How to Create an Internal Comms Plan

What is Internal Communications?

Key Aspects of Internal Communications

Internal communications encompass the strategies and practices that facilitate the effective exchange of information and understanding within an organization. It's more than just conveying information; it's about fostering a shared sense of purpose, building trust and engagement, and aligning employees with the overall business goals.

Strategic Alignment

Effective internal communications must be strategically aligned with the organization's overall business goals. This means that communication efforts should directly support the achievement of key objectives, such as increasing market share, launching new products, or improving customer satisfaction. For example, if a company is undergoing a major digital transformation, internal communications should proactively inform employees about the changes, provide training and support, and address any concerns they may have. This alignment ensures that employees understand how their work contributes to the bigger picture and motivates them to work towards common goals.

Employee Engagement

One of the primary goals of internal communications is to foster employee engagement. This involves creating a sense of connection, motivation, and pride among employees. Engaged employees are more productive, more innovative, and more likely to go the extra mile for the company. To achieve this, internal communication strategies should focus on recognizing and rewarding employee contributions, celebrating successes, and fostering a positive and inclusive work environment. This can be achieved through various channels, such as employee newsletters, company intranets, team meetings, and social media platforms.

Change Management

Organizational change is inevitable, and effective internal communications play a crucial role in managing these transitions successfully. When significant changes occur, such as mergers and acquisitions, restructuring, or the implementation of new technologies, clear and consistent communication is essential to keep employees informed and engaged. This involves proactively communicating the rationale for the change, addressing employee concerns and anxieties, and providing the necessary support and training to help employees adapt to the new situation.

Crisis Communication

Crises can take many forms, including natural disasters, public health emergencies, financial setbacks, or reputational damage. During these challenging times, effective crisis communication is critical for maintaining employee morale, minimizing disruption, and protecting the organization's reputation. A well-defined crisis communication plan should outline clear roles and responsibilities, establish communication channels, and provide guidelines for communicating with employees, customers, and the public.

Building Trust

Trust is the foundation of any successful organization. Effective internal communications play a vital role in building and maintaining trust between leadership and employees. Open and transparent communication, where employees feel heard and valued, is crucial for fostering trust. This involves actively listening to employee feedback, addressing concerns promptly and fairly, and being honest and transparent about organizational challenges and successes. Building trust requires consistent effort and a commitment to ethical and responsible communication practices.

Internal communications are essential for the success of any organization. By strategically aligning communication efforts with business goals, fostering employee engagement, effectively managing change, preparing for crises, and building trust, organizations can create a more informed, motivated, and productive workforce

Internal Communications Trends for 2025

The landscape of internal communications is constantly evolving, driven by technological advancements, shifting employee expectations, and the need for greater agility. As we move into 2025, several key trends are emerging that will shape how organizations connect with their employees.

Employee Experience Takes Center Stage

Gone are the days of treating employees as mere recipients of information. Today, organizations must prioritize creating positive and engaging employee experiences. This involves understanding employee needs, preferences, and communication styles. Personalized communication, tailored to individual roles and interests, will become increasingly crucial. Leveraging data analytics to understand employee engagement and preferences will be key to delivering impactful and relevant messages.

Technology will continue to play a pivotal role.

The rise of AI-powered tools will revolutionize how internal communications are delivered and measured. AI-powered chatbots can provide instant answers to employee questions, while AI-driven analytics can track communication effectiveness and identify areas for improvement. The integration of internal communications platforms with other enterprise systems, such as HR and performance management tools, will enhance data-driven decision-making and improve overall employee experience.

Video will remain a dominant force.

Video content, including live streams, recorded presentations, and employee testimonials, will continue to be a highly effective way to engage employees. The rise of short-form video platforms like TikTok and Instagram Reels has influenced how employees consume information. Internal communicators will need to adapt to these trends by creating engaging and shareable video content that resonates with employees.

Employee advocacy will gain further momentum.

Empowering employees to become brand ambassadors can significantly amplify the organization's message. Internal communications can play a crucial role in equipping employees with the tools and resources they need to effectively advocate for the company. This includes providing them with easily shareable content, training them on social media best practices, and recognizing their contributions.

Measuring the impact of internal communications will become increasingly important.

Traditional metrics like open rates and click-through rates are no longer sufficient. Organizations will need to focus on more meaningful metrics, such as employee engagement, satisfaction, and productivity. By tracking these metrics, organizations can demonstrate the ROI of their internal communications efforts and make data-driven adjustments to their strategies.

