Five tips for effective internal communication

What is internal communication?

Internal communication is all communication within an organisation: between leadership and employees, between managers and teams, and between colleagues. Its purpose is to make sure everyone understands goals and decisions, feels involved and can do a good job. Strong internal communication leads to higher engagement, faster change and a stronger employer brand.

• Internal communication targets employees and managers, for example through the intranet, Teams or Slack, team meetings, one-to-ones and newsletters.
• External communication targets customers, candidates, investors and media.
• The two are connected: what employees experience on the inside is what they tell the outside world.

Much of a working day is internal communication, whatever the role or company. You send emails, chat in the lunchroom, sit in meetings, check in with your manager or call a colleague to confirm an important detail. But internal communication is more than pleasant conversation: it is a tool that creates direction, clarity and context for the company’s strategy and vision.

To be concrete, the purpose of internal communication is to create engagement, success and action. Let us look at how to maintain good and effective internal communication, a complex but important process for every organisation.

Why internal communication matters for your employer brand

In employer branding, internal communication is a key piece in creating trust, engagement and openness among employees. In practice, it is about keeping employees informed about decisions, changes and progress. When employees feel involved, they are more likely to become ambassadors and spread a positive image of the company as an attractive employer. That is exactly what we at Oddwork are passionate about: more people getting to do what they truly love, in a workplace where they thrive.

The benefits of good internal communication

1. Higher employee satisfaction

An organisation that prioritises internal communication shows that it cares about its people. Sharing relevant information makes employees feel more involved and informed, which increases both engagement and wellbeing.

2. More innovation

By promoting a transparent culture, internal communication encourages knowledge sharing and the exchange of ideas. When employees feel comfortable sharing ideas and opinions, it leads to creative solutions, process improvements and innovation.

3. Better execution of strategies and goals

Clear internal communication anchors the organisation’s strategies and goals at every level. When employees understand the overall vision and goals, they can work in the same direction and make decisions that support them, leading to a more coherent and effective organisation.

Five tips for effective internal communication

1. Review the communication channels you use

A report from Coveo shows that employees spend on average 3.6 hours of the working day searching for information. 3.6 hours! With a clear structure and well-chosen channels, those hours can be cut significantly, so people can focus on the right things.

2. Analyse your internal target groups

Just as a brand has different external audiences, there are different internal ones. A healthcare company does not communicate in the same way or channel with patients, suppliers and relatives, so how does it communicate with its own staff? Run an internal target group analysis and ask how each group prefers to communicate. One team may prefer in-person meetings while another prefers Teams. Dare to adapt both message and channel to each internal group.

3. Leaders set the standard

How effectively leaders communicate internally plays a key role in the climate and culture of the whole organisation. To leaders: how actively and consistently do you communicate with your team to make sure they are informed, engaged and involved in the organisation’s goals and decisions?

4. Find your why

Can your employees answer questions like:

• What are our goals?
• Why do I go to work every day?
• What am I contributing to?
• How will we reach the company’s goals?

Inviting employees into these conversations builds trust, and with trust comes engagement and belonging.

5. Use surveys to take the organisation’s temperature

A culture where employees feel heard creates a safe foundation for all communication. Use surveys, one-to-ones and open discussions to learn how communication and leadership can improve. Read more: What is employee experience (EX)?

FAQ

Frequently asked questions about internal communication

What is the purpose of internal communication?

To create understanding of goals and decisions, engagement and a shared culture, so that employees can do a good job and want to stay.

What is the difference between internal and external communication?

Internal communication targets employees and managers. External communication targets customers, candidates and the outside world. A strong employer brand needs both to say the same thing.

Who is responsible for internal communication?

Often HR or the communications team, but managers are the most important channel. Without managers who communicate, no internal strategy works.

How do you measure internal communication?

On three levels: do messages reach people (open and read rates), do they understand them (pulse questions) and do they act on them (engagement over time).