Kommunikationsatelier GmbH, based in Zurich, is a creative two-woman agency for corporate communications, organizational development and content. The agency's focus is on consulting, conception and strategy, sustainable storytelling and working with executives and teams.
We’ve interviewed Christina Lamprecht, Co-Founder and internal communications expert on some of the industry’s hot topics.
Christina, who are you and what is your connection to internal communications?
I am a communications consultant with heart and soul. My main interest is in people and their interactions within companies. Internal communication and the use of language are inevitably part of that. That's why I'm in exactly the right place professionally in our agency, which my business partner Claudia Jenni and I founded in 2017.
How has the perceived importance of internal communication evolved in recent years?
The importance of internal communications has increased continuously in recent years. At the same time, the demands placed on it have also increased. In addition, it has changed fundamentally due to digitalization, the permanent transformation of companies, and the changing needs and requirements of employees. It has become more digital, faster, more direct and more interactive. The pandemic has made it clear to even the biggest skeptics that internal communication is now of systemic importance.
What is the value for a company when internal communication has a "seat at the table" along with management?
A very high value. Internal communication makes a significant contribution to the successof a company and is therefore of strategic relevance. At the same time, communication is a management task. If management does not fundamentally agree on what the company stands for and what is communicated internally and how, confusion among employees will be inevitable. Successful internal communication contributes significantly to a good corporate culture, creates trust and leads to satisfied employees. The positive image also radiates outward, which in turn benefits a company's reputation.
Companies are often aware of the importance of internal communication but lack the budget for it. What would you suggest in such cases?
I see two options. The first is to do the best you can with the resources you have. This requires getting creative and looking for solutions that are inexpensive and can be implemented pragmatically. Sometimes less is more - provided it is well done and well aligned with the goals and target audiences. The second option isto raise management's awareness of the relevance of internal communications, prove its benefits with facts - there are many exciting studies on this - and fight for a higher budget.
What do you think are the most important factors for successful internal communication?
Successful internal communication must be strategically managed. It must be transparent and comprehensible so that it is understood by all employees. It must also provide room for questions, discussion and participation. In practice, unfortunately, we often see that this is not the case.
One of the biggest challenges continues to be the accessibility of employees. That's why it's important to choose the right mix of appropriate communication channels. And finally, good and varied content is key - without flooding employees with information.
Is there aconnection between internal communication and employer branding?
There definitely is a connection between internal communication and employee retention and, accordingly, employer branding. Successful internal communication makes a significant contribution to making the workforce more satisfied. Satisfied employees stay longer and perform better. They identify with their employer, carry the brand image of their company to the public and thereby shape its image, which contributes to the creation of a strong employer brand.
In your opinion, what aspects should be given particular attention when choosing a digital communication platform (like an intranet or employee app)?
On the user experience - otherwise the digital communication channel will not be accepted by employees in the first place. It must enable interactive communication, make information easily accessible to all employees and present it clearly. It should also be possible to publish videos and podcasts. For international companies, offering multiple languages is a key issue. Also central are IT security and an analysis function that can be used to measure engagement.
We'd like to thank Christina for sharing her valuable insights and expertise with us - helping us stay ahead of the game with expert knowledge!