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How to influence company culture with internal comms

We work with a number of corporate internal comms teams, helping them develop internal comms materials such as newsletters, video content, emails and other digital and print assets. Many of the teams we work for have a key objective underlining all activities they engage in: to positively influence company culture to help their companies be more successful.

For some this might involve changing company culture perhaps as a result of a merger or acquisition. For others it might be about improving or enhancing the existing company culture, and increasing engagement with employees.

Company culture and branding

As a digital agency that creates brand content, we help internal comms teams communicate company culture using many of the techniques a brand marketer uses.

While communications may include important messages or information such as company news and developments, we believe that by subtly aligning these messages with values and the company brand, internal comms teams can influence company culture at the same time.

When we work with a new client, we like to explore the following key factors to better understand the company culture and align internal comms with their goals. If you’re exploring how to influence company culture with internal comms, I think these factors are a great starting point:

What is your company culture? Shared values and goals, the company’s ethos and objectives, and your employees’ perception of the workplace environment, all influence the company culture.

What aspects of your company culture do you want to embed? Define what it is about the company culture that engages employees, and the factors that you want to improve on or embed further.

What is your company story? A company story is a great tool for communicating values and a shared experience. A company story reflects that shared purpose, reasons why employees engage with the brand, what gives them satisfaction and reward, and why they are proud to work for the company.

How do you talk to employees? A consistent voice, aligned with the company culture, ensures there is no confusion about what the company represents and how it talks to employees. Any external agency should be given clear directions on tone of voice and the company brand.

Who do you want to engage? Finally, we also want to know who the internal comms team are communicating with. By understanding the different personas within a company (such as employees in different departments, seniority levels or parts of the world), we can identify the most engaging aspects of company culture for each persona and develop content that resonates with them.

Knowing this information helps us ensure that all internal comms reflect company culture and, if necessary, specific aspects of company culture can be dialled up or down according to the internal comms team’s objectives and the audience.

With this in mind, the internal comms team and their partners can make better decisions about the type of content they create and how it is delivered to employees. Campaigns can also be developed to help embed company culture deeper or troubleshoot issues with engagement.

If you would like to learn more, please get in touch – I’d be delighted to share case studies and further information about how we work with our internal comms clients.

Rob Edmonds

Author Rob Edmonds

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