Develop an Internal Communications Strategy

What are the best ways to keep your existing employees engaged? And can a content-led approach help internal and external comms to work symbiotically? Read our blog post to find out.

Nick Mitchell
Created on
November 6, 2023
Average time to read:

What internal comms materials should you have to launch an effective employee performance and retention strategy? What stages of the employee journey do internal communications cover? And are some internal communications tools more effective than others at helping to boost employee satisfaction?

In this post, we’ll explore the purpose of internal comms and how to plan the right strategy for your business, not to mention the different types of internal, employee communication methods available to you.

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What is internal communications?

Internal communications is the art and science of disseminating information within an organisation. It's the lifeblood that flows through the veins of a business, connecting leadership, employees, and departments, ultimately driving productivity and cohesion.

Encompassing various forms of information exchange, including verbal, written, and digital, internal comms isn’t merely about broadcasting messages; it's also about building understanding, alignment, and a shared sense of purpose. In essence, it's the vehicle through which an organisation's culture, values, and goals are transmitted and preserved.

The importance of investing in strong internal communications cannot be overstated. Effective internal comms can increase employee engagement, improve morale, and enhance the overall work environment. It can also align employees with the company's vision, reducing misunderstandings and creating a more harmonious atmosphere.

Internal communications come in various forms, from the top-down approach of the Board communicating its vision and strategy to employees, to the bottom-up approach where employees provide feedback and ideas to senior management. In the digital realm, internal comms extends to intranets, email, social media, and there are even externalised content platforms that bring candidate and employee comms together as one (but more on that, later).

In short, internal comms is a dynamic process that evolves as organisations grow, change, and adapt to new challenges and opportunities. It should consider the needs and preferences of employees, leverage the appropriate channels, and utilise metrics to gauge its effectiveness.

This way, it will be powered-up for the long-term to deliver the very best performances from a highly satisfied employee base who’ll not only want to stay and grow with the company, but also recommend it to others within their network.

Talk to Genius about internal comms.

How to develop a plan for internal communications

Developing a plan for internal communications is not a one-size-fits-all endeavour. It demands careful consideration and strategic thinking.

Start by plotting your objectives. Are you aiming to boost employee morale, streamline processes, share important updates, or build a culture of innovation? Your objectives will guide the rest of your plan.

Just as important as your objectives is your understanding of your audience. Different teams, departments, and individuals within your organisation have distinct needs, interests, and communication preferences. Conduct surveys or focus groups to gain insights into what your employees expect from internal communication.

Effective communication also requires the right channels. More below on some of our favourite options. However, be sure to select the channels that align with your objectives and resonate with your audience. A diverse mix of channels often works best, catering to various communication styles and preferences.

What you communicate is just as important as how you communicate it. So, develop a content plan that outlines what messages and information will be shared, the frequency of updates, and who’ll be responsible for creating and delivering content. Make sure your content is engaging, relevant, and aligned with your company values.

Two-way communication is essential in internal comms. That’s why it’s essential to create mechanisms for employees to provide feedback, ask questions, and voice concerns. This can be through surveys, suggestion boxes, or regular “town hall” meetings. Actively listen to your employees and make adjustments to your communication strategy based on their feedback.

Finally, don’t forget to implement key performance indicators (KPIs) to measure the effectiveness of your internal communications strategy. Track engagement rates, employee satisfaction, and other relevant metrics. Periodically review your plan and be prepared to adjust it based on your findings.

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What are the best internal comms tools?

There are lots of excellent internal communication tools on the market today, helping you to maintain flawless two-ways dialogues with your employees. We’re going to take a look at some of what we believe are the most impactful internal comms platforms to power your organisation from the inside.

Onboarding Apps

A comprehensive and interactive platform that streamlines the process of integrating new employees into the company culture, onboarding apps provide a consistent and standardised way to communicate essential information to new hires. This ensures that every employee receives the same critical details about company policies, procedures, and values.

Onboarding apps such as Day One also kickstart employee engagement by offering interactive content, such as videos, quizzes, and surveys, making the onboarding process more engaging and memorable for your people. And, with the right developer partner, it’s easy to update that content, so it remains current and relevant.


