Decentralization, home offices, and skills shortages make it clear: strategic internal communication must be given a significant place at the decision-making table. Integrating internal and external communication is no longer a luxury but a necessity. In an environment where the boundaries between “inside” and “outside” are increasingly blurred, consistent communication is crucial. It fosters a unified brand image, strengthens trust, and clarifies a company’s vision and goals.
What internal communication can learn from external communication
People follow people— that’s not new, is it? So why not apply this principle more in internal communication? It’s time to embed this insight into our internal strategies by creating and establishing “sender brands.” This means using the right tone and relevant topics on appropriate channels to foster internal ambassadors. This approach not only boosts employee engagement but also enhances the authenticity and credibility of corporate communication.
In an age where we are inundated with information, message fatigue has become a real challenge. This requires a selective and structured approach to communication channels. Emphasizing the differentiation between internal target groups can help manage this information overload effectively.
The data shows that each generation has different needs when it comes to communication.
Stefan Schraps – Founder Faktor 3
Information needs to be tailored and distributed based on its utility and the media preferences of different target groups. Studies on media consumption by Generation Z reveal that this generation is “always-on,” and they are most effectively reached through regular, brief updates about company events.
This approach caters to their desire to stay closely connected to the company’s news pulse. In contrast, other internal target groups may prefer less frequent but more comprehensive updates. Our cross-generational approach—though it might sound unconventional—is to communicate as little as possible but as much as necessary for each target group. By carefully selecting and targeting communications, we enhance message relevance and reduce the risk of information overload.
Learning from data
Using data to optimize communication is a well-established practice in external communications, but its potential for internal communication is often underutilized. Internal communication can also be measured effectively. Much of the necessary data is already available; it simply needs to be contextualized appropriately.
By analyzing metrics such as click rates from trackable links, penetration rates, usage statistics of communication tools, and other relevant data, we can gain insights and refine our internal communication strategies. This data-driven approach enables us to continuously enhance internal communication just as we do with our external efforts.
Tailored solutions
We provide a diverse array of services in internal communication to support companies. Our experienced team of consultants, strategists, creatives, and event specialists is fully prepared to assist you.
Our services:
- Analysis and strategy for internal communication
- Development and implementation of internal communication channels
- Format development
- Content creation and community management
- Stakeholder and conflict management
- Conception and implementation of internal campaigns
- Support in changing corporate culture
- KPIs and success measurement of internal measures
Interested in internal communications? We look forward to hearing from you.
