Outbound marketing and social selling are the future but VMA's Inside Insight survey of UK IC professionals reveals many businesses are still stuck in the past when it comes to internal comms.
The same survey reveals employee engagement and influencing rank in the top 10 most important skills and competencies for an IC professional, and yet the tools to deliver these seem to be lacking, with over 90% of IC professionals still using traditional channels to communicate to internal stakeholders.
With such limited adoption of the digital approach internally, are these businesses missing out on riding the external outbound marketing/social influencer wave?
We have seen first-hand more organisations moving to a more agile working environment, which is usually tied into digitalising the organisation. This could mean having the right tools to enable remote working or having digital-enabled channels. Consequently, digitally savvy practitioners with extensive channel knowledge are highly sought after. Particularly, as we have seen over the past three Inside Insight studies, a significant 70 per cent of respondents still rate their organisations’ use of digital and social as “poor” or “average”. Also, over 90 per cent of IC professionals still use traditional channels, such as email and intranet, to communicate to internal stakeholders.