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Internal corporate communication is successful when the right information reaches the right people at the right time and decisions become transparent. In this article, you will learn how a clear structure consisting of target groups, message types, and channels creates order and how the intranet as a source and the employee app as a distributor work together. The 10 best practices show you step by step how to simplify editorial processes, prepare content for mobile use and accessibility, make effective use of personalization, and make the impact visible with just a few key figures.
What is meant by internal corporate communication?
Internal corporate communication is a plannable process that ensures important information reaches all employees reliably and that queries are clarified quickly. It combines strategy, content, and clear responsibilities into a system that enables orientation, efficiency, security, and participation. This allows internal corporate communication to be improved and managed in a transparent manner.
Goals and benefits
- Establishing alignment: Making strategy, priorities, and decisions understandable
- Making work easier: fewer queries, less duplication of effort, clear responsibilities
- Encourage participation: Answer questions visibly, take ideas on board, share successes
- Increasing safety: Reliable, documented information for everyday situations and exceptional circumstances
Internal communication explained clearly. With goals, suitable channels and tools. Practical with KPIs, checklist and customer example.
The 10 best practices
Best Practice 1: Really understand your target groups
If you address everyone in the same way, you will ultimately reach the fewest people. The first step toward better internal corporate communication is to develop a concrete picture of your employees: Who needs what information, when, through which channel, and in what depth?
To do this, define three to five typical profiles of your workforce. For each profile, determine which content is relevant, at what times it is read, and which channel is best for communicating the information. This clarity reduces queries, prevents duplication of work, and increases effectiveness.
How to succeed in four simple steps
Gather basic information
Record roles, locations, shifts, languages, and access to devices. Supplement this with figures from the intranet, employee app, and email. Important factors include searched topics, articles read, and typical reading times.
Outline profiles
Conduct brief interviews with employees from different departments. Ask them what information really makes their working day easier, when they read it, and what format helps them. Create one page per profile with requirements, format preferences, and good times.
Derive rules
For each profile, determine which messages belong in which channel and how they are structured. Time-sensitive messages should be short and concise in the app, permanent and detailed on the intranet, with a note via email containing a link to the source.
Label and apply
Introduce mandatory fields in the editorial system. Specify target group, profile, location, language, topic, and validity. This ensures that content reliably reaches the right groups.
Examples of three personas
Shift management in production
Requires information on safety messages, handovers, and brief operational information. Read on a smartphone shortly before the start of the shift. Clear headings, a sentence with the key message, multilingualism, and confirmation are suitable.
Field sales
Here, information such as product news, prices, competition, and material for customer appointments is important. Reads on the go during short breaks. Short videos with subtitles, bullet points, and a link to the detailed page on the intranet are effective.
Development in the home office
Requires decisions, technical guidelines, and release notes. Reads selectively and takes time to delve deeper. Structured articles on the intranet with summaries and visible contact persons are suitable.
Common stumbling blocks and better ways forward
One channel for everything
- Problem: Important information gets lost in the crowd
- Better: Define message types and specify a main channel for each type. Short and time-sensitive messages go to the app, permanent messages go to the intranet, and emails are used as notifications with links.
No one feels responsible
- Problem: Profiles become outdated, rules fall by the wayside
- Better: Appoint a person responsible for each profile. Tasks include updating twice a year, collecting feedback, and providing brief reports to the team.
Too many groups at once
- Problem: Care becomes confusing, rules are ignored
- Better: Start with three groups, measure the impact, and only expand if there is a clear benefit.
Wrong timing
- Problem: Duplications, contradictory versions
- Better: Define a source of truth, link all references to this page, set up automatic filing.
Best Practice 2: Define channel architecture
Many problems in internal corporate communications arise because it is unclear which channel is intended for what purpose. Sometimes the entire message is in the email, sometimes on the intranet, and sometimes in the employee app. This is confusing, time-consuming, and weakens the impact. A clear channel architecture provides a remedy: each message has a main channel, a reference channel, and, if necessary, an emergency route. This ensures that content can be found reliably and reduces duplication of work.
To do this, establish a simple, binding system: What types of messages are there, which channel is the main route for each type, in what form are they published, and how do you consistently link to the central source? The goal is to have a single source for each topic, brief notices in accompanying channels, and a clearly defined route for urgent messages.
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How to succeed in four simple steps
Take stock
Which channels are you currently using? Intranet, employee app, email, chat, on-site screens, notices. What messages are being communicated via these channels? How often, to whom, and with what success? Collect examples of successful and unsuccessful posts.
Define message types
Name 8 to 12 recurring types, for example, security alert, system malfunction, policy change, quarterly update, project progress, onboarding info, success story, appointment announcement, knowledge article, location report. Record short definitions so that everyone understands the same thing.
Decide on allocation per message type
Define the following for each type: main channel, information channel, emergency channel if necessary. Note down the form of the message, the desired length, the language, and the link to the source. Make a conscious decision as to when the employee app will be used and when the intranet will be the central source.
Describe the rules for each channel.
For example, the intranet requires a clear structure, descriptive headings, jump marks, a designated contact person, and permanent links. For an employee app, use short texts, understandable subject lines, a clear next step, and, if appropriate, a read receipt. For email, the rule is: as short as possible, always with a link to the source, no attachments if avoidable. And for on-site screens, only the key message and a reference via short link or QR code.
Common stumbling blocks and better ways forward
Publish everything everywhere
- Problem: Confusion, contradictory versions
- Better: Establish one central source per topic. Related channels should always link to this page.
