Between April and July 2018, Poppulo conducted a unique piece of research into how employee communications are conducted by IC teams and resonate with employees across a diverse range of industries in the US and Europe.
With internal communications playing a key role in the employee experience, we set out, in conjunction with the world's leading ethnographic research company, Human Factors International, to investigate what communications mean from an employee perspective.The industries included: pharmaceuticals, infrastructure engineering, mail and transport services, healthcare and manufacturing.
Research methods included a combination of work environment observation and in-depth interviews with employees, line managers, and Internal Communicators - to obtain a full picture of communications flow through each organization.
During the research, four distinct generalized personas emerged, with commonly shared characteristics irrespective of industry or sector. The results also show a gulf between the priorities and activities of IC teams, on the one hand, and the needs and wants of employees on the other.
The Marketing & Product Team
In today’s competitive business landscape, it’s increasingly important to showcase the impact and value of internal communication efforts. IC teams that use data-driven strategies can ensure their communications contribute to business success—and, most importantly, that they have the proof to back it up.
It’s time for a strategic communications reset. Strategic focus is key to company success, yet half of internal comms executives say they don’t strategize to deliver their top priorities.
The debate over the return to the office remains divided, with opinions on whether to return—or in what capacity to return—split across the board. Regardless of whether the return is mandatory or voluntary, it will be doomed if the office experience is subpar. If the in-person environment fails to meet employees’ needs and expectations, it will inevitably lead to low morale and poor engagement, making it difficult to retain and attract top talent.
