Employee Communication 2.0

Thanks in large part to Watson Wyatt’s groundbreaking study “Effective Communication: A Leading Indicator of Financial Performance” (conducted in 2003 and again in 2005) we know that effective internal communication is a key component to overall business health, productivity and profitability. For example, some of the study’s findings included:

• Companies that communicate effectively have a 19.4 percent higher market premium than companies that do not.
• Companies that are highly effective communicators are 20 percent more likely to report lower turnover rates than their peers.
• A significant improvement in communication effectiveness is associated with a 29.5 percent increase in market value.

Today’s definition of PR tends to emphasize external communication; however, internal communication is just as critical to a company’s success. That may be why the PRSA Orlando chapter held a professional development luncheon last week focusing on this very topic — featuring guest speaker Ron Hess, who certainly understands the benefits of internal communication.

Here’s the thing: Not one of these tips — other than making sure the Intranet doesn’t contain too much information — included anything digital. Nothing about creating a dialogue. Hess didn’t talk abut Facebook, Yammer, Ning, wikis, kluster or any other two-way communication tool that can strengthen internal communication.

By now, companies are starting to understand the value of incorporating social media to communicate with consumers — not at them. But, why are we only using these tools to engage external audiences? From an internal communication perspective, social media can help make the CEO more accessible, foster idea sharing, engage employees and strengthen corporate culture. Instead of just distributing a static e-newsletter or posting information on a bulletin board, why not apply social media best practices to internal communication? As one HR expert put it:

It’s a shame that we have so many of these new, wonderful communication tools we can use internally yet they are so underused. People leave their jobs and join and participate in social communities while at home, where they learn and grow and share and better themselves and others. Then they return to the office and it’s 1993 all over again. Or 1973, depending on the location.

Research supports investing in internal PR. But, even if you already have a strong internal effort, don’t get complacent. Think outside the box. It’s worth noting that the government — an institution not normally known as an early adapter — is embracing Web 2.0 to foster better communication (as detailed by Dr. Mark Drapeau here and here). If the government can figure it out, you can, too. So, how are you using social media to modernize your employee communication efforts?

Tags: internal communication, PR, Social Media

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