According to research, only 50% of all internal communications are actually read.
For Internal Communications (IC) Managers who spend hours trying to create effective and engaging comms campaigns, that’s half your communications unread. (Or all of it read, but only half of the time). There’s not much more disheartening than watching your hard work go to waste.
But all is not lost. By avoiding these four simple (and common) errors, you can buck the statistics and deliver engaging high traction campaigns time after time.
To internal engagement and maintaining the flow of information, miscommunication can be fatal. You should be running your internal communications like any external marketing – in planned, well-organised, targeted campaigns. Fail to plan or co-ordinate and your communications could be scattered, erratic and – frankly – destructive.
By organising your communications into campaigns with clear purpose and messaging, and a well-defined audience, you can be confident that the message you are trying to convey is the one that is being delivered. Ripple allows you to organise your content around theme-based campaigns, giving your communications structure and clarity.
2. Mass messaging
Only 15 percent of employees across the globe actively engage with their companies, and more than 40 percent of internal communicators believe that their biggest internal communications hurdle to overcome is hard-to-reach employees. Reaching those employees is all about targeting. The larger your organisation, the more disparate your employees’ needs are. And for an organisation with multiple sites or a remote workforce, excellent internal communications are both far more important and far harder to get right. Your field sales consultants aren’t going to be interested in the blocked toilet on the fourth floor and plans for the London-based Friday beers are likely to be disengaging for the US office team.
Identify your audience, design your message for them, and target your communications – right down to delivering campaigns when and where they are most likely to engage. This way no employee will feel hard-to-reach again.
3. Channel panic
It’s tempting – in this omni channel world – to employ a spray-and-pray method to ensure that your messages are hitting the mark, broadcasting over every channel available. This is a mistake. Too much noise can be deafening and it’s likely that your communications will fail to hit the mark.
Instant messaging, email, your company intranet, Teams, video call, face-to-face, phone call – the possibilities are endless, but that doesn’t mean you have to use them all.
Ripple helps you to plan your campaigns down to the smallest detail, and gives you practical calendar views to see where and when your communications are going to land – allowing you to make quick and easy adjustments. By understanding the purpose and unique benefits of each communication platform – and then selecting a channel that best matches the importance of your campaign and the most effective medium for your audience – you can land an impactful, meaningful campaign, even if it feels like a whisper.
4. Fear of technology
Measuring engagement, traction and conversion of campaigns is essential to gauge the success of your internal communication efforts, and good, relevant insights are the best way to hone and craft the perfect message. 63 percent of respondents in this Gatehouse survey point to technology as their main challenge when it comes to measuring the success of an IC campaign. But technology is not the enemy. If you want more from your insights or your tracking isn’t working for you the way you think it should, it’s your IT team that can sort it out – or help you find the package that can give you what you need.
Take a deep breath, be brave and speak with your IT team for clarification and support. Ripple gives you easy-to-understand, detailed insights allowing you to analyse your campaign success. Ripple’s unique insight features even offer recommendations to improve and develop your approach.
Turn failure into success – avoid the errors and bring your campaigns home
Failed internal communication campaigns can not only undermine employee engagement but can also set a precedent for future campaign engagement – and can even cause employees to check out permanently.
As an Internal Communications team, you’re not only responsible for helping spread company information and increase engagement, but also play a major role in the progression of the entire business.
With well-planned, relevant campaigns – built on trusted insights and delivered in a targeted, specific way – you can inject energy and focus into your organisation.