Editorial
Great marketing doesn’t happen by accident. It’s strategic, engaging and designed to make people care. So why should internal communications be any different? If you want employees' attention, you have to make it worth their time.
Too often, internal messaging is an afterthought — pushed out without thinking about whether it lands favorably. But aren’t employees the most important customers? When they’re engaged, they create better experiences for actual customers. That’s why internal comms should be just as strategic, creative and compelling as external ones.
At its best — and I’ve seen this firsthand — internal communications doesn’t just inform employees, it inspires them. Great comms makes employees feel connected, valued and motivated. And just like a great external campaign, it’s clear, compelling and — dare I say — binge-worthy.
Here are my top tips for ensuring internal comms measure up to external comms.
1. Know Your Audience and Make Messages Resonate
Just as marketers create detailed customer personas, internal communications should start with understanding employees. Not everyone consumes information the same way. Some want quick, actionable updates in Slack, while others engage more with live town halls or in-depth reports. Use employee feedback and analytics to truly understand preferences. Run a design thinking session to dig deeper into what works.
But knowing your audience isn’t enough, you have to craft messages that stick. Marketers don’t just push information; they create compelling narratives that connect. That means:
- We’re all human — so talk like one. If you wouldn’t say it out loud, don’t write that way.
- Get to the point. If you only had 10 seconds to explain it to someone in an elevator, what would you say? Say that.
- Less is more. Think about how people read texts, not textbooks. Get to the good stuff fast.
- Make it stick. If your message was a movie trailer, would employees want to watch the full story? Give them a reason to care.
Employees want to hear from leadership, but they also want to see and hear from people like them. Highlight employees who bring company values to life through their work. Feature their stories in engaging videos, team spotlights or informal interviews. When employees see their peers being recognized, it reinforces the culture and makes communication feel personal and relatable.
2. Consistency and Repetition Matter
Ever see a commercial once and remembered it forever? Probably not. Marketing teams know that repetition makes messages stick. Internal communications should work the same way — important updates shouldn’t be one-and-done. They need reinforcement in leadership meetings, internal platforms and team discussions to stay top of mind.
3. Transparency Builds Trust
Great brands build loyalty through honesty and authenticity. Employees expect the same from their company. They can tell when they’re being spun, and nothing disengages them faster than corporate doublespeak.
Our newly promoted CEO stays on after town halls to answer all employee questions — live. These moments show employees that leadership is transparent. When employees trust they’re getting the full story, they’re more likely to engage with company communications.
4. Optimize, Measure, Adapt
Employees shouldn’t have to dig for important updates. If key messages are buried in long emails or lost in Slack threads, they might as well not exist.
Make internal comms as easy to find as your go-to playlist: quick, relevant and always in the right place.
- Keep the team plugged in. A weekly recap gives employees a clear view of leadership decisions, big wins and what’s ahead — so they stay informed and engaged.
- Give employees the TL;DR. Short, visual Slack updates or bite-sized videos make key messages impossible to miss.
- Give people options. Some prefer to read; others would rather listen on the go. Drop a quick audio update so employees can catch key messages while grabbing coffee or commuting.
And just like marketing, internal comms should be measured. Give the team key metrics to rally around and keep them focused. (That could be a whole separate article.) Use surveys, engagement data and direct feedback. If employees aren’t engaging, adjust the format, timing or delivery method.
5. Turn Employees Into Brand Advocates
The best marketing campaigns don’t just educate customers, they turn them into advocates. Internal communications should do the same — so employees don’t just receive messages but actively share and champion them. That means:
- Shine a light on employees. Celebrate their wins, share their stories and make them the stars of the show.
- Flip the script. Let employees ask the tough questions and make leadership step up with real answers.
- Spark conversations, not monologues. Fuel shoutouts, idea-sharing and real talk that brings people together.
- Listen like you mean it. Act on feedback. Repeat. When employees see real change, they stay engaged.
When employees feel heard, they’re more likely to listen — and more likely to amplify the company’s vision externally. That’s where the magic happens. When employees aren’t just informed but inspired to be champions of the brand.
The Last Word
Great internal comms doesn’t just land, it sticks. It sparks conversations, builds trust and makes employees feel part of something bigger. When done right, it turns messages from noise to impact, from forgettable to binge-worthy.
Conference
Sep
16
HR Tech Conference Las Vegas 2025
Register
Conference
Oct
27
Gartner HR Symposium/Xpo Orlando 2025
Register
Editor's Note: Dig into other thoughts on improving internal comms:
- Internal Communications Is the Glue That Binds Hybrid Work — Effective internal comms keeps employees informed, included and engaged, no matter where they work. So design communication strategies for today’s reality.
- Are Your Messages Hitting the Mark? Time for an Internal Comms Audit — If you don’t know how many employees receive your internal communications or who takes the time to read them, you're probably due for an audit.
- Think Your Internal Comms Is Great? Prove It — Proving the success of your internal communications will vary according to organization and audience. But certain metrics will help prove your point.
Learn how you can join our contributor community.
