Industry Reports

Today’s technology for today’s Internal Communication challenges

In this short video we asked industry leaders to share what they think are the top three challenges facing Internal Communication right now.

Earlier this year we hosted a Employee Engagement User Conference, attended by over two hundred internal communicators, as well as journalists. During the day customers shared their successes with the audience (including Vodafone, easyJet, AB InBev). Attendees also heard from keynote speakers from the industry on topics ranging from engagement and collaboration to measurement.

The top 3 Internal Communication challenges

During the conference we sat down with three of our keynote speakers: Marc Wright of simply communicate; Andy Blacknell of Blacknell Ventures and Sona Hathi of Melcrum. We asked each of them to name the top challenge facing the function of Internal Communication right now.

While all agreed that there has never been a better time to be in Internal Communication, it has upped the stakes for the function within organizations. Here are the top three challenges they identified and talked about in the video:

  1. Our role in making business more successful – “Business is forcing Internal Communication to evolve – ultimately we’re in the business of making our businesses more successful.”
  2. Our role in effectively engaging employees – “We’ve gone from managing communications to helping managers to communicate. And we’re now responsible for not only framing messages – but also starting the conversation.”
  3. Our role in measuring the effectiveness of change “Organizations are now recognizing the need for and benefits of Internal Communication; but with that comes the expectation to prove the success of the value of the function.”

Today’s email technology empowers communicators

To meet these challenges, internal communicators must have access to the most up-to-date technology available to enable them to get the most out of their communication channels – and prove business value.

According to the new Newsweaver/Ragan 2014 Email Best Practice Survey, email remains the main employee comms channel. Yet most organizations have not invested in their email channel over the last decade, focusing instead on their intranet and social enterprise solutions.  The communicators that have not invested resources in today’s email technology are not able to target or measure their communications.

Leading organizations are investing resources and getting more from their corporate email. They are using email technology to create high impact communications accessible on any device, embedding rich media such as video, targeting and personalizing content – and are able to access real-time metrics. As a result they are improving IC performance and proving business value.

How measurement impacts communications

Each of our keynote speakers point out examples of how today’s IC email technology can aid internal communicators in meeting today’s challenges.  For example, Andy Blacknell said “Over the last fifteen years I have been involved in a lot of HR changes inside organizations, often very emotional, big deals for employees. And during that time I had very poor data around the success of the change. When I used Newsweaver around a big change management announcement, for the first time, I was able to say that within one hour of the announcement of that change communications sent out, 91% of employees opened and read the communication.”

If you would like to get insights from the Newsweaver/Ragan survey 2014  – and a roadmap to improve the email channel’s value and impact, I invite you to download our whitepaper – Reforming the Global Email Channel.


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