6 min read
If your struggling to get your message heard, it may be time to look for a new internal communications tool.
By Hannah Price
Did you know that nearly 50% of communications professionals believe that their companies should rethink their digital workplace communications?
This shouldn’t come as a surprise. Internal communications problems are rife in the world of business as technology rampantly develops and evolves. It’s hard to keep up.
But communicating important business messages to employees is more important than ever before. If you want loyalty, engagement, and productivity from the highly mobile modern workforce, you need to keep them informed.
To do that, you need the right approach and the right tools—which is what we’re focusing on in this article.
Communications professionals have a vast and ever-changing array of internal communications tools to choose from. However, not all tools are created equal and not all messages delivered through these tools are always heard.
As we discussed in a recent blog article, choosing the right communications tool for the message is essential for getting it heard. Choosing the wrong one can lead to internal communications problems - wasted time, decreased productivity, and frustrated teams.
In a 2016 Digital Workplace Communications Survey (DWC), 250 communications professionals gave feedback on various communications tools - how they’re using them, how much they’re using them, and if they think they’re effective. Let’s consider some of the results:
I’ve interpreted the statistics from the DWC survey and batched them into four key takeaways. You can use these to help inform and optimize your internal communications.
Email clearly isn’t going away (but we didn’t need this survey to tell us that). As an external communications tool, it’s still one of the most effective ways to connect.
However, as an internal tool, that’s not always the case. While this survey hasn’t given details on email’s effectiveness, other research shows that it’s often a poor internal communications tool:
For internal communications, it may be better to invest in a communications platform that’s been built to connect people to each other and the business.
The intranet usage is impressive and is fulfilling a variety of purposes: document storage, collaboration, and “workplace tool and solution”. Unfortunately the survey doesn’t have results for “effectiveness” of the intranet, but this would be quite challenging to measure as intranets—like ‘social communication tools’—vary dramatically.
Traditional intranets are static online spaces that are primarily used for document storage, whereas modern intranets are communications platforms that act as online communications hub for the entire company.
A modern intranet can include a variety of features, such as a news section, organizational chart, and messaging. Everyone uses it to stay up-to-date with what’s happening across the company.
In a tangible way, a modern intranet creates connections across the company and as such they’re a powerful, central communications tool. While it’s often managed by a couple of people within your company, everyone can participate.
In this way, a modern intranet reflects the people who make up the company, which in turn enriches company culture and employee engagement.
Perhaps it’s not surprising that the intranet usage is so high. If you’re looking to increase communication and collaboration across your company, they seem to be a no-brainer.
Messaging seems to be the preferred method for peer-to-peer communications, while social collaboration tools aren’t highly satisfactory. Unfortunately, ‘social collaboration tools’ is quite a broad term; the market for these product is huge and the software varies wildly.
That being said, one of the things I often hear from people with social collaboration tools is that they’re just another piece of software they have to check on. They feel like they’re just social for social’s sake.
Those people are getting news through email and get their files from their intranet, so they don’t have any reason to be in the social collaboration space. It becomes more of a chore, so people slowly stop logging in and the social tool fails.
Mobile apps are clearly few and far between, but users appreciate them as a way to receive corporate communications. 90% effectiveness is a statistic that’s worth noting.
As the world becomes more and more mobile (66% of emails are opened on a mobile device) businesses need to keep up. When looking for a new internal communications tool, it’s important to consider one with a mobile app.
While modern business brings about many internal communications challenges, they can often be overcome with modern communications tools. It’s just important to appropriately match the communications tool with the need. If you feel like your internal communications are struggling, it may be time to look at the effectiveness of your tools and consider another approach.
If you have any questions, or communication success stories, we’d love to hear from you.
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Hannah Price
Jostle’s employee success platform is where everyone connects, communicates, and celebrates at work. Find out more at jostle.me. © 2009–2024 Jostle Corporation. All rights reserved.