By Sonam Faisal on April 17, 2024
4 minute read

In today's fast-paced business world, Internal Communications (IC) is not just a function but a crucial element for organizational success. It involves the strategies and approaches that businesses use to facilitate clear and effective communication within their company. The goal is to develop a sense of unity, create a strong corporate culture, and increase employee engagement. 

In our previous blog from the We Believe series "Empower Your IC Team: Less IT, More Impactful Messages," we highlighted the important role of IC professionals in creating an environment where impactful messages are based on strategic alignment rather than full reliance on information technology. This means that instead of solely relying on IT, IC professionals focus on developing and delivering messages that are meaningful, relevant, and resonate with employees. By doing so, they can effectively communicate the company's vision, values, and goals, and ultimately drive positive outcomes within the organization. 

The Role of Internal Comms Professionals 

Gone are the times when Internal Communications (IC) was limited to sending out newsletters and company announcements. The perception of IC has evolved, recognizing the crucial role of IC professionals as essential strategists who strengthen the bonds within an organization. According to a recent study by Gallup, organizations with strong internal communication practices are 4.5 times more likely to have engaged employees and 20% more likely to outperform their competitors in terms of financial performance. 

However, this acknowledgment brings its own set of challenges. IC professionals now face the task of aligning the diverse goals of different departments with the organization's overall objectives. Different surveys showed that 74% of organizations are struggling with cross-departmental communication, leading to reduced collaboration and goal misalignment. To overcome this, IC professionals play a crucial role because they have a deep understanding of each department's goals and find ways to strategically align them with the broader goals of the company. It's like connecting the dots and finding common ground to ensure that everyone is working towards the same purpose and goal. These statistics highlight the significance of strong internal communication practices and the challenges that IC professionals face in their role as strategic connectors within the organization. 

This process of navigating through these complexities involves careful planning, effective communication, decision making and creating collaboration among different teams. By doing so, IC professionals can contribute to creating a cohesive and united organization that works towards shared goals and achieves greater success. 

The Executive Table: Why IC Deserves a Seat 

It is important to recognize and establish the strategic importance of Internal Communications (IC). IC has a direct impact on two important pillars of the modern workplace: organizational culture and employee engagement. When IC is effective, employees are well-informed and engaged. This results in increased productivity, loyalty, and advocacy for the company. In other words, when employees feel connected and valued, they are more motivated to contribute their best efforts, stay committed to the organization, and speak positively about it. These outcomes have a significant influence on the overall success of the business. 

Effective Internal Communications (IC) plays a crucial role in shaping organizational culture and driving employee engagement. Studies support the impact of IC on business success, with a Towers Watson study showing that companies with highly effective communication practices achieved a 47% higher total return to shareholders compared to those with less effective communication. Additionally, organizations that prioritize IC by giving IC professionals an executive seat experience a 47% higher total return to shareholders over a five-year period, according to a report by Melcrum. These statistics emphasize the importance of recognizing and integrating IC professionals into decision-making processes to enhance organizational culture, improve employee engagement, and drive meaningful business outcomes. 

Overcoming Barriers  

Internal Communications (IC) plays a strategic role in any organization but is often viewed as an administrative task. One of the main challenges is information silos and disconnected departments. To address this, IC professionals focus on building credibility by delivering tangible outcomes. Highlighting the value of investment and showcasing the positive impact of effective communication strategies such as better employee engagement and organizational culture are key actions IC professionals take to deal with these challenges.  

In addition, establishing collaboration and breaking down barriers between departments are essential. This promotes teamwork, encourages smoother information sharing, and helps realize the full potential of integrated communication. Employees who feel disconnected due to poor communication practices are more likely to leave the organization. A survey found that organizations with poor IC have a turnover rate 50% higher than those with effective IC. 

Organizations with inefficient communication practices lose up to 25% of their productive time, which can translate to significant costs. For example, a survey of 400 companies by Holmes Report found that the cost of poor communication averaged $62.4 million per year for each company. By prioritizing IC and adopting effective communication strategies, organizations can avoid setbacks and experience numerous benefits, such as improved employee engagement and productivity, lower costs, and increased profitability 

Overall, IC is a strategic function that should be prioritized as an essential part of organizational success. With engaged and happy employees delivering higher productivity, lower costs, and increased profitability, effective communication and collaboration should be the top priorities of every organization. 

Leveraging Technology: The Role of Sparrow Connected 

Sparrow Connected provides a platform that caters to the needs of Internal Communications (IC) professionals by streamlining communication processes, enhancing outreach with the transformative power of technology, and ensuring messages resonate with employees. With features such as targeted communications, analytics, and ease of integration with existing tools, Sparrow Connected not only aligns messages with organizational goals but also caters to employee's needs, creating a culture of inclusivity and transparency.  

A recent case study based on one of our customer’s, showed that after they implemented Sparrow Connected's platform, they saw a remarkable improvement in employee engagement metrics. Specifically, the large global corporation experienced a substantial boost including 35% increase in response rate, a 45% increase in feedback quality, and a 50% increase in time spent on the platform, resulting in a remarkable 20% rise in customer satisfaction, a 15% reduction in employee turnover, and an impressive 10% increase in overall revenue for the organization.  

Such success stories are proof of Sparrow Connected’s award-winning platform's effectiveness in enhancing internal communication landscapes while meeting organizational objectives. 

Elevate Your Internal Comms Efforts with Sparrow Connected 

IC professionals are more than just messengers; they are culture creators, engagement drivers, and strategic thinkers, deserving a place at the executive table. Sparrow Connected comes as a solution for organizations ready to take their internal communications to the next level. With Sparrow Connected the businesses get an opportunity to witness a new era of organizational success. An organization's strength lies in its people and the clarity, precision, and passion in their communication. So, let's build a bright future together with Sparrow Connected's expert guidance. Book a Free 30-Minute IC Consultation today and step into the future of effective internal communication. 


What’s Next? 

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BLOG POST TAGS: Corporate Communications Internal communications employee engagement sparrow connected WeBelieve

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