Internal Communications, or How to Make Your Employees Brand Ambassadors?

The main resource of any business is people. Sooner or later, all managers come to this statement. It does not depend on the size of the business or focus. HR managers deal with how to recruit staff. But how to make internal resources not just do their job, but also be committed to the company (which increases the efficiency of affairs several times) – know those who deal with internal communications, or internal PR.

Автор колонки – Анна Мозгова, PR-спеціаліст Perfect PRАвтор колонки – Анна Мозгова, PR-спеціаліст Perfect PR

The author of the column is Anna Mozgova, PR-specialist Perfect PR

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Why do you need internal PR?

No matter what the number of your team is 20 people or 2000, they can all be carriers of your brand, or ambassadors. Their attitude to the whole organization depends on the understanding of which company they work for, what is the purpose of their work and what values ​​the company professes. What this attitude will be, this is what they will broadcast to the environment. And it is internal PR that can form the desired image of the company in the eyes of its employees or change it. Therefore, the first task that solves internal PR is image formation within the company. Effectively solving this problem allows you to further use employees as a tool of sundress radio, spreading this image further.


The second task, no less important, is to build a harmonious psychological climate within the team. The easiest way to develop or maintain it is open dialogue. Knowing what your employees are missing, and having feedback from them, you will get a clearer vision of their needs and will be able to convey the necessary information. So, get lower staff turnover, greater dedication, efficiency and a harmonious climate inside.

Another task that solves a properly constructed internal PR – building the image of the employer. A built-in positive image will facilitate the process of recruiting new staff, as well as prevent crises within the company.

Thus, having established internal communication processes, you will have not only dedicated employees, but also promoters of your brand. Free, effective and long lasting. Want to know how?

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Internal PR Tools

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Conventionally, all internal PR tools can be divided into 4 groups.

1. Informational . These include media (external and internal). External – If information about your company is published by a reputable media, let your employees know about it. It doesn’t matter if they receive a copy of this magazine or see it at a meeting, posting on Facebook. The main thing is to convey that you are published.

Internal media can be corporate magazine (the larger the company, the more frequent issues), newsletters, handouts with company news, celebrations of certain employees, life hacks, general photos.

Your site is one of the important tools. Let there be a section dedicated to employees. Or bring out employees as experts. If the company is large (from 2000 employees), it is worth thinking about an internal site or system in which everyone could find the necessary information (FAQ) and ask their questions to management.

2. Analytical. These include:

& # 8211; feedback . Think of a system that would provide it in your organization. This can be a separate e-mail box with management letters or quarterly face-to-face meetings. It doesn’t matter what format. The main thing is that it works.

& # 8211; questionnaires. You should always be aware of the needs of your employees. And the best way to find out about them is to ask directly. Develop a questionnaire about what your employees would like to improve in working conditions. How will it be more convenient for them? What do they lack more – English lessons, parking spaces or a children’s room? Or maybe they’re just asking to change the coffee. A small change can increase employee loyalty several times.

3. Communicative. This includes all those activities that are usually mistaken for internal communications. Namely: corporate holidays, competitions, trainings, congratulations. Feeling positive emotions, people grow more trust and commitment to those with whom they experienced them. By the way, the same (but even more so) applies to negative or terrible events. That’s why corporate parties are so important. But do not reduce them to a banal feast. Competitions in which employees could learn more about each other. An interactive that would captivate everyone. Games, gifts. After all, we were all children. So why not one day remember how it is. And come up with something that your employees might experience for the first time. Yachting, hot air ballooning, an unusual show – such emotions will remain in the memories for a long time!

4. Organizational. It is important to remember that employees should still receive the most important information from their supervisor. Therefore, the main messages, communication format, keywords for it should be selected by a person who understands this – the manager of internal communications.

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Who should deal with internal communications and when

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The column was prepared by Anna Mozgova, PR specialist Perfect PR </ strong>

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