To be competitive, companies of all sizes invest in external public relations to build brand reputation, establish thought leadership, and engage with potential customers. However, the importance of internal PR initiatives is often overlooked.
The reality is that internal PR should be a component of any company foundation, as it plays a key role in not only retaining good employees but also building them into brand ambassadors in their interactions with stakeholders, customers, and prospects.
Consider this: Employers spend an average of 33 percent of a worker’s annual salary to replace them. This means it can cost about $20,000 to replace a worker making $60,000 a year. From a dollar-amount perspective alone, this validates why employee retention is so crucial.
Building A Better Bridge Between Management and Employees
Transparent, regular communications help employees be more informed. No one likes being kept in the dark, and workers who better understand the big picture and the “whys” behind company decisions tend to become better aligned with what the organization hopes to achieve. Establish regular internal communications through:
- Company-wide emails
- Intranet portals
- Newsletters
- Group meetings that encourage dialog, such as town hall gatherings and “Lunch and Learns”
When a company has information it plans to release externally, this information should also be prepared for internal consumption. When the news is good in particular, it makes employees feel that they are an important contributing part of the team making it possible.
Even when the information is… not so good, keeping employees informed of what’s going on can help instill calm and dispel rumors that can often be worse than reality.
Creating A Culture Of Camaraderie and Participation
A good internal PR program goes beyond communications—it also finds ways to bring employees together with one another and with company leadership. Whether it’s “Food Truck Fridays” in the parking lot, an after-hours happy hour, or the formation of a company softball team, such endeavors enable co-workers to bond in less formal environments.
Corporate volunteerism is another way to bring workers together more casually to practice goodwill, while also establishing that the business cares about more than just profitability. Some organizations select a charity to support through various events and drives during the year, while others give paid time off for volunteer initiatives of the employee’s own choosing.
Demonstrating Employee Value
Internal PR should also recognize workers for their contributions and performance, as well as reflect a commitment to employee satisfaction and career development. On a grander scale, this might include financial support for advancing worker education or a free employee wellness program, or it could be as simple as giving team awards for performance or milestones achieved.
The bottom line is that, just as we want customers to know how much we appreciate their business and loyalty, we want employees to know they’re valued too—and we should find as many ways as possible to tell them.
Forging Trust And Boosting Morale
In the many forms it can take, internal PR is an important part of fostering a positive company work environment and creating a sense of belonging—both key aspects for elevating employee morale and retention. While internal PR should be an ongoing practice, it is especially critical during change-management initiatives and as part of a crisis management plan.
One good internal PR exercise is to conduct an employee satisfaction survey, especially if the findings are used to identify any culture weaknesses and implement change.
A company’s employees are one of its biggest assets and among the hardest to replace. An effective internal PR program demonstrates your commitment to employee satisfaction and engagement, resulting in a better informed, more productive, and loyal workforce.