HUMAN RESOURCES 34 CARIBBEAN BUSINESS THURSDAY, APRIL 12, 2012

Engaging workers via improved internal communications

Advertising, marketing techniques used to maintain relationships
with clients also important in keeping employees 'in the loop'
BY EVA LLORÉNS VÊLEZ "There are organizations that are within a company. The first step
eval @caribbeanbusiness.pr
more advanced than others, but is to determine the purpose of the
don't have a specific strategy to campaign or program.

G ood internal communications

play a key role in engaging
workers to accomplish a company's
mission.
For that reason, internal
communications have become just
as important to the operation and
success of a business as external
communications with clients.
Mabel Montalvo, marketing &
client services director for Vicom,
and Maria Luisa Monserrate Llensa,
a communication & technology
consultant, said human resources
(HR) officials often forget how
useful advertising and marketing
techniques can be in improving
internal communications.
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support their business objectives,"
Montalvo said.
She noted that HR officials often
forget to consider their target
audiences when developing a
communication, since it is one
thing to focus on top executives
and another to develop a message
for online employees.
Using advertising techniques in
internal communications to achieve
business objectives is a trend in HR
management that has been around
for 10 years. Such techniques can
be used to help enhance teamwork
and engagement as well as launch
Wellness programs.
Internal communications help
'If you want
<^<•^
Montalvo, who helps develop
communications programs for
companies, said she then interviews
different results, the workers to help ascertain the
nature and characteristics of her
you must do things various audiences.
in a different way." She then develops objectives for
each target audience.
—Maria Luisa Monserrate Llensa,
"Once we have that, we then
communication & technology
consultant
develop the campaigns," she said.
"Do we want the workers to carry
out an action because it is a moral
duty or because there is a benefit?"
Depending on the target audience, a
employees understand how the wide array of communications media
business works. Why is that can be used to convey the message,
important? If employees know such as electronic newspapers,
what is going on and how they fit signs, cellphones, blogs, videos and
into the process, they become more even social media.
productive and make more effective The source of the message also
decisions that benefit the business. is an important element because a
"If you want different results, you message's impact can be greatly
must do things in a different way," affected by who delivers it. There
Monserrate Llensa said. are times when the company
One of the most important aspects president isn't available to deliver
in developing a company's internal messages, Montalvo said, adding
communications is to measure their that such messages can often be
impact, Montalvo said. best delivered during meetings with
"The investment has to be supervisors and employees.
measured to ensure there is an Montalvo stressed the importance
impact," she said. of measuring the results of an internal
There are six essential steps in communication to determine if
developing an advertising campaign the message is having the desired
for good internal communications impact. •

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