Internal communication: Most frequently via intranet and directly

Which channels or touchpoints are most used in companies for internal communication and considered most relevant? This is what the Perikom fact check, which was conducted together with Accelerom AG and the HWZ Hochschule für Wirtschaft Zürich, wanted to find out by means of an online survey. For this purpose, more than 900 employees in large Swiss companies such as SBB, Lindt & Sprüngli or Clariant were surveyed in March 2021. The findings of the survey are intended to help set the right priorities when it comes to internal communication in the wake of digitization and the increasing complexity of communication channels.

Intranet central for information procurement

When asked which touchpoints employees use to obtain information, the intranet comes out on top. Just behind is the conversation with the direct supervisor and colleagues. Video messages from the CEO are also seen as very important - which has presumably experienced a significant upswing in the age of Corona. However, if you ask where employees first come into contact with a new topic, the conversation with their superiors is in first place.

Importance of the conversation with superiors is undefeated

The central role of the discussion with superiors is striking. According to the study, this touchpoint achieves top scores in all phases of the information process. Talks with superiors - whether in a team meeting or in an individual discussion - are experienced as extremely credible and relevant when it comes to changing an opinion or behavior.

Older people generally use more touchpoints than Young

The fact check also ascertained which employee type the respondents belonged to (motivated, conformist, minimalist and disillusioned) and whether major differences could be identified here. One key finding was that the more extroverted a person is, the more touchpoints they use.

One big surprise of the survey is that older employees are more inclined toward digital channels. This disproves the prejudice that young equals digital. This finding can also be interpreted to mean that younger employees are generally less aware of information, while older employees are more attentive to new information.

Relevance for practice in everyday business

So what do the results of the study mean for practice? The results were presented to a group of ten communications managers for discussion. They agreed that the employee communication touchpoints managed by the communication managers (intranet, information events, etc.) do generate attention for a topic. However, this is not enough to bring about a change in employee behavior. Communication from superiors and colleagues is needed. This is where the greatest potential of internal communication is recognized. But the path to this goal seems long and difficult; concepts for it are rare in practice and, as is so often the case, resources are lacking. But without the inclusion of management communication and communication in internal networks among the employees themselves, those responsible for communication will not succeed in establishing truly value-creating internal communication.

Insights for the right internal communication

1. The internal communication channels such as intranet, employee newspaper or newsletter generate a lot of reach, but have a rather deeper relevance.

2. Face-to-face conversations, whether with colleagues or superiors, are central when it comes to anchoring messages.

3. Contrary to the typical rule of thumb "the younger, the more digital", more digital touchpoints are used as people get older.

4. The differences between Blue Collar Workers and White Collar Workers are rather marginal: Surprisingly, Blue Collar Workers use a similar number of digital touchpoints as White Collar Workers.

Source: Pericom