Internal Communication…
Everything You Need to Know
The definitive guide to internal communication in the
modern workplace. Discover how to influence, engage and
connect with your employees for maximum benefit.
www.talkfreely.com
Contents
Introduction 4
What you’ll learn 6
What is internal communication? 8
The difference between internal and external 10
communication
The benefits of internal communication 13
1. Tackling the seven challenges 13
2. Uniting your workforce 16
3. Understanding your workforce 16
How to create an internal communication strategy 18
. Key objectives and actions 18
. Where to begin 19
Choosing your communication channels 20
1. Email 20
2. Intranet 21
3. Print 21
4. Social Media 21
5. Leadership 21
6. The star performer: Internal Communication App 22
2
Is your communication channel effective? 24
Putting it all together: Internal communication campaigns 26
1. Use a teaser 26
2. Get creative 26
3. Be business critical 26
4. Make it human 27
5. Encourage participation 27
Real-life examples 28
. Rule 1: Activity means nothing without results 28
. Rule 2: Value benefits the business 28
. Rule 3: In the thick of it 29
. Rule 4: Shut up and listen 29
. Rule 5: I did it their way 30
. Rule 6: Make the most of managers 30
. Rule 7: There is no silver bullet 30
3
Introduction
Our workforces are continually evolving. Thanks to
advances in technology, the spread of globalisation
and recent global health crises, the working
environment has changed beyond recognition.
As such internal communicators face a new set of challenges and obstacles to
overcome. But one thing remains clear. In today’s business landscape, internal
communication remains as vital to the success of your organisation as it ever
was. Engaged, informed employees are your company’s best asset and effective
internal communication is the way to achieve this. It’s the essential internal
structure that holds your company together.
Like a human being, a company has to have an
internal communication mechanism, a ‘nervous
system’, to coordinate its actions.
Bill Gates
In this comprehensive guide, we cover everything you need to know to drive
successful employee communication within your workplace. We look at the
key concepts behind efficient internal communication, but, just as importantly,
provide plenty of practical guidance for you to apply in the real word. Essentially,
we show you how to help your business influence the knowledge, attitudes, and
behaviours of your current employees for the better.
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But the biggest idea of all? It’s that the core purpose of internal communication
is to identify and share company goals so that employees know what they are
working towards. Always let that principle steer your approach. If you were to
remember only one more thing, let it be this:
Every internal communication must bring change,
or you have wasted your time.
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What you’ll learn
We’ve centred this page around three key areas:
1. What is internal communication?
You’ll discover what internal communication means in the 21st century and why
it’s crucial to the longevity of your business.
2. How to create a strategy
You’ll learn what an internal communication strategy should do, where to begin
and how to select the best internal communication channels for your goals.
3. Real-life examples
You’ll see examples of internal communication put into action in actual case
studies. Discover what works, and what doesn’t.
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7
What is internal communication?
So, what exactly is internal communication?
Kicking off with two authorities on the subject, the academics define internal
communication as:
The planned use of communications actions to
systematically influence the knowledge, attitudes
and behaviours of current employees.
Tench and Yeomans
That word “planned” is crucial. Indeed, in the landmark book Communicating
For Change, Roger D’Aprix explained that taking the strategic viewpoint is
critical. He shows how communications can be used strategically to connect an
organization’s vision, mission and business goals to the forces and opportunities in
the marketplace.
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Meanwhile, the Business Dictionary goes with a more simplistic but just as
relevant explanation of internal communications:
The sharing of information within an organisation
for business purposes.
Building on these three definitions, we can distil our definition to down to three
essential points:
1. Giving staff the big picture and the tools to collaborate.
2. Showing employees in different departments they are all part of the same
endeavour, moving towards a common purpose.
3. Translating business strategies into practical ideas that mean something to
employees on the ground.
The key element to remember is that internal communication is about outcomes.
It is not about activity. It is not shouting at staff with a constant stream of
announcements, new priorities and random activity just for the sake of looking
busy. Employee communication is about building trust and understanding with
every worker, connecting them with one common vision and goal.
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The difference between internal and
external communication
Before we move on, it’s essential to differentiate between internal and external
communication. Let’s take a look at the five key elements that separate these two
lines of communication:
1. Purpose:
Internal communication guides, informs, and motivates employees and
helps them stay on track. External communication aims to shape society’s
view of the company or brand.
2. Channels:
Different channels give different results. For internal communication, this
includes newsletters, presentations, and employee engagement apps; for
external communication it incorporates advertising, websites and annual
reports.
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3. Audience:
Internal communication speaks to staff from the newest recruit to senior
leadership; in contrast, the audience for external communication ranges
from customers to shareholders and government.
4. Frequency:
Internal communication is usually more frequent, delivering a constant
stream of updates and information. External communication often only
takes place when an important announcement or product launch is
pending.
