What are you aiming to achieve with your NHS internal communications strategy? While specific objectives may vary, certain foundational goals should be universal. Reflect on these five key questions to ensure your communications are effective and aligned with best practices.
While the primary goal of internal communications is to keep staff informed, it’s equally important to promote a unified culture and establish robust two-way communication channels. Consider these five essential questions to optimise your internal communications approach.
Always prioritise your audience when crafting your NHS internal communications strategy.
NHS staff juggle a range of responsibilities, from the demands of their roles to concerns about the future, all while managing personal matters. Your challenge is to cut through the noise and ensure your key messages are heard.
To engage staff effectively, you must understand your workforce and identify what information resonates with them. Segmenting your audience into groups based on factors like age, location, team, and attitude can be beneficial. For instance, communications about pensions may be more relevant to older staff, while younger employees might be less concerned.
Your staff have a lot on their minds, from the stress of the job to worries about what the future has in store. Supporting staff wellbeing is crucial for effective communication.
A one-size-fits-all approach won’t work. Incorporate a variety of communication techniques to cater to individual needs within your workforce.
To maximise the impact of your internal communications strategy, clearly define your goals.
For some, the objective might be to enhance staff retention; for others, it could be about boosting productivity. While goals may differ, having clear objectives from the start allows for a focused approach and the ability to set measurable benchmarks.
Utilising internal communication platforms like NewZapp Trusted Delivery enables you to track engagement and measure progress against your goals.
With well-defined objectives in place, the rest of your internal communications strategy will naturally align.
Always consider the two key questions your staff are likely to ask: “Why should I care?” and “How does this affect me?” Staff will interpret communications through the lens of their own experiences and concerns.
Your communications will be most effective if they address outcomes that matter to your audience—such as making their jobs easier or more enjoyable.
This is where fostering a positive, unified culture becomes crucial. When difficult news arises, it’s easier to share the burden collectively.
The delivery method is a crucial consideration when developing your internal communications strategy.
Consider whether your staff will respond best to a department-wide email, a video, a social media channel, or perhaps a messaging service like Microsoft Teams. Offering multiple channels allows staff to receive information in the way that suits them best.
Timing is critical in both external marketing and internal communications. It’s a delicate balance between communicating too early with incomplete information and waiting until the rumour mill has taken over.
Moreover, if your communications are irregular or only occur during a crisis, engagement levels will likely drop as staff feel overlooked and marginalised.
Strive for a consistent and regular flow of communication within your strategy. Leverage the available tools and reports to determine the optimal times for sending messages to your employees.
By addressing these five questions, your NHS internal communications strategy can achieve its full potential, ensuring that your staff remain informed, engaged, and aligned with the organisation’s values.
1. Why is internal communication important in the NHS?
Effective internal communication ensures that staff are well-informed, aligned with organisational values, and feel supported. It fosters a unified culture and facilitates two-way communication, allowing employees to voice concerns and share ideas, which is crucial in a high-pressure environment like the NHS.
2. How can I tailor my communication to different NHS staff groups?
Segment your audience based on factors like age, location, team, and job role. For example, communications about retirement plans may be more relevant to older staff, while updates on new technologies might engage younger employees. Using a variety of communication methods helps cater to diverse needs and preferences.
3. What are the key goals I should set for my NHS internal communications strategy?
Your goals might include improving staff retention, boosting productivity, or enhancing overall engagement. Whatever your objectives, ensure they are clear from the outset. Tools like NewZapp Trusted Delivery can help you set benchmarks and track progress towards these goals.
4. How can I ensure my communications are relevant to NHS staff?
Always consider what matters most to your audience by asking, “Why should they care?” and “How does this affect them?” Focus on outcomes that make their jobs easier or more enjoyable, and communicate how changes will impact their daily work.
5. What are the best channels for delivering internal communications in the NHS?
The best channels vary depending on your audience. Options include department-wide emails, videos, social media, and messaging platforms like Microsoft Teams. Offering multiple channels ensures that staff can receive information in the way that suits them best.
6. How often should I communicate with NHS staff?
Consistency is key. Regular and timely communications help maintain engagement and prevent staff from feeling overlooked. Avoid communicating only during crises. Instead, establish a regular cadence that keeps staff informed and involved.
7. What should I avoid in my internal communications strategy?
Avoid a one-size-fits-all approach, as it may not resonate with every staff member. Also, be mindful of timing—communicating too early with incomplete information can be as problematic as waiting too long. Ensure your messaging is clear, relevant, and delivered through the appropriate channels.
8. How can I measure the effectiveness of my NHS internal communications strategy?
Use analytics tools like those offered by NewZapp Trusted Delivery to monitor engagement, track open rates, and assess feedback. These insights will help you refine your strategy and ensure it meets the needs of your staff.
Operations Director
Passionate about using my 30 yearsof owning my own businesses to help create better workplace environments. A Bon Jovi loving TikTok junkie. I spend most of my time thinking about the impact technology is having on our society. And my pug Winston…
For internal communication teams within the NHS, finding the right channel to share and engage with Employees, Volunteers, Employee Representatives, Senior Managers and other internal stakeholders can be problematic; with ever increasing numbers of tools competing for attention, each claiming to be the ultimate engagement tool.
Microsoft Outlook is adept at sending and receiving emails but it has its limitations and successfully handling internal communications is one of them.
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We are NOT the NHS. We are a supplier of internal communications software. Please contact your local NHS hospital for all healthcare queries.
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Email: trusteddelivery@newzapp.com
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