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The Essential Role of Employee Communications in Shaping Culture and Driving Performance

Increased competition. New and evolving technologies. A tight labor market. Mergers and acquisitions. These and similar business challenges facing companies and organizations in practically every category make employee communications more important than ever.

Once primarily focused on keeping personnel informed about company and staff news, employee communications today does that and a whole lot more. Indeed, employee communications should serve as a strategic imperative for every employer because of its ability to help achieve a range of business and organizational objectives, such as retaining and developing employees, fostering better cross-functional collaboration, and delivering on the organization’s mission and brand promise.

Effective employee communications creates dialogues and inspires actions which, taken together, drive and fortify a corporate culture that leads to growth and success for everyone. Simply put, strong corporate culture equals strong business performance. And strong employee communications is essential to achieving both.

In fact, according to Deloitte research, 69 percent of C-suite executives surveyed believe that company culture, especially transparency in internal communications, will help their organization achieve its mission and vision. Only 14 percent of the respondents are satisfied with their organization’s ability to communicate and collaborate effectively.

The employee side similarly shows a need for significant improvement. Just 33 percent of employees are engaged at work, according to Gallup.

With those realities in mind, this series of articles will provide information, insights and perspectives about the evolving role of employee communications. The content is based on a survey we conducted with 10 employee communications professionals, secondary research, and what we’re seeing with our clients. We’ll also share 10 tips and best practices for a strong employee communications program.

Up next: A closer look at the state of employee communications.