7 Reasons Why Internal Communication Is Important for Business Success


By Diana Nadim

The current rate of change in the business environment has shown that some companies have not been able to set up internal communications. However, internal communications are an important tool for involving employees in the implementation of the company's strategy.

Balancing between the need to reduce costs and preserve the controllability of their companies, managers today must understand the possibilities of internal communications and the need for their use.

This is necessary in order to adapt to changing conditions without ultimately receiving a disorganized company and demotivated personnel. Here are the main reasons that speak in favor of internal communication development.

1. Internal Communications Are a Way to Form and Maintain Corporate Culture

In order to maintain a corporate culture, there is a need to inform each employee in an easy-to-understand form about the company's mission, its philosophy of doing business as well as corporate values ​​at all levels of its structural chain.

In other words, the company’s management should develop and put into practice a culture of internal communications in the enterprise. This is what is concentrated directly in the hands of communicators and communication departments.

This is a broadcast of common corporate values ​​within the company, a common understanding of the corporate brand, a common use of corporate identity. This way, the brand will not differ depending on which employee and in which country the client contacts.

2. Internal Communications Create a Single Information Space Within the Company

This item provides for the introduction of methods of internal communication of personnel, information support of structural units of the organization to ensure their vertical and horizontal communication at all levels. More and more communications are going online. Companies are developing intranets and internal social networks while employees communicate in instant messengers.

For a long time, sending messages via e-mail and its varieties (management letters, digests, and newsletters telling about events in the company, etc.) remained in the first place among the channels. But this tool is not always the most effective. Such emails are often automatically sent to the spam folder.

Therefore, internal communications are becoming more advanced and modern. In order to attract the attention of employees, overloaded with incoming messages, to corporate mailings, it makes sense to use more video communication and effective messaging apps. Fortunately, modern technology provides an excellent opportunity to do it!

3. Effective Internal Communications Can Increase Staff Loyalty

Using the methods of internal communication, it is important to understand that each employee must feel as an integral part of the overall structure and understand the importance of his/her role in the achievement of desired business results by the company.

Understanding this, allows company members to feel a personal degree of responsibility in a common cause. In addition to this, the formation of corporate identity, standards of behavior and ethics of internal corporate relations play an important role. Companies are increasingly working through ambassadors - loyal employees and change agents.

They fully share the goals and values of the company and are ready to promote them among their colleagues, involving them in communication and active participation in the life of the company.

Ambassadors are absolutely indispensable in companies with a large number of geographically distributed branches because they understand the situation in their division very well and enjoy authority in the team.

In turn, the company motivates ambassadors with a variety of educational and recreational activities that are valuable not only with new knowledge and vivid impressions but also interesting acquaintances with colleagues from other regions and even countries.

This development path increases the chances of an employee to be noticed at the level of the entire company, and in the future, this will have a positive effect on the development of his or her career.

4. Internal Communications for the Implementation of Corporate Standards and Traditions

For a long time, the practice of internal communications in companies was presented as an inherited technique of PR techniques. However, to date, PR departments are building up their work to create internal communications, bearing in mind the old professional saying that says that good PR begins in your own home.

Internal employee training is an important part of it. Of course, continuous employee training strengthens the brand and increases loyalty. These are training on new products and technologies, training in sales techniques, communication skills, the ability to resolve conflicts, work together with colleagues.

Educational areas in companies are most often concentrated in the hands of HR and direct managers of employees. In large companies, educational centers and/or corporate universities are often created.

5. Effective Internal Communications Help Employees Feel Happy

Another growth opportunity of the company, which is now at the junction of HR and communications, is the so-called employee happiness at work and other atmospheric projects. Often, the concept of managing happiness in the context of internal communications causes skepticism or perplexity of managers.

In fact, this is a completely pragmatic idea: a happy person wants to make other people happy, a hurt employee wants to offend others. If a person is happy, he or she wants to embrace the whole world, wants others to be good - including their colleagues or clients around them.

And when the moral feeling is bad, it is difficult to demand from a person to bring joy to others. If the mood of the employee is bad, customer care will be only formal, and this, of course, is not at all what the company would like.

Hence, there is a big demand for all kinds of atmospheric, social projects, for gamification, which creates the right “nutrient” environment in the company.

6. Internal Communications Help Bridge the Gap Between Management and Ordinary Employees

Business leaders are increasingly aware of the importance of personal communication with ordinary employees - now about 60% of managers are doing it. The remaining 40%, as the expert survey has shown, communicate either through middle managers, or do not come into contact with employees - and, thus, risk losing in the long term.

The ability to communicate with the top officials of the company and directly ask them a sore point is very important for ordinary employees.

More and more companies organize such meetings with different frequency and in different formats (conference, business breakfast, etc.). For those who are afraid to pick up the microphone and openly ask a sharp question, internal communicators use special digital tools at such meetings (for example, Poll Everywhere).

Such programs enable employees to send their questions anonymously from a mobile phone, after which it appears on the screen, and the moderator announces it to the manager. Such tools are indispensable for blitz polls of large audiences - many top managers are interested in the opinion of employees "here and now."

7. Effective Internal Communications Provide Opportunities for Assessment, Analysis, and Development

According to the survey, more than 50% of companies do not evaluate the effectiveness of internal communications. They actually do not understand the return they receive from the investment. However, for those who know the value of money and are used to working on improving efficiency, this question is extremely relevant.

It is easy to measure digital channels: track how many people opened a letter with a newsletter, followed a link and read an article, sent an application for a contest that was published on an intranet or mobile application, etc.

The next step is to assess how the information obtained through these channels will affect the business result. A company that does this will be able not only to manage the effectiveness of internal communications but also to extract the maximum benefit for business from investments.

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Diana Nadim is a writer and editor who has a Master degree in Marketing. She combines her passion for writing with her interest in research and creates thought-provoking content in various fields. Besides working as a contributor writer for TrustMyPaper, Diana also runs her own 3to5Marketing blog. What inspires her the most in her writing is traveling and meeting new people. Follow her on Twitter.  

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