A prerequisite for high quality communication is an understanding of the needs and requirements of an organisation's internal stakeholders. This bachelor thesis evaluates what different professional groups in a Swiss hospital expect from internal communication and how these requirements can be transformed into an overall communication mix.

To determine the current landscape of internal communication, the research starts with a comprehensive literature review. According to the data received from the HR department, KSW employees have been subdivided into six professional groups. Subsequently, a mixed-methods approach has been chosen, including a quantitative survey among 447 KSW employees and six qualitative interviews. Based on these findings, six personas were created to highlight the heterogeneous communication behaviours of the different professions, and recommendations for a future internal communication mix were elaborated.

The main findings indicate that the intranet will continue to play a crucial role in internal communication as it combines two important aspects: news perception and knowledge management. However, the intranet needs to be optimised as a tool. A good search function and a clear structure were specifically mentioned as areas for improvement. The study also highlights the importance of keeping the future communication mix as narrow as possible, as the various working groups already have a heavy workload and often do not have much time for information gathering. The effectiveness of other channels has been examined too. Contrary to the benefits of mutual exchange in bottom-up communication mentioned in existing literature, at KSW, Viva Engage has not yet established itself as a valuable channel. The thesis includes recommendations for ways in which the tool can be used in the future. Lastly, it is important to mention that each employee perceives information differently. One may be very engaged; another may show little interest. It is critical to operational efficiency to find the right balance between communication channels, tailored to employee preferences.