Grupo Gimeno shares the key challenges and opportunities of internal communication at the latest Valencia Plaza and DIRCOM meeting

In a context of uncertainty and change, the pandemic forced companies to reinvent themselves, and many of them opted for internal communication as a strategic element. This was the central theme of the latest breakfast organized by Valencia Square and DIRCOM and in which Carolina Beguer, Director of Communication of Gimeno Group, has reflected, together with professionals in the sector, on the changes experienced in recent years, as well as on new trends and the future of internal communication.

The discussion—moderated by the newspaper's director, Javier Alfonso, and held at the newly opened Zeus and Sesame headquarters in the Valencia Marina—began with an analysis of the effects of the health crisis on internal communication. As those present pointed out, the crisis brought about fundamental changes in the message and the tools used to convey it, while simultaneously reinforcing its value. In this regard, Beguer stated that "it was, without a doubt, an absolute catalyst," adding that these changes "have had a democratizing effect on internal communication, giving prominence to people regardless of their location or role."

Following on from the above, Beguer highlighted the value of digitalization in connecting people, citing as an example “contiGO”, the internal communication channel that Grupo Gimeno launched during the lockdown to get closer to its team and ensure fluid and transparent communication.

Fostering a sense of belonging among employees and attracting and retaining talent were other key topics discussed at the breakfast meeting. Beguer emphasized that what matters is "not just how we communicate things, but how the people on our teams experience them." She continued, explaining that "how we do things is just as important as how we communicate them," as is building "a shared narrative that embraces the team's diversity."

Also participating in the meeting were Pilar Boix, communications director of Balearia; Vicky Casañ, head of people and internal communications at Grefusa; Majo Castillo, CEO of Zeus and COO of Sesame; Andrea Villafañé, marketing and communications director of Nunsys; Benjamín Marín, communications director of À Punt; Natalia García, from Communications and External Relations at SPB; Esther Castellano, president of DIRCOM CV and Region of Murcia; and Susana Miquel, vice dean of the Advertising and HR degree program at the Universitat Jaume I of Castelló.