How internal communicators can succeed in 2021

Although 2020 saw much turmoil, for internal communicators our role grew significantly in prominence. With much uncertainty, fast-changing events, and a loss of direct contact with many employees, the role of keeping workers informed, reassured and engaged never mattered more.

For 2021, we need to start thinking about the long game, and I see five emerging themes that should be shaping the approach of internal comms teams:

Rebuild a sense of belonging.

A recent study by Slack of people working remotely found that indicators such as work-life balance, productivity and satisfaction were all trending up, but that a “sense of belonging” had been badly hit by the pandemic.

In 2021 communicators need to focus on re-kindling belonging by doing more to celebrate success and recognize individual’s contributions. Social events are less likely to be spontaneous so there is a need to be more deliberate in this area. For example, companies have kept a community feel going with events ranging from painting classes and bake-offs to antique ‘show and tell’ sessions.