In the course of digitalization, companies face the challenge of promoting networked and innovative thinking. At the same time, digital tools and the social intranet in particular offer the opportunity to connect employees on a large scale and to initiate company-wide dialogue. Finally, changing media usage habits and a shift in values are making employees themselves more demanding when it comes to participating in their company.
In light of all this, pure top-down communication and the regulated communication cascade have seen their last days. Internal communication must increasingly focus on participation to successfully reach its target groups and support corporate goals. At least, this the goal internal communication sets for itself in many areas.
But to what extent has internal communication already changed from proclaiming fixed truths to moderating different contributions? Where does it effectively use participation, and how does it address the associated challenges? We spoke to 17 internal communication executives about these questions. Here are their insights and recommendations for successfully handling participation in practice.
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Katrin Häbel
Managing Director | Germany