Building a communication strategy in 2022?

Building a communication strategy in 2022 should be closely aligned with a changing reality. According to PwC data, more than one third of young people intend to work remotely on a permanent basis, which poses a challenge for brands. Employees are also not afraid to change jobs. How can you reach consumers? Which tools should you choose? And how can you retain employees within a company?

A brand communication strategy should cover both potential consumers and employees. In the era of the pandemic and remote work, more and more companies are focusing on intensive internal communication. The role of the leader is also changing, with managing a team remotely becoming a challenge.

Building a communication strategy – companies will focus on internal communication

As many as 85 percent of employees are ready to change jobs. This data will push companies to introduce changes in how they conduct internal communication.

– In 2022, companies will look for ways to retain employees and increase their engagement – says Sebastian Kopiej, President of the Management Board of Commplace. – Companies must rethink their approach to team management, use modern tools, and make employees feel integrated with their company. New communication channels will also be essential.

PR agencies will offer brands ever new ways to activate employees and increase their engagement, as well as their sense of belonging to the company. What specific solutions will these be? They will decide together with the client after identifying the client's individual needs and capabilities.

Brands must take a firm stance on social issues

Internal communication is one of the key elements of building a strategy. McKinsey research shows that more than 60 percent of people pay attention to how brands communicate during crises and what their stance is on social issues.

– Brand communication in times of crisis will play a huge role – adds the president of Commplace. – Society is increasingly boldly expressing its opinions and interacting with brands via social media. I am convinced that brands should take a firm stance during crises and admit their mistakes. They should also be decisive on social issues, advocate positive environmental solutions, and carry out CSR activities. Consumers will hold them accountable for this.

Brands should adapt their communication strategies to changes in consumer sensitivity. They should support and engage consumers. Smaller but environmentally friendly brands may also gain in importance.

Direction: e-commerce

The e-commerce market in Poland grows by 12 percent on average annually. Its development has been driven by the pandemic, the closure of brick-and-mortar stores, and the new habits of modern consumers. Due to growing competition in the e-commerce sector, brands will use new tools to recruit consumers, but also to retain those they already have. For this purpose, the customer lifetime value trend will gain importance. Brands will calculate what revenue a consumer generates, as well as what their behaviors are.

Use of new technologies

Brands will increasingly use technology to communicate with customers. The number of virtual tours, shows, and online events will increase. Brands' own podcasts and webinars will also gain importance.

Building a communication strategy during a pandemic is a huge challenge for entities in every industry. There is no single, universal recipe guaranteeing success. Above all, companies must observe consumer behavior and engage their employees in order to achieve their intended goals together.