Why Your Internal Communication Strategy Is Failing (And How to Fix It)

Imagine this: Despite millions of dollars being spent on marketing and creating flawless external communications, employees are disengaged or unsure about the company’s objectives behind closed doors. Why is this the case? A broken internal communication plan is one factor that affects the most important component of every organization: its workforce.

Strong internal communication boosts employee involvement and ultimately ensures business success. However, employees with a lack of information regarding their company’s direction can result in diminished morale and heightened turnover.

How can you tell if your internal communication strategy isn’t working, and more importantly, how can you fix it?

We’ll explore some reasons why internal communication strategies fail and provide practical ways to help turn your internal communication strategy into a dynamic initiative.

Why Your Internal Communication Strategy is Failing

A dynamic internal communication strategy is vital for any business to flourish. It brings together leadership and employees, aligns teams with organizational goals, and nurtures a culture of transparency and collaboration.

Despite the considerable emphasis on external communications, many companies find it challenging to establish effective internal communication strategies, resulting in disengagement and inefficiencies.

Let’s explore the main reasons internal communication strategies tend to falter and discuss practical solutions for making improvements.

1. Lack of Clear Objectives and Goals

Many organizations struggle with internal communication because they don’t establish transparent objectives from the start. Without well-defined goals, communication efforts become disorganized, leaving employees uncertain about the key messages they need to absorb. According to a study, 86% of employees pointed to a lack of collaboration and ineffective communication as the primary reasons for workplace failures.

Solution:

• Define SMART Goals: Goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. For instance, if your goal is to improve employee engagement, plan out how you’ll measure it (for example, via surveys) and set a timeline for evaluating any changes.
• Align Goals with Business Objectives: Make sure these goals resonate with your business objectives, like enhancing productivity or fostering company culture.

2. Information Overload

When employees are overwhelmed with too much information, it becomes challenging for them to concentrate on what really matters. A study by Axios HQ revealed that 50% of employees don’t fully engage with their internal communications.

Solution:

• Segment Your Audience: Not every message is relevant to every employee. Customize messages for different departments, roles, or levels of seniority. For example, frontline employees could benefit from quick, real-time updates through mobile apps, whereas managers might opt for more comprehensive briefings via email.
• Prioritize Clarity and Conciseness: Keep the language straightforward and focus on providing the key details. Visuals such as infographics or brief video clips can simplify complex information and enhance understanding.

3. Inconsistent Communication Channels

Depending solely on a single communication channel, such as email, is a frequent misstep in internal communication. Employees have unique preferences for receiving and processing information. For example, remote workers may lean toward mobile communication tools, whereas on-site employees could find value in face-to-face meetings or intranet updates.

Solution:

• Integrate Different Channels: Diversify communication channels by including emails, communication apps, social intranets, and face-to-face meetings. Consider tools like TheEmployeeApp to integrate mobile-friendly updates.
• Implement Diverse Strategies: For remote workers or distributed teams, focus on mobile-first communication software and strategies that ensure everyone can access information regardless of location.

4. Limited Engagement from Leadership

One of the most frequent complaints employees have is the lack of communication from leadership. A Gallup survey found that 70% of employee engagement is directly influenced by management communication. When executives are not involved in internal communications, employees feel disconnected from the company’s mission and values.

Solution:

• Encourage Leadership Communication: Encourage leaders to take an active role in internal communication by regularly sharing updates through video messages, blogs, or town hall meetings. A remarkable 76% of companies utilizing video have enhanced their internal communication with remote employees.
• Enhance Transparency: Encourage openness by establishing avenues for leadership to connect with employees through interactive Q&A sessions or feedback platforms.

5. Siloed Communication

Siloed communication occurs when various departments or teams within an organization do not effectively share information. In larger companies, it’s quite common for employees to communicate primarily within their own departments. This can lead to a noticeable gap in collaboration and alignment throughout the organization.

Solution:

• Promote Cross-Departmental Communication: Organize regular meetings that bring together team members from various departments to exchange updates and discuss ongoing projects.
• Use Collaboration Tools: Consider utilizing tools that enhance teamwork and communication, like Microsoft Teams or Slack. These tools enable instant updates and seamless information sharing, enhancing the ability to promote collaboration.

