Companies in the U.S. spent nearly $200 billion on marketing in 2019, putting immense resources towards developing strategies to communicate with potential customers and crafting and distributing the perfect messages. Few spend the same resources on considering how to best communicate with their employees—and it’s costing them.
About 70 percent of employees in the U.S. feel disengaged at work, and fewer than 30 percent believe in the brand that employs them, according to Gallup. This leads people to quit and seek out more fulfilling work, and Glassdoor reports that companies spend an average of $4,000 on recruiting, hiring, and onboarding each replacement. By helping employees feel more connected to their companies through thoughtful internal communication, organizations can create an open, collaborative culture that drives both retention and productivity.
“It’s about building relationships and understanding not only what the organization is trying to accomplish, but also what will motivate employees,” says Ed Powers, a professor of practice who oversees the Public and Media Relations concentration within the Master of Science in Corporate and Organizational Communication at Northeastern University.
Here’s why an internal communications strategy is vital for any workplace and how you can create one that addresses your company’s goals.