22. On Employee Communications Channels and Campaigns

Communicating with employees has always been a challenge for organizations. A primary obstacle was institutionalizing the communications area, so that it played a strategic role and went beyond producing communication channels that acted solely as tools for disseminating information. Based on my experience in this field, significant strides have already been made, which resulted in communications becoming increasingly more relevant to companies—a reflection of the work of communicators over the years. As a result, the current main point of contention is whether communications can play a merely an “internal” role, or go beyond the organization, especially in this digital age where everyone is connected and employees have begun to use social networks to share their work–life experiences.