93,5% des responsables des ressources humaines, de la communication ou de la gestion, au sein d’entreprise privées et publiques, estiment que la communication interne a gagné en importance ces cinq dernières années. Telle est l’une des principales conclusions de l’enquête internet, réalisée par Corporate Creative, auprès de 100 personnes.
Dans les entreprises concernées, la communication interne sert surtout à transmettre de l’information opérationnelle - organisation, sécurité, savoir-faire, départ d’un collègue, etc. (89%). Au-delà ce cette utilisation pragmatique, la communication interne sert à transmettre de l’information motivante ou à véhiculer la culture d’entreprise (58%); entretenir et/ou améliorer le climat social (48%); développer l’esprit d’équipe (44%); écouter et comprendre les collaborateurs de l’entreprise (41%) et, le cas échéant, résoudre/prévoir les situations de crise comme une restructuration (22%). D’aucuns précisent que les effets de communication interne rejaillissent sur l’image externe de l’entreprise.
Du côté des outils de communication les plus fréquemment utilisés, on notera: l’intranet (39%), les e-mails quotidiens (36,78%), le journal d’entreprise généralement trimestriel (23%), une newsletter hebdomadaire (14%) ou mensuelle (16%). Sur le lieu de travail, les valves et notes de service ont toujours du succès ainsi que la fameuse fête annuelle du personnel (40%). Les nouveaux collaborateurs font l’objet d’un suivi attentif et quotidien pour 28% des entreprises.
Au niveau de l’efficacité, les réunions sont toujours très appréciées. Les réunions en face-to-face (25% mensuelles, environ 18% hebdomadaires ou annuelles) sont utiles pour gérer des questions personnelles, instaurer la confiance, échanger les points de vue et négocier. Les réunions entre équipes de travail (31% mensuelles) ou avec le management (27,5% toutes les semaines ou 25% un fois par mois) constituent également des rendez-vous essentiels. Du point de vue de la rapidité, l’intranet, qui permet un accès aisé aux informations et offre des possibilités de réactions, et les e-mail occupent des places de choix. Le papier n’est pas pour autant jeté à la poubelle: les newsletters ou le journal d’entreprise présentent bien les messages et sont distribués à tous, y compris ceux qui n’ont pas accès à un pc. En général, les entreprises utilisent conjointement plusieurs méthodes pour plus d’efficacité.
Enfin, soulignons que près de 47% des sociétés mesurent l’efficacité de leur communication, via un “audit” interne (évaluations, enquêtes, critiques, réunions, etc.).
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