Internal communications professionals have a lot to manage. Keeping employees informed, maintaining trust, communicating business priorities and supporting workplace culture all require a consistent approach.
Unlike external audiences, employees experience the organisation from the inside. They see how business decisions affect their work, how leaders respond to challenges and whether company values are reflected in everyday actions.
This makes effective employee communications essential for maintaining transparency, engagement and alignment throughout an organisation.
The role has also become more complex. Hybrid working, geographically dispersed teams and greater reliance on workplace technology mean that internal comms professionals must consider how information reaches different groups of employees.
Drawing on three priorities originally discussed in Gallagher's 2022 State of the Sector research, this article explores how internal communications teams can strengthen their approach and how a modern intranet can help.
What are the three key priorities for internal communications professionals?
Three important priorities are connecting employees with company purpose and values, adapting communication channels for different working arrangements, and helping people managers communicate effectively with their teams. A modern intranet can support each priority through targeted communication, accessible workplace information, employee engagement tools and analytics.
How internal communications has changed
The way organisations communicate has evolved considerably since the widespread adoption of remote and hybrid working.
Employees no longer necessarily share the same working hours, locations or access to workplace technology. Some spend their working day at a desk, while others work on shop floors, in hospitals, on production lines or across multiple sites.
This means internal communication cannot depend entirely on office meetings or emails.
Internal communications teams need to ensure employees can access information through channels that are appropriate for their roles and working patterns.
There is also greater emphasis on communication being two-way. Employees need opportunities to ask questions, contribute ideas and share feedback, rather than only receiving updates from leadership.
What are the responsibilities of an internal communicator?
Internal communications professionals manage how organisations communicate with their employees. Their responsibilities extend beyond creating newsletters and publishing company announcements.
They help ensure that important information reaches employees, that business priorities are understood and that communication supports trust throughout the workforce.
Three responsibilities are particularly important.
Managing crisis communications
During periods of uncertainty, employees need accurate, timely and consistent information.
A poorly managed communication response can create confusion, damage trust and increase uncertainty within teams.
Internal comms teams work with leadership to communicate decisions clearly, address employee concerns and ensure different groups receive relevant updates.
Supporting employee wellbeing
Internal communications has an important supporting role in employee wellbeing.
Working with HR and leadership, communication teams can make wellbeing resources accessible, promote relevant initiatives and create opportunities for employees to share concerns and feedback.
The objective is to make support visible and accessible rather than expecting employees to search for information themselves.
Aligning employees with company values
Company values need to be understood throughout the organisation, not simply displayed in branding or corporate messaging.
Internal communications helps employees understand what the organisation stands for, how leadership decisions reflect those values and how individual roles contribute to wider business objectives.
Consistent leadership communication, employee recognition and workplace storytelling can help reinforce those messages.
Top three priorities for internal communications professionals
The responsibilities of internal communications teams are closely linked to three wider priorities: employee alignment, accessible communication channels and effective manager communication.
Each requires more than simply distributing information. Employees need to understand messages, have opportunities to respond and be able to access relevant information when they need it.
| Priority | Main objective | How an intranet helps |
|---|---|---|
| 1. Purpose, strategy and values | Help employees understand company direction and their contribution. | Leadership news, employee recognition, social feeds and company-wide content. |
| 2. Communication channels | Reach employees across different locations, roles and working patterns. | Mobile access, targeted messaging, push notifications and multichannel delivery. |
| 3. People manager communication | Improve communication between managers and their teams. | People directories, team communities, shared resources and feedback tools. |
Engaging teams around purpose, strategy and values
One of the most important responsibilities of internal communications is helping employees understand the organisation's direction and how their work contributes to its success.
Employees are more likely to feel involved when they understand business priorities, can see the value of their work and feel recognised for their contributions.
This requires more than occasional leadership announcements. Purpose and company values need to be communicated consistently and reflected in everyday employee experiences.
How internal comms teams can support this priority
- Communicate business strategy clearly: Explain organisational goals in language employees can understand and relate to their own work.
- Make leadership more visible: Share regular updates, decisions and progress from senior leaders.
- Recognise employee contributions: Celebrate achievements that demonstrate company values.
- Encourage participation: Give employees opportunities to share ideas, discuss company initiatives and contribute to workplace conversations.
How Oak Engage helps
Oak provides social feeds, employee recognition and community features that help organisations communicate company values through everyday interactions.
Employees can celebrate achievements, participate in discussions and engage with workplace content from different parts of the organisation.
Recognition can also make individual contributions more visible and help reinforce positive behaviours.
Key takeaway Make company values visible through regular recognition, employee stories and consistent leadership communication.
Adapting communication channels to hybrid and frontline working
Internal communications teams need to adapt their channel strategies to reflect how employees actually work.
Hybrid employees may split their time between home and the office, while frontline employees may have limited access to email or desktop computers.
In these environments, relying on a single communication channel can leave some employees without access to important information.
Organisations need to consider which channels employees use, how frequently they access them and whether they can receive information at relevant times.
Building a more accessible communication strategy
An effective channel strategy should reflect different employee needs while maintaining consistent company messaging.
- Use mobile-accessible channels: Make company information available to employees who aren't regularly working at a desk.
- Target information by audience: Ensure employees receive updates relevant to their roles, locations or departments.
- Support important announcements: Use push notifications and mandatory reads where appropriate.
- Measure communication reach: Understand which employees are receiving and engaging with updates.
- Provide consistent access: Make policies, resources and company knowledge available regardless of where employees work.
