Training

Internalising communications

Corporate communications constitutes more than just a brand building exercise; it is also a tool to create a sense of belonging among the employees. Today, hotels are increasingly deploying internal communications to reach out to their employees effectively and innovatively, finds out Bhavika Jhaveri

Internal communication plays a very important role within any organisation and in any industry, the hospitality industry included. This is, in fact, more relevant today, because every successful organisation is dependent on two pillars - transparency and empowerment - at a work place, both functions of effective communication.

Today, its role is increasing manifold in the context of a hotel's communication strategy. While external communication is targeted at external stakeholders such as the community, government, investors, the media, etc. internal communication reaches the core of the organisation - its employees. The only means by which employees can interact, learn and thereby grow at work, internal communications not only helps to present a picture of what every department does, but also gives each employee the chance to understand the goings-on in their property, and the company.

Highlighting the prime importance of internal communications in a hotel, Madhu Joshi, corporate communications manager, Sarovar Hotels, says, "Human resources are of prime importance in the hospitality industry as there is always an emphasis on the 'human element' in hotels. It's the staff of the hotel who come face-to-face with the guests. So, it's necessary that internal communications is effective."

Types of communication

Today, internal communications is not merely restricted to a monthly or fortnightly newsletter, but has also emerged as a forum for employees to share their ideas and opinions. To a certain extent, it also enables in making the top management more accessible to the employees. It consists of different methods like newsletters, notice boards, posters, etc. The first exposure that any employee receives with regard to internal communication is the induction program, where every employee is given information about the brand's history since its inception, the country and the city in which the property is located, details about the operations (with Standard Operating Procedure manuals) and so on. Concept notes, inter-office communiqués and briefings are regular features in hotels through which information pertaining to work is normally shared, apart from personal notes for celebrations such as an employee's marriage, birthday, etc.

Newsletters provide a platform for the employees not only to show their creativity, but also to put forth their opinions, suggestions and views about a host of topics. It is considered as a tool for employees to understand the vision of the company. For instance, in Le Meridien, Mumbai, the hotel's back office area is interspersed with bulletin-boards filled with photographs, witty anecdotes and employee news. Julian R Groom, general manager and regional co-ordinator, West Asia, Le Royal Meridien Mumbai, explains, "These internal forms of communication have definitely helped our ambassadors (employees) in being well-informed. Also, there is an increased cohesiveness amongst them due to the success of communication endeavours like the newsletter and the bulletin boards. They discuss the newsletter during lunch and brainstorm what to share with their colleagues in the next issue and so on."

How effective is it?

Internal communication acts as a morale booster for employees. Le Meridien, for example, has introduced a unique concept called the 'I-Box', which has a theme selected every month, and employees are interviewed on camera as to what their views on the theme are. The same is edited and then screened in the staff cafeteria. "It's a fun exercise, something that everyone in the hotel looks forward to," remarks Groom.

Such initiatives not only give employees due recognition, but also make the working environment conducive, enabling better performance. It creates a sense of belonging in the employees and makes them part of the decision-making process. Reiterating the same, Joshi adds, "Internal communication is a very effective way of reaching out to your employees. It not only acts as a motivational tool but also assists in sharing the vision of the company."

Room for improvement

Besides regular newsletters, a hotel should have dedicated personnel in the PR department assigned specifically to handle internal communication activities, in coordination with the human resources department of the hotel. Newsletters should be brought out on a monthly/quarterly basis, and should contain information and a column on employee achievements, internal events, etc.

Creativity is also the key. The hospitality industry demands focus, hard work and long hours in satisfying guests. Employees, therefore, expect internal communications to be lucid and light. And what better way than to make communicating fun! There are certain areas like briefings, which cannot lose their innate seriousness in delivery of content. But having said that, the right communication through the correct channel, targeting the right persons is imperative for the smooth functioning of any cohesive working group. And in the services industry such as hospitality, sailing smoothly on the back of the right word will go a long way in cultivating a happy and productive employee.