5. Scope:
Internal communication flows within the business only. External
communication reaches out to the society at large.
It’s clear that the two areas of communication are distinct in their focus and aims.
However, it is also important to remember that they should also work in harmony
to promote a consistent brand message across the board. It’s essential that your
internal and external communications deliver a coherent vision that tallies across
both areas: one core message for all.
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The benefits of internal communication
It’s often said that strong employee communication
is the backbone of every business. But why is this?
We’ve broken down the benefits of good internal communication into three key
areas:
1. Tackling the seven challenges
An effective internal communications strategy will effectively address
the seven main challenges faced by every business. These core issues are
fundamental to the success of your company and can mean the difference
between success or failure. Internal communications that are targeted
and effective will address these challenges and ensure your organisation is
robust and resilient.
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ENGAGEMENT RETENTION CHANGE IT’S THE LAW!
It helps organisations engage Keeping good staff by giving them Communication Provides the glue for So, you don't have a choice. There will
employees by encouraging two-way positive motivators to stay and enjoy Senior Management’s change, be times when you have to
dialogue so that staff feel their views their work. Showing them how they engagement and transformation communicate to comply with
count. Making leaders more visible personally and the business more programmes. It is essential for cultural legislation, such as around health &
and accessible to employees to show widely are making a difference. evolution and the delivery of safety, pensions or paternity rights.
they are listening. organisational results.
E U R E C A !
UNDERSTANDING EFFECTIVENESS ADVOCACY
Helping everyone understand and Improving organisational effectiveness Helping people say the right things
share in the strategy, vision and values through collaboration, creating a about the organisation to family and
of the organisation. Being transparent better work environment and friends. Keeping the Brand Promise
about challenges and limiting empowering middle management. and satisfying customers.
rumours during times of crisis. Providing communication training,
and developing new communication
technologies.
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2. Uniting your workforce
Effective internal communication is a keystone for successful organisations;
it binds the organisation together, gets colleagues collaborating around
specific business goals and creates transparent and productive work
environments where staff thrive.
This is all the more vital given the changing nature of the modern
workplace. With people on the move, remote workers, and disconnected
employees, the hard-to-reach workforce have presented a new set of
unique challenges.
Communication in a crisis is an issue that has recently come to the fore,
and this is where internal communications can really make a difference. By
reaching and connecting with all workers, whether remote, furloughed or
active, you can maintain that essential flow of information and support.
3. Understanding your workforce
Information is power. Being able to advise senior leaders on what an
audience group is really thinking will be highly valued. For example, if
you’ve done your research by listening carefully to the workforce, you will
know why some facets of a planned change are doomed to fail because
employees will never accept them. Knowing your audience is pivotal to you
being invited to play a part in strategic discussions.
This is why measuring internal communications is such a crucial element
of any strategy.
By understanding what employees are thinking and how they are reacting
to your communications, you can adjust your approach accordingly.
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How to create an internal communication
strategy
In many ways, empathy lies at the heart of
successful communication.
Therefore, always try and put yourself in your audience’s shoes when developing
an internal communication plan.
And if you don’t know why you’re doing it, don’t do it.
Key objectives and actions
For an internal communication strategy to be fruitful, each activity must lead
to change and each employee must know where they fit in the overall vision. A
robust internal communication strategy will have three main objectives:
1. Ensure every communication is dovetailed to specific business goals.
2. Give employees the “line of sight”, i.e. when they grasp the company’s
overall vision and their personal role within it.
3. Make sure every activity leads to action that changes something.
In order to deliver on these objectives, you need to employ three key actions in
the delivery of your strategy:
1. Deliver targeted content and tools through writing, design, and digital.
2. Forge partnerships across the business with individual leaders or teams.
3. Offer strategic advice to leaders through collating feedback and results.
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Where to begin
Whatever you need to communicate, these five essential questions can provide
the foundation of your plan:
1. Why: What is your overall business or project goal? This is the critical
launchpad, defining what value you are going to add.
2. Who: Who is this specific piece of communication aimed at? What do you
want people to do differently as a result?
3. What: What are you actually asking people to engage with. And why
should they care?
4. When: Are other messages or events going to overshadow your timing? Do
you need to get a message out urgently, or can you afford to wait?
5. How: Which channels will work best for the content and the audience you
have in mind? And what communication style should you use?
And a final question:
6. Did it work? Are you making progress towards your target? Or do you need
to tweak your plan and reshoot?
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Choosing your communication channels
Selecting the best channel for your communications is a crucial step. In internal
communications, how effectively a message is communicated is just as important
as the message itself. If you’re looking to improve internal communication within
your organisation, your aim should be to choose a channel that best fits both your
target audience and your overriding objective.
Gone are the days when you just had to decide between a meeting or a newsletter.
Now we have a huge selection of communication channels to choose from,
including some very effective digital options.
