Internal Communication as the Key to Cultural Transformation in Energy Companies
The Energy Sector Faces a Revolution
The energy sector is undergoing a revolution that involves not only technological innovation but also a profound cultural shift. Companies in this field are redefining their foundations towards sustainability, transparency, and responsibility. However, without solid internal communication, these goals fade along the way. Communication is not just a vehicle but the true engine that drives every member of the organization to move in the same direction, especially in such a challenging context as the energy sector, where changes are complex, constant, and often disruptive.
For a cultural transformation to be real and lasting, it cannot be imposed; it must be understood, shared, and embraced at all levels. This only happens when communication is authentic, bidirectional, and constant.
1. Clarity and Transparency: The Compass That Aligns All Teams
Every cultural transformation needs a clear narrative. In times of change, every employee must understand the "why" and "for what" behind each new decision. Why are we shifting our approach? What values and objectives will guide this transition? Clarity is essential in the energy sector, where the mission is often not just to do the job better but to do it in a way that respects the environment and supports a sustainable economy.
Example in Action: BP (British Petroleum)
BP had to undergo a radical cultural transformation following environmental disasters in recent decades. In its decision to transition into a sustainability-focused company, it communicated the urgency of this change and the action plans to achieve it at all levels—not just from top management but across all departments. This transparency was essential to rebuilding trust, both internally and externally, ensuring that every member of the organization understood the purpose of their efforts.
2. Active Feedback: Change Is Not a Monologue
When it comes to transformation, listening is as important as informing. A successful cultural change depends on openness to receiving questions, opinions, and concerns from all employees. It’s not just about launching initiatives but also about creating a safe space for expressing what these transformations mean to each team member.
Example in Action: Iberdrola
In its transition to a greener model, Iberdrola implemented open communication channels to gather constant feedback from employees. These consultations helped adjust the transformation plan and empowered each individual in the process.
3. Continuous Communication: An Initial Inspirational Message Is Not Enough
The biggest enemy of cultural transformation is the lack of follow-up. Launching an initial statement about a new purpose is important, but the message must be continuously reinforced. Communication in a company undergoing change must be like a river, not an isolated burst.
Example in Action: Shell
Shell, in its transition to renewable energy, not only launched internal campaigns to present its new vision but also continuously shared progress, achievements, and lessons from each sustainability initiative with employees. This created a culture of constant learning and adaptation.
4. Recognition and Support: Encouraging and Motivating During Key Moments
Cultural transformation is not a straight line; it is a process full of challenges, and recognizing individual and collective achievements helps keep employees motivated and committed.
Example in Action: Repsol
Repsol implemented recognition programs for teams that achieved milestones in clean energy projects, generating additional momentum and demonstrating the organization's commitment to team development.
Well-implemented internal communication goes beyond transmitting a message—it brings life and consistency to every step of the transformation. Without clarity, employees navigate blindly; without feedback, the company loses touch with its internal reality; without continuity, change loses momentum; and without recognition, each team member's effort dissolves.