Internal communication plays a key role in the smooth functioning and cohesion of any organization. Much more than a simple exchange of information, it is a real lever for commitment and collective performance. Effective internal communication makes it possible to share the vision, align teams with common goals and streamline the flow of messages at all levels of the company. In a context where teleworking and digitalization are transforming ways of collaboration, developing an adapted internal communication strategy is becoming an essential condition for strengthening the motivation of employees.
To discover the concrete solutions to be implemented, consult our selection of best internal communication tools.
What is internal communication?
Internal communication includes the dissemination of all communication actions aimed at employees. Values, strategic directions, but also objectives and results are all data that must circulate in a company. The dissemination of these elements serves needs that go beyond the simple transmission between collaborators. Internal communication challenges rely on the cohesion and motivation of all. As a true vector of success for the company, it has the power to provide better coherence and increase the productivity of employees who are more committed, more motivated and united around common objectives. To function, it must be consistent with the values of the company and his messages transmitted to the outside world: his speech should not be at odds with external communication, at the risk of generating distrust.
Differences between internal and external communication
Internal communication and external communication are mainly distinguished by their target audiences and goals. Internal communication is aimed at members of the organization, such as employees, managers or management, and aims to share information, strengthen cohesion and mobilize around common projects. It contributes to building a solid corporate culture and promoting team engagement. On the other hand, external communication is aimed at the outside of the organization : customers, suppliers, partners, partners, media or institutions. Its objective is to promote the company's image, to enhance its offer and to maintain positive relationships with its stakeholders.
The types of internal communication in business
Internal communication must be done in both directions : employees must be able to be heard about how they perceive the messages transmitted by management and management must do Circulate messages effectively and create a stimulating environment.
There are 3 types of communication used in business:
- Downward communication : i.e. from managers to employees. Traditional and hierarchical, it is the most used means of communication in the professional sphere. The message is generally informative or explanatory;
- Upward communication : from employees to managers. This type of communication is intended to report to management the needs, problems and dysfunctions that employees may encounter;
- Cross-cutting communication : also called “horizontal”, transversal communication is intended to be egalitarian, without a relationship of subordination. It is the type of communication most appreciated by employees, because it promotes exchanges and cooperation.
Other strategic forms of internal communication
In addition to the classic top-down, bottom-up and transversal channels, other forms of internal communication usefully complement a global strategy. In particular, mention may be made of:
Operational communication: oriented towards internal processes, it ensures a smooth and effective transmission of the information necessary to carry out daily missions.
Motivational communication: it aims to value efforts, to unite around successes and to maintain a positive climate conducive to commitment.
Strategic communication: it makes it possible to align company decisions with the expectations and role of employees, by giving meaning to the directions taken.
Integrating these dimensions makes it possible to structure a communication plan that is more adapted to the human and organizational realities of the company.
The importance of internal communication
Effective internal communication plays a role a central role in engaging employees and improving overall productivity of the organization. By facilitating the flow of information, it contributes to creating a climate of trust conducive to exchanges between management and employees, promotes a sense of belonging and allows employees to better understand common challenges and goals.
Traditionally, internal communication has relied on top-down approaches, such as memos or formal meetings, which were often perceived as not very interactive. Today, modern methods favor exchange and participation via collaborative tools, corporate social networks or digital platforms, thus strengthening the involvement of teams and their responsiveness to daily challenges. It requires an intelligible message that does not contradict the values of the company.
Set up your internal communication
As a real lever for mobilization, loyalty, productivity and attractiveness, internal communication makes it possible to uniting around shared values and goals. Since inadequate and hazardous internal communication can be very poorly received by employees, it is essential to Consider it in the same way as a real marketing strategy, deployed via various channels and serving several defined objectives.
Step 1: Conduct an inventory
An overview of the situation is essential before any internal communication action and to develop the strategy. This analysis phase makes it possible toidentify strengths and areas for improvement of communication within the organization. She goes through theevaluation of the tools used, the messages disseminated, the channels used as well as the perception of employees on the quality of internal exchanges. This approach offers a clear vision of the specific needs of the company and constitutes the essential basis for defining relevant and adapted actions.
