"You cannot not communicate", once wrote the famous communication scientist Paul Watzlawick. This not only applies to people, it also applies to companies. Even if they decide to refrain from advertising campaigns for their company and from public appearances by managers, this also makes a statement. Information about the company will still get out and be published in the media. Just not from the company itself. This makes it almost impossible to strategically influence the public image. Most companies therefore opt for active corporate communication as part of marketing, employer branding and employee retention. And for good reason!

The example of Aldi: longtime advertising abstainer with a new campaign

Even the discounter Aldi, which for a long time limited its corporate communications to weekly booklets with special offers, is now running an active advertising campaign in an attempt to influence its public image.

For a long time, Aldi was abstinent when it came to external corporate communications: unlike many other major entrepreneurs, the brothers Theo and Karl Albrecht were never guests on talk shows or willing interviewers. They lived in seclusion and were described by the media as either "quirky", "stingy" or "lovable". They themselves did not comment on these attributions. Aldi also did not advertise for many years - the prices spoke for themselves, so the reasoning went.

This has since changed. The two founders passed away three and six years ago respectively and a fresh breeze is blowing through the aisles of the supermarkets with the "A" in their logo - at least as far as external corporate communications are concerned. Consumer researchers attested to the brand's loyal customer base among senior citizens. Younger people, however, bought elsewhereaccording to a study commissioned by the discounter. With the slogan "Simple is more", Aldi is now running an advertising campaign with TV commercials and posters in which the Group emphasizes its business model of a reduced product range at a low price.

A clear conscience goes with the purchase: The end of the employee scare Schlecker

It is quite possible that this campaign will appeal primarily to the younger target group that Aldi wants to reach. After all, it is precisely this target group that makes full use of digital information options and is "always on". Thanks to the triumphant advance of smartphones and the mobile Internet, media consumption is stronger today than ever before. Large companies in particular are in the public eye. Hardly any action goes unnoticed by the media. This can promote a positive, but also a negative image, as the example of Schlecker impressively demonstrated. With video surveillance and a complete overload of employees, the company made a name for itself as an employee deterrent shortly before it went bankrupt in 2012 and was partially boycotted as a result. This probably also contributed to the demise of the drugstore chain.

3 reasons why corporate communication is becoming increasingly important today

The relevance of corporate communications has therefore increased significantly today. And for the following reasons:

1. The constant and extensive media consumption ensures that large companies are in the public eye. Their customer relationships, their contractual partners and their behavior towards employees are perceived, commented on and evaluated by the public. This shapes the image of the company.
2. Consumers are more conscious consumers today than 20 years ago. Companies that treat their employees badly and disregard the law (such as VW or Deutsche Bank) are punished by customers. It's no longer just about getting the best conditions, the cheapest price. A clear conscience also plays a role.
3. The Employees today want to see meaning in their work. They want to have a say in how the company is managed and be involved in strategic decisions. If employees are satisfied, then they are the most important building block of successful employer branding because they become the company's mouthpiece in social media.

Well positioned externally and internally

A distinction is generally made between external and internal corporate communication. While external communication focuses on the company's external relations, internal communication is primarily concerned with contact with employees and personnel management.

• External corporate communications includes communication with customers and partners. It encompasses the company's advertising and marketing activities, including employer branding.
• internal corporate communications describes the communication processes between employees, the various departments and hierarchical levels as well as the type of personnel management.

The fact that these two forms can no longer be so clearly separated today will be demonstrated in the coming weeks in further articles on the subject of corporate communication.

Phrasing is out of place: authenticity is a must in corporate communications

In all of this, however, corporate communication must be authentic. There is no point in printing pithy messages on glossy flyers and posting pro-forma polls on the social intranet. What is communicated must be meant seriously. Values, corporate culture, co-determination - these are all positive attributes that companies today like to claim. However, both the will and the ability to implement them must be present. After all, empty formulas are quickly exposed and then cause the opposite of what was intended: negative press, disappointed employees, staff turnover and falling customer numbers. To prevent this from happening, corporate communication must be tailored to the company. The key questions here can be

1. What makes our company special?
2. What values are our actions based on?
3. What corporate culture do we represent?
4. What do we offer our employees?
5. Do we intend to change our culture? (if yes: in which direction? How should it take place?)

What is currently "in" should be of secondary importance here. The decisive factor is to let the real company speak with its real employees - and only convey messages that you can actually fulfill.

(Cover image: © alotofpeople | fotolia.com)