Benchmarking internal communications: formal strategies bring success
Internal communications are significantly more likely to be both successful and effective if supported by a formal communications strategy, according to 2010 benchmarking research from IRS for XpertHR.
The IRS/XpertHR Benchmarking survey on absence is based on responses from 109 employers with a combined workforce of 411,415 employees.
In addition to detailed analysis of the internal communications media used by UK employers, the survey also provides extensive benchmarking data on: internal communications methods used; how internal communications are used in managing major organisational change programmes; and the role played by social media in internal communications.
Subscribers to XpertHR Benchmarking can drill down into the complete benchmarking data from the 2010 survey of internal communications.
XpertHR Benchmarking subscribers can click on the links to access full benchmarking data on each of the following key findings, then apply filters where necessary to view data by sector, organisation size, and/or region:
- Fewer than half of respondents have a formal, written employee communications strategy in place.
- Employers with a formal internal communications strategy are more likely
to agree strongly that internal
communications have contributed greatly to the success of the organisation
than those without such a strategy.
- Organisations taking an ad hoc approach to internal communications are significantly more likely to say that employee communications have had a negative impact on employee engagement.
- Verbal communication is considered the most effective way to achieve key communication goals in many areas. These include: improving or maintaining employee relations; and keeping employees informed about organisational changes and strategies.
- Traditional methods continue to dominate internal communications. Overall, verbal, face-to-face methods of internal communication are by far the most widely used among those taking part in the survey. Social media are used by comparatively small numbers.
- When asked about the disadvantages of using social media in internal communications, it is notable that some respondents said that employees are reluctant to engage with social media.
- Four in 10 respondents say their stance on employee communications has changed as a result of difficult economic circumstances.
The above findings represent selected highlights from the survey data. Through XpertHR Benchmarking, you can access the complete data from this survey, and use the unique range of interactive features to create and download bespoke reports on internal communications (and a wide range of other topics).
Please get in touch if you have any queries about the XpertHR Benchmarking service.
Michael Carty, Benchmarking Editor