Internal communication: These are the trends you need to know
Apps
Increasingly decentralized and mobile employees and the introduction of agile working methods are also forcing traditional companies to rethink - especially when it comes to communication culture. One of the most important channels for ICT in 2018 is clearly apps. As an internal company dialog tool, they promote interaction and can break up rigid hierarchical structures, which are often seen as a paralyzing factor for important innovations. They also strengthen loyalty and a sense of unity. However, the decisive factor is not only their strategic integration into the company's own communication mix, but also the tactical introduction of the new channel. If you lack the necessary know-how, you should not hesitate to consult external professionals.
Analog communication
Even though processes and structures are increasingly being adapted to digitalization, analogue is not losing its importance. Analog communication is currently being deliberately promoted in IC as a counter-movement. Appreciation for employees is manifested in face-to-face meetings or one-on-one conversations. The current mindfulness movement, which is increasingly focusing on mindfulness programs for managers and employees, is pursuing the same goal. Keyword attention economy: the focus here is more on the "Why" and the "Like" of the tasks - not exclusively on the "What". The aim is to reduce pressure and stress and increase understanding, participation and motivation.
Positive leadership
Managing complex projects and processes in the constant barrage of various transformations is challenging. The danger: a generation of managers from the pre-digital era who are overwhelmed by the task. What can be done? The key does not lie in socially responsible downsizing by the HR department. Rather, it lies in the consistent introduction of a participative management style borrowing from the principles of positive leadership by Internal Communications. According to this approach, cross-functional, predominantly autonomous teams take on many of the classic management tasks - the bosses are relieved and accompany the processes in a motivating, networking and empowering rather than directive manner.
Digital Workplace
In 2018, the social intranet will undergo efficient further development in the digital workplace, which the IC should play a key role in promoting. This platform provides applications, information and services that can be accessed from any location via mobile devices in order to promote workflow and collaborative cooperation between different departments. This makes company processes more transparent and effective, eliminates the need for isolated solutions in individual departments and facilitates knowledge transfer.
User-generated content
Future-oriented companies are increasingly using the ideas and knowledge of their employees to create content for employee-relevant communication channels. The IC can initiate this process through surveys and should accompany it in order to use the generated content in a meaningful way for the various internal media. In the course of this development, the increase in moving images is also striking: the explanatory video has made its way into employee communication via YouTube, which supports a lively internal communication culture in a clear, personal and direct way.
Chatbots
Already established in customer service, still in their infancy in corporate communications, but clearly on the rise: chatbots have so far been used as digital assistants primarily in standardized processes with clearly defined contexts such as travel expense accounting or document management. However, more complex processes such as onboarding programs or information agents that carry out research tasks are also conceivable. But here too, analog, human communication remains the most important partner of digital progress.
Target group relevance
Information for everyone? If you want to adequately provide your employees with important news in the new year, you should pay attention to the corresponding target group relevance: The aim is to provide even more direct information for the various target groups in the company. As a result, communication strategies are becoming increasingly complex and have to take many variables into account. This makes it all the more important for internal communication to clearly define its addressees in advance and analyze their information needs.*MontuaPartner Communications is an agency for internal communications and change. Since 2004, IC experts, change managers, trainers, editors and communication designers based at the edge of Hamburg harbor have been supporting clients from industries such as automotive, consumer goods, telecommunications, insurance and pharmaceuticals in German-speaking countries.