How Oak Engage helps
Oak supports targeted communication across mobile, desktop and digital signage, helping organisations reach employees through appropriate channels.
Internal communications teams can deliver personalised updates, promote important information using push notifications and measure employee readership.
This is particularly valuable for organisations with a mixture of frontline, desk-based and hybrid employees.
Key takeaway Effective communication depends on reaching employees through the channels they can access, not simply publishing more messages.
Enhancing people manager communications
People managers have an important influence on how employees experience communication within an organisation.
They are often responsible for explaining company decisions, communicating operational changes and answering questions from their teams.
However, managers may not always receive the information, resources or guidance they need to communicate effectively.
For organisations with remote, frontline or multi-location teams, maintaining visibility and regular communication can be especially challenging.
How to improve manager communication
- Provide consistent information: Ensure managers can access current policies, company announcements and organisational updates.
- Support two-way communication: Give employees clear channels for asking questions and providing feedback.
- Make managers accessible: Use employee directories and profiles to help colleagues identify relevant contacts.
- Encourage recognition: Help managers celebrate individual and team achievements.
- Provide communication resources: Share manager briefings and supporting materials to help teams understand important changes.
How Oak Engage helps
Oak's employee directory helps employees and managers identify colleagues, understand team structures and find contact information.
Community hubs and social features provide opportunities for departments to share information and recognise achievements.
Managers can also use centralised resources and targeted communications to keep their teams informed and aligned with organisational priorities.
Key takeaway Give managers accurate information, clear communication channels and the resources needed to support their teams consistently.
How to measure internal communications effectiveness
Delivering communication is only one part of an effective internal comms strategy.
Organisations also need to understand whether employees receive messages, engage with content and understand important information.
Measuring communication effectiveness helps internal comms teams identify opportunities to improve targeting, content and channel selection.
| Metric | What it measures | Why it matters |
|---|---|---|
| Employee reach | How many employees receive or view company communications. | Helps identify groups that may be missing important updates. |
| Content engagement | Reactions, comments, interactions and other content activity. | Helps identify content employees find relevant or engaging. |
| Mandatory reads | Employee acknowledgement of designated important communications. | Provides evidence that critical updates have been acknowledged. |
| Employee feedback | Survey responses, poll participation and employee sentiment. | Helps understand employee experiences and identify areas for improvement. |
| Platform adoption | Employee usage of communication channels and workplace tools. | Shows whether employees are using the platforms provided to them. |
These measures should be considered alongside employee feedback and wider business outcomes. High readership alone doesn't necessarily demonstrate that a communication has been understood.
Choosing the right internal communications platform
The technology supporting internal communication should reflect your organisation's needs.
Some businesses need to improve company-wide announcements, while others need better mobile accessibility, employee engagement or workplace knowledge management.
When reviewing an internal communications platform, it is important to understand how the software will support both employees and the teams managing communication.
Important capabilities to consider:
- Targeted communication based on employee roles and locations
- Mobile access for frontline and deskless workers
- Company news and content management
- Employee feedback, polls and surveys
- Recognition and workplace communities
- Communication analytics and readership reporting
- Searchable workplace knowledge and resources
- Integrations with existing workplace systems
If you're evaluating different solutions, our internal communication tools comparison explores leading platforms and their suitability for different workforce requirements.
How Oak Engage helps internal communications teams
Oak Engage provides intranet software designed to help organisations communicate with employees, provide access to workplace knowledge and support employee engagement.
Its communication capabilities help internal comms teams target relevant updates, share important announcements and measure how employees interact with content.
Mobile access supports employees working away from desks, while social features, recognition and employee feedback provide opportunities for greater participation.
By combining structured communication with workplace resources and employee interaction, Oak helps organisations address the three priorities explored throughout this article.
Frequently asked questions
What are internal communications?
Internal communications refers to the sharing of information within an organisation.
This includes company announcements, leadership communication, operational updates and conversations between employees, teams and departments.
What are the main priorities of internal communications?
Common priorities include connecting employees with company purpose, communicating business strategy, maintaining accessible communication channels and helping managers communicate effectively.
Priorities may differ depending on organisational size, workforce structure and business objectives.
What is hybrid working?
Hybrid working is a flexible working arrangement where employees divide their working time between different locations, commonly the office and home.
Hybrid arrangements vary between organisations and may include fixed office days or more flexible schedules.
How can an intranet improve internal communications?
A modern intranet can provide employees with accessible company news, resources and communication tools.
It can also support targeted messaging, mobile communication, employee feedback, recognition and readership analytics.
How can internal communications teams reach frontline employees?
Internal communications teams can use mobile apps, push notifications, targeted announcements and other appropriate channels to reach frontline employees.
Communication strategies should account for shift patterns, access to devices and whether employees have corporate email addresses.
How do you measure internal communication success?
Common measures include employee reach, content engagement, platform adoption, survey responses and acknowledgement of important updates.
Organisations should combine platform analytics with employee feedback to understand whether communication is achieving its objectives.
Conclusion: Building a more effective internal communications strategy
Internal communications professionals play an important role in helping employees understand business priorities, stay informed and feel connected to their organisation.
Focusing on company purpose, accessible communication channels and effective manager communication provides a useful foundation for improving employee experiences.
Technology alone won't solve every communication challenge, but the right intranet can provide the tools needed to share relevant information, encourage employee participation and measure communication effectiveness.
Discover how Oak Engage can support your internal communications strategy.
Explore Oak's employee communications capabilities and learn how a modern intranet can help connect frontline, hybrid and desk-based teams.
