Internal communication as a driver for engaged ambassadors

Ask yourself in advance what you want to achieve with your internal communication. What goal do you have in mind? The answer will determine how you will convey your message.

Disseminating information is one possible answer. For example, you may want to make a practical announcement or alleviate concerns regarding a change in the organization.

Or maybe you want to increase employee engagement? In that case, you can communicate about the company's growth story, strategy, ambitions, or values. This creates a framework within which employees can take responsibility. They know where the organization is headed, the path to get there, and how they can contribute.

This type of content ensures that employees with high engagement are more likely to become ambassadors for your company. They will also share this externally with customers, friends, and family. You can create this engagement early on in the onboarding and recruitment phases.

Are you facing a change management process? Then thoughtful internal communication is crucial. For many employees, change is challenging. Explain why the change is happening and clarify the impact it will have on them.

Of course, internal communication doesn't always have to be purely business-focused. Share stories that people are proud of, stories that connect teams and employees. Think about the successes of certain departments, successful projects, birthdays, or fun facts.

What communication channels do you have at your disposal? First, map this out completely. In addition, you can divide your employees into personas. Sounds fancy? Maybe, but often it just boils down to departments or job groups.

Communication channels and personas mapped out? Then you start determining the message and channel for each persona. Feel free to deliver the same message to the same persona through multiple channels. Repetition always works.

What message do you bring to which persona? When in doubt, ask yourself these questions:

• Who is the information intended for?
• Is it essential for this persona to know?
• How urgent is the message?
• Does it involve sensitive information?
• Do you need to push this? You can consider this if a message contributes to your goals.

Also dwell on your expectations. Is the message purely informational one-way traffic? Or do you want to encourage employees to take action? Depending on your expectations, you need to deliver the message in a different way.

Always tailor the way you deliver a message to the message itself.

A simple informational message with little impact on the organization can be shared via email, intranet, or display screens without much concern.

If you anticipate questions or concerns, be brave enough to engage in a conversation and explain your message verbally. This can be done in a group setting or individually. By engaging in dialogue, you can frame the message according to the specific persona.

Thorough preparation is crucial. Think ahead about what obstacles or triggers might arise. These can vary for each persona. Always be open and honest in your communication.

Communicate not only when you think you should, but also try to sense what your employees are struggling with and anticipate this.

Internal communication should never be exclusively one-sided. Leave room for dialogue.

Let's be clear: internal communication takes time and energy. But a strong internal communication strategy can greatly benefit your company. Go for it!