En uno de mis post anteriores ya lo advertía: antes de crear una imagen comunicativa corporativa, antes de empezar a comunicar quiénes somos, qué hacemos y cómo lo hacemos, debemos tener en cuenta que, en comunicación empresarial (como en muchos otros aspectos de la empresa) los trabajadores (colaboradores, becarios, etc.) también cuentan y mucho.
¿Por qué? Porque si ellos conocen bien el mensaje, lo pueden transmitir. Pero si creen en él, seguro que lo hacen llegar allí donde nosotros, como comunicadores, o la dirección, como directivos, no podemos llegar.
He conocido empresas donde ni siquiera las personas de atención al cliente eran capaces de explicarme claramente qué “vendía” su compañía. Evidentemente que me podía explicar qué “productos” o “servicios” ofrecían, pero no el carácter comunicativo de la organización. No sé si me explico bien, pues no estoy hablando de conocimientos concretos, sino de valores y sensaciones. De ese mensaje que no es denotativo, sino connotativo. Pongo un ejemplo más gráfico: no es lo mismo un listado de productos con sus características y precios (mensaje denotativo), que un catálogo o flyer de la empresa donde se explica cuál es nuestro rasgo diferencial (mensaje connotativo). Lo que yo esperaba que me “vendiesen” desde atención al cliente no era un producto (que puedo comprar en muchos otros sitios, sin ni siquiera salir de casa), sino la empresa. Quería que me transmitiera aquello de “quédate con nosotros porque…”
Para conseguirlo es imprescindible que, desde dirección y desde comunicación, se plantee una estrategia real de comunicación interna. Y ahora es cuando todos pensamos que ya lo hacemos con nuestra newsletter interna, los comunicados, o las cenas de Navidad… y sí, está muy bien, pero ¿es una estrategia real?
Aquí van un pequeño test para saber si la respuesta a la pregunta anterior es sí o no.
- ¿Has preguntado a tus trabajadores qué creen ellos que transmite la empresa?
- ¿Les has reunido alguna vez para explicarles de dónde viene y a dónde se espera que vaya la compañía?
- Cuando entra una persona nueva a trabajar ¿se le explican cuáles son los valores de la empresa? ¿Se hace desde comunicación o desde recursos humanos?
- ¿Estás usando herramientas de comunicación interna? ¿Cada cuánto?
- ¿Tienes un plan de comunicación interna o de márketing interno? ¿es dinámico? (si permite el cambio y el feedback)
- ¿Alguna vez has pedido opinión a tus trabajadores (no a sus directivos) sobre qué se podría mejorar de la empresa?
- ¿Tiene tu empresa una política de Responsabilidad Social Corporativa?¿La conocen tus trabajadores?
- ¿Creen en ella? ¿Participan activamente?
- ¿Crees que tienes al mejor equipo humano para que tu empresa avance hacia el éxito?
Si tienes 10 “sí”: ¡¡Enhorabuena!! Si has contestado a 5 o más con un “sí”, estás en el buen camino. Si no has superado los 5, no tienes un problema de comunicación interna, simplemente no tienes comunicación interna.
Si pensamos que la comunicación interna es un lujo propio de las grandes compañías algo hippies e innovadoras, estamos cerrando la puerta a una gran herramienta para:
- motivar a nuestro equipo y mejorar el clima laboral,
- lograr objetivos estratégicos de la empresa,
- poner unas buenas bases a nuestra comunicación corporativa al difundir la propia identidad de la compañía,
- permitir a nuestros trabajadores asumir los cambios mucho más fácilmente,
- hacerles llegar la sensación de que son un equipo y de que se confía en ellos,
- involucrarles en la consecución de metas empresariales.
Y volviendo aquello del mensaje connotativo del principio, he de decir que la comunicación interna involucra a todo el equipo en una verdadera cultura corporativa, en un mismo mensaje y unos mismos valores, que consigue que se sientan identificados y crean en la organización, que se sientan comprometidos con la empresa y, sobre todo, en el proyecto de futuro de ésta.
En el próximo post, elaboraré un decálogo de cómo empezar a trabajar la comunicación interna.
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