Step 2: Gather the opinion of employees
Questioning employees and collecting their expectations makes it possible to set up the most beneficial processes: what are the formats they prefer, their habits, the campaigns that are most successful with them? Intra-company collaboration promotes adherence to the brand image, reinforces team spirit and allows the emergence of good practices that are useful for all. It also offers a homogenization of the brand image, which ultimately makes it possible to align its vision and its messages outside the company.
It is by staying consistent with the values of the entity that employees naturally commit. An excessive gap between internal strategy and external communication can destabilize, even annoy, and discredit the approach.
Step 3: Set a budget
Like a marketing strategy, it is imperative To establish a budget. Setting up an internal communication plan requires an analysis of the actions carried out in previous years, to understand what the most effective measures have been. Good questions to ask yourself: What was the amount of the previous budget? What were the expenses? What actions have been put in place? Are they worth pursuing? If yes, should they be increased? What were the benefits reaped?
Step 4: Define internal communication goals
Internal communication can respond to many goals, which must be clearly determined and consistent with the overall vision and the company's brand image. They must be determined in line with the expectations of management and employees, in order to motivate and retain them, in line with the global strategy.
- Inform
The primary purpose of internal communication is to To transmit messages and to convey the values of the company with its employees. It makes it possible to meet an essential objective of transmitting information, a true indicator and revealing of the quality of the functioning of a company. It must make it possible to apprehend and defuse conflicts, but also to propose appropriate solutions. Trust can only be established if communication is fluid and information comes from within.
- Motivate
As a real management tool, internal communication maintains the link between management and employees, for an effective collective dynamic. An internal communication plan has the effect of integrating employees into the company's collective project, and of promoting their expertise. Recognizing their role to play, the result is better adherence to the project, and more involvement. It is the best indicator of a successful strategy, which benefits the company's results and the overall environment. Motivated teams with solid anchors make it possible to overcome difficulties in crisis situations.
- Federate
Create a strong sense of belonging among its employees is a powerful lever for keep your talents, and thus lead them to success and development. By capitalizing on the company's image, its values, and common goals, the result is employee buy-in. Moreover, it is the employees who transmit and embody the image of the company externally. Corporate culture is of major importance, an overwhelming majority of employees say they are ready to change companies if it had a better corporate culture than theirs.
- Performer
The alignment of the values of employees and the company gives meaning to actions for better overall performance. The strategic objectives outlined offer everyone a clear vision of their role to play, which will ultimately improve the quality of the service provided.
The key role of managers in transmitting messages
Managers are not simple relays, but real catalysts for internal communication. Their direct involvement guarantees better ownership of strategic messages by the teams. By listening and adapting the discourse according to the profiles, they actively participate in establishing a climate of trust.
Training managers in interpersonal communication, involving them in scoping meetings and providing them with the right tools (argumentation sheets, internal FAQs, visual materials) contributes to strengthening the coherence of the messages transmitted.
Step 5: Define a strategy adapted to the company's culture
Defining a precise internal communication plan is essential. Start by segmenting internal audiences to adapt messages (e.g. management, operational teams, managers, remote workers...). What do you want to pass on to them? Determine the messages and the lines of communication. Employees must understand the messages, clear, coherent and adapted to each target.
Based on this information, Establish your editorial schedule in order to maximize the impact of the information to be transmitted. When and how often should you communicate? Weekly, monthly, event... Regularity is indeed a prerequisite for engaging and promoting its actions, and maintaining a coherent campaign over the long term with its recipients. Anticipate allows you to maintain control over your communication and the themes addressed, but also to avoid any risk of dissonance with the company's external communication.
However, a communication plan may change or evolve for multiple reasons: it is necessary to remain flexible and agile, and this, in all situations.
Large companies adopt well-developed internal communication strategies. In particular, Google is renowned for its unique corporate culture. Among the internal communication actions put in place, the weekly event is a striking example. Every week, employees and management meet to share together on current projects, their progress, ask questions, celebrate successes, etc. Having become a real tradition in company life, this moment of exchange is both important to motivate, unite and perform.
Step 6: Choosing the right internal communication tools
Numerous tools can be used for successful and effective internal communication. Depending on the needs of each organization, it is essential to choose the right means of communication for each company to maximize the impact of messages.
