Internal communication platforms continue to evolve within companies. Solutions like Viva Engage, Humand or Workvivo, among many others, are being adopted by People and Internal Communication departments.
Beyond the undeniable advantages in terms of operability, instant connection and technological strength, we believe it is valid to question their cultural impact and how they affect the quality of internal communication.
Digital transformation and internal communication platforms: a shift with uncertain direction
We are living through an unprecedented digital transformation that is redefining work and social environments. As part of this process, IC platforms have taken center stage, supported by artificial intelligence and new work dynamics.
At Oxean, as a corporate internal communication agency, we observe patterns that repeat across companies, even though the process is still unfolding and its outcome remains uncertain.
Data reflecting the technological shift
A report published by Pumble reveals some data that highlight the impact of this technological change:
- 36% of recruiters consider mastering digital communication tools essential.
- 89% of leaders and 52% of employees use generative AI in their daily tasks.
- 73% of employees say AI helps them avoid miscommunication.
Is internal communication on its way out?
Internal communication is already established within companies. There is no doubt about the need for strategic, planned, and effective internal communication. But if we look back just a few decades, most companies didn’t even have an internal communication department.
The birth of a strategic approach
With the rise of models like complex systems, agile methodologies, and well-being management, it became clear that communication directly influences organizational culture. Thus, the internal communication department emerged as an autonomous space, capable of designing experiences and aligning messages with company values.
Today, however, that model seems to be changing.
Effective internal communication: we handle it in-house, but at what cost?
There is no doubt that platforms like Viva Engage, Workvivo, and Humand are driving major transformation within organizations.
They enable immediacy and simplicity in communication processes. Practically at the same moment a communication need arises, there is an opportunity to take action and respond. They also provide all the metrics we need to improve the process.
This is certainly a benefit we should leverage to its fullest, but it may also come with unintended consequences.
Risks of excessive integration into the People area
Many companies are once again assigning internal communication responsibilities to People departments, driven by operational efficiency and cost reduction. However, this could lead to:
- Loss of strategic focus in communication
- Disconnection from organizational culture
- Difficulty in creating meaningful experiences
Technology is a powerful tool, but it must serve a deeper vision.
People-centered internal communication: keys to creating valuable experiences
This new stage of transformation requires us to rethink internal and corporate communication. For instance, if internal teams and platforms are meeting day-to-day communication needs, then it’s time to go beyond operations.
The role of an internal communication agency should evolve. One possibility is to focus on “communication experiences” that put people at the center and expand what companies can handle on their own. It’s no longer just about providing daily communication materials—it’s about thinking strategically about organizational culture and people’s needs.
Solutions that add strategic value
Continuous learning and development
Promoting ongoing interaction between internal communication and training allows both areas to reach their full potential. At Oxean, as a corporate internal communication agency, we offer our clients the Oxean Skills service to address this need.
Caring for the organizational climate
The impact of communication goes far beyond daily updates. It’s essential to think about the workplace environment and employee well-being.
Considering AI and its ethical dilemmas
The rise of artificial intelligence requires us to consider the conflicts and dilemmas it creates. We must focus on people, ensuring this technology supports teams and enhances the value of employee roles.
Developing disruptive internal communication campaigns
It’s time to connect with people. The internal communication channel ecosystem in companies is undergoing a radical transformation thanks to these platforms. Now is the moment to harness them and enrich them with complementary actions that create a valuable communication experience for internal audiences.
Internal communication platforms
If you’re concerned about the direction of your internal communication in this new landscape shaped by technology and cultural change, we bring all our expertise as a corporate internal communication agency to help you create the best solutions together.
