4 minutos

Employee centric: design and internal communication focused on the employee

How to deal with the acceleration of the digitization of internal company communication
4 minutos

El riesgo no es una actitud. Es el contexto

Alberto Barreiro.

Diseñador estratégico experto en transformación

There is no doubt that, as a result of the health crisis caused by COVID-19, Internal Communication has taken on even greater relevance than it already had, evidencing its importance in maintaining corporate strategies at a time when uncertainty and instability shook the foundations of many organizations.

Now, two years later, the relevance is the same but the rules of the game are different: remote work, flexibility and hyper connection. This context has forced an acceleration of the digitization of internal communication.

At Genetsis Group, we have helped large companies define and manage their internal communication, so we understand the challenges involved and how to face them. Let’s not lose sight of the fact that productivity in organizations with connected employees improves by 20 to 25%*.

Challenges of internal communication in a company

  • Manage digital and media evolution.
  • Align internal communication with business strategy.
  • Adapt to the volume and speed of information flow.
  • Address the demand for transparency and implement active listening strategies.
  • Adapt measures that inspire employees to create and share valuable content.

Keys to face challenges and create synergies between employees

  • Focusing on the employee, on their needs and preferences.
  • Design the UI/UX according to their behaviors, characteristics and expectations.
  • Maximize the results of internal communication actions by properly channeling the key messages, at the time and in the most appropriate way.
  • Aligning the strategy with the management model and the reality of the company.
  • Increasing the level of participation, mutual commitment and feeling of belonging of the employee.

How do we do it?
An efficient internal communication methodology

We can intervene in the entire process: from the design of the platform and the generation of content, through the development and maintenance of technology and measurement; or in one of the parties, coordinating with other suppliers/players of the company.

Do you know the impact of internal communication in your company?

From Genetsis Group,
we help you to optimize it

Like most projects, we structure them in three phases:

Analysis and strategy

This phase is essential to be able to make a definition of the experience that meets the requirements of the project, both in terms of results and in terms of quality.

We analyze all the key aspects in the definition of an employee experience in a holistic and integrated way:

  • The company: value proposition, market, business, brand and purpose.
  • Typology of employees: what we call buyer persona in marketing terms.
  • Channels and platforms: technical requirements, graphic aspects, architecture and employee journey.
  • Contents: what is said, how it is said and where it is said.
  • Metrics and KPI’s: analysis of current metrics and definition of KPI’s.
  • Research with employees: it is essential to understand how they relate to the company and what are the strengths and weaknesses of the current digital experience. In this way we can detect areas of opportunity to develop in the next phase.

Definition of experience

With the above information, we define the experience:

  • How the platforms should be: architecture, navigation flows, employee journey and look & feel. We generate a Design System (System Design) with the aim of optimizing the development and maintenance costs of the platform.
  • Typology of content, frequencies and formats: definition of pillars, themes and clusters aligned with the structure of the company and the identified use cases.
  • Measurement model: what to measure and how.
  • Technology: based on the above, what technology is the most appropriate to carry out the internal communication project.

Development, execution and measurement

  • Development of both platforms and communication campaigns.
  • Coordinated execution with all project players: suppliers, internal customers, project leader, etc.
  • Measurement based on the model and the KPIs defined in the previous phase.

Sometimes, we also help define the platform management model. This point is especially important to make processes more efficient, both in development and maintenance.



Thanks to this methodology, we have helped large companies such as Iberdrola, Coca-Cola Europacific Partners or 3M in their internal communication

Are you interested in knowing more? Contact us


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