Most companies are very mindful of how they communicate with customers, but when it comes to their own employees, communication with them is not usually as ambitious or carefully planned. This is a mistake because just as communication with customers keeps them engaged and loyal, the same is true for communication with a company’s employees.

So, let’s look at how an affective HR communication campaign works and how to go about creating one.

• An organisation’s culture consists of the company’s goals, values, and practices, and in today’s modern market, company culture can work to give any organisation a major strategic advantage. However, that advantage is lost if the organisation fails to effectively transmit these components of their culture. If employees are going to understand and act upon the overarching goals and values of the business, there first must be a strong system of internal communications according to best practices.

• Collect the facts prior to a campaign by asking the right people the right questions. When trying to get a complete and accurate picture of your workforce, make sure to include people from all age groups, genders and positions.

• When you are preparing a new HR communication campaign, constantly ask yourself “why?” when you are making decisions – this way you can set a clear goal and make sure your stay on target.

• Pick a delivery method based on your audience. Your organisation likely has several communication channels for you to choose from. Channel surfing can be a good thing when it comes to communication. People are diverse, so the ways you connect with your colleagues and team members should be diverse too. As long as you keep in mind the kind of message you’re relaying, what your company’s communication culture is like, and who your audience is, you should feel confident in getting your message across.

• Good project planning will help deliver your communication on time and in the right way. Effective communication is the essence of team collaboration and project management, particularly when working remotely.

• It is important to find the right allies for your communication project.

• To ensure your message has an impact, corporate communications needs a concrete content strategy, prioritized by purpose and audience. When thinking about how to deliver your message, remember the acronym KISS: Keep It Short and Simple.

• Too often, employee communications are characterized by overabundance: too many emails, reports, and meetings. Prioritize your messages, making sure the most critical ones come first.

• Test the effectiveness of your communication campaign. Measuring the effectiveness of communication is vital to understanding its value and learning how to shape it for greater effectiveness.

• Use the IMPACT model to create your communications campaign. Each of the IMPACT steps focuses on tasks, processes and actions to be taken when we communicate to our employees, overcoming challenges to meet our objectives. To help you remember each tool, just think of the acronym IMPACT: Investigation, Medium, Planning, Allies, Content and Testing.

Final thoughts…
Employee communication is an essential part of business and HR’s role. Effective internal communication is important for developing trust within an organisation and has a significant impact on employee engagement, organisational culture and, ultimately, productivity.