Lucas: I think AI is going to be a big deal in the coming years. We can use it for customization. We use chatbots and AI to provide more flexibility in communication. If you have AI, you can also use it for data analytics, which helps you find better channels, better times, and better ways to communicate. AI is useful not only for generating content but also for learning from employees. For example, you can analyze employee feedback to find new solutions. Of course, AI is very helpful in content generation, but I think content generation should ultimately be done by people. We are talking to people, so we need people to create the content.

Tatiana: What are the most effective and popular formats of communication?

Lucas: You have to be aware of popular communication formats. As an HR professional, you should have a TikTok account if you work with Gen Z. We need to understand these trends. We often try to mimic what we see outside the company and bring it inside, but it's important to remember that what works outside doesn't always work inside. The content that people want to see outside of work is different from what the company wants them to see, so you have to keep that in mind. It's important to stay personal; people want to see who you really are. Just take your cell phone, set it on a stand, record a video, and post it. I like seeing the CEO not only in the office but also in their everyday life.

Tatiana: What differences do you see in communication styles between Brazil and other countries? What are some important topics?

Lucas: In Brazil, we're more warm and approachable. We prefer less rigid communication and tend to talk about things in a softer way. Brazilian culture is people-centric, so we don't send strict emails unless absolutely necessary. People in companies also like seeing themselves in the communication materials, so it's a good idea to include employees in those materials. Additionally, Brazilians, especially younger ones, are fond of technology, so you can use that to engage your employees. While we have a hierarchical structure, we prefer a more people-centric and open communication style. Humor and informal communication are now more accepted in the workplace.

Tatiana: Can we use emojis in internal communication? What do you recommend regarding communication styles?

Lucas: It depends on your audience. You should be aware of how memes work on the internet today and consider the risks involved. You need to ensure that your employees understand them properly. I also like shorter content—short sentences, short videos. But don't overuse emojis; they're typically for millennials, and even they might not expect them from a company. I also recommend a good storytelling. It allows you to create a narrative that engages people, making them feel like they're part of the company.

Tatiana: What do you think about employee advocacy as part of communication?

Lucas: I really like it, and I think it should be a natural extension of an employee's enthusiasm for their workplace. It's great when people share the company's content. To foster this, show employees how it connects to their lives and give them the freedom to share. Don't make them feel obligated. If I were to implement an advocacy program in a company, I'd suggest providing content and freedom to share it, and you'll see it work.

Tatiana: What is your favorite internal communication case study?

Lucas: My favorite case is about recognition of the employee by our cultural values. Our company launched a program where any employee could nominate a colleague, choosing a company value and explaining why this person exemplifies it. The nomination would also be sent to the person's direct manager. This approach allows managers to better appreciate their teams and fosters good relationships among employees. These short (300-character) recognition stories help create content for internal communications. We've seen positive results: four months into the project, we have more than 4,000 recommendations. It's a great case study and a useful tool for companies that implement a values-based management approach.

Tatiana: Can we talk about diversity and inclusion? Is this an important topic for internal communication in Brazil?

Lucas: I believe you can no longer work without considering diversity in your company. You need pillars for gender, as there's still a pay gap between men and women in Brazil. You also need to address LGBTQ+ issues and racial disparities—these are crucial because there's a lot of inequality here. You also need to include people with disabilities. In my view, inclusion should mean including everyone, making sure everyone feels welcome, like they're part of the company. If your company isn't doing this, you should start now, even with small steps.

Tatiana: What are the three most important things in internal communication to focus on this year?

Lucas: First, remember that you're talking to another person. Second, don't rely solely on AI to do your job. AI is there to help, but it shouldn't replace human creativity. And third, focus not only on diversity but also on inclusion—bring people into the company and create a better environment for everyone.

Tatiana: Thank you for conversation!

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