Internal communication and employer branding: when is it time to review strategies?

[seonajmulislam00]

Internal communication and employer branding are fundamental in terms of the company's results, reputation and image. With strategies aimed at attracting and retaining talent , the two sectors have one thing in common: the well-being and comfort of employees.

Employees move between internal and external spaces, and this generates perceptions that are put into practice in everything they deliver and say about the organization. And it is these concepts that should guide the actions of internal communications and employer branding professionals .

The main purpose of employer branding strategies involves the moment a person decides to work at the company, including their internal experience. And then, how do you communicate with employees?

The actions that make the organization a good place to brazil telegram data be and work will be linked to internal communication. In other words, the two areas work together to ensure the success of the business and to promote an environment of belonging.

Internal communication and employer branding
Internal communication and employer branding play an increasingly strategic role, bringing excellent possibilities for businesses.

Therefore, it is important that the discourse between sectors is aligned. For Bruna Gomes, employer branding and founder of Smart Comm , “you can’t separate: it is very strange to have an employer brand that says one thing to the outside and another thing internally” . To better understand this dynamic, it is necessary to understand the thoughts and attitudes of employees: after all, no one has more knowledge about the company than those who work there.

According to Bruna Gomes, employees are the main point of the entire narrative: “What they do and what they say is central to the result and reputation, being a special and essential cog”. Although in many cases the analysis of actions is not so easily located or measured, these situations are extremely noticeable in employee engagement and how they talk about the company externally.

Transformations in internal communication and employer branding
The pandemic has brought new challenges for internal communications and employer branding professionals. Amid so many simultaneous changes, it was necessary to focus on the mental health and well-being of employees . For Cris Hardt, internal communications analyst at Softplan , “it is important to show the strategies and the company’s next steps, but without forgetting to tell the stories of the people who are making this happen .”

And that is the path! It is necessary to achieve the results desired by the organization, but also to think about the comfort and health of employees.

Bruna Gomes reveals that the current situation calls for new perspectives and concepts from companies, bringing the focus to employees and their experiences . In this way, the centrality and self-reference of organizations ended up taking a back seat.

She states that this path has two aspects:

The centrality in a positive sense that communication has become the most important topic;
And the other factor is the difficulty in sustaining self-referential corporate communication, evident in the company itself.
But this is not easy at all, especially when we analyze the employees' point of view. According to the survey The impacts of the Covid-19 pandemic on Brazilian HR , carried out by Convenia, a company with solutions for digital HR, in partnership with TiqueTaque, a solution for monitoring overtime and time banking, 42.9% of respondents consider their companies' internal communication inefficient .

When is it time to review planning?
There is no point in having all the metrics available if you do not have the feeling, the good experience and the humanized perspective to analyze them. Rethinking strategies requires a deep understanding of what needs to change to have an assertive internal communication and employer branding plan.