Internal Communications And Digital Content Team Maturity
We’ve created a roadmap for digital content production teams to see where they are, envision where they want to go, and plan a course to their ideal internal communications maturity.
Employee experience has ascended dramatically
Without a doubt, employee experience has proven itself to be an essential need for a successful organization. Because of this, internal communications has risen as a function to promote positive employee experience by churning business needs into messages that move employees to action. Simultaneously, internal communications enable employee’s voices to be heard and acknowledged by leadership. Employee experience and internal communications is a competitive differentiator in today’s landscape. That being said, internal communication is often an after-thought and typically on a tight budget; and this is why we created our internal communication maturity model for digital content teams.
Through the work, research, and involvement in the internal communications community at Local Wisdom, we’ve honed in on the core structures, skills, resources, and mindset necessary to evolve your digital communications and content production.
The rise of internal communication maturity
If you are building, managing, and overseeing internal communications maturity in your organization, you’ll want to take a look at our model. Consider the levels we’ve outlined as a map. A map that allows you to pinpoint where you currently are, envision where you want to go, and get a high-level idea of what you need to get there.
Five key elements define each level of your team’s maturity
Workday – describes a typical day in the life of your team and provides a high-level summary of the team’s wins and challenges.
Achievements – lists seven high-level milestones to reach an effective and efficient communication organization:
- Defined comms strategy
- Defined production process
- Proactive editorial calendar
- Evolved comms channels
- Consistent design and tone
- Targeted content to audiences
- Metrics that guide decisions
In Level 1, the team has no prior achievements; but by Level 6, they have fulfilled all levels and then replicated them throughout smaller local communication groups.
Team – lists seven roles that are key to the ongoing production needs of the maturing squad:
- Communications director
- Communications manager
- Communications specialist
- Content strategist
We combine the positions and full-time equivalent (FTE) indicators to help you gauge the minimum time commitments you’ll need from members of your team. Not every organization will have these roles as individual people. In earlier Levels, we’ll find more generalists who encompass multiple roles, but towards the end of the maturity, individuals tend to lean towards specialization.
Work volume – visually depicts how much work, in terms of people-hours, is necessary to accomplish the achievements for a particular level to progress to the next. For example, the surge in work volume in Level 2 is due to the additional effort needed to redesign and launch evolved communication channels and platforms.
Business outcomes – depicts a visual graph to remind us that everything we do needs to net positive results for the organization at-large.
Use this map as a practical and helpful guide to level up your communication functions
This internal communications maturity model is born through our core value of “learn by doing and share our wisdom.” Our goal is to continue to evolve the model and support communication teams as they mature to their desired level. If you would like to learn how to use this model to evolve your team or if you have feedback, our CEO, Pinaki Kathiari, would love to speak with you.
At Local Wisdom, we’ve spent the last 20 years supporting communicators in their day to day by taking on the tactical execution of content production, so they have the time and headspace to become the strategic leaders their organizations need them to be.
No matter where you are in the process, Local Wisdom is here to help you navigate and strategically move your communications team forward. We wish you well on your journey.