Creating a culture of two-way communication

Two-way communication is crucial in the workplace. It builds trust between management and teams, encourages collaboration between coworkers, boosts engagement, and fosters innovation, all essential to a thriving company culture.  

In today’s post, we’ll discuss two-way communication in the workplace, the benefits you can expect, and the barriers you may face along the way. We’ll also provide actionable tips on creating a two-way communication culture by fostering an open environment, implementing feedback, and leveraging technology to empower employees in and out of the office. 

What is two-way communication?

We define two-way communication as the process of sharing information between two parties. One faction sends the information, and another receives it and provides feedback. The thing to note here is that the exchange is never one-directional, allowing for deeper discussions around topics and tasks and strengthening the bonds of mutual trust and connection. 

In the workplace, two-way communication is essential. Two-way communication between coworkers helps get projects done faster and more efficiently. Between managers and teams, it encourages feedback, promoting continuous improvement and establishing trust. 

Two-way communication can also be anonymous, as in employee surveys and other interactive strategies. Though an anonymous survey might seem one-way, it always has a destination and, ideally, results in action that benefits both parties. 

Benefits of two-way communication

Effective communication is the cornerstone of employee success, but it needs to flow both ways to be valuable to both parties—and the organization. 

Two-way communication ensures all parties have an equal opportunity to listen and be listened to, creating a more engaged workforce and fostering a positive, congenial work environment. Employees who feel heard are more likely to feel valued, be invested in their work, freely share ideas, and collaborate with their colleagues. 

Two-way communication also promotes creative problem-solving and encourages innovative thinking, as employees are empowered to share their perspectives and contribute to solutions. 

To build on some of these ideas, here are just a few key benefits of promoting two-way communication in the workplace.

• Builds trust. Two-way, open communication is the best way to create a bond of trust between coworkers. When people can communicate freely, they won’t hesitate to ask for help with tasks they’re struggling with or offer input when inspired to do so. Doing so is even more critical when it comes to conversations between leaders, management, and their teams. Open communication builds strong bonds that transcend hierarchical lines, fostering trust in company leadership enough to face down the biggest challenges a company might experience.
  
  
• Improves collaboration. When two-way communication is ingrained into company culture, it becomes natural for employees to conduct themselves that way. Teams work together to achieve shared goals; they share information, silos are broken down, and productivity and innovation soars. 
  
  
• Improves problem-solving. Two-way communication encourages open dialogue between individuals and teams, enabling a better understanding of challenges and issues people and companies may face. Inviting input from multiple stakeholders taps into the collective consciousness and often leads to creative problem-solving and better solutions overall. 
  
  
• Encourages the flow of ideas. When people know they have a voice in matters, they are more likely to offer input, ideas, and feedback. Encouraging the free exchange of ideas invites employees to think creatively because they know their opinion is heard and valued. 
  
  
• Improves engagement. Engaged employees are fully committed to their work and connected to the outcomes. Two-way communication is pivotal to engagement as it connects them more deeply to the company’s mission and instills them with pride and ownership in their tasks. Engaged employees are more satisfied and less likely to seek another job. 
  
  
• Fosters a positive work environment. Two-way communication strengthens company culture from the inside, reinforcing organizational values and encouraging employees to speak up when they feel motivated to do so. Workers feel more aligned with the company mission and are motivated to work hard and support others to do their best work. 
  
  
• Improves organizational agility and change management. In recent years, we have seen remarkable changes in how we work and do business. Succeeding through such turbulence required a strong commitment to transparency and employee well-being, none of which would have been possible without two-way communication. In many cases, it was necessary to communicate through technology. The greatest success stories involved a strong focus on employee success and ensuring workers, no matter where they were located, had the information and communication channels they needed to feel confident and stay connected. 

Building trust, improving collaboration, solving problems, and encouraging the flow of ideas are just a few of the benefits companies can look forward to with successful two-way communication.  

Choosing to prioritize two-way communication is just the start. You must create a strategy to make it a part of the company’s DNA, as doing so will help your business unlock the workforce’s full potential. Only then will you reap the benefits of a productive, motivated, and highly engaged team.

