Now that 2018 has come to a close, it’s time to look back at some of the lessons learned and what we can expect in 2019 when it comes to internal communication. This past year, communicators continued grappling with a rapidly changing workforce, including rising demand from deskless and remote workers who are paving the way for shifting communication preferences. A key aspect of this shift is the way employees consume content and communicate in their day-to-day lives, which transfers over to how they expect to communicate with their employers, in quick, seamless and consumer-oriented ways.
Moreover, in the age of social media and new technologies and channels, employees have access to broad networks and can make or break a company’s reputation if they’re not meeting their expectations. This digitally connected workforce is increasingly adding more pressure for communicators to evaluate how they reach employees, particularly those who hold non-conventional office jobs away from a desk.
Communicators will act more like marketers
In 2019, evolving workforce dynamics will push communicators to take a page out of the marketing playbook and start mapping out their employees’ journeys just as they do their customers’ journeys. With employees increasingly not only demanding, but also expecting that their unique needs and interests be met, the traditional, one-size-fits-all approach to employee communication simply won’t cut it anymore, and 2019 will be the breaking point for communicators to customize and tailor their content and messages to specific groups of employees.
Unified analytics will replace “clicks and likes” metrics
The traditional approach to measuring employee communication has been “analytics by channel,” i.e., looking at clicks, opens or page views on various channels and tools—a siloed method in which you can’t deduce a cohesive story line. Realizing this doesn’t meet their needs,...
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