Insights

Internal communication: These trends are on the rise in 2023

When it comes to internal communication, a lot has changed due to Covid. We can see this clearly reflected in the trends for 2023.

Here are 4 trends that you should probably keep an eye on.

Trend #1: Improve your internal communication with a communication strategy

Covid helped to accelerate the digital transition, and internal communication is no exception. Acceleration has brought great things with it, such as the rapid development of new formats – webinars and web events, for example. Yet there is a danger that initiatives have emerged fast, ‘to keep everyone involved’, without a conscious underlying strategy. This can result in a lot of communication via stand-alone channels. Colleagues do not always know where they can find something.

In 2023, therefore, it would probably be a good idea to follow this trend and start a communication strategy yourself. You can improve internal communication in the first place by means of an internal channels strategy*, divided into ‘finding information quickly and efficiently’ and ‘connecting colleagues’. So: putting all internal communication channels under the magnifying glass, aligning them (synergy is key) and cleaning them up. Which channel do you use for what? And why? What do colleagues need? And above all: when? If you use a pulse check** of all colleagues as a tool, you get valuable data to improve and optimally organize your internal communication. *MPG can help you improve and optimize your internal communication by mapping out a channel strategy together with you.

When focusing on optimizing internal processes, the people, the employees, were often forgotten.

Trend #2: Hybrid working is here to stay

The Edelman Trust Barometer 2022 shows that ‘Employer Media’ scores high: it is in second place when it comes to trust and credibility. And: employees need real contact with both employer and colleagues*. All this has taken on a new meaning, now that more people are permanently (partly) working from home.

For internal communication, hybrid working means that as an employer you must choose communication channels that can reach all colleagues, at home and in the office, quickly and effectively. And for channels that can connect, independent of location. Data and tech developments make this possible. Carefully choosing the options that meet the needs of employees is crucial for reach.

There are differences between generations and target groups. Young people are used to digital navigation, while other target groups may prefer to read print. The right tools and technology related to internal communication can positively contribute to the employee experience.

*Research by MPG in 2021 (N = 309) among homeworkers shows that employees do not so much miss information, as contact. Of the group of people who (sometimes) work from home, 82.2% indicate that good internal communication is extra important. 58.3% prefer to read personal stories from other colleagues.

Trend #3: Colleagues are the best ambassadors

Until recently, when focusing on optimizing internal processes, the people, the employees, were often forgotten. There has been a clear shift away from that. Being an ambassador for your company, and feeling proud and connected, is more important than ever.

Good ambassadors are worth their weight in gold to an organization. The same is true from the perspective of internal communication: a satisfied employee is your most important asset. They put an enthusiastic story out there in the world. In this way good internal communication also benefits you externally – after all, internal and external communication must always connect and make a single story.

Ambassadors are therefore always important, but especially in times of labour-market

shortages: finding a new colleague is often more expensive than retaining a satisfied colleague.

Put the needs and involvement of your employees first

Trend #4: Put employees at the heart of your internal communication

You make internal communications for your employees, right? You want all your colleagues to see or read it, right? Then the information needs of your employees is the starting point, right? Sounds simple. Yet it doesn’t always go smoothly.

Top-down transmission still appears to be a pitfall. Research by MPG shows, for example, that 23.1% think they receive an overload of information about developments, processes and/or customers. While 58.3% indicate that they would rather hear or read personal stories from colleagues or management.

So: put the needs and involvement of your employees first. Not really a trend, but a basic rule. Right?