Internal Communications: A Comprehensive Guide for 2024

In today’s rapidly changing and interconnected business landscape, internal communications are more crucial than ever before. By fostering open and transparent dialogue, organizations can not only disseminate critical information but also cultivate a unified and engaged workforce. Effective internal communication builds trust, promotes a culture of transparency, and empowers employees to thrive. 

However, despite its importance, many companies face challenges in developing and implementing effective internal communication strategies. By prioritizing internal communications, organizations can unlock the full potential of their workforce and drive business success.”

According to McKinsey & Company’s The State of Organizations 2023 survey, 43% of employees say leadership lacks purpose in its internal communications. Close to a third (32%) find insufficient support for them to fulfill their personal ambitions in their organizations.

The survey report identifies 10 significant shifts that are facing organizations today. While communication isn’t a standalone factor, it plays an incredibly important role. This is particularly so in the hybrid workplace and when focusing on the “new rules of attraction, retention, and attrition.” Another important shift is the need to make way for artificial intelligence (AI). 

The evolution of internal communications is complex and challenging, but critically important to organizations to ensure that they thrive in the modern workplace.

“Purposeful communication is a skill and an art. To achieve it, leaders, managers, and influencers will need to be prepared to craft and deliver authentic messages that show vulnerability and empathy.”  

The State of Organizations 2023

Our comprehensive guide examines the intricate world of internal communications. Whether you are a seasoned internal communicator or just getting started, it will provide you with a wealth of knowledge, insights, and information about best practices to help you navigate and master the complex field of internal communications that lies ahead.

Key Takeaways 

• Internal communications is the process of sharing information, ideas, and feedback within an organization for collaboration and alignment with company goals.
• Effective internal communication requires transparency, consistency, clarity and an employee-centric approach to foster a connected workforce.
• There are different types of communication including top-down and bottom-up, each of which may be considered when devising a new internal communication plan.
• It’s important to overcome common challenges by leveraging technology tools for virtual team-building activities that engage remote and hybrid employees.
• Hyper-personalization has taken center stage, enabling internal communicators to tailor products, services, and experiences to an individual’s unique preferences, behaviors, and needs.
• AI technologies are revolutionizing the internal communication industry in more ways than most people realize.

What is Internal Communications?

Internal communications, often abbreviated as internal comms, is the nexus of corporate communication. It is a process that involves sharing information, ideas, and feedback within an organization. This helps to foster collaboration, engagement, and alignment with company goals. 

A good internal communication strategy serves as the backbone for creating and disseminating messages and campaigns on behalf of management, promoting two-way employee communications, and honing the communication abilities of the organization. While traditionally it may have involved company newsletters or meetings, today’s internal communications strategies encompass a broader range of tools and initiatives. Internal communicators now take advantage of project management systems, social media, and instant messaging tools.

When efficiently executed, internal communications plays a vital role by:

• Enlightening, influencing, and involving employees
• Fostering trust and employee advocacy
• Instilling company culture
• Enhancing knowledge sharing
• Empowering employees

Ultimately, it can generate a synergy that aligns everyone with the company’s overall objectives.

The Importance of Effective Internal Communication

Effective internal communication is pivotal in creating a motivated, informed, and engaged workforce. These are benefits that hold even more substance for remote and hybrid workers — a sizable chunk of the modern economy’s employees.

But Axios HQ’s The 2023 state of essential workplace communications report shows that there’s a lot happening that makes internal communications ineffective. It states very clearly that leaders and employees aren’t aligned, context is missing, data is incomplete because leaders don’t track it, and insights aren’t accessible. As a result, $2-trillion is at stake annually due to ineffective communication in the U.S. alone. 

The reality is that when internal communications are inadequate, employees often feel uncertain, inefficient, and isolated from corporate objectives. For this reason, it’s crucial for any organization to establish an internal communications strategy that prioritizes trust and the engagement of employees. 

Implementing internal communications initiatives like regular feedback, sharing of information, and open communication avenues can foster greater co-worker trust, increased employee engagement, and ultimately achieve the organization’s overall business objectives. Ultimately, the importance of internal communication is about facilitating meaningful dialogue.

Types of Internal Communication

Internal communications can take many forms, including formal and informal methods, as well as typical top-down and bottom-up channels. Understanding these different types of communication and selecting the most appropriate channels for specific messages ensures that information is effectively shared and understood by employees at all levels. Let’s look at a few less obvious examples. 

