The corporate world’s forced adoption of remote and hybrid work models will disrupt and drive demand for internal communications in 2022.
The COVID-induced transformation of our workplaces and ways of working represents a seismic shift for most organisations. As companies make adjustments to their operations, effective internal communications will be critical in managing through the change.
The shift to hybrid and remote working is having the greatest impact on HR and IT departments. Not only must these functions inform and educate workers about the changes that are being made, but they must also keep employees engaged and aligned. If they don’t, they risk a significant deterioration in productivity and performance, and an exodus of top talent.
Identifying how to reach and engage remote workers is a key challenge for white collar employers. A one size fits all approach won’t work. To be effective, internal communications must be delivered via the channels that are favoured by each segment of your workforce.
For example, if workers are no longer together in an office, channels such as an intranet become far less effective, if not redundant.
Email is fast and effortless, but it doesn’t promote discussion and 20 percent of emails are never read.
Video calls are a reasonable substitute for face-to-face town hall meetings, but they don’t build engagement.
Companies will need to harness digital technology – employee applications, social media, mobile messaging, chat rooms, survey software and collaboration tools – to reach and connect with all staff on-site, at home and in-the-field, and to facilitate conversations every which way inside the organisation.
Wellness, diversity and inclusion, recognition, corporate responsibility, and the consolidation of technology will be high priorities for internal communications in 2022. Here’s why:
Wellness and Wellbeing
While COVID made employers more aware of wellness and wellbeing, the virus was not the only thing that threatened the health of employees. For many, working from home for all or some of the time has resulted in burnout and elevated stress levels.
Companies need internal communications to promote wellbeing, reinforce the organisation’s work/life balance policies and expectations, and alert workers to the wellness services and resources which are available to them.
Diversity, Equity and Inclusion
Hybrid and remote working will test the principles of diversity, equity and inclusion. The challenge for even the most diverse organisations will be in finding ways to ensure that everyone continues to feel welcome, included, represented and treated fairly.
Internal communications can help to communicate everything from ‘how to moderate meetings between in-person and remote attendees’ through to ‘the benefits of being in the office when in-person collaboration is required’.
When workers are reluctant, if not resistant, to being on-site, internal communications can help make the office a magnet, rather than a mandate.
Employee Recognition
Peer-to-peer feedback initiatives will increase in popularity as HR departments explore new ways to identify micro and macro achievements, and to recognise these discretely and publicly.
Internal communications will assist by promoting employee achievements and celebrating milestones such as birthdays and anniversaries.
Environmental, Social, Governance
Whereas low wage workers might switch jobs for better pay, white-collar workers are increasingly changing jobs for better benefits or to work for a company which is more aligned with their values.
In the face of ‘The Great Resignation’, companies should be actively reminding their employees about their environmental, social and governance contributions and programs.
A strong ESG proposition can help companies attract and retain quality employees, enhance employee motivation, and increase productivity.
Internal communications is necessary to promote what the company is doing and how everyone can participate.
Technology Consolidation and Streamlining
In the past two years, most organisations launched or expanded their digital communication tools and channels. Some rolled out technology enterprise-wide; others allowed it to happen on an ad hoc basis, such as within offices, departments or teams.
Analysts predict many companies will now enter a consolidation phase in an effort to streamline, simplify and optimise the technology that was deployed during the pandemic.
Internal communications will continue to play a vital role in communicating with employees about the features and benefits of technology and tools, the company’s policies, and the support which is available.
