The Secret Ingredient to a Thriving Business: Today & Post COVID-19

Internal communications teams haven’t always been given their due, but the events as of late have given them an opportunity to flex their muscles and demonstrate more than ever before their significance in the org chart. And it’s not gone unnoticed by CEOs and other executives, who have been made hyper aware of the need for accurate, rapid-fire information to be disseminated to employees. But Internal Communication doesn’t just exist for crisis communications, of course. Of the many lessons learned trying to weather this current crisis, one of them is that internal comms is the secret ingredient to a thriving business.

What Does It Mean to Thrive?

“Thriving” is a loaded word, pointing to more than profits. A thriving business is one that is not only profitable, its people are engaged. Morale is high. Company culture is dialed in. Every individual plays a part in a business’ success, and they know it, live it, and even love it.

Setting the tone is internal communications. How so? When IC is successful in their role, employees are knowledgeable about their organisation’s vision and objectives, as well as their role in driving those things. With that knowledge comes empowerment, and with that empowerment comes the contributions that create thriving businesses.

Thriving might feel afar off for many organisations in the throes of the pandemic. And it’s true that there’s a tough test for businesses ahead: The effects of COVID-19 are sure to be with us for many months to come, as the world awaits a vaccine and treatments, and the economy inches back to health.

Right now, we’ve more or less adjusted to the “new” normal brought on by the Coronavirus. In the future, it will be important to focus on a “next” normal; things won’t be going back to the pre-pandemic version of normal anytime soon, if ever.

That may sound bleak, but it doesn’t have to be. If organisations can continue to develop and rely on the role of internal comms during this critical period, it can set them up for a thriving future.

IC and the “New” Normal of Right Now

What should be going on in this moment to ensure your organisation thrives in the future?

Being there for your people is number one. The emphasis in your communications should remain on meeting employees where they are (especially those who are working remotely, in the field, and on the front lines) and making sure they have the exact information they need when they need it — whether it’s safety information, policy changes, and so on.

Consider what people are likely feeling right now: Still uneasy about the crisis, but at the same time weary of restrictions and ongoing bad news. Communication should focus on a mix of making sure CEO and other executive decisions are clearly understood and driving morale (which boosts productivity, which boosts profitability) via positive stories of internal team and individual successes, employee recognition, and opportunities for employees to connect and interact digitally.

IC and the “Next” Normal of Post COVID-19

In the coming weeks and months, we’ll shift to a new period of adjustment, which will demand adjustments to your communication mix that build momentum and provide positivity.

Employees will be in a new phase, as well — rather than being in a constant state of anxiousness and information-seeking, they will be ready for change and to move forward. However, any enthusiasm may be dampened by a sense of loss, whether they’re mourning a loss of pre-pandemic life, the very real loss of people they know to the disease, or if they’ve lost work colleagues due to layoffs.

It will be critical, then, that internal communications teams help drive and promote an organisation’s vision for the future, while still acknowledging that loss and grieving phase, and at the same time, provide the necessary tips and news that will help keep people healthy.

With that, we’ve identified three commitments IC teams and the organisations in which they serve must do in the imminent “next” normal phase. 

#1 Commit to Technology

Organisations have recognised through the crisis that antiquated technology tools, systems, and processes just won’t cut it. It will be key to place a higher priority on committing to technology tools and innovation, particularly when people may still need to work remotely.

Employee communications apps are one tool that facilitate the kinds of communication and content that will be required in this phase and beyond: Communication that is swift, segmented and personalised to the employee, user-generated, enables teamwork and connection despite geographic separation, and can reach every team member on their mobile device.