6. Ignoring Employee Feedback

A one-way communication strategy stands out as a significant weakness in internal communication systems. Employees are less likely to engage with company initiatives and communications when they perceive their opinions and concerns as unheard.

Solution:

• Establish Two-Way Communication: Encourage a vibrant culture of two-way communication by establishing various channels for employee feedback, including surveys, polls, and suggestion boxes. Tools can provide integrated feedback loops, enabling employees to share their thoughts or respond to company announcements.
• Review Feedback: Consistently assess feedback and make adjustments whenever possible. This demonstrates to employees that their contributions are appreciated, enhancing overall communication strategies.

Steps to Improve Your Internal Communication Strategy

Once you’ve identified the reasons behind the shortcomings in your communication strategy, the next step is to put effective solutions into action. Here, we present practical actions to transform your internal communication and cultivate a more connected, involved workforce.

1. Perform a Communication Audit

To improve your communication strategy, you first need to identify its faults. A communication audit will uncover inefficiencies and opportunities for enhancement. Consider using surveys, focus groups, or engaging in one-on-one interviews with employees.

What to Audit:

• Assess the effectiveness of existing communication channels and tools.
• Check how well leadership, employees, and departments share information.
• Collect employee insights on how often they receive communication, its clarity, and their level of engagement.

2. Leverage Technology

Choosing the right technology can streamline communication, boost involvement, and enhance the overall success of your strategy.

Recommended Tools:

• The Employee App: This mobile-first app keeps remote workers connected to the organization, offering instant updates and straightforward feedback channels.
• Sociabble: Allows companies to create customized communication campaigns, integrate social media tools, and monitor employee engagement.

3. Establish Clear Communication Channels

Certain messages are appropriate for various channels. For example, Slack messages or app notifications are frequently the most effective means of sharing quick updates; on the other hand, email or company-wide meetings are better for sharing more comprehensive information.

Channel Selection Tips:

• Utilize mobile-first apps for remote workers seeking quick and digestible updates.
• Organize weekly team meetings to keep everyone informed about the larger company initiatives.
• Promote in-person interactions to strengthen team bonds and share more personal updates.

4. Create an Employee-Focused Strategy

Prioritize employees in your internal communication plan template. Customize your messages and channels to align with what resonates most with your employees, rather than solely focusing on what’s easiest for leadership.

Personalization Strategies:

• Segment employees by department, location, or job function and tailor messages accordingly.
• Incorporate videos, visuals, and infographics to enhance communication.
• Explore various formats like email newsletters, video messages, and social posts to discover what truly connects with employees.

Conclusion

An effective internal communication strategy can greatly influence your organization’s success, yet many companies find it challenging to achieve this. By tackling common pitfalls—such as unclear communication, overwhelming information, and disengaged leadership—you can develop a more impactful strategy that ensures employees remain connected and in sync with your business objectives.

Keep in mind that internal communication is a continuous journey that needs regular enhancement. By reviewing your efforts, adopting technology, and encouraging a culture of open communication, you can enhance the overall employee experience and achieve better organizational results.

The EMPLOYEE App presents a fantastic solution, particularly for organizations with remote or distributed teams. It allows for immediate, mobile-centric communication, ensuring that employees get relevant information right away, regardless of their location.

FAQs

1. What are the common causes of communication breakdowns in companies?

Communication breakdowns frequently happen when there are unclear objectives, inconsistent messaging, and insufficient leadership involvement. When goals are unclear, communication can become scattered, resulting in employees feeling uncertain about the essential points. When employees don’t share crucial information through their preferred or most accessible platform, the inconsistent use of communication channels can lead to breakdowns.

2. How can remote teams stay connected through internal communication?

Mobile-first platforms such as The Employee App or Sociabble keep remote teams connected with real-time updates and tailored communication. These platforms are crafted to engage remote workers by offering seamless access to updates, announcements, and collaborative tools.

3. How do you measure the effectiveness of an internal communication strategy?

Utilize metrics like email open rates, interaction levels in digital communication platforms, feedback surveys, and employee involvement in company initiatives.

4. What tools can improve internal communication?

Tools such as The Employee App excel at managing internal communication on both mobile and desktop platforms, enabling real-time updates and facilitating two-way communication.

5. How often should internal communications be audited?

It’s a great idea to review your internal communication strategy every year or whenever there’s a significant change in company objectives to keep it in sync with your business goals.