From Mixed Messages to Shared Purpose

Ineffective internal communication isn’t just frustrating — it’s expensive. A recent Axios survey estimates that it costs businesses between $10,000 and $55,000 per employee, per year.

It can cause internal friction, hinder productivity and foster internal dissatisfaction.

But when it works? There’s a direct correlation between individual engagement, mission alignment and effective communication from leadership. Some 79% of employees say the quality of internal communication is directly tied to how well they understand the organization’s goals — and 72% say that understanding impacts how engaged they are in their day-to-day jobs, according to Axios.

Effective internal communications matters because employees are your most important brand ambassadors.

They represent your vision, values and story wherever they go. If they feel connected to the company’s purpose, that will translate to external audiences. And if everyone is describing the company in different ways because they aren’t sure what the larger narrative is or where their job fits into it — well, that will come through, too.

Because business is fluid, your strategy and communications tools should be regularly updated and adjusted to stay in step. Employees come and go; organizations evolve through mergers and/or acquisitions; and the structure of where and how employees work is often fluid. Each of these elements can dramatically impact your company culture and how employees receive and internalize information. A strategy that was working well for you two years ago may not be as effective anymore.

It’s always worth it to take a step back and ask if the current internal communications strategy is working.

Are employees engaging with your content, getting the right messages at the right time, and experiencing your internal brand in a clear, impactful way? 

That’s where an internal communications audit comes in.

An audit is a thorough review of all the various channels you are using to communicate, along with an evaluation of the content itself, the communication cadence and employees’ experience with internal communications. When we do this for clients, our process includes facilitating critical focus groups with team members across company functions and positions to generate a clear picture of what’s working and what’s not.

• For one client, a medical devices company with 14,000+ global employees, we spoke with employees across 10 regions and 15 business units/functions. The company had grown rapidly via acquisitions and was in need of a clear, cohesive strategy and process to share global messages.
• Our work enabled the company to standardize the flow of internal communications, with clear guidelines that equipped the global communications team and empowered the regional and brand leaders charged with connecting with distinct audiences.
• Another client, a national nonprofit, broadened the scope of their audit to evaluate how they were communicating with hundreds of members — a key audience that’s very close to the organization’s inner circle. Other organizations may want to include volunteers, alumni, or other groups that are more closely connected than most external audiences.

The goal of an audit: Optimize and refine internal communications to effectively deliver messages and connect with associates.

Evaluating your internal communications will help you ensure that each touchpoint is relevant, useful and worthwhile for all involved. It boosts engagement, because team members aren’t bogged down with too many messages spread across too many channels. And it ensures employees receive the information they need while, hopefully, feeling connected to company mission and leadership.

• An audit will clarify the channels that aren’t working, where your messages are mixed — such as multiple interpretations of a key goal — and where a lack of protocols may be creating unnecessary confusion.

• It will also set you up to smoothly manage a crisis. Should something occur, you already know how to best reach and communicate with employees, and they know exactly who is in charge and where to look for information. It will save the organization valuable time and give you a process for quickly equipping team members, such as the hospital staff and providers who are still engaging with patients even when the electronic systems are down.

The deliverables: The information is deeply valuable, but it’s what comes next that matters most. We’ll analyze the key learnings from the audit and equip you with clear materials and actionable strategies that can be immediately implemented to clarify and optimize your internal communications. Based on client needs, this could include:

• Policies and standards for efficient, effective internal communications processes
• Clear guidelines for developing, reviewing and sharing internal messages
• Training decks or courses to bring all employees up to speed
• Communications launch plans
• Refreshed materials (such as newsletters, decks, and other communication vehicles)

Why it matters: Only 9% of employees feel fully engaged with company goals, according to Axios. This means that 91% are waiting to gain more understanding, information, and clarity to engage more effectively with their jobs and help move the needle. And the organizations that invest in communicating with their number one audience — employees — see dividends: 63% of organizations that increased their investment in internal comms saw revenue growth.

An audit doesn’t just improve communication; it helps unlock the full potential of your workforce.