StoryShare Responds: Why communication in companies is so poor

By Phoebe Barker

Earlier this week we shared a piece published by Forbes titled Why Communication In Companies Is So Poor (And How To Get It Right). Today, StoryShare responds…

We all know that internal communication is central to the success and continued growth of any business, but why?

Effective communications help engage employees by sharing relevant and timely information which can be consumed flexibly. An engaged workforce leads to organisations being 21% more profitable. As the article says,

“a company is a unit with power far beyond the sum of its parts.”

A recent study by Gallup revealed that 85% of employees worldwide are not engaged or are actively disengaged in their jobs. Consequently they are failing to fulfil their potential and help achieve company wide success.

In Why Communication In Companies Is So Poor, it states the key to good internal comms is in the three following elements:

  1. Managers and leaders must see communications as being a significant part of their role.
  2. Actions and behaviours must be consistent.
  3. Clear, jargon-free communication should be part of the company’s culture.

But how do you fit these three key elements into your company culture and make sure they work, while keeping your staff happy, sticking to budgets and simultaneously increasing sales? All with the power of mobile apps.

1. Managers and leaders must see communications as being a significant part of their role.

“Formal corporate internal communications tend to belong to the category of “how things should be” and bear very little connection to most employee’s experience of “how things actually are.”

To get managers and leaders on board, they need to be engaging with the system to realise its benefits. Managers and leaders have fast lives. Their workloads are extensive, the pressure on and the responsibilities big. Everything they do is time sensitive, so they need a system that can be flexible around their schedule. When you introduce a new strategy for internal communications, you cannot expect them to pick up more work and learn a complex new system. Reduce the workload, don’t add to it.

Internal comms should be about making life easier. Therefore the platform should be easy. Providing leaders with an integrated plan that fits around what they already do, like checking their phone or working on the go, helps them get the best use out of their time.

We are constantly on our phones, for communication, entertainment and knowledge sharing. Whether in or out of the workplace, professional or personal, phones are at the centre of what we do. Whether you like it or not, it’s true. Recognise this and make your strategy mobile first, with apps.

2. Actions and behaviours must be consistent.

For big companies, consistency is key. Using a uniform content management approach that goes across multiple platforms is the best way to engage and retain employees interest. This means the platforms have to be integrated, strong, scalable and accessible to anyone at anytime, anywhere.

Rather than squeezing hundreds of pieces of functionality into one clunky system, keep things simple. You wouldn’t want your Whatsapp, Facebook Messenger, DM’s, IM’s, texts, voicemails, picture newsfeed, tweets, stories, memes and Gifs all in one place. It would get far too overcrowded!

It should be the same with work technology. With a suite of mobile apps, each functioning to help, support or inform a different area or section of the business, there is sufficient support, clarity and personalisation for everyone.

3. Clear, jargon-free communication should be part of the company’s culture.

“Good internal communications helps employees feel trusted and connected to each other, which in turn increases productivity.”

Furthering our previous reasoning for a suite of apps, the approach should use simple, no-nonsense technology. Sharing important messages and information should be easy! Remove time-consuming upload processes and fit with the way people are already engaging with technology, especially in the home.

Rather than having a news feed containing everything and requiring users to spend time finding the important information, serve it to them on a plate. Clear the communication by utilising intelligent content delivery to make it relevant and reduce search times.

Provide curated content that is set to share the relevant and important posts, personalised to the position and preferences of the user. This is the only full solution to better internal communications, increased productivity and employees who love their work.


About StoryShare

StoryShare exists so employees can love their work.

StoryShare is a SaaS Communication and Learning Experience Platform optimised for mobile. The platform delivers ‘Netflix style’ communication and learning experiences to improve employee engagement and better equip people to do their jobs. The service can reach any employee, anytime, anywhere, on any device.

StoryShare is deployed at leading brands including Unilever, Accenture, Covestro, Renault and Upfield.