The challenges of internal communication in business are considerable and include different goals : improving the social climate, strengthen skills, inform about processes, disseminate corporate values and culture, or even enhance the employer brand. New uses have placed interactivity and employee engagement at the heart of an impacting and successful strategy. But what are the goals of internal communication and how can they be achieved? Discover examples of internal communication strategies deployed in business.
Video at the service of your internal communication
The strength of video lies in its ability to captivate and to Transmit emotions : fun and accessible, it arouses interest and maintains attention. This format is ideal for internal corporate communication, thanks to its dynamism and the immense space for expression it offers.
Internal communication: video to train your employees
Training is a major asset for companies: it keeps employees' knowledge up to date and develops their skills. However, it represents a cost and requires restrictive logistics. By using video training, it is possible to overcome these constraints and optimize procedures and expenses, while benefiting from additional advantages. Filming training sessions (procedures, tutorials or onboarding videos for new recruits) saves a great deal of time and eliminates the obstacles associated with organizing face-to-face training.
The company Pagliacci Pizza, a restaurant chain based in Seattle in the United States, has taken advantage of the opportunities of the video format in order to offer tutorials for internal training. Simple but essential actions for preparing a pizza are thus explained on video. Its short format, the step-by-step demonstration of the gestures and the illustrated explanations of the speaker, make it a very effective training video for teaching restaurant employees to master essential gestures.
Institutional actors can also use video to train employees working in companies in a sector of activity. The SIST BTP 77 (Seine-et-Marne) has published several videos intended to prevent the risks of occupational diseases and accidents linked to bad habits and inappropriate actions: warm-ups, good postures, etc. The distribution of these videos within companies, through digital signage for example, can limit work stoppages linked to injuries.
Internal communication: video to unite teams
A spontaneous video creates proximity that creates cohesion and increases commitment tenfold. It is therefore ideal for immortalizing the events that punctuate the life of the company (seminars, conventions or specific projects) and sharing the highlights afterwards. Behind the scenes of the preparation, interviews highlight the speakers: it is a great way to give them a voice in order to promote their expertise, their investment and their role in the company. In this way, everyone benefits from a space of expression to present their profession, their motivations, their achievements and to relate their experience within the company.
For this purpose, the company Axa created its documentary series “AXA Next Stop”. She represents a company communication manager who travels to the countries in which the group's entities are located. Thus, he meets other employees in order to make his employees aware of Axa's various markets around the world. In addition to shedding light on the daily lives of other members of the entity, the documentary format provides a social angle, resolutely focused on the human side.
Several episodes were shot and broadcast. The web series is in fact an ideal format for internal communication around team cohesion. A narration in several episodes indeed has many advantages: diversifying profiles to enhance the diversity of skills and trajectories and facilitate identification, creating a phenomenon of waiting, arousing the desire to get involved in company projects.
A seminar represents a highlight in the life of a company. Video is becoming an ideal medium to extend the seminar experience, and to remind all participants of the highlights experienced together. It can also become a communication tool in an employer brand strategy, by arousing the desire to join a team that reflects an image of complicity and common dynamics.
HEC Paris produced a video about its Purpose & Sustainability Seminar, with testimonies from participants. Such a video appeals as much to the students who participated in this meeting in the Alps, as to the candidates wishing to join this school.
Internal communication: video to inform
Video perfectly meets the constraints of businesses: the lack of time and availability leaves little room for the spontaneous organization of informal discussion meetings, except between collaborators gathered for a common project. Therefore, employees who are not mobilized for it have little chance of following its evolution. Video is therefore suitable for disseminating information to as many people as possible, in order to involve all company employees even if they are not affiliated with this project.
The N26 bank used video to communicate continuously on a project that brings together several teams in order to explain everyone's involvement, their objectives and the stages of progress. It highlights the project and the participants, but also the initiatives they have taken for its success. This use of video makes it possible to convey and unite teams around the strong values of the company and reinforces the feeling of belonging of everyone.
For example, video can provide clear information and reassure your employees during a takeover or merger project. It can also inform all of your teams about a project to diversify or establish an international presence in new markets.
Internal communication: video to promote successes
Video lends itself perfectly to a communication strategy that puts the values of the company and its identity at the heart of its concerns. It is an authentic bias that shares the results and successes of the company and that places the human at the center to strengthen the link between teams. It can also be a testimony of commitments to a cause, which federates internally and strengthens the employer brand externally.
