Internal communication is a key management tool
The transformation of an industrial conglomerate with nearly 100,000 employees worldwide and the challenge of providing guidance in uncertain times: Maribel Leisten, Head of COM Strategy, Brand & Internal Communications at thyssenkrupp AG, speaks with Achtung! Managing Director Babette Kemper about why internal communication has become a strategic management tool, how a complex transformation can be made understandable, and why leaders are the most important allies in this process.
Maribel, the communication challenges we all face have become significantly more complex. What fundamental changes have taken place in internal communication in recent years?
Communication always adapts to the circumstances. In the past, internal communication was strongly top-down oriented. Today, we no longer see ourselves as mere transmitters; rather, we facilitate and support the dialogue between leadership and employees. In this way, internal communication has evolved into a central management tool that enables genuine exchange and provides guidance and structure even in times of change.
Change is a good keyword! At thyssenkrupp, it’s everywhere right now. How does that affect your communication?
Absolutely. We’re in the midst of a historic transformation. We’re completely realigning thyssenkrupp—with clearly focused businesses, a more streamlined portfolio, and strong, independent companies operating autonomously under the umbrella of a financial holding company. At the same time, with segments like “Decarbon Technologies,” we’re driving the green transformation of industry and investing in future-oriented fields where we can make a real difference. This openness to continuous change and our clear vision for the future are also reflected in our communication. And this is precisely where the critical importance of internal communication becomes apparent: even the best strategy is useless if it isn’t supported by our employees. We must make complex topics understandable and explain why we do things—especially what that means in concrete terms for our day-to-day work. Only in this way can we build trust. And that is the prerequisite for everyone pulling in the same direction and making the transformation a success.
With nearly 100,000 employees worldwide, that sounds like a mammoth task. How do you get everyone on board?
Our size and diversity make communication challenging. That’s why it’s essential for us to communicate a clear global strategy that still allows room for local or business-specific considerations. Our leaders are a crucial lever in this process. They are the most important communicators when it comes to bringing the transformation to the teams and making it tangible.
Does storytelling work in an environment so heavily influenced by technology?
Yes, but it has to be authentic. We don’t tell contrived stories; instead, we showcase real people and real technological milestones. For example, when we explain how our systems contribute to reducing CO₂, that in itself is already a powerful story. At the same time, we highlight the employees who work on this every day: from the staff in our research departments to the engineers and the people on the production floor. Many colleagues are surprised and proud when they learn about everything thyssenkrupp does.
Looking ahead: What skills will be most important for internal communicators?
First, the ability to consistently simplify complexity without distorting the content. Our world isn’t getting any simpler, and neither is thyssenkrupp’s. This makes it all the more important to identify key messages, translate them into clear visuals and stories, and distill them into a few, easily understandable, and recurring messages. On the other hand, it will be crucial to work more data-driven: We need to understand even better which target groups need what information on which channels, and then derive our formats from that. Through it all, one skill remains indispensable to me: empathy. Transformation is always emotional—and good internal communication meets people exactly where they are.
