The Agile methodology and digitization, key springboards in internal communication
03 de April de 2019
03 de April de 2019
At the event held at EAE 's Madrid Campus, the panel analysed the strategic importance of internal communication in companies when developing new competences and employment relations. They also discussed aspects such as the need to incorporate internal communication in talent acquisition initiatives and the increasingly important role of the consumer.
Chaired and introduced by Asunción Soriano, the Vice-President of the ADECEC, (Association of Public Relations and Communication Consultancy Firms) and CEO of Atrevia, the participants on the discussion panel were Graciela Ramallo, the Director of Communication at General Dynamics European Land Systems and Ana Toro, the Chief Editor at HR Digital.
The Vice-President of the ADECEC gave the attendees an overview of some of the changes that internal communication has undergone and the transformations that companies must make in order to use it as "a great organizational springboard". Ana Toro emphasized that the two-way nature of internal communication, from the perspective of Human Resources, her field of expertise, has become an essential factor in the battle for talent. "You have to make the employee fall in love with the company, motivating and involving them in the day-to-day running of the company. This is achieved by telling them about the things that are happening". Graciela placed the employee at the heart of companies, stressing the importance of consistency in the message and personal communication.
With respect to engagement, motivation and employee experience, Toro explained how internal communication improves a company's effectiveness, manager relations and the employees' sense of belonging. Ramallo discussed taking small actions to measure and gain the confidence of the management board. "Internal communication has greater weight because it generates efficiency, which is a measurable factor. It prevents duplications", she explained. Moreover, she emphasized the importance of diversity management and teams working alongside each other harmoniously because "in the end, it is a matter of communication and people".
Digitization in internal communication is primarily a challenge because of the contents. "You have to communicate things is an informative, multimedia, brief, concise way with an audiovisual message, so that people start talking about what they have seen" explained Graciela Ramallo, emphasizing the usefulness of segmentation and digital platforms such as Signame. Ana Toro went on to discuss transparency, highlighting the challenge this poses for SMEs.
In terms of ways to approach internal communication, the Director of Communication of General Dynamics European Land Systems emphasized the importance of knowing your audience, performing diagnostics and convincing the management team that internal communication generates value and must be prioritized by the company. The Chief Editor at HR Digital described employees as "the best ambassadors for the brand", adding that internal communication enhances productivity, image, competitiveness and positioning.
The importance of using metrics was underlined by both speakers. "Everything has to be measured. We have to know who we are addressing, who our reader is and who is going to read our announcement", explained Ana Toro. Gabriela Ramallo also mentioned the challenge of intangibles, describing efficiency, digitization and Agile methodology as key springboards in internal communication, "to move from the most basic message to the most sophisticated and enhance effectiveness in order to transform the company".
Ana Toro went a step further to link internal communication as a challenge for HR teams, which must combine digital transformation with the change in culture. Gabriela explained that employer branding has become an objective for HR Directors.
The discussion finished with an analysis of internal communication in crisis situations and the need for transparency with respect to consumers.