1. Mass personal communication is a marketing strategy that involves using data and technology to deliver personalized messages and content to large groups of people, making each individual feel like they are receiving a unique and tailored message. This approach uses data analytics and automation to create personalized messages that are relevant to each individual’s interests, behaviors, and preferences.
2. Horizontal communication refers to the exchange of information and ideas between individuals or departments at the same level or within the same functional area, such as between colleagues in the same department or team. This type of communication helps to facilitate collaboration, coordination, and problem-solving within a specific area or function.
3. Diagonal communication involves the exchange of information and ideas between individuals or departments across different levels and functions within an organization. A typical example is that between a manager in one department and a team member in another department. This type of communication helps to facilitate collaboration, innovation, and problem-solving across different areas and levels of the organization.
4. Executive communication refers to a process of communication between top-level leaders including CEOs, CFOs, and other executives communicating with various stakeholders, including employees, customers, investors, and the media, to convey the organization’s vision, strategy, and goals. Effective executive communication is critical for building trust, credibility, and reputation, and driving business results.

Internal Communication Challenges and Solutions

Despite the best efforts of organizations and internal communicators, challenges and obstacles can arise in the pursuit of effective internal communication. By recognizing these, and exploring successful solutions to address them, organizations can continually refine their communication strategies, adapt to changing circumstances, and ensure the ongoing success of their internal communication efforts.

Whether they’re working in the office or remotely, ensuring employees feel heard, informed, and part of the company initiative is vital for success.

Overcoming Common Challenges

Some common internal communication challenges include information overload, lack of clarity in messaging, inconsistent communication, and difficulty in reaching remote or distributed employees. Another major issue is that only 50% of employees read internal communications thoroughly. But as The 2023 state of essential workplace communications study clearly shows, when employees are engaged and interested in reading the comms sent to them, they become more closely aligned with the broader goals of the organization.

Implementing best practices, such as clear and concise messaging, using appropriate communication channels, and leveraging technology tools, effectively overcomes these challenges and creates a more cohesive and engaged workforce.

Case Studies and Success Stories

Learning from companies with successful internal communication strategies can offer valuable insights. Case studies provide real-world examples of how businesses use their internal communication tools and strategies to improve employee engagement, meet business goals, and foster a positive company culture. These stories can serve as inspiration and best practice guidelines for others.

Paycor Inc.’s case study is impressive. The HR software company had all its employees working remotely, from home, soon after COVID-19 hit. It was a challenge they embraced, and the result was that they expanded and transitioned into the first fully virtual-first national technology company. Key to their success was the Cerkl Broadcast platform that enabled them to reorganize their communications strategy using their existing Intranet. Open rates, click-thru rates, and employee satisfaction and engagement improved. The rest is history. 

Internal Communication Strategies

Developing a successful internal communication strategy is a multifaceted process that involves crafting a plan, establishing goals and objectives, and measuring the effectiveness of communication efforts. Taking a strategic approach to internal communications ensures that information is shared in a timely, consistent, and engaging manner. Ultimately, this leads to more engaged employees and contributes to overall organizational success.

Audit Your Internal Communications

An internal communication audit is a comprehensive assessment of how well your organization engages and communicates with its employees. As a crucial element of your overall internal communications plan, it provides valuable insights that inform and shape your internal communications strategy. The goal of an audit is to optimize internal communications to drive business outcomes, improve employee experience, and enhance organizational performance.

Establish Communication Goals and Objectives

Setting clear, realistic goals and objectives is crucial to the success of any internal communication strategy. Adopting the SMART logic is an excellent approach. By being Specific, Measurable, Achievable, Relevant, and Time-bound ensures that communication goals are focused, actionable, and aligned with the overall business objectives.

Craft a Communication Plan

A well-crafted communication plan serves as the foundation for a convincing internal communications strategy, outlining the tools, channels, and messaging to be used in reaching and engaging employees. 

Creating the plan involves defining the goals, identifying key messages, selecting communication channels, and establishing an approval process. A good communication plan also includes provisions for regular updates, revisions, and feedback systems to track progress and improve the effectiveness of internal communications.

Measure the Effectiveness of Internal Communication

Evaluating the effectiveness of internal communication efforts is essential for identifying what works, what needs improvement, and how to make informed adjustments to the communication strategy. Tracking key metrics, such as employee engagement, response rates, and feedback, provides valuable insights into the success of communication initiatives and supports data-driven decisions to enhance strategies moving forward.

