comunicacion interna

This post was written by Efficyers

According to a Harvard Business School study, 92% of business leaders agree that internal communication has undergone major changes in recent years.

And this study was before COVID and the massive rise of teleworking. If it were repeated today, I am sure the percentage would be even higher.

Corporate communication, where information flows from the top down in the organisation and from the inside out, is dead.

It is simply no longer sufficient.

The new paradigm, which many experts call “organisational conversation”, demands new communication strategies.

It requires equipping employees with the necessary tools and channels.

And it requires that the plans that are defined are executed by someone.

We will discuss all these points in this article, starting with the last one.

Who is responsible for internal communication in a company?

Internal communication is becoming increasingly important for organisations, especially large ones.

That’s why, at Efficy, we asked ourselves who the people in charge of internal communication are and we carried out a study.

We analysed all the job offers published in Spain in recent months with responsibilities in this area and here are the conclusions.

What are the job offers in internal communication like?

The first question we asked ourselves is, from which department should internal communication be managed?

  • Communication in general is usually a marketing issue.
  • Dealing with employees and their well-being is human resources.

After our study, we discovered that while 62% of companies place these responsibilities in the marketing area, only 38% do so in human resources.

internal communication offers

Another key question was the degree of responsibility of these positions and how these vacancies were managed.

Regarding the first question, almost 30% of the posts involved a high degree of responsibility and experience and 24.6% of the posts could be taken up by people with no previous experience.

The degree of responsibility and experience is matched by the number of vacancies handled by recruiters.

35.2% are made through recruiters, and these cases correlate strongly with the degree of responsibility and experience required for the position.

internal communication characteristics

How are internal communication managers remunerated?

Salaries in internal communication (as in other areas of the company) correlate very strongly with the experience required for the position.

Thus, in companies that are more concerned with this area and that require higher-level profiles, offers range from €60,000 to €80,000.

However, the majority of salaries are grouped around €26,000, with the lowest in the full-time offers we have analysed being €14,000

internal communication salary

What is the main role of these professionals?

Those in charge of a company’s internal communication must:

  • Analyse the different types of communication in your company.
  • Be inspired by successful examples from other companies.
  • Draw up the overall communication strategy.
  • Define an implementation plan.
  • Equip staff with tools.
  • Define the channels through which communication will take place.

Analyse the different types of communication in their company.

There are 3 types of internal communication in companies based on the direction in which it occurs:

  1. Top-down.
  2. Ascending.
  3. Horizontal.

Understanding the characteristics of each and their strengths and weaknesses is crucial. To help you do so, we have prepared an article: What are the key types of internal communication for your company?

Be inspired by successful examples from other companies.

Many large companies have had successes (and failures) implementing internal communication plans.

Taking inspiration from others is one of the best ways to define your own communication strategies and for this reason, we have prepared an article talking about, among others:

  • Autodesk.
  • Pixar.
  • MGM resorts.

You can read it here: 4+1 examples of internal communication to inspire you

Map out your overall communication strategy.

By understanding the different types of communication and having been inspired by the best ones, you are in a good place to define your own strategy. To do so, you will need to follow 5 steps:

  1. Define goals.
  2. Develop a message.
  3. Plan communications.
  4. Implement the plan.
  5. Measure and evaluate.

To learn more about each of the 5 steps, you can visit this article: How to define an internal communication strategy?

Defining an implementation plan.

The fourth point of the strategy, the definition and implementation of the plan, is the most complex of all, which is why we have dedicated an article to it, focusing on the 4 key points:

  1. Encourage bottom-up communication.
  2. Encourage 1 to 1 communication.
  3. Encourage 1 to N communication.
  4. Define communication problems and eliminate them.

You can read it here: How to set up an internal communication plan?

Equip staff with tools.

No plan is feasible if you don’t equip it with the right tools. In our opinion, the most critical are 5:

  1. Intranets.
  2. Video call tools.
  3. Written communication tools.
  4. Project managers.
  5. CRMs.

In this article we discuss all 5: What are the most important internal communication tools?

Define the channels through which communication will take place.

Tools are important, but channels can be even more important.

To help you identify the most important ones we have written an article where we address them all.

This one: What are the most important internal communication channels?

What is most important for good internal communication?

If you read all these articles, you will discover one constant: one of the pillars on which any effective internal communication strategy is built is a CRM.

Specifically, one that is adaptable to the needs of each business.

And for this reason, we believe that Efficy is the best option.

It is not by chance that more than 2,500 customers in 33 countries use it.

You can try it today and see by yourself.


Try Efficy CRM
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plan comunicacion interna
How to set up an internal communication plan?
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