Barriers to two-way communication

Effective communication doesn’t always come easily. Many organizations are challenged due to barriers that prevent the flow of information or hinder it in various ways. 

One significant barrier is a lack of trust and openness between communicators, leading to misinterpretation and misunderstandings. For example, suppose leaders don’t share critical information with their teams about significant changes in the company, such as new hires, mergers, or reorganization. In that case, employees may feel cut out of the conversation, as if they have no right to know. In such cases, employees may be hesitant to share their grievances for fear of negative consequences, or they might assume they are unimportant or are next in line to be fired.

Hierarchical structures can also limit the effectiveness of two-way communication as employees find it difficult to express themselves up the chain of command. Employees who feel invisible tend to disengage and may soon seek greener pastures. 

All of the issues mentioned above can significantly impact productivity, team dynamics, and the success or failure of a business. As such, organizations need to recognize and address communication barriers to maintain a productive and positive work environment.

Strategies for Creating a Culture of Two-Way Communication

Now that we recognize the value of two-way communication in the workplace and understand what might get in the way, how do we successfully implement a communication strategy into company culture? 

Here are a few actionable tips to get you started. 

Pick the right communication platform

Choosing the right communication channels ensures messaging reaches people on their terms. Accessibility is important, so you must ensure your solutions are people-centric. You’ll need to think about what kind of internal communication happens in the workplace before you decide how best to enable it. 

Start by auditing your current channels to see what’s current. Solicit feedback from your employees to understand what they like and dislike about each channel and ideas for improvement. 

A single channel may not be appropriate for all users. Choosing the right mix of channels should cater to all communication styles and needs. Ideally, all comm channels should integrate into a single platform to reduce friction and be accessible to all employees, regardless of location. 

Jostle is the ultimate employee success platform, as it integrates with most communication platforms. This enables organizations to include email, internal newsfeeds, instant messaging, and project management apps into a single interface.

Foster an open environment

Imagine working in an environment where everyone feels comfortable sharing their thoughts and opinions without fear of judgment or repercussion. 

Open and honest communication paves the way for productive dialogue and opens the door to endless possibilities. Encourage people to share their thoughts and ideas and to provide feedback to each other so they can build on those conversations. Doing so helps employees feel that their opinions mean something and will inspire them to continue sharing and connecting with others. 

Openness and honesty should be at the forefront of the company’s values, focusing on building a culture that supports this mindset. The benefits extend beyond avoiding miscommunication, as you’ll enjoy increased productivity, higher job satisfaction, and a sense of community and belonging where people can thrive, engage, and contribute together. 

Implement regular feedback sessions

The importance of feedback cannot be overstated, as it promotes continuous improvement, identifies problem areas, and strengthens trust between employees. Best practices for giving and receiving feedback should be established to ensure productive feedback sessions. 

Feedback should be specific, timely, and constructive. Encouraging active listening, empathy, and openness when receiving feedback is vital to avoid pushback, defensiveness, or negativity. 

Creating a feedback culture that welcomes both positive and negative insights will lead to a more productive and engaged team. Leaders and managers should directly encourage employee feedback in meetings and through surveys. Any communication from management or leadership should invite feedback, anonymously or otherwise.

Empower employees

When employees feel empowered, they are more likely to engage in meaningful conversations and contribute to their team’s success. Empowerment means giving employees the tools, resources, and authority to perform their jobs effectively. Companies with remote or hybrid work environments may experience additional communication barriers, so the foundations must be established and reinforced through policy. 

It should be mentioned that two-way communication is just as important for external comms as it is internally. When two-way communication is ingrained in the culture from the inside, it extends to all stakeholder communication, resulting in happier customers and employees who are motivated to do their best work. When employees feel empowered, they are more likely to take initiative in problem-solving, strengthening relationships, and building trust through every interaction. 

Utilize communication technologies

In today’s business environment, businesses must leverage reliable communication tools that support effective two-way interactions with clients, partners, and employees. The right tools help to improve relationships, increase productivity, and build loyalty that sends value to the bottom line. 

