It’s a simple equation. Internal Branding = External Success. Employee communications programs should embody the brand and foster a culture of communication that rallies employees around the mission and business goals of the company. Yet many organizations neglect internal communication. With an economy in the tank, some companies feel that employees should be happy to have a job. But when things are bad, employees need to be hearing frequently about the true state of the company, what management is doing about it, what it means for the individual employee.
Even in bad times, smart companies are able to mobilize their employees to support the company and its brand by being twice as productive as before and in their communication with customers. Employees want their company to succeed, so why not give them an opportunity to be part of the solution? It works in a company that has nurtured a culture of communication that it can rely on to see it through both the good and bad times.
In communication with employees —
Trust is the core component – all communications must be reliable, truthful and contain the full story. At the heart of trust is:
Openness – there must be an unwavering commitment to and support of a healthy two-way communications environment.
Simplicity – communications must be clear, meaningful and accessible.
Consistency – messages must be strategic and integrated.
Caring – there must be concern for the individual.
The most important element in communicating with employees is speed. They need to hear news from the company — both good and bad — before they read it in online forums and news programs.