Closing the internal communications ‘generation’ gap

There is just a week left to get your tickets at the early bird rate and save up to £100 on the conference tickets. So get them now and join the day for great discussions, lessons from others in the profession and a brilliant chance to meet other people working in internal communication and employee engagement.

Since we launched the conference different committee members have been sharing some stories about the gaps they experience in their organisations.

This week we hear from Martin Flegg, over to Martin:


Which generation are you from…..Boomers, X, Y or Z?Martin Flegg CIPR Inside Bio

Does the generation you were born into shape your preferences for how you like to receive and consume information, how you perceive leaders and how loyal you are to your employer?

This question is one that I’ve often asked myself during my career. Information preference, trust in leadership and organisational loyalty are all key issues for those of us who work in internal communications.  A failure to consider the ‘generation question’ has the potential to create a huge gap in your internal communications approach, your channel strategy and your plans to create employee engagement.

If I think about myself, the answer to the ‘generation question’ is probably – yes. I often buy a print newspaper, watch broadcast news, am more sceptical of the motives of those in authority, have a tendency to want to know what’s in it for me before I commit, and am sometimes uncomfortable with digital communication and social media. OK, you guessed it, I’m somewhere between a late Boomer and Generation X!

Internal communication and the generations

Why is this important? Well, anecdotally, I’ve worked in some organisations where a big proportion of the workforce were also from the Boomers and Gen X generations, and some wouldn’t have touched a social media communications channel with a barge pole.  There would have been little point, in that kind of situation, to have relied heavily on social media channels in the internal communications channel mix. The messages simply wouldn’t have got through.

I’m not saying that there is a 100% direct correlation between the generation an employee was born into and their internal communications preference. It’s dangerous to make that kind of generalised assumption when designing an internal communications approach. We are all different and don’t necessarily fit into a specific category. However, it is useful to understand what the broad demographic of your organisation looks like and how this might influence your internal communications channel choices and strategy.

Good internal communications practice starts with a healthy dose of employee insight.  We need to find out who our employees are, what their information preferences are, understand their attitudes to leadership and what drives their willingness to go the extra mile at work. Having this essential information will help you build a more comprehensive and inclusive internal communications approach which provides something for everyone and closes the internal communications gap for all the generations in your organisation.



Where are the gaps in your organisation?


Every organisation has gaps, places where internal communication can make improvements. What are  your challenges? What are you doing to get a solution that works for your business?


Every organisation is different, its focus is different and the approaches needed are different – but we can all learn from each other. We’d love to share your ‘gap stories’ with the community here, so drop us a mail


Book your conference tickets today.

Closing the Gap, our annual internal communication conference is on 4 October in London. Book early to get the early bird ticket price. Members always get the best prices. Take advantage of additional discount through AllthingsIC for non members.

Check out the videos of some of last year’s presentation that have been uploaded.

Image credit: Featured Image:, other images our own

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