Choosing the right communication tools for your organization is essential. The apps and platforms you use should be user-friendly and intuitive, reducing friction in getting work done. 

Most companies use multiple apps and productivity tools to accomplish various tasks. Different departments may use vastly different tools, creating informational silos that impede communication. Modern platforms like Jostle integrate hundreds of apps into a single workspace, reducing the noise and clutter of using multiple apps. Employees can log on once and have everything they need at their fingertips, including access to branded content, training, videos, and integrated communication tools like Slack, Zoom, Asana, and Microsoft. 

The bottom line is that technology shouldn’t complicate matters. And while every organization is unique, the right technology improves communication, removing barriers, encouraging engagement, and making connecting to essential people and processes easy. 

Examples of Two-Way Communication

Two-way communication can be as simple as two people speaking with each other. But today, it’s not always that simple. Teams don’t always work in the same office, but that doesn’t mean staying connected is any less important. In fact, it’s even more critical to ensure those lines remain open, as the lack of face-to-face interactions is often what causes misunderstandings and lost opportunities.  

Because two-way communication is so critical to an organization’s success, taking a multi-channel approach is essential. 

Some two-way communication will be directed at the entire workforce, others to a specific department or team, and others will be one-to-one, between coworkers, management, or while collaborating on a cross-departmental concern. 

As such, there are many ways to enable and support communication to ensure the message is received. Some strategies, such as company announcements, may be more generalized and impersonal, while others can be more confidential, requiring a direct communication method. 

In general, there are four types of workplace comms. These are:

• Vertical communication takes place between a worker and their manager.
• Horizontal communication occurs between peers. 
• Asynchronous communication does not occur face-to-face or in real-time, like an email. 
• Instant communication is direct but not necessarily face-to-face and can occur through SMS, instant messaging, or on team platforms like Slack. 

Here are a few examples of two-way communication in the workplace.

• Newsfeed section of the company intranet. Here’s where company leadership can relay news, announcements, events, or anything of interest to the entire workforce.
• Departmental newsfeeds can talk about news and items of interest to specific teams. Keeping these details within departments keeps the company newsfeed relevant to everyone and mitigates the tendency to tune out. 
• Employee newsletters are a great way to spotlight milestones and team wins, introduce new employees, announce new website features, or solicit opinions via a survey or poll. 
• Emails are most often used for external communications but may be the preferred channel for some stakeholders, like executives or freelancers. 
• Instant messaging is fast and convenient when you need a response immediately. Teams may use instant messaging to stay connected during the workday or when a key colleague is not present to weigh in on a topic. 
• Video conferencing is a popular method of connecting teams, individuals, and outside stakeholders. The versatility of video platforms enables companies to engage vast workforces across geographies. It is often preferable to other virtual methods because it connects names to faces and invites people to engage more fully. 
• Phone calls connect people instantly and may be the preferred communication method for some individuals. When there is no internet connection or for workers in the field, a phone call is often the most efficient way to share information. 
• In-person meetings are more personal and nuanced, allowing participants to interact and engage with all their senses. Virtual communication is convenient, but one cannot often read body language and other visual cues. Plus, meeting face-to-face fosters stronger personal connections, helping to build trust and understanding in future interactions. 
• Online project management workspaces like Slack, Trello, or Google Workspace are designed for teams to connect over specific tasks and projects.
• Surveys are a form of two-way communication that helps company leadership and HR understand employee sentiment around various topics. Surveys support employee engagement initiatives and help identify areas requiring attention or definitive action. 

Effective two-way communication requires a multi-channel approach. In best practice, use your communication audit to establish the best channels for each need, ensuring accessibility and a good user experience for all stakeholders. 

Final thoughts

In conclusion, the role of two-way communication can’t be understated. Prioritize a non-judgmental feedback culture to establish trust and empower employees with the tools they need to thrive. Doing so encourages engagement and helps employees feel heard and valued, strengthening your brand from the inside out.