If you missed our CEO Nicolas Saliba‘s presentation at EACD 2024, here is a summary article of his talk.
Introduction
Internal communication is the lifeblood of any organisation, connecting employees with the information they need to do their jobs effectively and aligning everyone towards common goals. In 2024, the landscape of internal communication continues to evolve rapidly. As companies face a variety of challenges—from keeping teams engaged to adapting to new technologies—having a robust internal communication strategy is more crucial than ever. These insights are drawn from our comprehensive study on internal communication trends for 2024, which data from various industries and organizations to identify key patterns and emerging strategies in the field.
The Purpose of Internal Communication in Organizations
The purpose of internal communication is to foster a sense of culture and belonging, ensure strategic alignment, manage organisational structure, and mitigate risks. In 2024, “culture and belonging” remains a top priority for 82% of companies, aiming to create a cohesive workforce aligned with the company’s values. “Strategic alignment” is also crucial, with 86% of organisations focusing on making sure all employees understand the company’s goals and their roles in achieving them. In addition, internal communication helps manage risks and maintain organisational stability, especially during crises or regulatory changes.
Top Internal Communication Priorities in 2024
As we progress through 2024, internal communicators are focusing on several key priorities. The top priority is engaging teams around the company’s purpose, strategy, and values, with 60% of organisations emphasising this to ensure alignment with the company’s mission. Additionally, 39% of companies are updating their internal communication strategies to adapt to the changing workplace landscape. Improving transparency and communication between employees and management is also crucial, with 30% of organisations working to enhance leadership visibility. These efforts aim to rebuild trust and address challenges arising from the shift to hybrid and in-office work environments.
Challenges Facing Internal Communication in 2024
Despite progress, internal communicators in 2024 face several key challenges. A major obstacle is the lack of time and capacity within communication teams, affecting 35% of companies and making it difficult to manage communication effectively. Employee disengagement also remains a significant issue for 32% of companies, impacting productivity and morale. Additionally, budget constraints and inadequate technology hinder 25% and 24% of organisations, respectively, limiting their ability to adopt new strategies and invest in modern communication tools.
Popular Communication Topics in 2024
In 2024, internal communication focuses on key themes that reflect the shifting priorities of organisations. Employee engagement and corporate culture are top priorities, with 88% and 86% of companies emphasising these areas to retain talent and drive success. Crisis communication and organisational transformation are also crucial, as 83% and 79% of companies focus on managing change effectively. Diversity, equity, and inclusion (DEI) remain significant, with 79% prioritising these to foster an inclusive workplace. Other important topics include strategy, vision, purpose, and business performance, though understanding of these areas remains varied among employees.
Effective Communication Channels
In 2024, internal communication channels are evolving showing some emerging trends. Email and intranets continue to dominate, used by 94% and 78% of the surveyed companies, but there’s a shift towards making these channels more engaging and interactive. Digital newsletters and enterprise social channels are becoming more popular, with 58% of companies using newsletters and 34% adopting social channels for quicker, informal communication. New technologies like digital signage, videos, and blogs are also being explored to reach employees more effectively. Companies are investing in consumer-grade digital experiences to enhance engagement and provide better communication metrics.
Technology’s Role in Internal Communication
As technology advances, its role in internal communication is growing, particularly with the rise of AI. Generative AI tools like ChatGPT are being experimented with by about one-third of companies, and 20% are using AI to create communications, highlighting its potential to enhance efficiency. However, opinions on AI are mixed: 41% of communicators are enthusiastic, while 35% feel resigned, and 13% doubt its usefulness. The focus on AI’s impact has shifted significantly, with 68% now believing it will be influential in the next five years, up from 40% last year.
How to Measure Communication Effectiveness
Measuring the effectiveness of internal communication requires a strategic approach with the right tools. Organisations should focus on key performance indicators (KPIs) such as employee engagement, reach, and content performance to gauge the success of their communication efforts. By tracking these metrics, communicators can pinpoint areas for improvement and adjust strategies as needed. Additionally, optimising communication channels and content involves regularly analysing which platforms work best for different messages and audiences, enabling continuous refinement and improvement.
The Future of Internal Communication
The future of internal communication will be heavily influenced by technological advancements and shifting workplace dynamics. By 2025, we can anticipate greater integration of AI and data analytics into communication strategies, enhancing effectiveness and efficiency. The role of internal communicators will evolve to become more strategic, focusing on using technology to improve communication outcomes. They will increasingly act as strategic advisors, playing a key role in shaping organisational culture, boosting engagement, and contributing to overall business success through effective communication.
Conclusion
In 2024, internal communication is more important than ever, with organisations facing a range of challenges and opportunities. By staying on top of emerging trends, leveraging new technologies, and focusing on data-driven strategies, communicators can ensure they are effectively engaging their teams and driving organisational success. As we look to the future, the ability to adapt and innovate will be key to maintaining effective internal communication.
Sources:
https://www.ajg.com/us/ – Gallagher — State of the Sector 2023/24
https://roico.com/ Internal Comm – ROI BENCHMARK
About Tryane Analytics
Tryane Analytics was established in 2008 with the mission of empowering internal communications with actionable insights allowing them to be more efficient. Communication Insights is the latest and most comprehensive solution of Tryane Analytics. It is an all-in-one analytics solution to connect all your internal communication channels (email newsletter, intranet/digital workplace, enterprise social network) and access a holistic view of all your KPIs in one place.
Our cross-channel analytics platform helps internal communication professionals to be more efficient and gain valuable insights including two of our most popular features: Best Time to Post, which optimizes communication timing for maximum reach, and Monthly Reports that helps you provide accurate data effortlessly, in just one click. Increase your chances of reaching your target audience effectively and access comprehensive data to make informed decisions instantly. Streamline your performance tracking, adapt your strategies, and make data-driven decisions with Communication Insights:
Contact us today to learn more about our all-in-one analytics solution for internal communications. Get an understanding of the best ways to use your data to optimize your company’s internal communications and better engage employees.