Alarming figures illustrate the challenge facing companies worldwide: around a quarter of employees quit due to inadequate internal communication. This finding comes from a recent study by the Center for Public Relations at the USC Annenberg School in Los Angeles and the software company Staffbase, which shows how crucial the flow of communication is for company success. It is about much more than just conveying information - internal communication is a strategic success factor that has a lasting impact on the working atmosphere, productivity and employee satisfaction.
Communication as a strategic priority
The importance of communication lies not only in its operational function, but also in its role as an expression of corporate values. Especially in times of a shortage of skilled workers and the shift towards new working models such as remote work and hybrid structures, it becomes clear that communication goes far beyond its traditional role. It shapes the corporate culture and creates orientation for employees. Decision-makers who see communication as a strategic priority are sending a clear message: every voice counts.
The Responsibility of Corporate Management
Managers are more than ever required to actively shape internal communication.
This means being authentic and transparent and addressing employees as equals. CEOs who send clear messages and encourage feedback processes create trust and strengthen bonds within their teams. It is not enough to delegate communication tasks to HR or PR departments –
Successful communication begins at the top of the company.
Risks of inadequate communication
Companies that neglect internal communication run the risk of losing talent and exacerbating internal conflicts. A lack of transparency and unclear guidelines not only lead to frustration, but also to a loss of productivity. Recruiting new specialists and training them costs time and resources that could be avoided. In addition, a poor working atmosphere can have a long-term negative impact on innovation and competitiveness.
Approaches to Sustainable Communication
Building a strong communication culture starts with a clear strategy that takes into account the company's values and goals as well as the needs of the workforce. Transparency and dialogue are essential here.
Regular feedback loops give employees the opportunity to feel heard and to actively contribute to the further development of communication processes. Training for managers can also help to specifically promote communication skills.
Technological solutions such as digital employee portals or collaboration platforms facilitate communication by creating transparency and optimizing the flow of information. Such tools can make a crucial difference, especially in international companies that face cultural and linguistic challenges.
Communication as a Competitive Advantage
At a time when the demands on companies and their management are becoming increasingly complex, effective internal communication is not a luxury but a necessity. It not only reduces fluctuation costs, but is also a key to employee retention and innovation. Companies that actively shape their communication culture will not only increase their attractiveness as employers, but also secure a strong market position. A powerful statement by Dale Carnegie sums it up aptly:
“80 percent of success is based on communication.”
It is in the hands of decision-makers to put this knowledge into action.
More background information on the topic: https://pr-journal.de/lese-tipps/studien/32789-26-prozent-gehen-wegen-schlechter-kommunikation.html
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