The methodology might involve surveys to gather employee feedback, tracking metrics like open, click-through, and read rates of digital internal communications, and tracking participation in company initiatives, and more. 

Despite the vital importance of these metrics, Axios HQ assesses that only 47% of communicators say their organization measures how effective their essential internal communications are.

Tools and Technologies for Internal Communication

There are various tools and technologies available in the modern work environment to support and enhance internal communication efforts. They include:

• Employee newsletters
• Internal emails
• Employee communication software
• Intranet platforms
• Team communication apps

These options allow organizations to ensure that information is effectively shared and understood by employees at all levels. But there’s a caveat as Tommy Gibby, co-founder and CMO of The Bot Platform points out in a Forbes article, Most Companies’ Internal Comms Are Broken. Here’s How To Fix It. He warns that many big companies believe that because they’re paying for communication tools they work. But the truth is that many of their internal communications processes are failing. Many haven’t chosen the right tools and others aren’t using them to their full potential. Unfortunately, the result may manifest as a negative effect on productivity and employee satisfaction.   

Nevertheless, let’s explore some of the most popular and effective internal communications tools used in internal communication today.

Employee Newsletters

Employee newsletters have metamorphosed from printed documents to an automated, dynamic medium that creates employee engagement and improves the employee experience. Today, digital employee newsletters offer a range of benefits, including increased accessibility, personalized content, and real-time updates. By leveraging automation and analytics, organizations can tailor their newsletters to specific audience segments, track engagement, and measure the impact on employee sentiment and behavior.

When implementing an employee newsletter, consider the following best practices:

• Define clear goals and objectives for your newsletter
• Develop a content strategy that resonates with your target audience
• Choose a platform that integrates with your existing HR systems and tools
• Monitor and analyze engagement metrics to refine your approach
• Ensure accessibility and inclusivity for all employees, regardless of location or device

By adopting a modern employee newsletter strategy, organizations can foster a more informed, engaged, and connected workforce.

Internal Emails

Email and messaging systems are widely used in internal communication. They provide a fast and efficient means of sharing information, documents, and files with colleagues. While these tools can be highly effective, they also come with certain limitations and challenges. These include the potential for miscommunication, communication overload, and decreased productivity due to excessive use.

To overcome these challenges it makes sense to consider combining email and instant messaging with video conferencing and collaboration tools. This will optimize communication and ensure that employees receive the information they need in a timely and efficient manner.

Employee Communication Software

Software used to engage employees is designed to help organizations enhance engagement with their personnel through various features, including:

• communication tools
• feedback mechanisms
• recognition programs
• performance management systems

Utilizing these platforms improves internal communications, fosters a stronger sense of connection and belonging among team members. Ultimately, it increases employee satisfaction and productivity. Check out our team communication app comparison to gain up-to-date insights into the biggest players.

Intranet Platforms

Intranet platform is a powerful tool for internal communication, providing a centralized, accessible space for employees to access important company information, news, and resources. The platform can help improve collaboration, streamline communication, and keep employees informed and engaged. This can make them an essential component of any internal communications strategy.

Some popular intranet platforms include Happeo, Jive, Microsoft SharePoint, and Workplace. When selecting an intranet platform, consider factors like business goals, strategic vision, hosting options, features and functionality, scalability, data storage, budget, user experience, integration capabilities, and support and training.

Team Communication Apps

Team communication apps are designed to facilitate real-time communication and collaboration. They provide a centralized platform for teams to share information, discuss projects, and work together more efficiently. By using team communication apps, organizations can improve communication, increase productivity, and enhance collaboration. Popular options include Slack, Microsoft Teams, Google Workspace (formerly G Suite), Discord, and Flock. 

When selecting a team communication app, consider factors like:

• Ease of use and adoption
• Integration with existing tools and systems
• Features and functionality
• Scalability and customization options
• Security and data protection
• Cost and pricing models
• User experience and support

By choosing the right team communication app, organizations can improve internal communication, enhance collaboration, and drive business results.

Best Practices for Internal Communication

To ensure internal communications are effective, organizations should follow best practices. These include writing effective messages, managing crisis communications internally, and encouraging two-way feedback from employees.

Personalizing and Targeting Employees

Personalizing and targeting internal communications is crucial to engaging employees and driving business outcomes. By leveraging employee data and analytics, organizations can tailor their messages, content, and channels to specific audience segments, increasing the relevance and impact of their communications. This involves identifying and understanding different employee personas, interests, and preferences, and using this information to create targeted campaigns that resonate with each group.

