The study “Trends in Internal Communication 2023”, carried out in partnership with Ação Integrada, aims to bring clarity about the journeys within companies
A study developed in partnership between Ação Integrada and the Associação Brasileira de Comunicação Empresarial (Aberje) pointed out the biggest internal communication challenges faced by companies, entitled “Tendências da Comunicação Interna 2023”.
The purpose of the study is to bring clarity based on data from journeys within companies based on responses from 163 companies from different segments across the country.
According to the survey, engaging leaders as communicators is the main challenge, with 74% of responses, followed by making the communication reach operational audiences, with 55%, communicating the company’s strategy and culture (54%) and, finally, , manage information overload, with 51%.
Other points identified by the analysis were that 53% of the companies have invested in internal communication channels, 38% in campaigns and 31% in internal communications.
In other insights, the research shows that the percentage that we invest in PPT presentations, which we are demanded, is more than ten times greater than the time we invest in measurement, for example, or more than twice the investment in listening and diagnostic. What’s more important? How do I deal with incoming demand? These are reflections that the survey brings up, said Thierry Pignataro, Director of Business and Operations at Ação Integrada.
The study also revealed which are the largest deployments desired by companies for 2023 and, among the responses are training with managers to be better communicative leaders (25%) and systematization of conversation rituals (21%).
In addition, the study also pointed to the horizontalization of the communication of these companies and 28% of them stated that they plan to implement an internal influencers program, while 22% plan to implement a Communication Agents program.
Another theme addressed by the survey was the responsibility of companies to communicate better and maintain the mental health of their employees and, in this regard, 78% of the respondents stated that they are taking care of the amount of content to avoid excesses, while 73% said they have a calendar to organize the themes throughout the year.
Despite this, the data is showing that campaigns are growing: 43% of companies carried out more than 16 campaigns in 2022 and, for this year, companies (24%) plan to increase them instead of reducing them, Pignataro pointed out. .
planning and gesture
The 2023 Internal Communication Trends study also showed that the Internal Communication areas are being conducted with an increasingly more management-oriented approach, in addition to execution.
According to the analysis, 79% of the CI areas have a strategic plan that guides actions, while 86% have CI objectives linked to those of the organization.
Finally, the survey concluded that there are some possible paths for the evolution of CI in organizations, such as improving the experience with the channels, focusing on the business priority more than on the areas, decentralizing communication and, in addition to executing the communication, doing the gesture of this communication.