When thinking about internal communication channels, keep these three things
in mind:
1. The channel must match the task
2. It must have a clear purpose
3. It needs to reach as many employees as possible
We’ve drilled down into the most popular communication channels to help you
decide whether they will succeed in meeting your objectives and resonating with
your target audience at the same time:
1. Email
Email is the main channel for internal communications in the majority of
workplaces. But is it effective? The fact is, ‘email overload’ is a real problem
in the modern office. A report from the Radicati Group revealed that 126
emails are sent and received every day. And it’s no surprise that 20% of
these are never even opened. If you are relying on email as your main
delivery method of important news and information, you should be aware
that many of your messages will not be read.
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2. Intranet
An intranet is designed to bring all your messages and information
together in one easily accessible place. The employee intranet is a
popular tool for internal communications and many offices have one in
place. However, there are numerous reasons why intranets fail to engage
employees. Without hands-on management, the information on an
intranet will quickly become out-of-date. In addition, many are hard to
navigate and fail to provide that all-important two-way communication
stream.
3. Print
Newsletters and memos are still in common use, despite the drive for
a paperless workplace. This tried-and-tested route is a popular way to
share information. It is easy to keep the branding under control and
ensure a consistency of approach in your internal communication
planning. However, there are also considerable downsides to this channel.
Information dates quickly, it relies on costly delivery methods, and crucially,
it does not invite feedback.
4. Social Media
Opinion is divided as to whether the internal communication tools
provided by social media are suitable for internal communications. When
you’re putting together an employee communication plan, it’s important
to remember that close monitoring of two-way channels is imperative.
While social media channels are great for encouraging information
exchange and feedback, remember that private content is easily made
public, whether you wish it or not.
5. Leadership
The personal touch should not be underrated. In fact, recent research
from Gatehouse found organisations are investing heavily in face-to-face
communication.
Using leaders and managers to deliver information to the workforce
is highly effective, especially when you are communicating change.
However, presentations and team meetings are not suitable for all types
of information. In addition, the success of these events depends almost
entirely on the communications skills of the leader.
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6. The star performer: Internal Communication App
We’re focusing on this particular channel simply because it’s such an
effective one for connecting with the hard-to-reach workforce, and a
perfect fit for the modern working world. In fact, the adoption of an
employee engagement app is one of the key internal communication
trends of 2020. Internal communication platforms are a powerful force
in driving employee engagement, employee-generated continuous
improvement and innovation.
An internal communication app has been designed to specifically
support every element of your internal communication strategy. It has
been constructed with a comprehensive set of features designed to help
companies connect and engage with their staff. These all-encompassing
apps connect employees with your business, your leadership team
and each other in a simple-to-implement software platform that can
personalised to your unique requirements.
In an increasingly digital age, the workforce is no longer confined to the
office and it can be a challenge to rebuild company-wide communication.
Employee engagement apps can play a transformative role in improving
both reach and engagement. They seamlessly connect every member of
staff to create happier employees, greater productivity, satisfied customers
and increased profit.
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So, how do you convert a disengaged and
disconnected workforce into an organisation where
every employee knows their contribution is valued?
Look for apps that foster internal communication through:
. News: Promote company news in a dedicated feed, creating higher
visibility, interest, and participation.
. Hubs: Post information, jobs, knowledge, documents, videos and more
to themed boards using easy to create cards.
. Conversations: Build awareness, understanding and the commitment to
business goals and change across your organisation.
. Notifications: Send push notifications to smartphone or email users to
remind or update them in a timely manner.
. Social: Encourage participation with familiar social tools including polls,
likes, ratings, comments and tagging.
. Groups: Create open or private groups to filter updates, personalise an
employee’s experience and make it relevant.
. Events: Reduce the administrative burden for employee engagement,
HR and Innovation calendars, events, and meet-ups.
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Is your communication channel effective?
How can you assess whether your chosen internal
communication channel is actually working for you?
In order to assess whether your channels are working effectively, you need to
consider whether they meet three vital objectives:
1. Reach: Reach every employee and create a real-time connection
2. Engage: Encourage staff to get involved and take action
3. Measure: Evaluate engagement levels and adjust your strategy to suit
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This final point is absolutely crucial, but often forgotten in the bigger picture. One
of the most common internal communication mistakes is the failure to measure
the impact your messages are having on your audience. A successful strategy
relies on the ability to compare how your teams are interacting, and how your
engagement levels are performing. Only with this data to hand will you be able to
act on the incoming data and adjust your plans accordingly. Measuring internal
communications is as important as the messages you’re sending out in the first
place.
This is where an internal communications app really stands out from the crowd.
