Reaching front line employees is the biggest pain point among HR and communications professionals, according to a survey sponsored by SocialChorus and And Then Communications. The team created a two-question survey, focusing on internal communications pain points and educational opportunities, which was sent to communications and HR professionals. Nearly 200 people responded to the survey.
We Feel Your Pain
We opened up the survey with this question: As a communicator, what primary pain points do you experience in your work? More than 60% of respondents said that their number one issue was not reaching all employees with current channels. It’s not surprising: Employees are more distributed than ever before and have become increasingly harder to reach. Three out of four employees are remote, and 45% of deskless employees have no access to the intranet at work. Deskless employees are simply are not receiving enough company communications. The legacy tools and systems that communicators have access to simply cannot reach everyone. Coming in second, 49% of respondents felt that they did not have the tools they need to effectively measure their communications initiatives. IC professionals now need access to date to prove the ROI of their work.
It also was noted in the responses that communicators feel that their leadership does not appreciate the value of internal communications. This may be tied to the measurement challenge, with communicators not providing needed ROI to leadership. Respondents also made it clear that are time-strapped, with little time to create new and exciting content.
Knowledge is Power
About 66% of survey takers want to learn more about personalizing and targeting employee communications. Communicators are taking a page from the marketing handbook and learning that personalization yields better engagement results. Measurement continues to be a common theme with 53% of respondents wanting to learn how they can better measure their content and tools’ effectiveness. Communicators also are interested in learning more about how they can become better communication advisors to their CEOs and senior leadership and how their employees can become content creators. Full survey responses are below.
So what’s next? Based on the survey results, it’s clear that the role of the internal communicator is changing and the needs of communicators are also evolving. Watch SocialChorus and And Then Communications webinar on-demand in which we will be addressing tips and ideas on how to respond to some of these pain points and opportunities. Earning Your Seat at the Table: From Trusted Advisors to Enterprise Change Managers: How the role of the communicator is changing. Watch now!