BRAND MATTERS: Communicate more with your employees

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Internal
communication is an important tool for imparting the culture and values
of an organisation to its employees. This way, employees can be
enlisted to share in the company’s vision and goals.

The focus of this
column last week was on living the brand, but without a functional
internal communication mechanism, there is no way employees can live
the brand well. Internal communication enables the employees to know
what is required of them as they need to be thoroughly immersed in the
firm’s vision. It is very vital for the employees to know where the
organisation is headed. This helps the staff to work with one focus:
the success of the company.

Something happened
some days ago when I went to one of the big banks. The couple seated
beside me commented on an employee who no longer worked with the
branch, hence the much delay they experienced that day at the branch.
Most of the challenges that some organisations face are better
addressed through internal communication before it creates credibility
problems. For instance, the case of the poor customer disposition of
some QSR’s staff discussed last week.

When staff members
are not focused, it creates huge perception challenge for the
organisation. Most employees are just employed without a proper
induction, which later translates into serious adverse effects for the
company. How can employees live the brand when they do not know what
the organisation stands for? This can only come through a proper
internal communication mechanism.

Every organisation
is expected to adopt a specific internal communication approach that
will help it achieve its goals. Employees need to be updated on a
regular basis about the developments in the company, while also being
encouraged to express their views and opinions, especially in
face-to-face staff meetings.

This goes a long
way in empowering them to perform optimally. When their ideas are
welcome, they have a sense of belonging which helps them put in their
best on the job. Internal communication is indeed a motivational tool
when employees are involved in decision making process of the
organisation.

Charity begins at home

Employees who are
on the lower rungs of the ladder should not be alienated, as this makes
them unwilling to buy into the company’s goals and objectives. It is
also a step in the wrong direction when they obtain information about
their organisations through external sources. It is better to sell an
idea to your employees first before you take it outside.

There should be a
proper integration between internal and external communication.
Employees need to understand the brand promise and the customer
deliverables. When they believe in the brand, they will help the
company carry it out through interface with the customers.

There is also a
nexus between internal communication and internal branding. Internal
branding campaign is desired to connect with the staff members in order
to boost their morale and level of satisfaction while on their jobs.

The whole essence
is to explain the company’s strategic direction as well as its vision.
It fills in the gap for the employees and as a result, they have a good
grasp of the brand values which is ultimately delivered to the
consumers. Internal branding immerses the internal audience in the
brand first and enlist their commitment to its vision.

Without a
structured internal communication, consumer experience will suffer,
which portends serious danger to the corporate image of an
organisation. Internal communication helps when employees are not
connected to the company’s vision or when there is noticeable low
employee morale. These can be properly addressed through engagement
sessions to deepen the enthusiasm of the employees.

The ultimate impact
of internal communication is the memorable and exciting experience it
gives the customer. It is what is deposited in the employees that they
manifest to the customers. So, where do we go? Organisations need to
relate with their employees more and immerse them in the vision of the
comapany through internal communication.

Ayopo, a communications strategist and public relations specialist, is the ceo of shortlist ltd


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