06/02/2024

5 trends not to be ignored for corporate communications in 2024

Author: Marten Neelsen

From navigating the hybrid work landscape to empowering employee influencers – this list of 5 corporate communications trends in 2024 will help your organisation to stay dynamic and successful. Join us as we uncover how these trends are reshaping the way we work, ensuring your business stays ahead in the evolving world of work.

Even with constantly changing requirements, corporate communications remain a cornerstone of organisational success. As we started 2024, many known challenges from 2023 are following us, but new crossroads are also appearing on the horizon. From hybrid work dynamics to harnessing artificial intelligence (AI) and fostering robust employer branding strategies, here are five key corporate communications trends that will define and reshape the way we work (and communicate) this year. In addition to influencing workplace dynamics, these trends underscore the central role of effective communication as the foundation of organisational resilience and progress.

1. Hybrid work dynamics: Embracing different realities

The debate between home office and on-site work is heating up again, painting a picture of two divergent camps. With investors and prominent leaders taking stands, there’s a tug-of-war regarding office presence and its correlation with productivity. However, the rigid enforcement of in-office work may overlook the challenges faced by employees and the potential loss of skilled workforce due to skilled talents who can’t relocate. When a hybrid work environment has been implemented for the time being and employees are waiting for their managers to position themselves, a seamless communication culture that works both remotely and in person becomes essential. Maintaining an inclusive communication environment ensures that everyone is seen and heard, regardless of their physical presence.

Leadership must articulate and repeat clear guidelines regarding expectations, modes of communication, and how performance will be evaluated across various work setups. Communicators can encourage leaders to engage in open dialogue, acknowledging concerns and offering clarity on the company’s stance. It’s important to ensure that these guidelines are communicated effectively and consistently across the organisation, fostering a sense of understanding and unity among all employees, regardless of their work location.

2. Re- & upskilling: Teaching new skills

The development of AI has rapidly transformed organisations across industries and sectors and requires a fundamental shift in skills. Companies must now embrace experimentation with AI whilst maintaining a human touch. To navigate through the new possibilities, communicators should highlight the need for effective communication about available up-skilling programmes and learning opportunities within the organisation. They can play a vital role in advocating for and highlighting the value of ongoing education and upskilling. Most companies have already put learning as a crucial value of their work, but the importance of communicating this message effectively across all levels of the organisation is often forgotten.

With their knowledge of channels and communication, teams can create or curate diverse learning formats, considering different learning styles and accommodating employees with varying schedules or accessibility needs. Encouraging a culture of innovation and learning allows companies not only to refine the balance between AI optimisation and human expertise but also to build resilience and share internal resources from senior colleagues to new starters.

3. Attracting employee influencers with thought leadership

In the era of advancing AI, authentic communication remains more than ever a true challenge. The most unheard voices are still specialised employees, who often find it overwhelming to engage authentically on social platforms. Whilst the C-level or the Management Board can often rely on dedicated press teams or media agencies, department heads, team leaders and subject matter experts often only voice their knowledge within client calls or internal formats.

Corporate communications can leverage their expertise through a guided social eminence programme. They can aid in crafting effective content strategies, empowering the thought leaders to become key opinion leaders. While the experts rely on support in formulating a strategy and regularity in posting, the communicators need insights on trends, current developments, and debates. Specialised workshops or training sessions can focus on effective storytelling, audience engagement, and platform-specific best practices. Furthermore, personalised guidance in crafting content strategies that resonate with the audience, leveraging the unique expertise of these individuals while ensuring authenticity in their messaging can lead to sustainable success.

However, it is important to note that this strategy must be supported by the management level, both in the way it is presented publicly, and, in the time, it takes to create the content. However, a functioning social eminence strategy can bear fruit at every touchpoint: the acquisition of new customers, the presence in current debates and the strengthening of the employer brand.

4. Aligned employer brand strategy: Focus on people

The current talent crunch has intensified competition among companies. Attracting and retaining talent, particularly among the Gen Z group, requires a strong employer brand. Both external and internal employer branding play crucial roles.

External branding demonstrates the company’s ethos to potential candidates through various media. With boundless competition in an employee-focused job market, the employer branding narrative must exceed the basic listing of perks and benefits. Communicators can help to craft stories that spotlight employees’ experiences, their growth journeys, and the inclusive workplace culture to give a sense of purpose. This can be achieved by using videos, virtual tours, live Q&A sessions with employees, and interactive storytelling to give an authentic glimpse into the company’s values, work environment, and employee experiences. Meanwhile, internal branding fosters a sense of belonging among employees, impacting job satisfaction and longevity. A strong consistency in brand messaging across all touchpoints, including career websites, social media platforms, job postings, and internal communications will be the cornerstone of authenticity. It can additionally be strengthened by a culture of brand advocates.

With a social eminence strategy, as mentioned above, one can empower them to share their experiences on social media, participate in employer branding campaigns, and amplify the company’s culture authentically. Harmonising both strategies optimises the employer brand’s authenticity and resonates with employees and potential candidates alike.

5. Change management: Only the change is constant

AI and ongoing global challenges underline the rapid pace of change. This constant change instigates uncertainty, requiring adept change management. Internal communicators play a vital role in ensuring transparent communication during transitions since they need to carry out proactive and transparent communication during periods of change. Yet, they can’t do it alone. They rely on the leadership to communicate openly about the reasons for change, the intended outcomes, and the potential impact on employees. Only then can they craft the message and translate it into channels that allow for two-way dialogue, enabling employees to voice concerns and ask questions.

The empowerment to overcome challenges comes through information. Corporate communications plays a vital role in disseminating accurate and timely information, whether it be about changes, providing training, guidance, and support to equip employees with the skills needed to adapt to new circumstances. They can also open the gates for better two-way communication through surveys or town hall meetings to solicit feedback from employees, closing the circle of information and improving change management. Of course, this is all highly individual for every company to master, and there is no blueprint for mastering communication during changes. Nevertheless, an effective internal communication strategy empowers organisations to adapt, fostering engagement and inclusivity amidst change.

Conclusion:

In 2024, uncertainty remains a constant in economic landscapes, emphasising the critical need for agile communication strategies. Prioritising employee well-being, embracing change and fortifying communication plans are pivotal. Organisations must remain adaptable, foresee challenges, and pivot communication strategies swiftly to navigate the unpredictable.

For experienced communicators, this is certainly the normal status quo. However, what needs to change is that internal communication is still struggling for a permanent seat at the decision-making table, enabling a resilient, inclusive, and agile workplace culture. It tends to be used when needed, which can often be too late. By championing transparent, empathetic, and inclusive communication practices, organisations can ensure every member feels supported, engaged, and connected within the evolving work paradigm of 2024.

Embracing change as an opportunity and nurturing resilient communication practices will enable organisations not only to endure uncertainties but to thrive amidst continual transformations.

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5 trends not to be ignored for corporate communications in 2024

Author: Marten Neelsen

1. Hybrid work dynamics: Embracing different realities

2. Re- & upskilling: Teaching new skills

3. Attracting employee influencers with thought leadership

4. Aligned employer brand strategy: Focus on people

5. Change management: Only the change is constant

Conclusion:

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