Corporate communication aims to promote the image of a company or organization to its customers and partners. Sometimes neglected in favor of product advertising, it is nevertheless essential to give a positive and friendly face to the company.
You can call on a freelance marketing consultant to understand the principles of this institutional strategy and implement it within your company.
So, what trends will mark corporate communication in 2023? From the promotion of the CSR policy to the use of HRIS tools, through the efficient management of the employer brand, this year will be under the sign of well-being at work! Here are 5 trends that will guide your corporate strategy in 2023.
1. HRIS tools at the heart of internal corporate communication
Institutional communication necessarily goes through your Human Resources department! The key is to use the full potential of a human resources information system (HRIS).
How ? This tool generally includes messaging or notification features to send notes to certain teams or all employees of the company.
With just one click (or almost!), you can stay in touch with your collaborators and:
- Prepare them for the upcoming changes in the company
- Inform about new personnel policies
- Remind security procedures or notify changes
- Communicate about upcoming events or projects
- Share the successes of the company, a team or a specific employee
And that’s not all ! HRIS software also helps to get feedback from employees by easily sending them surveys and questionnaires.
They can actively participate in the life of the company, which reinforces their commitment. However, employees who feel listened to generally become ambassadors. They share your institutional publications and communicate on their own about the positive aspects of your business.
This is enough to support your corporate communication by promoting word-of-mouth!
2. Employer brand management, a growing trend
Flagship strategy of corporate communication, management of the employer brand refers to the techniques used to propel the corporate culture and obtain a pool of promising young talents.
More than ever, candidates are looking for employers in line with their values. On the other hand, customers care about the HR commitments of companies and consider the quality of life at work as an essential criterion in their purchasing decision.
Just like institutional communication, the employer brand is carried out internally and externally. Employees must feel considered and valued to communicate positively about your organization… but also to agree to participate in your external actions to manage your image.
And yes: it is impossible to promote your employer brand without distributing articles, social media publications or newsletters that highlight the faces of the company.
This strategy requires that your employees are proud of the work done for you, that they want to talk about it and play the role of ambassadors on your various corporate media, through interviews, videos or stagings.
For example, at Cisco, management of the employer brand is very strong. It is reflected in particular on the company’s LinkedIn page where we find the publications of the group’s employees with the hashtag #WeAreCisco. This corporate hashtag remains an excellent idea to encourage teams to share their good times at work and thus indirectly promote the company:
3. Sponsored articles, a pillar of corporate communication
Sponsored articles remain a cost-effective way to get your message across at the right time, in targeted and strategic media. In addition to controlling the location of articles, this strategy aims to overcome the constraints of ad blockers, while offering content with high added value to readers.
You can choose to publish them in a webzine, the blog of an influencer in your sector or in the digital press. The important thing is to select a medium whose audience is made up of your customers.
In which cases is sponsored content useful for your corporate communication?
- To promote strategic speaking : you can publish a sponsored article before an expert from your organization leads a conference or your company organizes an important event. The objective is to increase visibility and/or registrations for this event.
- To tell a story in several parts : your corporate communication can take the form of a storytelling in several articles. The ideal is to sponsor them so that your audience follows all the chapters.
- To give a point of view : a consultant from your company can write an article where he gives his opinion and advice on a subject related to your activity. Without trying to promote your services, this content proves your expertise in your market and indirectly promotes your products and services.
4. Corporate video brought up to date
Corporate video is a powerful tool for disseminating your company’s values internally and externally. But in the age of short, vertical and fun formats, such as TikTok videos or Reels, it needs an upgrade!
If you want to unite your audience, get closer to your audience and enjoy a modern image, think of trendy concepts like Brut or Konbini, for example. You could broadcast quick interviews of your employees, partners or customers.
Why not take up challenges on TikTok, related to your commitments? Many influencers raise awareness in their community about ecological issues. If your company is working to reduce its environmental impact, partnering with these content creators to communicate about your commitments is a great idea.
You also have the option of launching a web series to surf the Netflix trend. Each episode can present a key value of your organization, an association that you support, an employee of the company, a customer… It’s up to you, depending on the theme of your series!
The good news is that these new formats require very little investment in hardware and software. Consumers appreciate authentic content, even when it comes to corporate communication.
The example of Groupe Bel speaks volumes. The videos, in vertical format, use the codes of express interviews. The questions are asked on slides, with catchy music, before the expert answers. The shaping is classic, but authentic. Customers really feel that the speakers are talking to them.
5. CSR, an essential trend in institutional communication
Sustainable development, solidarity and circular economy, inclusion, diversity… These concepts resonate with current consumers. If you want to reach this audience that wants a better world, your institutional communication must promote your CSR policy.
- What are you doing to reduce your waste, your CO² emissions and your carbon footprint?
- What actions in favor of diversity and inclusion have you implemented?
- Which associations do you support on a daily basis?
- What is your index for gender equality?
- What measures have you taken to promote well-being at work?
All these questions (and many more) must be the subject of strong and controlled communication.
For example, the pharmaceutical company Pileje highlights its “Ethick my school” operation, which consists of raising children’s awareness of environmental protection. The organization thus shows its ecological values by training future generations in eco-gestures. A corporate communication action beneficial for its image, both for its current customers and for the consumers of tomorrow!
CSR is therefore becoming more and more essential in companies seeking to reduce their carbon footprint and make growth and ecology go hand in hand.
Understand corporate communication
Corporate communication is essential for companies that want to manage their image, assert their identity and implement an effective employer brand strategy.
It differs from marketing communication by its message: here, it is not a question of promoting products or services, but the culture and values of a company.
Definition of corporate communication
Also called institutional communication, corporate communication aims to impose a positive image of the company on its market. It consists of talking about the culture, values and commitments of the organization.
This strategy is aimed both at employees and shareholders, to motivate them and unite them around the company’s codes, and at prospects and customers to inform them about strong actions.
The idea is to build its image and reputation, through content such as:
- the newsletter (internal and external),
- press releases,
- social networks,
- campaigns in traditional media,
- company blog,
- activity reports,
- open days,
Internal and external corporate communication
There are 2 types of corporate communication:
Internal institutional communication is aimed at employees at all levels and in all departments of a company. It also includes communications to shareholders.
The goal is to make employees aware of the objectives to be achieved and the progress towards them. It also includes sharing of company news, such as awards, commitments, certifications, etc.
This reinforces the sense of belonging of the teams.
Corporate communication is also aimed at an external audience such as customers, prospects, suppliers, partners or potential candidates for recruitment.
The objective, in this case, is to enhance the image of the organization, to show how it is committed on a daily basis to social, environmental and societal issues. The idea is to get closer to your audience by showing them that they share the same values.
Why is corporate communication strategic?
The ultimate objective of corporate communication is to show the company in a positive light and to manage its brand image in an optimal way.
However, a successful institutional strategy has many advantages:
- Create a strong brand identity, recognizable in the market
- Improve notoriety
- Increase team motivation and boost their productivity
- Increase employee loyalty
- Stand out from competition
- Attract talent as well as investors and customers
- Federate a community around common values and therefore strengthen customer loyalty
- Strengthen the credibility of the company
- Promote re-purchase, upselling and cross-selling
- Strengthen the confidence of partners, suppliers and investors
Our tip to improve your corporate communication
If there’s one thing you need to achieve in your corporate communications, it’s consistency. This strategy is deployed on all the channels and media used by the company: social networks, blogs, newsletter… To this end, it must be perfectly integrated into the marketing and public relations discourse to establish trust and build a positive image.