In 2023, the world experienced significant transformations. Layoffs, economic and political instability, the growth of artificial intelligence, you name it. Now, explore the landscape of internal communication trends in 2024. From the rise of generative AI to employee engagement, these factors will shape how internal comms teams collaborate.
Content
- 1 | The impact of artificial intelligence on internal communication in 2024
- 2 | Human-centered comms will win in the age of AI-powered content
- 3 | Internal communicators as partners for change management
- 4 | Focus on improving manager engagement
1 | Internal communication trends 2024 and the impact of artificial intelligence
Expected to grow 37.3% annually from 2023 to 2030, it is unsurprising that AI plays a significant role in 2024’s predictions.
AI tools will change the internal communications game, from documentation to content creation. For example, 68% of organizations already plan to use AI-driven tools for frontline worker support.
But, AI can produce incorrect content when trained on biased data, a crucial threat for communicators. A way to mitigate such risk is to provide content creators with the knowledge and skills to use these tools.
When mastering generative AI, fear should not have a place. And this one is the most relevant internal communication trend in 2024.
2 | Human-centered comms will win in the age of AI-powered content
The widespread usage of AI across organizations also challenges preserving authenticity. In 2024, it will be crucial for internal communication teams to intentionally define a confident balance between machine-generated content and the one created by humans.
In addition to the rise of AI, the year 2023 was also characterized by a significant number of job cuts, with a shocking surge of 198% increase in layoffs, compared to January to September 2022.
As inflation rates fluctuate and GenAI automates tasks, workforce reductions will likely continue. In 2024, empathetic and authentic leadership will be crucial in rebuilding and rallying employees amidst these challenges.
3 | Internal communicators as partners for change management
The word “change” is overused to the meaningless point. Almost every company is undergoing some sort of change, and improving communication with employees is necessary to manage change effectively.
So, amidst all the turmoil impacting workplaces, internal communicators can play a prominent role in ensuring that employees are not only well-informed about company changes but also feel supported during transitions.
And when it comes to change communication, the most consequential rules will still hold in 2024:
- Change management needs strong and coherent communication.
- Top management plays a crucial role in driving positive change by serving as a role model.
- Repeat key messages 16 to 21 times to help people remember them.
- Behavior change requires emotional understanding, not just information.
4 | Focus on improving manager engagement
Only 23% of the global workforce is engaged. As long as people receive their paycheck, 6 in 10 employees do not care who they work for, according to Gallup, which also estimates the cost of disengagement to the global economy at $8.8 trillion.
It is no surprise then that the latest Internal Communication Trends 2024 Report by Workshop found that the top priority for internal communicators will be to engage employees and create a better workplace, and 80% of communicators focus on achieving this goal.
But, although active participation from all employees is essential when it comes to achieving business goals, key workforce segments have a bigger impact on the engagement process.
Gallup also states that 70% of team engagement depends on the manager, making them essential in addressing engagement issues.
This year, providing people managers with more information and resources will become a key strategy to boost employee engagement. Custom internal comms initiatives should focus on listening to identify the support managers require and develop resources to meet their needs, creating manager hubs, and providing access to shared knowledge, resources, and feedback loops.
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