Success factors for digital employee communication in 2020

We have compiled the key success factors for ‘Digital Employee Communication 2020’:

1. Content: Old gold retold
   “Content is king” – even though many communications managers have heard this truism a thousand times, they are often lost for words when it comes to the question of good content: they simply no longer see many of the “trees” that are particularly interesting to employees. 
   Yet they can make use of this change of perspective by directly involving the people in their company: Employee-generated content creates authentic and interesting material, engages staff and boosts interaction rates. Just like influencers on YouTube or Instagram, managers, team leaders and ordinary staff can achieve considerable internal reach as catalysts and role models. And while we’re at it, it’s worth adopting a third perspective: an outside view identifies internal, industry-wide and societal issues and enables us to think outside the box. Or to put it another way: where there’s a forest, we’ll find a clearing for a picnic.
2. Evaluation: The missed opportunity
   The internal communication campaign is in place, the messages have been delivered, the finish line is in sight – and yet many communicators are still standing still right now. Why? Although digital platforms are designed to track all interactions measurably, many organisations still fail to carry out sufficient evaluation of their communication measures. Even if this is already the second truism, many communications managers continue to miss the opportunity here to get to know their staff better and to consistently align their content management with users’ needs. So: don’t stand still. See it through.
3. Resources: The Return on Investment
   Many companies want motivated employees, acceptance and commitment to sustainable structures, and a spirit of innovation and entrepreneurship. But to achieve this, the company must also have the means to explain to employees what it intends to do. One thing is clear: integrated, orchestrated communication requires resources. Especially in times of user- or employee-generated content, the management of key information by corporate communications is essential. This is the only way to ensure that employees actually receive all the information they need to deliver optimal value. This requires processes and tools (such as editorial tools, interfaces or quality management) that enable this control. On this basis, even in uncertain times, companies are able to empower employees in their day-to-day work, convey appreciation and position themselves as attractive, modern employers in the competitive landscape. This is how aspirations can become reality.

Last December, we too invited people to take part in the study. A total of 371 communications managers participated in the study, creating an exceptionally robust data set for the survey. Thank you very much!