Writing Effective Internal Messages

A clear and concise message is the secret to good internal communications. The content should be relevant, timely, and in a conversational tone to promote engagement. Moreover, the use of a company newsletter to share such information makes the message unified, ensuring everyone is on the same page.

Managing Crisis Communication Internally

Internal communications play a critical role in crisis management, helping organizations respond effectively and efficiently to unexpected events and challenges. Having a well-defined internal communications strategy in place during times of crisis minimizes the negative impact, provides guidance on how to move forward, and maintains trust with employees.

Effective crisis communication involves being transparent, timely, and empathetic, ensuring that employees receive accurate information and feel supported throughout the crisis.

Encouraging Two-Way Feedback

Two-way feedback is essential for maintaining a positive employee experience. Internal communications create an opportunity for employees to voice their ideas, concerns, or suggestions. Communication channels like surveys, town halls, or suggestion boxes can facilitate such exchange, supporting a culture of transparency and openness.

Internal Communication Trends for 2025 and Beyond

We mentioned McKinsey & Company’s The State of Organizations 2023 survey earlier and the fact that it’s vital to make way for applied AI. Just about every report produced in the past year or so is saying the same thing, and the pressure is on.  

Gallagher’s State of the Sector 2023/24 report identifies ways that companies are planning to leverage technology in the next five years. Unsurprisingly, AI tops the list with 68% respondents stating it’s of high importance — 44% of them saying it’s very important. Hyper-personalization is second in line, with 48% believing it’s important — 20% of them rating it as being of very high importance. Let’s dig a little deeper.  

AI in Internal Communication

Tarek Kamil, Founder and CEO of Cerkl, recently co-hosted a webinar with Preston Lewis, Founder and CEO of Intactic, How AI Makes Internal Communications More Human. Their conversation shows very clearly how AI technology saves time, money, and enables us to get on with the work that matters. AI can enable internal communicators to improve their function — if they take advantage of it, they certainly won’t lose their jobs! Their message was loud and clear. AI is here to stay, and internal communicators need to harness its power to help them do their jobs better.  

“AI technology saves time. It saves time on the employee experience, the end-user experience. Very importantly, it saves time for communication teams. And when we talk about how AI enables us to make communications more human, we have to understand how we can save time to ultimately make more time and create more space for us to focus on the right work.”

Preston Lewis

Hyper-Personalized Communication

Tarek also highlights how companies like Amazon and Netflix have been personalizing customer experiences for years. This, he explains, is exactly what Cerkl Broadcast does. And the hyper-personalized experience that Broadcast delivers is becoming increasingly sophisticated, with more insights and analytics, as well as more available channels.

The opportunities, he says, are to be able to use different languages, different formats, and different channels, and to “let the tech do its job” when we deliver messages to employees. 

What Can You Do to Improve Internal Communications in Your Organization?

Effective internal communication is vital for organizations to foster employee engagement, enhance productivity, and achieve overall success. By understanding the key principles of internal communication, the role of internal communicators, and the various types of communication channels, you can develop and implement successful strategies that meet the needs of your workforce. 

As the remote work era continues to evolve, organizations must adapt their internal communication strategies. This ensures that employees remain connected, informed, and aligned with company goals, regardless of their location. By embracing best practices and leveraging the latest tools and technologies, organizations can create a more cohesive, engaged, and high-performing workforce.

Cerkl Broadcast recognizes the need for a holistic approach to employee engagement and internal communications. The Broadcast platform is structured for you to align employees with organizational goals. For example, it delivers personalized emails and intranet content to engage and inform employees. It also enables you to create unique newsletter templates and garner feedback from communications. 

The platform’s top features include Email Blasts or Eblasts. These save time and effort, as do Broadcast News Digests that enable you to send regularly scheduled emails including content individual employees find interesting directly to their inbox via Eblasts. You will also receive real-time analytics on how your employees interact with the posts that you share. 

If you’d like to know more about Cerkl Broadcast and how we can help your organization you can access our free demo right now.

What’s Next

How are your internal communications performing? Chances are you won’t be able to identify success rates or problems. Don’t worry. We’ve got the answer for you. Cerkl Broadcast’s free strategic internal communications audit worksheet will help you improve your internal comms strategy quickly and efficiently. What are you waiting for? Download it now.

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