Richard Bednall, Managing Director of In situ productions, suggests how firms might improve internal communications and win the loyalty of their staff in the face of today’s fast paced working environment.

In surroundings which often leave little time for the niceties of staff welfare and for their feelings of well being, few companies can claim to really communicate with their staff.

Poor internal communications, stress and feelings of being undervalued are identified as some of the key reasons why employees leave companies. Employers who overlook this are making a massive mistake. Not only are there the direct financial costs of replacing staff but a great strain is placed in on HR departments. The loss of key skills, a disruption to operations and the negative effect on staff morale are all contributors.

Companies need to wake up and listen to their staff and ensure they maintain all important communication structures providing a cascade of information from director level through to the post room. Communication needs to be two-way; with issues being addressed by placing a greater emphasis on listening and responding to employees concerns and ideas.

Video production companies such as In situ productions are striving to provide solutions to this endemic problem. Video ensures messages are delivered to all employees, swiftly, consistently and as effectively as possible. A takeover bid, company re-organisation or even large scale redundancies are all events that can occur unexpectedly.

Companies need to ensure they have a method of rapid response in place guarding against these issues to inform, explain and reassure staff before rumours quickly begin to lower morale. When companies are facing daily external pressures from competitors it is easy for them to forget their own workforce. How can companies maintain a ‘personal touch’ to business guaranteeing that staff feel reassured and appreciated?

Staffware, leading Business Process Management specialist:

Staffware now produce a video news bulletin documenting the news and forthcoming changes employees can expect to occur. The final video is distributed to the international operating divisions over the company intranet, thus enabling a huge workforce to be reached potentially within minutes of entering the company website or receiving email. This unique approach has succeeded in creating an inclusive working environment in which workers feel valued.

Shell, Dutch petrol-chemical giant:

Talking about Shell’s approach to internal communications Giles Watkins, Global Competence Development Manager, claims that this medium is used extensively within the organisation, giving them the opportunity “to communicate a consistent message combined with relative value for money and flexibility of use”. The video can be adapted for local markets, providing a cost effective way to promote and raise awareness of the Sales Academy with comparatively little effort.

Shell and Staffware are making considerable progress with their approach to internal communications. By combining new developments with the opportunity to provide continued support they have the chance to provide a rapid response to change and staff retention issues.

A recent article in the ‘Economist’ suggested that “in the Workplace of the future, the fiercest competition may not be for customers but for the hearts and minds of employees”. Maintaining solid communications links with staff swiftly, comprehensively and considerately may be the key to this.