With communication both as a tool and a target we can assist in participation, openness, credible and mutual trust within
an organization. Internal communication is, or can develop into being, a central and powerful aid.
This depends on identifying, developing and communicating the internal strengths of the business. It concerns its very backbone
and even its soul. Creativity, visualization, editorial competence and the training of people can be central measures. The
organizational culture, or the internal climate, within the business is formed by interaction and communication between people.
Communication is thus a critically important dimension and is a determining factor for the business’s efficiency and ability
to create results. With a common language, development of experience, division of knowledge and common values, important elements
are created in the cultural community. As such, we contribute to strengthening the team, developing a group identity and clarifying
business culture.
Living up to promises
It is a well-known fact that the employees are a key resource in any business. It is also a fact that satisfying employees
leads to lower turnover and higher productivity. These relationships affect customer satisfaction in a positive manner. Nevertheless,
we know that insufficient or poor communication reduces job satisfaction and, in the worst case, prevents a business from
succeeding in its ambitions. “Cool” advertising does not really help and neither does aggressive marketing of promises that
the organization cannot live up to.
How to increase focus on internal communication
Deficient communication often leads to reduced feelings of ownership and reduced success. Implementation of internal processes
can thus be perceived as strange or hardly motivating. Antagonism and a lack of resources can lead to a final result that
is in conflict with the strategies and goals of the business. The result of deficient communication means that important information
does not arrive clearly – and that people in the business often talk at cross-purposes.
Good internal motivation
Internal communication can include many things, such as customs and stories, decoration of premises, clothing, and the type
of food is served in the canteen. In many ways it is only creativity that limits the various ways in which we communicate.
Existing internal marketing and the brand name constructed by an organization can also be significant factors for the employees’
motivation and the organization’s reputation in society at large.
Out assistance is generally motivated by the following needs:
- Advisers and sparring partners
- Guidance and process management
- Internal business courses and seminars
- Implementation of vision and values
- Development of information and presentation material
- Employee satisfaction investigations
- Customer satisfaction investigations
- Arrangements and events
- Development of web pages and internal magazines
- DiSC Personal Profile – a tool for describing behaviour
Børre Thorstensen is head of Signatur Advice.
