The success of a company depends not only on external communication, but also on internal communication. A lack of internal communication can lead to misunderstandings and confusion within the company, which can affect the quality of work. How does internal communication work and what is important for employees? We asked an expert to explain how to make a company's internal communication a success.
Interview partner Andreas Meier is Head of Corporate Communications at the Swiss leisure airline Edelweiss.
1 What does the term internal communication mean?
Internal communication is defined as verbal and non-verbal communication between members of a particular group or organization. Internal communication is an instrument of corporate communication that ensures the transfer of information and the management of dialog between company management and employees. The aim is to optimize organizational processes, pass on information transparently to employees and strengthen the exchange, motivation and loyalty of employees. If there are gaps or errors in internal communication, this can lead to confusion and even errors at work.
2 What are the challenges in internal communication?
One of the biggest problems in internal communication is reaching employees - depending on the size of the company, employees are often not in the same place. Andreas Meier, media spokesperson and Head of Corporate Communications at Edelweiss, knows the problem. "At an airline, employees are on the move a lot - either in the air, abroad or somewhere on the ground. There is hardly anyone in the office". This factor can make it extremely difficult for a company to reach employees and ensure that important information is communicated. Another challenge is producing the right content. Employees don't want to be overwhelmed with too much information, but they should still receive everything that is relevant to them.
3. how can employees be reached?
There are various tools available to reach as many employees as possible. Employee magazines, newsletters, employee apps or even a social intranet are just some of the many possibilities. The following question should be at the forefront of your decision: Which tool suits my company and is a combination of different variants perhaps even useful? After all, a weekly newsletter may be inappropriate for a fast-moving company, whereas this is perfectly adequate for a small company.
4. which content works best?
The right type of content is crucial for conveying information in an exciting way - the relevance of the content is also important. If a company employs a large number of people, it makes sense to adapt the content to the different departments. Andreas Meier says: "At an airline, we deal with different professional groups, which is why we have created three categories for internal communication: Ground staff, cabin crew members and cockpit members. All employees have access to all information, but can easily filter out the information that is relevant to them.
If employees are inundated with information that does not concern them, their interest and attention may wane. The format of the content is also important for attracting attention. At Edelweiss, for example, Andreas Meier relies particularly on video content. "The job of internal communication is to get information to employees and ensure that the information is consumed. However, as people are tired of text, videos usually work better". You don't need a lot of equipment to produce videos either. Great shots can be made with just a cell phone camera.
Advantages of videos:
- Videos are often easier to consume than a long text.
- Depending on the size of the company, not all employees may know each other personally. Videos can also introduce employees and put faces to names that may already be familiar.
5 What significance do live events have for internal communication?
Another aspect that is important for employee relations and the communication of information are live events. Especially since the coronavirus pandemic, employees want to be able to interact in person again. Christmas parties or summer barbecues can not only serve to provide employees with the latest company information, but also strengthen internal relationships. If possible, speeches should be held without cards and the language should be as natural as possible. However, the focus at such events should always be on the fun factor - work can sometimes take a back seat here.
Are you interested in the full interview with Andreas Meier, media spokesman and Head of Corporate Communications at Edelweiss? Then listen now here our podcast episode with him. Below is a short teaser: