The top seven macro-trends in internal communications

The top seven macro-trends in internal communications

The changing state of the business environment, shifting demographics and technological advances are shaping the world in which communicators operate, according to recent research.
The 2006 Macro-Trends in Internal Communications report, published by US-based Stromberg Consulting, identified seven macro-trends that impact the way communicators work, influence their decisions and inevitably blur and reshape the boundaries of communication. They are:

1. Democratization of informationNew technology has significantly reduced the need for internal communications in its traditional role of information dissemination. Forced to change the way it defines its primary roles and activities, it’s moving its focus up the value chain from information to influence and having to prove its strategic worth. According to Stromberg, communicators must learn how to "leverage emerging technology and develop new strategies for engaging employees."

2. Strategic imperativeCommunicators are using a variety of techniques to achieve the shift from information dissemination to offering services as a consultant, enabler and strategic business partner. Techniques include aligning comms strategy and planning with the annual business cycle by increasingly having a centralized planning process; creating message platforms that focus on impacting behaviours and business results; structural integration; and an increasing use of cross-business groups and networks.

3. Employee engagement A broader focus among communicators has led to increasing collaboration with HR and marketing on the shared objective of understanding and building employee engagement. According to Stromberg: “Internal communicators need to consider the right mix of media, message and ‘moment’ to impact their internal audiences.”

4. Demonstrating ROITechnology, and the demand for ROI from Six-Sigma and the like, has enabled communicators to increase the speed and volume of measurement activity, but has not always been used strategically leading to “survey fatigue” and employee cynicism. But more sophisticated and strategic models of measurement are beginning to emerge.

5. Segmentation and globalizationContinuing changes to workforce demographics and, in particular, the transition from baby boomers to Generation X, may increase the need for segmentation. Leading internal comms organizations are focusing on initiatives including global networks of comms champions, technology to support cross-cultural collaboration, new ways to communicate with shift and non-wired workers and overcoming language barriers.

6. SimplicityMost new communication channels haven’t replaced previous ones but merely added to the overall volume of comms. The report finds that segmentation and customization is one way to deal with information overload and that communicators are becoming more adept at cutting through clutter by exploring visual and verbal simplification. It concludes that they must: “work proactively” with leaders in order that they can align and integrate communications into “one cohesive message or a small number of core themes that connect multiple messages together.”

7. The emerging trend: personalizationHow can communicators market their messages and media to create “one-to-one” communications? The answer is that communicators need to harness the communication talents of all employees: “In the 21st century, the internal communication function is your employees.”

Source: The Hub, Melcrum Publishing