HomeServe is a company that provides home support services (repair, maintenance, plumbing, etc.) in the United Kingdom. The company offers bimonthly meetings in the form of lives entitled “The Big Red Sofa”, where the CEO and managers speak and answer questions from their teams. These are real interactive conferences that are less formal and more relaxed, with live being an authentic, direct and spontaneous format. With this strategy, the company focuses on the values that shape its identity: it takes care of and listens to its employees, in order to encourage them themselves to take care of customers.
Offer a different or new experience
The main challenge of successful internal communication is based on its ability to federate and involve all company employees. In addition to bringing them together around common values and goals, it aims to increase everyone's productivity and motivation. Today, the concept of interactivity is at the heart of the strategies deployed to instill a strong corporate culture in a company's employees.
The Intranet
Setting up an Intranet is often a first step in an internal communication strategy. Accessible only from company premises, or online from any computer using an identifier and a password, an Intranet allows you to gather in the same digital space documents, folders, files, applications...
Depending on your needs and resources, the Intranet can offer various functionalities: from a simple “static” space to a real interactive digital ecosystem, everything is possible!
The business application
Many businesses are developing applications intended for internal use, in order to offer employees a way to stay connected. Its functionalities are numerous: real-time alerts, rapid and effective sharing of information and documents, remote collaboration solutions, etc. These applications are proving to be fun and interactive tools that increase engagement tenfold. You can easily measure the performance of this type of solution, by defining key performance indicators (KPIs) adapted to your application.: opening rate and number of shares in particular.
CSR (corporate social network)
CSR is also very popular and is positioned as an interactive evolution of the Intranet. It offers the possibility of exchanging instantly via its chat, in a less formal and more fluid way than email. Friendly and modular, it allows you to create discussion groups around a specific project, to categorize thematic discussions or even to share a common agenda.
Digital signage
Digital signage is an ideal tool to promote interactivity and the dissemination of information. It allows the transmission of dynamic content on a park of screens and proves to be an attractive and fun medium that increases memory tenfold. In real time, it is possible to circulate information to its employees. Simple and easy to manage, the Cenareo management system allows tailor-made contextualized communication.
The Fauché company specializing in electrical installations and their maintenance at the service of businesses and public authorities, has deployed this solution in order to better communicate with its employees, spread throughout the country. In this way, the company was able to offer the same level of information to its teams, despite their geographical distance.
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Gamification: Learning through play
Gamification is a phenomenon that companies are increasingly interested in in order to develop a strategy for internal communication unifying and effective. This process uses game mechanics to promote learning and skill development. The concept of entertainment is a powerful way to create links, but also to mobilize employees and increase their motivation, their commitment and, ultimately, their performance.
Motivate, encourage and challenge
The game is based on a logic of success; the objective achieved is rewarded. Challenge and gratification maximize performance, as they stimulate motivation, concentration and satisfaction. By placing the player at the heart of the action, their sense of belonging is increased tenfold. Such mechanisms can serve the company's brand image and encourage employees to adhere to its values.
The American fast food chain McDonald's has deployed an online gaming platform for its employees. The aim is to test them through quizzes, in order to mobilize their knowledge. If successful, employees earn points, which can then be used to win rewards in the form of prizes.
Engage, train and boost productivity
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Game-based training can take several forms: quizzes to test knowledge, competitions to boost motivation or team games in order to strengthen and strengthen relationships between employees. Regardless of its form, the game will always have the strength to let everyone's creativity express itself. It will increase productivity and promote a collaborative climate that is ideal for achieving the objective.
The BBVA Foundation has launched game-based training with “Heroes”. This interactive training aimed to strengthen internal communication from a pedagogical and fun angle and gave the opportunity to develop a sense of empathy and mutual assistance among employees.
Looking for solutions to unite your teams and communicate better internally? Get the support and attention of your employees with a unique experience and offer them attractive and relevant content broadcast on your screen fleet. Cenareo supports you in the creation, management and distribution of your campaigns with its dynamic display management system. Do some internal communication of your company a strategy towards the success of your objectives, thanks to its interactivity and its strong power of attraction.
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