The future of internal communications is bright. By embracing these emerging trends, organizations can build stronger relationships with their employees, foster a more engaged and productive workforce, and achieve their business objectives.

Why an Internal Communications Plan is Crucial

An internal communications plan is the roadmap for how an organization communicates with its employees. It's more than just sending out occasional emails; it's a strategic framework that ensures consistent, effective, and impactful communication across all levels of the company. In today's dynamic and interconnected world, a well-defined internal communications plan is no longer a "nice-to-have," but a crucial element for organizational success.

Fosters employee engagement

When employees are informed and connected to the company's mission, vision, and values, they are more likely to feel valued and invested in their work. This translates to increased job satisfaction, higher productivity, and lower turnover rates. By providing regular updates on company performance, recognizing employee achievements, and fostering open dialogue, organizations can cultivate a strong sense of community and belonging among their workforce.

Plays a vital role in driving organizational change

Whether it's a merger, a new product launch, or a shift in company culture, effective communication is essential for navigating these transitions smoothly. A clear and consistent communication strategy helps to manage employee expectations, address concerns, and ensure that everyone is aligned with the change initiatives. This minimizes resistance to change, reduces confusion, and empowers employees to adapt and thrive in the new environment.

Enhances employee productivity and performance

By providing employees with the information they need to do their jobs effectively, organizations can improve efficiency and reduce errors. This includes timely access to relevant policies, procedures, and resources, as well as clear communication about project goals, deadlines, and expectations. Furthermore, by fostering open communication channels, organizations can encourage employees to share their ideas, provide feedback, and contribute to the overall success of the company.

Strengthens the company's employer brand

In today's competitive job market, attracting and retaining top talent is crucial. A strong internal communications strategy can showcase the company's values, culture, and employee experiences to potential candidates. By highlighting employee success stories, sharing positive employee testimonials, and demonstrating the company's commitment to employee well-being, organizations can build a positive employer brand that attracts and engages top talent.

Essential for managing crises effectively

In the event of a crisis, such as a data breach, a product recall, or a natural disaster, clear and timely communication is paramount. A well-defined crisis communication plan ensures that the organization can quickly and effectively communicate with employees, address their concerns, and maintain trust and confidence. This helps to minimize the impact of the crisis on employee morale, productivity, and the company's reputation.

An internal communications plan is not just a luxury; it's an essential investment for any organization that wants to succeed. By fostering employee engagement, driving organizational change, enhancing productivity, strengthening the employer brand, and effectively managing crises, a well-executed internal communications plan can significantly contribute to the overall success and long-term sustainability of the organization.

Key Steps to Creating an Internal Communications Plan

Creating a robust internal communications plan is essential for any organization that wants to foster a thriving and informed workforce. This plan serves as a roadmap for how information will be shared within the company, ensuring consistent messaging, employee engagement, and alignment with overall business goals. Here are the key steps involved in creating an effective internal communications plan:

Define Your Objectives

Begin by clearly defining the specific objectives of your internal communications plan. What are you hoping to achieve? Are you aiming to improve employee engagement, enhance employee morale, improve crisis communication, or something else entirely? Setting clear, measurable, achievable, relevant, and time-bound (SMART) objectives will provide a framework for your plan and help you track progress.

Conduct a Thorough Audit

Analyze your current internal communication channels and practices. Identify any gaps, inconsistencies, or areas for improvement. Assess employee communication preferences and identify any communication barriers. This audit will provide valuable insights into the strengths and weaknesses of your current approach and inform your plan accordingly.

Identify Your Target Audience

Determine who your primary audiences are within the organization. This may include employees at different levels, departments, and locations. Consider their communication preferences, needs, and expectations. Tailoring your communication strategies to specific audiences will ensure that your messages resonate and are effectively received.

Choose the Right Channels

Select the most appropriate communication channels for reaching your target audience. Consider a mix of channels to cater to different communication preferences. Options include employee newsletters, company intranets, email communications, team meetings, town hall meetings, video conferences, social media platforms, and employee recognition programs.

Develop a Content Strategy

Create a content strategy that aligns with your communication objectives and target audience. Determine the types of content you will share, such as company news, employee spotlights, policy updates, training materials, and employee surveys. Ensure that your content is engaging, informative, and relevant to your audience.

Establish Key Performance Indicators (KPIs)

Determine how you will measure the success of your internal communications plan. Establish KPIs that align with your objectives, such as employee engagement rates, website traffic, social media reach, and employee satisfaction scores. Regularly track and analyze these metrics to assess the effectiveness of your communication efforts and identify areas for improvement.