A company intranet (also known as an employee website or colleague website) is a type of website that’s built for internal communications use only. It serves as a centralised hub where employees can access critical information, helping to build consistency in communications within the business.

Intranets, such as the 2023 Recruitment Marketing Award winning Poundland colleague website (which you can read about here), enable efficient information sharing, reducing reliance on lengthy email chains and facilitating real-time communication, thus enhancing productivity and collaboration.

Document management features simplify the sharing and collaboration on documents, streamlining workflows and minimising version control issues. They also offer tools for employee collaboration, such as discussion forums and project management features, encouraging teamwork and innovation.

What’s more, intranets provide a platform for employee engagement, enabling recognition, feedback, and a sense of belonging within the business, making them vital for larger organisations looking to improve internal comms, knowledge sharing, and overall employee engagement.

Integrated HR apps

An integrated HR app streamlines and enhances various HR processes to build both effective employee engagement and organisational productivity.

Apps such as and meTM consolidate vital HR functions like leave management, onboarding, performance evaluations, and career development, ensuring seamless communication between HR personnel and employees. By centralising these activities, employees can access information and services more efficiently, reducing administrative burdens and enhancing their overall experience.

Integrated HR apps also facilitate real-time updates and notifications, allowing for timely communication of important information, policy changes, or company announcements. They enable employees to communicate with HR and peers, encouraging a sense of belonging and collaboration. Plus, data analytics and reporting features in such apps help HR professionals make more informed decisions and refine their communications strategy.

Internal newsletters

An internal newsletter is a vital element of an effective internal content strategy. Not only does it help companies to more easily communicate important work-related information, updates, and announcements to employees in a structured way; it also promotes transparency as a news-sharing platform.

Internal newsletters help create a sese of inclusion and belonging within businesses by highlighting individual achievements, recognising team efforts, and showcasing company culture. This can also boost morale and motivation, resulting in greater productivity and lower attrition.

They also offer a medium for leadership to communicate their vision, values, and strategic goals, aligning the entire workforce with the company's mission.

Perhaps most importantly, internal newsletters encourage two-way communication, empowering employees to offer feedback and express their ideas. This feedback loop can grow employee satisfaction and help senior management to make informed choices.

Employee podcast

A convenient and accessible platform for communicating deep-dive information, podcasts enable employees to consume content at their own pace, growing employer brand engagement and knowledge retention simultaneously.

These audio platforms help to humanise the workplace by providing a personal touch that showcases the voices, stories, and expertise of colleagues and leadership. By featuring a broad range of topics, from Diversity, Equity & Inclusion content (such as the award-nominated Greene King podcast, Pint of Perspective) to sustainability and wellbeing, podcasts offer a well-rounded approach to internal communication.

One of the best things about employee podcasts is that they transcend physical barriers, benefiting remote or mobile teams. Yet, even while that’s the case, employer brand podcasts promote a sense of community and connectivity among employees, enhancing a shared corporate culture and reinforcing your values.

Talk to Genius about internal comms.

Can you integrate internal and external comms?

Content marketing strategies like blogging, podcasting, and social media marketing can help companies to integrate their internal communications (internal comms) and talent attraction communication, aligning these two essential aspects of an organisation’s employer brand messaging strategy.

Firstly, blogging can serve as a bridge between internal and external audiences. By creating a company blog that taps into external user keyword searches, yet which also delivers useful information, such as Learning & Development related information, you can engage current employees and simultaneously attract potential talents who resonate with your culture.

Meanwhile, podcasting offers a multi-purpose platform that covers both internal and external communication. An internal podcast that shares information, demonstrates culture and grows knowledge within the business can also be externalised to attract passive candidates by showing them what kind of company they’ll be joining.  

By sharing blog posts, podcast episodes, and other content on your social media accounts, you’ll not only engage potential new recruits; you’ll also build morale among your existing team. Current employees can participate in these online conversations, serving as brand ambassadors, while engaged potential candidates will gain insights into the company's culture and values.

In essence, content marketing strategies can help to create a symbiotic relationship between internal and talent attraction communications by building a consistent, authentic, and appealing employer brand image that crosses the old linear boundaries of the candidate/employee journey.

Learn about Genius integrated HR app, and meTM

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