Snapshot of GCS internal communications competencies

AIO/IO SIO 7/6
Insight Understand the range of employee insight sources (both quantitative and qualitative) available within the organisation.
Gather insight on staff communication usage, needs and preferences. Use these data to inform selection of internal communication channels.
Analyse and segment internal audiences to target communication effectively.
Develop a strong understanding of different internal audiences. Use this knowledge to ensure the tone, language and format of internal communication is easily accessible to and read by a range of staff groups.
Draw on organisational insight to advise leaders on targeted employee communication strategies and actions to improve employee engagement.
Ideas Demonstrate a practical understanding of organisational functions, roles and communication requirements, to enable the design of contextualised and tailored content for internal audiences. Draw on audience insight to develop innovative internal communication strategies, selecting the most appropriate channel mix and ensuring content is both topical and timely.
Establish two-way and face-to-face communication channels where possible to build employee engagement. Reinforce these channels during organisational change.
Demonstrate a robust knowledge of internal communication best practice. Draw on this expertise to provide recommendations to organisational/business leaders on communicating the business/change agenda.
Implementation Support the delivery of internal communication content and staff events, ensuring products are delivered to a high quality.
Align internal communication to key change programme delivery milestones.
Manage and co-ordinate all activity in internal communication plans, including deploying resources and managing risks.
Provide support and clarification to managers to ensure they are confident in delivering key messages and to strengthen the internal communication cascade.
Provide support and guidance to Departmental and Directorate leadership in the delivery of internal communication. Coach leaders on their communication style and on how to engage and build dialogue with staff.
Ensure consistency of voice and message across all internal channels.
Lead internal communication planning and provide timely advice to Ministers and leaders in response to crisis scenarios.
Impact Advise on, analyse and support the implementation of feedback mechanisms (quantitative and qualitative) to measure employee engagement and the effectiveness of internal communication. Assess the effectiveness of internal communication and act on staff feedback to ensure communication is timely, relevant and meets the needs of the business and internal audiences.
Explore employee engagement data to understand the context for internal communication, identify challenges and barriers and suggest actions for improvement.
Use the results from staff internal communication surveys and other feedback sources to advise leaders on the overall internal communication approach.