Create a Communication Calendar

Develop a communication calendar to schedule and plan your communication activities. This calendar will help ensure consistent and timely delivery of information. Consider incorporating key events, deadlines, and campaigns into your calendar to ensure that your communication efforts are aligned with the overall business calendar.

Foster a Two-Way Communication Flow

Encourage two-way communication by providing opportunities for employees to provide feedback, ask questions, and share their perspectives. This can be achieved through employee surveys, suggestion boxes, open forums, and regular feedback sessions.

Train Your Communicators

Equip managers and supervisors with the necessary skills and knowledge to effectively communicate with their teams. Provide training on communication best practices, active listening, and conflict resolution.

Regularly Review and Adjust

Regularly review and evaluate your internal communications plan to ensure its effectiveness. Analyze your KPIs, gather employee feedback, and make adjustments as needed to improve your communication strategies.

Through these steps, your organization can create a robust internal communications plan that fosters a more informed, engaged, and productive workforce. Remember that effective internal communication is an ongoing process that requires continuous improvement and adaptation.

Best Practices for Effective Internal Communications

Internal communications play a vital role in the success of any organization. It's more than just sending out emails or posting on the intranet. It's about fostering a culture of open and honest dialogue, building trust and engagement, and ensuring that employees are informed and aligned with the company's goals. To achieve this, organizations must adopt a strategic approach to internal communications. Here are some best practices to consider:

Define Clear Objectives

Before embarking on any internal communications initiative, it's crucial to define clear and measurable objectives. What are you trying to achieve? Are you aiming to increase employee engagement, improve employee morale, enhance crisis communication, or something else? Defining specific, measurable, achievable, relevant, and time-bound (SMART) objectives will help you track progress and measure the effectiveness of your efforts.

Understand Your Audience

Every employee is unique, with different communication preferences and needs. Understanding your audience is paramount. Conduct employee surveys, analyze intranet usage data, and observe employee interactions to gain insights into their communication preferences. Tailor your messages and channels accordingly. For example, younger employees may prefer visual content and social media, while older employees may prefer traditional channels like email and newsletters.

Choose the Right Channels

The most effective internal communications strategy utilizes a multi-channel approach. Consider a mix of channels such as:

• Intranet: A central hub for company news, policies, and resources.
• Email: A direct and efficient way to reach all employees.
• Team Meetings: Regular meetings for team updates, discussions, and feedback.
• Town Hall Meetings: Opportunities for leadership to address the entire company.
• Employee Surveys: Gather feedback and insights from employees.
• Social Media Platforms (internal): Platforms like Slack or Microsoft Teams can facilitate informal communication and collaboration.
• Video: Engaging employees through video messages from leadership, company updates, and employee spotlights.

Foster Two-Way Communication

Effective internal communications are not one-way. Encourage open and honest dialogue between employees and leadership. Create opportunities for employees to provide feedback, ask questions, and share their ideas. This can be achieved through employee surveys, suggestion boxes, feedback forms, and regular Q&A sessions.

Leverage Storytelling

Stories are powerful tools for connecting with employees on an emotional level. Share employee success stories, highlight company values, and use storytelling to bring the company's mission to life.

Measure and Analyze

Regularly track the effectiveness of your internal communications efforts. Monitor key metrics such as employee engagement, message reach, and employee satisfaction. Analyze the data to identify areas for improvement and refine your strategy accordingly.

Champion Employee Advocacy

Encourage employees to become brand ambassadors by sharing company news and positive employee experiences on their personal social media channels. Provide them with the tools and resources they need to effectively advocate for the company.

Continuously Improve

The world of internal communications is constantly evolving. Stay informed about the latest trends and technologies. Regularly review and refine your strategy to ensure it remains effective and meets the evolving needs of your employees.

Measuring the Success of Your Internal Communications Plan

Internal communications is no longer a "nice-to-have" – it's a critical function that directly impacts employee engagement, productivity, and overall business success. However, simply sending out emails or hosting occasional town halls is not enough. To truly measure the effectiveness of internal communications, we need to leverage data.

Data-driven internal communications involves tracking key metrics, analyzing the results, and using the insights to refine strategies and improve outcomes. By understanding what's working and what's not, organizations can make informed decisions about how to best communicate with their employees.

