Developing a basic framework and then hoping that everything just falls into place isn’t enough. Give every channel a clear purpose, review them regularly, and have confidence in your decisions regarding how you use your communication channels.
Having a defined purpose and strategy and a clear narrative to help tell everyone in your organization about it are two fundamental ingredients of world-class internal communications. But it’s no use having a purpose and story without any means to share it.
This is where the importance of channels come in. The third of our nine hallmarks for successful internal communications focuses on not just the channels you use to share your strategy and narrative, but on managing these effectively.
The ever-changing channel landscape
From an internal communications perspective, a channel is the medium that connects your employees to your business, and one another. Channels support information sharing in all its forms, and can be verbal, written or non-verbal.
In days gone by, we’d depend on verbal announcements, memos and the good old office noticeboard to get our message across. In recent years though, the landscape of internal communication channels has undergone significant transformations, driven by the relentless advancements in technology. From email, intranet and newsletters to podcasts, videos, webinars, social media and mobile apps, the choice is practically limitless and evolving every day as technology races to equip organizations with more potent means to share information.
With such a vast array of options available to us, it’s easy to use the wrong channel to convey your message.
Are your channels fit for purpose?
Indeed, we’re far from perfect. According to Gallagher’s 2022/23 State of the Sector Report, ‘channels not fit for purpose’ ranks as the second biggest barrier to internal communication success. This year’s report, which surveyed over 2,000 communication and HR leaders globally, found that over a third of respondents were dissatisfied with current channels.
This could be attributed in part to the growth of hybrid working, which has created an expectation that digital channels have the ability to reach employees wherever they are. Yet Gallagher’s Report found that fewer than three in four respondents said this was the case. While organizations with fewer than 500 employees rated their channels higher on this goal (81%), larger organizations were more likely to struggle to reach a portion of their employee audience. Furthermore, just under 60 per cent of respondents reported a consistent channel experience for all employees.
We could therefore assume that channels aren’t reaching people where they are, and the channel experience is inconsistent. This could be because communication is perhaps still taking a one-size-fits-all approach, or we’re adding new apps and platforms with the expectation that that they will solve challenges without first asking what employees want, or need. With all this in mind, is there a best practice approach to managing channels effectively?
Managing your channels effectively
The short answer is yes. Here’s a four-step strategy we often suggest for more efficient channel management.
- Prepare a comprehensive channel matrix. Document each channel’s characteristics: medium, content types, target audience and reach. Next, ensure your employee audiences can access those channels as needed. For example, if you use podcasts, ask whether your employees can easily tune in while travelling for work or during their daily commute.
- Understand and consolidate what you have. It’s essential to evaluate your current channels to determine if they serve their intended purposes effectively. Gain a thorough understanding of each channel’s capabilities and how they can provide maximum value. Analyze work patterns and usage behaviors to optimize timing. For example, consider sharing short, easily digestible video content during mid-week mornings to accommodate hybrid workers’ preferences rather than a lengthy presentation on a Friday afternoon!
- Review your channel matrix. Cross-reference your consolidated channel matrix with an understanding of your audience segments ensuring all areas, levels, locations etc. are accounted for within the mix of media. Consider visual, auditory, and kinetic communication/learning styles.
- Tailor communication frameworks. Now that you have an understanding of your audience segments’ channel preferences, refine the frameworks you use to engage and communicate, capturing compelling employee-generated content, effectively building two-way communications with both push and pull channels working in support of the strategic narrative.
As the landscape of ‘must-have’ digital platforms increases, the challenge for employees is that they’re finding it increasingly difficult to know where to go for the information they really need. And in the era of remote teams and the ever-expanding demand for mobility, establishing and effectively managing internal communications channels have become fundamental in the pursuit of business success.
Developing a basic framework and then hoping that everything just falls into place isn’t enough. Give every channel a clear purpose, review them regularly, and have confidence in your decisions regarding how you use your communication channels.
See how our internal communications consultants can help you today, and contact us to discuss the tangible differences we could make to your organization.