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 literally in the woods when it comes to the question of good content: they 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 a considerable internal reach by acting 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 in a measurable way, 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 employees better and to consistently align their content management with the needs of users. So: don’t stand still. See it through.
3. Resources: The Return on Investment
   Many companies want motivated employees, acceptance and commitment to future-proof structures, and a spirit of innovation and entrepreneurship. But to achieve this, the company must also have the means to explain its plans to its employees. One thing is clear: integrated, orchestrated communication requires resources. Particularly in an age of user- and 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, companies are able – even in uncertain times – 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 participants to take part in the study. A total of 371 communications managers took part in the study, creating a data set of above-average reliability for the survey. Thank you very much!