Newsletters, physical or online meetings, bulletin board, welcome kit or intranet, are ideal in order to deliver business-related information, its news, its projects and its actions. These tools contribute to creating or strengthening the link between employees and the company, and in conveying its values and codes.
The implementation of polls, surveys, individual interviews, discussion groups, will make it possible to gather the opinion of employees, and to initiate a climate conducive to exchange and the establishment of better processes.
Informal meetings or working groups, feedback meetings, departure rituals, exchanges on corporate social networks, are used to share in real time. They facilitate the transmission of information that is of interest to the group, in a real collaborative space that is less formal than email.
Other new tools can also be used for internal communication, such as dynamic signage. Very flexible, it allows all company employees to be integrated, face-to-face or remotely, so that they have the same level of information thanks to the screens placed in various strategic locations. From the latest results to safety instructions, digital signage makes it possible to broadcast relevant information according to the location of the screen, in real time and at the most appropriate time. The screen park can be managed centrally thanks to a player like the one from Cenareo.
Step 7: Engaging employees
To ensure the success of an internal communication plan, it is essential toactively involve employees in the process. Several techniques can be used to encourage their participation: offer regular surveys, organize collaborative workshops, set up discussion groups or interactive meetings, or even set up idea boxes that are accessible to all. The importance of feedback and two-way exchanges should not be overlooked: offer employees the opportunity to express themselves, give their opinion and ask questions promotes their commitment and sense of belonging. This participatory dynamic contributes to creating a climate of trust, strengthens team cohesion and continuously improves the organization's internal communication. Promoting exchange is proving to be the best strategy for mobilizing talents: transversal communication offers the opportunity to see innovative ideas emerge, but also to better meet their needs.
Step 8: Measure and improve internal communication
Measuring the effectiveness of your internal communication It is equivalent to considering numerous indicators, which indicate optimal functioning: the engagement rate, employee involvement, turnover... The measurement of these results is based in particular on the fact of gather employee opinions. Interviewing project stakeholders through surveys and satisfaction questionnaires allows you to quantify the impact of your strategy, and to adjust it if necessary. The effectiveness of content can be evaluated using relevant indicators, such as the opening rate, the shares or the engagement rate. The evaluation of the internal communication strategy makes it possible to implement new actions, to adjust or to replace processes that do not work and it is quite natural that a virtuous circle is formed, leading to an increase in the company's turnover. Numerous studies show that committed employees contribute to the growth of annual turnover.
What indicators to monitor the effectiveness of your strategy?
To verify the real impact of your actions, several KPIs can be used:
- The opening rate of internal newsletters or digital messages
- The rate of participation in initiatives or surveys
- The employee satisfaction rate via internal surveys
- The number of ideas or feedback provided
- The evolution of turnover or absenteeism
This data offers real-time control and makes it possible to quickly rectify the devices if necessary. Adopting a continuous improvement posture is the best way to maintain employee support.
Digital signage for successful internal communication
By implementing effective internal communication, you will create an environment conducive to exchange and development. One of the tools that can greatly contribute to this goal is dynamic signage, in particular with a technical solution such as that developed by Cenareo.
The solution allows broadcast content on multiple screens located in different locations strategic areas of the company, such as reception halls, work spaces or break rooms. Thanks to this solution, you can broadcast relevant information, news, objectives, results and key messages in real time to all your employees.
You can disseminate information in a visual and appealing way, which draws the attention of employees and makes it easier to remember important messages. By using visuals such as videos or animations, you will make your communications more powerful and engaging.
The Cenareo solution allows you to personalize content according to the locations of the screens and the moment, and to automate their distribution. You can deliver messages that are specific to each group, tailored to their needs and goals. This promotes the relevance and effectiveness of communication, avoiding information that is useless or too generic. Digital signage can also be used to broadcast information in real time during emergency situations or crises. You can quickly communicate safety instructions, evacuation procedures, or important updates to keep your employees safe. This responsiveness in internal communication contributes to strengthening the trust and preparation of your teams in the face of the unexpected.
The screens are becoming points of convergence where employees can stay informed news, upcoming events, successes from colleagues, and even messages of appreciation. All of this promotes transparency, reinforces a sense of belonging, and encourages collaboration between teams.
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