Maximizing Internal Comms' Newfound Influence in a Purpose-Driven Workplace

Before the global pandemic erupted in tandem with social justice protests, internal communications were too often ad hoc and reactive versus guided by a content strategy. The stepsibling to external communications, they were produced in silos, leading to disconnects in what a company was saying versus what it was doing. And because internal comms was top-down and one-way, they seldom involved dialogue with employees, much less between employees and leadership. 

For many companies, the past few years resulted in a sea change in what employees expect from their employer. When an enormous spotlight was shone on how employers address the health and safety of their employees as well as how they prioritize DE&I, internal communicators gained unprecedented access to decision-making at the senior executive and board level. And internal communicators were at the center of communicating to employees that the pledges being made weren’t simply performative gestures but aligned with actual programs and resulting in measurable progress. 

The talent shortage has only further empowered employees, putting them in the driver’s seat. Employees are exerting more influence and looking for a better experience and more engagement with their company, even during remote work. They want more transparency. They want to hear from their executives and to understand the rationale for company decisions, whether they regard COVID-19 protocols, ongoing social justice concerns, or more recently, the war in Ukraine.

Join this PRSA Learning Webinar fireside chat to learn how to evolve your internal communications strategy and tactics to shape an employee experience in today’s purpose-driven, post-pandemic workplace.

By the end of this webinar, participants will understand how to:

• Operationalize an employee-centric communications strategy that gives employees a more active voice in conversations and helps ensure they feel included, heard and supported.
• Create direct opportunities for employees to dialogue with a company’s senior-most executives — improving perceptions about their approachability and visibility — around business and societal issues.
• Activate internal comms across multiple channels to ensure messages are cascaded consistently horizontally and vertically and are accessible and inclusive by design to meet the needs of different employee segments.