For large groups, internal communication plays a fundamental role in the deployment of the business project. It is thanks to it that it is possible to inform employees, to get the right messages across and to arouse commitment and pride.
However, between the national management, the regional management and the local branches, There may be a loss of information and the feeling of remoteness for teams who are in the field, and not always equipped with a computer tool. It is to fight against this loss of information that digital signage makes perfect sense and fits naturally into an internal communication plan both global and local.
Complementary internal communication tools
With the multiplication of communication channels, the challenge is to build an omnichannel strategy that will make shared information complementary. When it comes to internal communication, it is common to use emails, the corporate social network or a messaging application. Sometimes, more traditional tools are added, such as paper displays with posters and flyers sent by the Post Office. While these tools are useful, their use remains fragmented and difficult to control and update. Not to mention that not all employees are exposed to it in the same way.
Few channels have the power to reach all populations and all businesses in a company. Communication screens have that strength. They benefit from all the flexibility and adaptability of digital channels (updated in real time thanks to RSS feeds, data from a CRM, an intranet or social networks) while being visible to employees who are not connected. It is a complementary, inclusive and sustainable solution that can be installed everywhere.
Deploy a “glocal” communication strategy
Some information must be relayed quickly to all employees in the group. This is the case of changes in legislation, rules related to a health emergency, attack or accident alerts, or even urgent and important information. To meet this challenge, screens represent the preferred communication channel. In a few clicks, the head office can relay information to all its screens, anywhere in France or abroad.
In addition, other information is of interest at the local level. In a “glocal” approach (global and local at the same time), a manager can thus take control of his screens to broadcast information to his teams. You can broadcast both national corporate messages from the head office, and local communications concerning a department, city, or site in particular. A more effective and faster approach than official communication by e-mail, in particular for Reach employees who do not have a computer station.
Customer case: The SNCF group deploys coherent and credible internal communication via its internal communication screens
In the Grand Est region, SNCF has 3,350 agents, only half of whom are equipped with a computer station. To communicate with train drivers, station agents, salespeople or maintenance workers, digital signage is the most suitable solution.
In collaboration with Cenareo, SNCF has equipped its sites in Grand Est with 95 screens in order to cultivate a sense of belonging to the company's project, to provide information on the latest news and to develop engaging internal communication around the group's strategic project. The headquarters broadcasts messages on all screens and each manager broadcasts information locally based on their own news and hot topics.
So, 80% of the park receives new content every week, a great proof of the adoption of the solution by stakeholders. Faced with ongoing transformations, it is essential to create pride and commitment through direct and interactive communication.
Communicating through screens is a great lever of efficiency for large organizations. They can thus develop an inclusive communication strategy adapted to all teams, in particular mobile and unconnected people. Enough to deliver coherent messages to reinforce the brand, values and the company's project at the heart of the daily life of all employees.
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