Employee Engagement

One of the most crucial aspects of internal communications is its impact on employee engagement. Data can help us understand how well our communication efforts are resonating with employees. Key metrics to track include:

• Email open and click-through rates: These metrics provide insights into how effectively emails are being received and read by employees.
• Intranet usage statistics: Analyzing website traffic, page views, and search queries can reveal which topics and content are most engaging for employees.
• Social media engagement: Tracking likes, shares, and comments on company-related posts can provide valuable data on employee sentiment and interest.
• Employee surveys: Regular surveys can gather valuable feedback on employee satisfaction with internal communication channels, the quality of information received, and their overall level of engagement.

Employee Productivity

Effective internal communications can significantly impact employee productivity. By keeping employees informed and aligned, organizations can reduce confusion, minimize errors, and improve overall efficiency.

• Time-to-resolution: Tracking how quickly employees can find the information they need can provide insights into the effectiveness of knowledge management strategies and the accessibility of information on the intranet.
• Project completion rates: Analyzing project timelines and identifying any communication-related delays can help pinpoint areas for improvement in information sharing and collaboration.
• Customer satisfaction: Strong internal communication can translate to improved customer service. Tracking customer satisfaction scores can provide indirect evidence of the positive impact of effective internal communication.

Business Performance

Ultimately, the goal of internal communications is to support business objectives. Data can help us understand the impact of our communication efforts on key business outcomes.

• Revenue growth: Analyzing the correlation between effective internal communication and key business performance indicators like revenue growth can demonstrate the return on investment (ROI) of communication efforts.
• Employee retention: Tracking employee turnover rates and analyzing the factors contributing to employee departures can reveal the impact of communication on employee satisfaction and retention.
• Customer loyalty: As mentioned earlier, strong internal communication can translate to improved customer service, which can directly impact customer loyalty and repeat business.

Communication Channel Effectiveness

Different communication channels have varying levels of effectiveness. Data can help us understand which channels are most effective for reaching and engaging employees.

• Channel usage: Tracking which communication channels are most frequently used by employees can provide valuable insights into their preferences.
• Message reach: Analyzing the reach of different communication channels can help determine which channels are most effective for disseminating information to the entire workforce.
• Message recall: Surveys and focus groups can be used to assess employee recall of information delivered through different channels.

Employee Sentiment

Understanding employee sentiment is crucial for building trust and fostering a positive work environment. Data can help us gauge employee morale and identify any potential issues.

• Sentiment analysis: Analyzing employee feedback from surveys, social media, and other channels can provide insights into employee sentiment towards the company, leadership, and various internal communication initiatives.
• Social media monitoring: Tracking employee conversations on social media can provide valuable insights into their concerns, frustrations, and opinions.

Your organization can gain a deeper understanding of the effectiveness of its internal communications efforts. This data-driven approach allows for continuous improvement, ensuring that internal communications are aligned with business goals and effectively support the needs of employees.

Successful Internal Communications in Real Life: How Rayonier Built an Effective Internal Communications Plan

The Challenge

Rayonier, a global company with a dispersed workforce, struggled with fragmented internal communications. Their previous setup, using Workplace and SharePoint, lacked engagement and hindered collaboration.

The Solution

Rayonier implemented Happeo as their central intranet, replacing outdated systems and providing a unified platform for communication, collaboration, and knowledge sharing.  

Key Improvements

• Increased Employee Engagement: Happeo boasts 100% employee usage, fostering a vibrant community with active participation in company news, discussions, and social channels.
• Streamlined Communication: Happeo replaced email as the primary communication channel, improving efficiency and reducing information overload.  
   
• Enhanced Collaboration: Teams now collaborate seamlessly within Happeo, eliminating the need for cumbersome email threads.
• Improved Knowledge Sharing: Happeo's search functionality allows employees to easily find information, documents, and colleagues, boosting productivity.  
   
• Strong Leadership Buy-in: Rayonier actively involved employees in the intranet's development, fostering a sense of ownership and driving successful adoption.

The Result

Rayonier successfully transformed its internal communications, creating a more connected, informed, and engaged workforce. Happeo has become an indispensable tool for driving business success and fostering a positive company culture.

This shortened version highlights the key improvements in internal communications achieved by Rayonier through the implementation of Happeo. It focuses on the impact on employee engagement, communication efficiency, and overall company culture.

Read the transformative story

Intranets to Support Your Internal Communications Plan

Intranets are no longer just repositories for documents. They're the beating heart of modern internal communication, fostering connection, collaboration, and a thriving company culture. But with so many options available, choosing the right intranet can be overwhelming.

Happeo provides one place to power your knowledge, comms, and people to transform your organization from the inside out.

Download our free intranet comparison guide to learn how to select an intranet solution that meets your specific needs, drives employee engagement, and empowers your workforce to succeed.

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