Corporate communication aims to promote the image of a company or organization to its clients and partners. Sometimes neglected in favor of product advertising, it is nevertheless essential to give the company a positive and friendly face.
You can call on a freelance marketing consultant to understand the principles of this institutional strategy and implement it within your company.
So, which trends will mark corporate communication in 2024? From highlighting CSR policies to using HRIS tools, and through efficient employer branding management, this year will be marked by workplace well-being! Here are 5 trends that will guide your corporate strategy in 2024…
1. HRIS tools at the heart of internal corporate communication
Institutional communication inevitably 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 that allow you to send notes to certain teams or all company employees.
With a single click (or almost!), you can stay in touch with your colleagues and:
- Preparing them for upcoming changes in the company
- Informing about new personnel policies
- Reminding safety procedures or notifying changes
- Communicating about upcoming events or projects
- Sharing the successes of the company, a team, or an individual employee
And that’s not all! An HRIS software also helps gather employee feedback by easily sending surveys and questionnaires.
They can actively participate in company life, which strengthens their engagement. Employees who feel heard often become ambassadors. They share your institutional posts and talk themselves about the positive aspects of your company.
That’s how you can support your corporate communication by encouraging word-of-mouth!
2. Employer brand management, a growing trend
A flagship strategy of corporate communication, the management of the employer brand refers to the techniques used to promote company culture and secure a pool of promising young talent.
More than ever, candidates are looking for employers who share their values. On the other hand, customers care about companies' HR commitments and consider quality of work life an essential criterion in their purchasing decision.
Like corporate communication, employer branding takes place both internally and externally. Employees must feel acknowledged and valued to speak positively about your organization… and to agree to take part in your external activities to manage your image.
And yes: it is impossible to promote your employer brand without publishing articles, social media posts, or newsletters that highlight the faces of the company.
This strategy requires your employees to be proud of the work they do for you, to want to talk about it and act as ambassadors on your various company channels, through interviews, videos, or staged presentations.
For example, at Cisco, employer brand management is very strong. It is notably reflected on the company's LinkedIn page where employees' posts appear with the hashtag #WeAreCisco. This corporate hashtag is an excellent way to encourage teams to share their good moments at work and thus indirectly promote the company:
3. Sponsored articles, a pillar of corporate communication
Sponsored articles remain a cost-effective way to deliver your message at the right moment, in targeted and strategic media. Besides controlling article placement, this strategy aims to circumvent ad blocker constraints while offering high-value content to readers.
You can choose to publish them in a webzine, an influencer's blog in your sector, or in the digital press. The important thing is to select a media whose audience is made up of your customers.
In which cases are sponsored contents useful for your corporate communication?
- To promote a strategic speaking engagement : you can publish a sponsored article before an expert from your organization delivers a talk or your company hosts an important event. The goal is to increase visibility and/or registrations for that appointment.
- To tell a multi-part story : your corporate communication can take the form of a storytelling in several articles. Ideally, sponsor them so your audience follows all the installments.
- To give a point of view : a consultant from your company can write an article where they share their opinion and advice on a topic related to your activity. Without trying to promote your services, this content proves your expertise in your market and indirectly showcases your products and services.
4. Corporate video back in fashion
Corporate video is a powerful tool to convey your company's values both internally and externally. But in the era of short, vertical, playful formats like TikTok videos or Reels, it needs an update!
If you want to bring your audience together, get closer to your followers, and project a modern image, consider trendy concepts like those used by Brut or Konbini. You could publish quick interviews with your employees, partners, or customers.
Why not take on TikTok challenges related to your commitments? Many influencers raise their communities' awareness of ecological issues. If your company works to reduce its environmental impact, partnering with these content creators to communicate about your commitments is an excellent idea.
You also have the option of launching a web series to ride the Netflix trend. Each episode can present a core value of your organization, an association you support, an employee, 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 is revealing. The videos, in vertical format, borrow the style of quick interviews. Questions are shown on slides with upbeat music before the expert responds. The presentation is conventional but authentic. Customers really feel the speakers are addressing them.
5. CSR, an unavoidable trend in institutional communication
Sustainable development, solidarity and circular economy, inclusion, diversity… These concepts resonate with today’s consumers. If you want to reach this audience that wants a better world, your institutional communication must showcase 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 charities do you support on a daily basis?
- What is your gender equality index?
- What measures have you taken to promote well-being at work?
All of these issues (and many others) should be the subject of strong, well-managed communication.
For example, the pharmaceutical company Pileje highlights its "Ethick my school" initiative, which aims to raise children’s awareness of environmental protection. The organization thus demonstrates its ecological values by teaching future generations eco-friendly habits. A corporate communication action that benefits its image with both current customers and tomorrow’s consumers!
CSR is therefore becoming increasingly established in companies, which are looking to reduce their carbon footprint and align growth with ecology.
Understanding corporate communication
Corporate communication is indispensable for companies that want to manage their image, assert their identity, and implement an effective employer brand strategy.
It differs from marketing communication in its message: here, the aim is not to promote products or services, but the culture and values of a company.
Definition of corporate communication
Also called institutional communication, corporate communication aims to establish a positive image of the company in its market. It involves talking about the organization’s culture, values, and commitments.
This strategy targets both employees and shareholders, to motivate them and unite them around the company’s codes, and prospects and customers, to inform them about major initiatives.
The idea is to build your image and reputation through content such as:
- the newsletter (internal and external),
- press releases,
- social media,
- traditional media campaigns,
- the company blog,
- activity reports,
- open house days…
Internal and external corporate communication
There are two types of corporate communication:
Internal communication
Internal institutional communication is aimed at employees at all levels and in all departments of a company. It also covers communications intended for shareholders.
The goal is to inform employees about the objectives to be achieved and the progress toward them. It also includes sharing company news, such as awards, commitments, certifications, etc.
This helps strengthen teams’ sense of belonging.
External communication
Corporate communication also addresses an external audience such as customers, prospects, suppliers, partners, or potential job candidates.
The goal in this case is to enhance the organization’s image, to show how it commits daily to social, environmental, and societal issues. The idea is to get closer to its audience by demonstrating that it shares the same values.
Why is corporate communication strategic?
The ultimate objective of corporate communication is to present the company in a positive light and to manage its brand image optimally.
However, an effective institutional strategy offers many advantages:
- Create a strong, market-recognizable brand identity
- Improve brand awareness
- Increase team motivation and boost their productivity
- Increase employee loyalty
- Stand out from the competition
- Attract talent, investors, and customers alike
- Build a community around shared values, thereby strengthening customer loyalty
- Strengthen the company's credibility
- Encourage repeat purchases, upselling and cross-selling
- Strengthen trust with partners, suppliers and investors
Our tip for improving your corporate communication
If there’s one thing you must achieve in your corporate communication, it’s consistency. This strategy is deployed across all channels and media used by the company: social networks, blogs, newsletters… To that end, it must be fully integrated with marketing and public relations messaging to build trust and create a positive image.
To help you carry out effective institutional communication, post your ad on our freelance platform and receive tailored proposals from our marketing consultants.
