Trends in corporate communication in 2023

 Trends in corporate communication in 2023

Corporate communication strives to improve a company's or organization's image among its consumers and partners. Although it is sometimes overlooked in favor of product advertising, it is nevertheless critical to provide a pleasant and approachable face to the firm.

You can hire a freelance marketing consultant to help you comprehend the ideas of this institutional strategy and put it into action within your organization.

So, what will be the dominant trends in business communication in 2023? This year will be marked by a sense of well-being at work, from the promotion of CSR policies to the use of HRIS software, and from the effective management of the employer brand. Here are five themes that will shape your company's strategy in 2023.

1. The role of HRIS tools in internal corporate communication

Your Human Resources department must handle all institutional communication! The goal is to fully utilize the capabilities of a human resources information system (HRIS).

How ? This tool typically contains messaging or notification tools for sending remarks to certain teams or all corporate personnel.

You can stay in touch with your collaborators with only one click (or almost!) and:

Prepare them for forthcoming company changes.

Inform employees about new personnel policies.

Remind people on security measures or notify them about changes.

Inform people about future events or projects.

Share the accomplishments of the organization, a team, or an individual employee.

Not only that, but HRIS software also makes it easier to get feedback from employees by sending them surveys and questionnaires.

They can actively engage in the company's life, which strengthens their devotion. Employees who feel heard, on the other hand, tend to become ambassadors. They distribute your institutional publications and communicate about the beneficial qualities of your company on their own.

This is plenty to bolster your corporate communication by encouraging word-of-mouth!

2. Employer brand management is becoming more popular.

Management of the employer brand is a flagship approach of corporate communication that refers to the strategies used to promote the corporate culture and gain a pool of promising young talents.

Candidates are looking for jobs who share their values more than ever. Customers, on the other hand, care about firms' HR obligations and view the quality of life at work as an important consideration in their purchasing decision.

Employer branding, like institutional communication, is carried out both internally and externally. Employees must feel considered and respected in order to favorably communicate about your firm... but also to accept to take part in your external image management operations.

And, indeed, it is impossible to market your employer brand without disseminating articles, social media posts, or newsletters that include the company's faces.

This plan necessitates that your employees be proud of the work they do for you, and that they want to talk about it and act as ambassadors on your various corporate media platforms, such as interviews, films, or stagings.

For example, at Cisco, employer brand management is very strong. It is most visible on the company's LinkedIn page, where we can see the group's employees' publications with the hashtag #WeAreCisco. This corporate hashtag is still a great way to inspire teams to share their wonderful times at work while indirectly promoting the company:

3. Sponsored articles, an important component of business communication

Sponsored articles continue to be a cost-effective way to get your message out via targeted and strategic media at the correct moment. In addition to regulating the location of articles, this technique tries to overcome the limitations of ad blockers while providing readers with high-value information.

You can opt to publish them in a webzine, an influencer's blog in your industry, or the digital press. The most crucial thing is to choose a media whose audience consists of your clients.

In what situations is sponsored content effective for company communication?

To encourage strategic speaking, consider publishing a sponsored article before an expert from your organization leads a conference or your company arranges a major event. The goal is to raise awareness and/or registrations for this event.

To convey a tale in parts: Your corporate communication can take the form of a series of pieces. The ideal situation is for you to sponsor them so that your audience can follow all of the chapters.

To express an opinion, a consultant from your organization can write an article in which he provides his thoughts and suggestions on a topic relating to your operation. Without attempting to pitch your services, this content demonstrates your market expertise and indirectly advertises your products and services.

4. Modernization of corporate video

Corporate video can be used to communicate your company's ideals both internally and externally. However, in the age of short, vertical, and exciting forms like TikTok videos or Reels, it requires an overhaul!

Think of fashionable concepts like Brut or Konbini if you want to unite your audience, get closer to your audience, and have a modern image. You may show brief interviews with your employees, partners, or customers.

