Why Is IC Important

Why is internal communication important?

Organisations need to communicate effectively with their employees. It sounds simple, but the reality is less so. And as organisations get bigger, this becomes a more complex challenge.

At the most basic level, you have to communicate well at the right time so employees know what is expected of them and what is happening in the organisation. At a deeper level, for employees to feel engaged with their workplace and give their best, they have to believe their organisation cares about their views and understand how their role contributes towards overall business objectives.

Specific factors have made strong IC even more important, for example:

  • economic climate – lifelong job security is now a rarity and so the former social contract of unquestioning loyalty (from the employee) for job security (from the employer) has been broken. This means organisations have to work harder on relationships with their people
  • importance of delivering great customer experience – organisations have realised that a disconnect can quickly occur between the promises of promotional activity and what is actually experienced by customers if employees are not clear about what they are supposed to be doing or completely behind it
  • more democratic/consultative – organisations have become less hierarchical and bureaucratic. People do not just want to be told things – they expect involvement and two-way communication
  • new technology – the ways in which communication takes place, and the forms that are now accepted and expected, cannot be 'controlled' in the same way as previous methods could
  • frequent change – organisations have to keep modifying how they operate to remain competitive. It is more challenging to keep employees motivated and moving in the right direction in these circumstances
  • specific market conditions – where there is strong competition for the best people, businesses have to do all they can to get and keep them. And financial incentives are not always enough
  • generational issues – a number of characteristics have commonly been ascribed to Generation Y, including a sense of entitlement, being tech-savy and not being into social conventions and automatically doing just what is expected of them
Research shows that levels of employee engagement are often surprisingly low. There is also a solid body of research illustrating the business benefits that typically result from better levels of employee engagement – including higher productivity and quality, lower absenteeism and staff turnover. And internal communication has a very important role to play in achieving high levels of employee engagement.

Also click here to view the IoIC Profession Map, designed to help internal communicators identify the key knowledge, skills and behaviours required to achieve our core purpose - to create an informed, engaged & connected workforce to drive organisational performance. 

Click the media link below to listen to a podcast with Jennifer Sproul, Chief Executive of IoIC, who explains the IoIC Profession Map in an interview recorded with ICology


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