Covid-19 has made us all reflect, to a greater or lesser extent. It has valued the most everyday, the routine, that which went unnoticed. Now we appreciate hugs, kisses, physical contact and even a breath of fresh air or being able to touch the sea. But above all, what it has revealed is our vulnerability, beyond geographical areas, social classes and purchasing power.
All communication channels, both online and offline, have been flooded with campaigns that extol "closeness" in a scenario where social distancing reigns. That in one way or another refer to human quality, solidarity between people and intone the mythical "unity is strength".
Well, in times of "de-escalation" we cannot forget precisely this, the human, the PEOPLE. What is behind the companies? People. The so-called "internal client". And now, more than ever, it must be the best prescriber of the company.
A decade ago, with the 2008 crisis, many companies understood the importance of managing their intangible assets well. The world guru of reputation and co-founder of the Reputation Institute, Charles Fombrun, maintains that "reputation is the force that moves the world" and that "it is an intangible convertible into influence and money".
Among the intangible indicators of the brand is the commitment of employees. A satisfied employee, who feels taken into account by the organization, will add value, act with greater enthusiasm and ensure the interests of the same.
We could say that the reputation of the company is not only a consequence of a motivated worker, but a committed employee is a direct consequence of a solid and attractive reputation and business culture.
In times of crisis, like the current one, with an uncertain outlook, all employees must row in the same direction and manage to keep the boat afloat. And this is where communication plays a fundamental role, specifically, "internal communication".
Designing a good strategy in which communication channels, messages, flows and managers are defined will be essential to achieve this objective. It is the only way to join efforts, increase the pride of belonging of the staff and achieve business objectives. It is a clear win-win strategy between company and employees that the company must know how to demonstrate to the internal client.
Marta Armas
Director of Marmas Comunicación