Why not participate in TikTok challenges connected to your commitments? Many community influencers encourage environmental awareness in their communities. aiming with these content creators to promote your commitments is a terrific option if your firm is aiming to lessen its environmental effect.

You might even develop a web series to capitalize on the Netflix trend. Each episode can highlight a major value of your corporation, an association you support, a company employee, a client... Depending on the concept of your series, it's entirely up to you!

The good news is that these new formats require very minimal hardware and software investment. Even when it comes to corporate communication, consumers value original material.

The example of Groupe Bel is instructive. The vertical format videos employ express interview codes. Before the expert answers, the questions are asked on slides with catchy music. The shape is traditional but authentic. Customers have the impression that the speakers are speaking directly to them.

5. Corporate Social Responsibility (CSR), an important trend in institutional communication

Development that is sustainable, solidarity and a circular economy, inclusion and diversity... These ideas are appealing to today's consumers. If you wish to reach this demographic, you must promote your CSR strategy through institutional communication.

What steps are you taking to reduce your waste, CO2 emissions, and carbon footprint?

What efforts have you taken to promote diversity and inclusion?

On a daily basis, which organizations do you support?

What is your gender equality metric?

What steps have you made to enhance workplace well-being?

All of these issues (and many more) must be addressed through strong and controlled communication.

Pileje, for example, emphasizes its "Ethick my school" operation, which aims to raise children's knowledge of environmental protection. Thus, the organization demonstrates its ecological ideals by teaching future generations eco-gestures. A corporate communication move that benefits its image, both for existing customers and for future consumers!

CSR is thus becoming increasingly important in businesses striving to lower their carbon impact and make growth and ecological go hand in hand.

Recognize corporate communication

Corporate communication is critical for businesses that wish to manage their image, define their identity, and develop a successful employer brand strategy.

It varies from marketing communication in that its message is not about pushing items or services, but about promoting a company's culture and principles.

Corporate communication definition

Corporate communication, also known as institutional communication, strives to project a positive picture of the organization to its market. It comprises of discussing the organization's culture, values, and commitments.

This approach is directed at both employees and shareholders, in order to motivate and unite them around the company's values, and at prospects and customers, in order to tell them about aggressive measures.

The goal is to improve its image and reputation by publishing content such as:

the newsletter (internal and external), press releases, social media, traditional media campaigns, company blog, activity reports, open days, and so on

Corporate communication, both internal and external

Corporate communication is classified into two types:

Communication inside the organization

Internal institutional communication is directed to employees at all levels and divisions inside a corporation. It also involves shareholder communications.

The purpose is to make employees aware of the goals that must be met as well as the progress made toward them. It also covers the dissemination of firm news such as awards, commitments, certifications, and so on.

This promotes the teams' sense of belonging.

Communication with the outside world

Corporate communication can also be directed toward an external audience, such as consumers, prospects, suppliers, partners, or possible job seekers.

In this situation, the goal is to improve the organization's image by demonstrating how it is committed to social, environmental, and societal issues on a regular basis. The goal is to connect with your audience by demonstrating that they share similar values.

Why is strategic corporate communication important?

The ultimate goal of corporate communication is to portray the organization positively and to manage its brand image optimally.

A successful institutional strategy, on the other hand, provides numerous advantages:

Create a powerful brand identity that is marketable.

Increase your notoriety

Boost the motivation and productivity of your workforce.

Boost employee loyalty

Stand out from the crowd.

Attract talent, investors, and customers.

Create a community based on shared ideals to increase consumer loyalty.

Increase the company's credibility by encouraging repurchase, upselling, and cross-selling. Increase the trust of partners, suppliers, and investors.

Our suggestion for improving business communication

Consistency is the most important thing to attain in corporate communications. This plan is implemented throughout all of the company's channels and media: social media, blogs, newsletters, and so on. To that aim, it must be perfectly incorporated into marketing and public relations discourse in order to build trust and a favorable image.