The COVID-19 pandemic has reshaped the role of internal communications. A recent study asked IC professionals about the challenges and opportunities that will influence their plans for the next few years. Here are 30 surprising internal communication statistics from that study:
Influence & EX
- 66% of IC pros say influence on senior leadership increased due to the pandemic
- Just 40% have an overarching IC strategy to cover more than one year
- 68% say employee experience (EX) is discussed at C-suite level
- 20% say EX isn’t discussed at the executive level
- 37% have change plans in place for new information and collaboration tools
- 27% do not have a clear strategy for handling digital experience as part of EX
Focus & Resources
- 49% Will focus on engaging teams around purpose, strategy, values
- 41% Plan to develop / refresh their IC strategy, framework and tone of voice
- 40% Will dedicate resources to improving digital / social channels
Emerging IC Trends (2-3 years)
- 54% Featuring diverse voices / inclusivity
- 46% Authenticity in messages
- 43% Employee advocacy / user-generated content strategies
- 42% Subscription models for IC (choosing how you’re communicated with)
- 33% Drive for integrated, omnichannel frameworks
- 32% Data-driven cultures
- 21% Experiential communications (integrating all 5 senses)
Omni-channel Communications
- 46% plan on greater investment in digital channels
- Only 51% have channel-specific editorial calendars or frameworks in place
- 31% want stronger emphasis on employee voice and feedback
- 52% have no plans to let employees choose how they receive communications
Content Priorities
- 70% will increase focus on mental health and employee wellbeing
- 55% will focus on diversity and inclusion
- 52% will focus on new ways of working
- 47% see a need for increased leadership visibility
- 17% will focus on presenting a more authentic tone of voice
Measuring ROI
- 50% systematically track channel reach (if people receive your message)
- 75% track employee understanding of key topics
- Fewer than 1 in 4 systematically track overall IC satisfaction, behavior change, & business outcomes
Main challenges in measuring impact:
- 73% lack of time and resource
- 27% no interest from the business
Source: Gallagher State of the Sector 2021: The definitive global survey of the internal communication and employee engagement landscape.
