Inside your company : Corporate Culture & Relationships



Internal groundswell helps the organizations or businesses to create different ways of employee’s interactions and building connectivity. This type of participation through groundswell “promotes a listening culture from the top down and empower rebels from within your organization.” (Bernoff & Li, 2011, pg.244) Participation helps enable conversations, “the kind of dialogue that is comforting to people” because change isn’t always pleasant. (Bernoff & Li, 2011, pg. 240)

In the chapter “Inside your company” of Groundswell, social media strategy leaders, Charlene Li and Josh Bernoff describe how the same drift, which enables a company’s customers in the groundswell, can also enable its company’s employees. The chapter also elaborates how social technologies within companies can enhance the productivity of a global organization, with a glance into how this works at Best Buy, Organic, Bell Canada, Razorfish, and Intel.

The control and promptness of the groundswell within organizations or businesses are the ability that people find what they need from each other (Bernoff & Li, 2011). Employee participation plays a significant role as well. In corporations across the world, workers are uniting on internal social networks, collaborating on company wikis, and contributing to in-house idea exchanges. Some of these applications came from management, and others began as skunk-works projects, but what they have in common is this: they tap into the power of the groundswell of ideas among the people who truly know your business-your employees. It’s slightly scary to put such extensive power into the hands of workers, but if companies want to run faster and smarter, they should consider it. Healthy internal communication is central to the success of any business, whether the organization is a small startup or an established large enterprise.

Companies reap the benefits of empowerment when they abandon the traditional top-down control-based management model and embrace an involvement model that engages every employee in strategic thinking and provides them with resources and opportunities to provide their best work output (Scheid, 2011).

Here’s a video by Hire Story on how to overcome employee disengagement.

In the internal groundswell, the secret to success is culture. In any environment, it’s not about “technology implementation but about managing and changing the way organizations work, a change of a better active participation – of top echelons of management” (Bernoff & Li, 2011, pg.248). All these technologies require the involvement of the organization’s employees. It’s a process worth going for, and the ROI is even better. Internal groundswell helps an organization to create new ways for its employees to connect and work together. This participation through internal groundswell helps employees to invest in the company and feel a sense of accountability (Li & Bernoff, 2011, p.244).

Internal communications have grown significantly since the days of simple staff emails and newsletters. Instant messaging, support forums and intranets are now embedded in most organizations and represent a modern way for different departments, locations, and businesses to connect.

Healthy internal communication is central to the success of any company, whether the organization is a small startup or an established large enterprise.

Sujan Patel contributes in his article to on ten examples of companies with fantastic cultures. He mentions the versatile approaches taken by companies like Zappos, Warby, Chevron and others to accommodate a higher level of ownership.

In a nutshell, internal blogs, forums, and social networks allow organizations to unchain institutional knowledge by allowing employees to share questions, answers, and valuable information in open forums. Engaged employees are a competitive benefit in any industry, going above and beyond to make a quantifiable difference in their organizations.

Are you an engaged employee?

Thanks for reading




Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.

Scheid, J. (2011, Aug 24). How Employee Empowerment Has Pushed Companies Ahead. Retrieved 2016, from Bright Hub:




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