An Expert’s View On A Permanent Revolution For Internal Communications
"The fist" by pabak sarkar is licensed under CC BY 2.0
The period of time between March and July 2020 will be remembered by many of us as a time when the world came to a screeching halt. Shop doors shut. Factories fell silent. Offices stood empty. Only the frontline workers—those critical personnel responsible for keeping the rest of us safe and cared for—were reporting to their normal workplaces.
But behind the scenes, decisionmakers, technologists, and communicators were concentrating on the next moves that would enable people to reforge their communications networks and pick up where they left off.
In today’s blog we’re speaking again with our friend and colleague, communications consultant Dave Frampton of Outrider Communications. Dave has taken a good long look at the trends in both external and internal comms and has distilled some of the key takeaways that promise big change in the way teams connect and coordinate in a rapidly changing world.
The Questions
The lockdown forced a lot of businesses to either adapt or shut down. What challenges have office based workers and companies faced, and what adaptations have allowed companies to keep doing business?
This has been the biggest social experiment in home working ever, and emerging from this are a number of challenges and benefits. One of the big positives is less commuting time—workers claiming back that ‘lost time’, resulting in better work-life balance, which has had a positive effect on productivity. The main negative I see is the loss of ‘water cooler moments’, those chance interactions that generate ideas, creative collaboration, and establish/foster relationships.
Are there any examples of businesses that are adapting well to a more decentralised workplace? How are they making the shift?
The ones that found it easier already had a degree of home-working baked into their policies and culture, had remote communication equipment and tools deployed, and, crucially, already trusted their employees with home working. It’s no surprise that many digital-first companies transitioned relatively easily, and also quickly spotted the mid/long term benefits. Take a look at Twitter, for example, who have told their employees that they can carry on working at home for as long as they like. It’s also rather easier to set up a marketing team for remote working than, say, an entire customer contact centre.
Speaking about internal comms more specifically, have we seen a shift in the way that companies are communicating with their employees?
Teams have had to innovate on the fly, and there is no ‘one size fits all’ approach, but you only have to take a look at the phenomenal growth of platforms like Zoom this year to see that video meetings are having a heyday. People are missing the ‘water cooler moments’, chance encounters that can drive creativity and excitement, and spur ideas that people can collectively rally behind. Smart companies are finding ways to have intentional interactions outside the normal workflow that help fill that gap.
How are workers feeling about all of this? What are the positives and negatives?
In a recent study I read 2 thirds of workers were not comfortable with a return of commuting to work, and over half no longer want a normal way of working in an office environment with normal office hours.
Many people are struggling with home-working, and many people are thriving. It is tempting to think that introverts will enjoy more home working, and that extroverts are itching for greater social interaction, but this is far too simplistic and binary. I know plenty of introverts who are craving personal interactions to balance out their personalities. Companies need to show empathy and listen to their employees as people respond in different ways.
What are your recommendations on internal comms for traditionally office-based businesses moving forward?
In the short term companies should actively engage with their employees around their concerns with respect and empathy. There is increasing pressure on companies to offer flexible working beyond lockdown. Companies that are able to offer this will attract more talent. This means the need to communicate effectively to employees remotely and has never been greater.
A key recommendation is to not just provide the tools and then expect your employees to figure it out for themselves. Speaking from experience working in corporations, employees are likely to have multiple different ways to meet, conference, and communicate with colleagues. The options can be bewildering, particularly to the less tech savvy. Give some guidance on which communication tool/channel they should use for different circumstances (e.g. 1-to-1, 1-to-many).
In terms of broadcasting communications internally (e.g. company meetings, town halls, etc.), companies should really think about their content and the channels that they are using to distribute it. Think about the purpose of the communication, the correct channel, and develop the right content in the right formats to deploy. Consider feedback mechanisms like Q&A and anonymous polling, as you won’t be able to judge the mood of the recipients in the same way you could have done face-to-face.
How can businesses hone their communications so they can continue to communicate in ways that are effective and relevant to their employees?
It’s absolutely key to ensure any existing communication is fit for purpose. I would recommend an audit of existing internal comms to check for relevance, value, and to ensure they are not accidentally tone deaf. Consider testing your comms on small groups of people before broadcasting to the wider community. Review the communication tools you are using, which are the most effective ones for the piece of communication? Have you got the right mix of channels, and compelling content in the right formats? Above all else, listen to your employees, and respond to their needs on a team and individual basis.
Thanks again, Dave.
The Takeaway
So what’s happening to comms in the workplace, and how should we react?
Most workers are in no rush to get back to the office.
People are finding ways to blend their work and social interactions to restore the creative network in the workplace.
Employers should identify which platforms will work for their business and equip their employees to use them effectively.
Get a handle on comms by auditing your internal comms and creating an opportunity for workers to feedback. Evolve.
The creative partnership of Rocksalt Copy Creatives and Outrider Communications enables us to help businesses hone their internal comms by identifying key areas where they can improve messaging, streamline conversations, and meet people where they are. If you’re leading a business where you depend on internal comms to achieve your external objectives, a communications audit is a necessary tool for you. Reach out to us and let us know how you want to evolve to meet the challenges of a rapidly changing world.
Dave Frampton is a creative communications consultant and proprietor of Outrider Communications. You can find out more about Dave on LinkedIn.
Trevor DeVooght is a freelance copywriter and member of the Rocksalt team whose clients have included Amazon, Playstation, Braun, and lots of Key West-based companies during his days in the Conch Republic. He’s also LinkedIn.