Most apps will offer the tools to tools to monitor participation and improve
engagement. Look out for real-time dashboards and built-in reporting to track
engagement levels and export management reports. The employee engagement
platform really excels at collating feedback as well. With ad-hoc polls and internal
communication survey modules to gauge opinions and preferences, you can really
keep your finger on the pulse of your company.
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Putting it all together: Internal
communication campaigns
After you’ve got to grips with your internal communication strategy and selected
the best channels, it’s time to put together your internal communication
campaign. Here are our five top tips for creating an engaging delivery that really
resonates with your workforce:
1. Use a teaser
Get people interested by building a teaser into your internal
communication campaigns. By the time you officially launch your
announcement, employees will have already bought into the fact that
something exciting/important is coming. You might build tension with
“coming soon” hints, or a new logo or image that gets a buzz going around
the business.
2. Get creative
Be bold and try something that will tickle your audience’s imagination.
A good example of a creative internal communications campaign came
from insurance giant AXA. They used Valentine’s Day-themed cards to
re-energise a disaffected workforce. The cards asked employees for one
reason they liked working at AXA, and one thing they would change.
3. Be business critical
Make sure there is a clear link between your internal communication
campaign and a business-critical decision. When you’re communicating
with employees, it’s important to ensure everyone can understand the
reason behind the campaign, as well as the senior leadership team.
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4. Make it human
Put a human face on what employees might perceive to be dull rules and
regulations. You might create a cartoon character, an avatar or designate
a named member of staff to front your campaign. This will work even
better if you are running and ongoing campaign and your human face can
answer FAQs along the way.
5. Encourage participation
Co-creation can be a powerful tool for internal communications. When
it’s right for internal communication to be a joint effort, try to get a broad
range of employees involved.
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Real-life examples
Here, we’ve hand-picked some famous internal
communication case studies from the world of
business.
Some were great successes, but some failed to meet the mark. However, both
successes and failures are invaluable examples of internal communication in
action. When it comes to improving internal communications in your organisation,
nothing speaks more clearly than a real-life case in point.
All the following internal communication examples are ordered under the ‘seven
golden rules’ of internal communication, as proposed by Fitzpatrick in his ground-
breaking publication Internal Communications: A Manual for Practitioners. This
helps us categorise where the successes lie, and where the mistakes were made.
. Rule 1: Activity means nothing without results
The starting point for every internal communication strategy has to be:
“What do we want people to do?”
Example of good internal communication: Nationwide’s BIG Conversation
resulted in a refreshed strategy and new marketing campaign.
. Rule 2: Value benefits the business
You will only be adding real value if your internal communication links
directly to business needs.
Example of good internal communication: Logistics provider XPO wanted
to leverage great ideas from hard-to-reach colleagues across 104 sites. A
bespoke app delivered return on investment of 6.5:1.
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. Rule 3: In the thick of it
Get out of your office to talk and listen to employees. Put yourself in their
shoes and understand their day-to-day role.
Example of poor internal communication: AOL CEO Tim Armstrong fired
an employee during a morale-boosting call with 1,000 staff.
. Rule 4: Shut up and listen
Internal communication is a two-way street not a one-way stream of
commands.
Example of poor internal communication: PayPal President David Marcus
told his staff to use their product or quit.
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. Rule 5: I did it their way
Understand the working methods of those you need to convince. Tailor
your internal communication strategy to the way users like to work.
Example of good internal communication: Seymour House
Seymour House runs ten outstanding childcare nurseries and wanted to
get staff across the group engaging better with each other to share great
practice.
. Rule 6: Make the most of managers
However big or small your organisation, line managers and local leaders
are your allies. But the message has to be right.
Example of poor internal communication: Yahoo’s Head of HR sent out a
motivational memo full of praise for the company’s “positive momentum”,
“the buzz and energy in our offices” … then told staff to quit if they
disagreed.
. Rule 7: There is no silver bullet
The role of the internal communicator remains absolutely pivotal. And…
cut yourself slack in how you judge success.
Internal communication case study: XPO – what success looks like.
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So, there you have it. A complete guide to internal
communication, from the initial definition, to the
creation of a strategy to the implementation of a
campaign.
The importance of internal communication in the modern workplace can
never be underestimated. Putting in the extra thought, time and research
to implement an internal communication strategy that really works for your
business will always reap rewards. With the right plan, and the right channels,
you’ll find you have increased influence over the knowledge, attitudes
and behaviours of your employees. The result? Increased productivity and
profitability for your business.
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what you need to know
Our mission at Talkfreely is to enable every employee to
maximise their individual contribution. We want to help
employers unlock the true, often hidden, potential of a
disengaged and disconnected workforce.
And since 2005, we’ve been turning all of that into reality:
with our employee engagement platform. Today, we
work with a diverse range of national and international
companies, to revolutionise their internal communications
and bring their people closer together.
Tel: +44 (0) 1730 207 150 . Email: [email protected]
www.talkfreely.com
