Inps: “Transparency and simplicity are the pillars of our communication”. “Timely responses to our 3 million followers”
At the Pa Forum, underway at the Palazzo dei Congressi in Rome, a talk dedicated to the Institute's commitment to dialogue with users increasingly oriented towards innovation
ROME – Transparency, simplicity and multi-channel approach. These are the pillars of communication of the National Institute of Social Security illustrated during theForum Pa, underway at the Palazzo dei Congressi in Rome, in the talk which took place in the afternoon with the participation, among others, of Diego De Felice, central communications director of the INPS, Barbara Zoli, deputy manager of the central communications management of the INPS Institute, and Sara Zanotelli, president of the Italian Association Content & Digital Creators.
“The centrality of listening is fundamental – said De Felice – We need to know how to listen in order to communicate, because we want to gain the trust of citizens with whom we can best carry out our activities”. Then there is timeliness: “In the times of social media we have to get used to overcoming consolidated procedures, with 3 million followers reporting critical issues to us, we cannot respond with the times of twenty years ago. We must reconcile communication with innovation”, added the INPS central communications director.
INPS IS PRESENT ON SOCIAL MEDIA: “NOT JUST THE ELDERLY, YOUNG PEOPLE MUST ALSO BE EDUCATED”
Communicating with followers “is very difficult, but it is also satisfying because it means that people find it useful to follow our channels. We are on Linkedin, on X, on Facebook, on Instagram and recently also onWhatsApp< /strong>, where we have bilateral communication, on the one hand we communicate the information to those who get information via social media and on the other, however, we also have feedback”, added De Felice. But not only that: for “INPS the core business is clearly the pension part, but this does not only concern elderly people who retire. Young people must also be educated to understand how social security works and push them towards regular work by combating illegal work. This is an administrative commitment but even more so a civil and civic education commitment”.
INTERNAL COMMUNICATION TO “DEVELOP EMPLOYEE PRIDE”
Finally, according to De Felice, another important element is internal communication: “It serves to develop INPS employees’ pride in belonging to such an important body. We try to develop this awareness of social responsibility, we also think about some more difficult areas where INPS truly represents a point of reference”.
3 MILLION VISITS EVERY DAY TO THE INPS PORTAL
Vanda Soranna, also from INPS communications, recalled that “we have a variety of channels to communicate, from smart TV to podcasts, an external portal for citizens and the intranet. The institute’s portal receives 3 million visits a day and from 2023 it will have a new graphic design. Now we are aiming for timeliness and completeness of information, simplification of language and ease of finding information. Then we want the intranet to become the home of the INPS employee and strengthen the sharing of the institute’s values”. For Marinella Perrini, of the Institute’s communication management, “communication has become a strategic lever of the new ‘user-centric’ service contract that the institute has given itself. The ongoing transformation process concerns not only the channels but also the tools and contents of communication”.