Discipline
Internal communications
Communicating with employees, and the employer brand they carry outside.
Internal communications keep employees informed, involved and heard, and shape the employer brand they carry outside. Almost every external promise depends on people inside to keep it, so they should hear about a change, a rebrand or a crisis before customers and the press do. It works through line managers and two-way channels, not through broadcast alone.
Start with the 101Internal communications 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits and when to choose it, with every claim sourced.Read the 101Need a hand with this discipline? Ask members who practise it.
What matters when choosing
- Managers briefed before their teams, so that they can answer questions.
- Channels that reach frontline staff without a desk or a company email address.
- Two-way channels that ask, answer and show what changed as a result.
- A simple channel map, with an owner, an audience, a rhythm and a purpose for each channel.
- Translation and accessible formats for every language the workforce reads.
Questions to ask vendors and agencies
- How will employees hear this before the press or social media do?
- How will we reach staff in stores, plants, vehicles and wards?
- How will we know that people understood the message, not just opened it?
Common mistakes
- Broadcasting more messages instead of listening.
- Announcing to everyone at once and bypassing managers.
- Making advocacy mandatory, or letting staff post about the company without saying they work there.
What it is good at
- Reaching every employee, every day, through a source they trust.
- Aligning the people who deliver the brand's promise.
- Widening the brand's reach through voluntary, disclosed employee advocacy.
What to watch for
- Trust is lost quickly when actions contradict words.
- Desk-based channels miss frontline staff.
- Change fatigue, and the real cost of leaders' and managers' time.
How it is bought and priced
No media is bought: the costs are the team, the channels and the time of leaders and managers. Intranets, employee apps and survey tools are often priced per user, so quotes should count every employee, frontline staff included; agencies usually work by project or on retainer.
Typical disciplines Internal communications Public relations Events and experiential Content marketing
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