How Internal Communication Can Enhance Employee Retention

For many firms, internal communication is an afterthought. It’s something they don’t think much about. Yet, in the war for talent, it could be the secret weapon to improving retention. 

The key to keeping employees is making them feel informed and important to their company. Many talented people leave because they feel left out, not because of pay or benefits. Surveys like Accounting Today’s “Best Places to Work” consistently measure how looped in employees feel, which impacts their overall perception of the firm and, ultimately, engagement. Gallop further reports the relationship between feeling connected through meaningful friendships inside the organization and retention. While internal communication doesn’t equal friendship, good communication is the conduit to meaningful connection with other humans. 

Many people think good internal communication happens naturally. It requires deliberate effort and strategy. Effective communication is not just about conveying information; it’s about connecting with employees meaningfully. Employees can’t engage if they don’t first connect. Recognizing this gap is essential for firms wanting to enhance their retention strategies. 

Debunking Myths and Setting the Path 

Many firm leaders believe communication is a one-time event rather than an ongoing dialog. For communication to be effective, it needs to be reinforced and delivered in ways that the people receiving it can engage with it. 

For many accounting firms, internal communications are written by the wrong people and aren’t given much thought. While leaders have the best intentions, they don’t often give intentional thought to the tone and delivery of their messaging or the right channels to deliver it through. Rather than engaging other people in the development who have experience in finessing messaging, they often rush through it as one more item on their to-do list. Worse yet, because they are so busy, messages often exclude critical details. 

When information is kept separate, it can create gaps and silos between managers and employees. This can make staff feel unappreciated and uninformed. 

The 4 Steps to Improve Internal Communication 

Improving internal communications might feel like a daunting task, but there are 4 things accounting firms can do now to help. 

• Leverage Experts: Collaborate with professionals adept at crafting and delivering impactful messages. Firms will most commonly look toward their marketing and communications teams. These professionals are often skilled at developing intentional communications that hit the right message and tone. This includes everything from written communication to verbal communication. 

• Diversify Communication Channels: Use various methods and platforms to ensure messages reach all staff. Consider that at least half your workforce prefers to spend time on TikTok, Instagram, and Snapchat. Getting another boring email might not be the best way to engage them. Explore different channels for communicating more effectively. 
• Embrace Repetition: Multiple touchpoints are crucial for comprehension and retention, especially for big change initiatives. Don’t assume an announcement or email will be enough. There has been a longstanding study that it takes 21 touchpoints to turn someone into a client. Those touchpoints are all different aspects of communicating in a relationship with a client. Think about your internal communication through the same lens. 
• Develop a Strategic Communication Plan: Identifying which communications need strategic planning is key. Then, to make big changes or start new projects, it’s important to have a well-planned communication strategy. 

Implementing Effective Communication Practices 

HR, marketing, and leadership must work together for internal communication strategies to succeed. The goal is to own and share information that matters to employees in a meaningful way. This is where involving those with marketing expertise in crafting messages becomes invaluable. 

The Impact of Intentional Communication on Retention 

High-quality internal communication directly impacts staff engagement and retention. By communicating intentionally, you can meet employees’ needs and turn them into engaged team members. 

 

Remember that the strength of your firm lies not just in the skills of your employees but in how valued and informed they feel. By promoting intentional internal communication, we create a culture where talent can flourish.