Unclear urgency
- Problem: Employees do not know what is important right now
- Better: Clearly mark urgent messages, for example by using a subject line and color code, and define an emergency route.
Important information reaches production and logistics too late
- Problem: Care becomes confusing, rules are ignored
- Better: Plan for an employee app with notifications and on-site screens.
Best Practice 3: Editorial planning and clear approvals
A lot of friction arises because topics are launched without a plan, approvals come too late, or responsibilities are unclear. Lean editorial planning with clear roles and a fixed review process makes internal corporate communications more reliable, faster, and consistent.
Bundle all topics into a visible plan, assign a responsible person for each contribution, define a simple approval path, and work with recurring templates. This creates a traceable process from idea to publication with clear deadlines and decisions. In this way, internal corporate communication can be permanently controlled and continuously improved.
How to succeed in five simple steps
Organize topic sources
Collect input from management, departments, projects, and locations in one place. Work with categories such as mandatory information, notes, knowledge articles, and culture. Prioritize according to impact, target audience, and urgency.
Set up an editorial plan
Use a simple table or board with columns for Idea, In Progress, In Approval, Ready, Published, and Archived. Required fields for each post are Target Audience, Message Type, Channel, Responsible Person, Desired Publication Date, Validity, Language, and Link to Source.
Clearly define roles
Assign one person to be responsible for each contribution and clearly define the roles. Roles may overlap, but responsibilities must remain clear. Appoint a substitute for each role and make this visible in the editorial plan.
- Client: Specifies the goal and target audience, provides background information
- Author: Creates the text, updates it when changes are made
- Technical reviewer: Checks content for accuracy and completeness
- Legal reviewer: Only involved in sensitive matters and reviews risks
- Publisher: Publishes the post and checks how it looks on all devices
- Contact person: Listed below the post with contact details and available to answer questions
Define approval paths and deadlines
Write a fixed schedule with clear deadlines into the editorial plan and stick to it consistently. A recurring rhythm, such as weekly sprints with fixed publication times, gives everyone involved planning security.
Rule for this:
- What content requires legal review: e.g., posts containing personal data, financial information, or security issues
- What happens in case of delay: A substitute takes over; if this is not possible, the person responsible decides on postponement or abridgement.
- How to document: Note each approval with the date and name in the editorial plan.
- How to choose time slots: Base your choice on the target group's reading times and review these regularly.
Use templates and standards
Work with approved text modules and clear rules for length, language, accessibility, and multilingualism. A short summary, next action, contact person, and link to the source are mandatory. This ensures consistent quality, even when several people are writing.
Common stumbling blocks and better ways forward
Too many approval levels
- Problem: Content gets stuck
- Better: Only schedule the checks that are really necessary and link them to criteria, for example, legal checks for sensitive topics.
Unclear responsibility
- Problem: No one feels responsible
- Better: Name exactly one person responsible for each contribution and designate a substitute.
Email chains instead of a central plan
- Problem: Versions get lost, deadlines are unclear
- Better: Document all agreements in the editorial plan and refer only to this plan.
Best Practice 4: Systematically establish leadership communication
Effective internal communication visibly starts at the top. When managers communicate regularly, clearly, and in dialogue, trust grows. Information is understood more quickly and decisions become comprehensible. To ensure that the effect does not depend on individual persons or their daily form, a simple, reliable framework is needed.
To achieve this, establish a repeatable process for messages from management and division heads: fixed deadlines, appropriate formats, clear roles, a short review process, accessible presentation, and genuine opportunities for questions. The goal is reliability rather than individual cases.
How to succeed in four simple steps
Define the goal and narrative thread
Define what employees should know, feel, and do after the update. Use a fixed structure: results first, then what’s new, why it’s important, and what the next step is.
Choose formats and frequency
Establish a clear rhythm so that everyone knows when news will be released. For example: a monthly brief update in text form with a video lasting up to three minutes, a quarterly in-depth article on the intranet, and a question and answer session twice a year with a recording and transcript.
Organize production in a streamlined manner
Work with a short checklist to ensure that every update has the same structure.
- Key points script for the manager
- Draft or recording
- Summary in two sentences
- Subtitles and translations
- Publication with visible contact person and jump marks
Enable and manage dialogue
Plan fixed channels for queries and responses.
- Comment section below the post with clear response times
- Short survey with one open-ended question
- Regular question time, questions can be submitted in advance
Common stumbling blocks and better ways forward
Irregular publications
- Problem: Trust suffers because no one knows when news will arrive
- Better: Fixed date, calendar entry for everyone, substitute arranged
Posts that are too long without a core message
- Problem: Content is skimmed over and not understood
- Better: Results first, maximum three key points, clear next action
No dialogue
- Problem: Questions migrate to unofficial channels, mood changes
- Better: Schedule comment sections and Q&A sessions, adhere to response times, bundle frequently asked questions
Best Practice 5: Strengthen the feedback culture within the company
Good internal corporate communication is not a one-way street. When employees can ask questions, give feedback, and contribute ideas, content improves, decisions become more transparent, and trust grows. To ensure that feedback is not left to chance, clear channels, visible responsibilities, and a simple loop of question, answer, and implementation are needed.
Create a few, easy-to-use feedback channels and determine who will respond, within what time frame, and where the results will be documented. The goal is to establish a reliable dialogue that works in everyday work life and whose impact can be measured.
How to succeed in five simple steps
Provide easy ways to give feedback
Make it as easy as possible to give feedback. Enable comments under posts, provide feedback forms, and offer an anonymous option for sensitive topics. An ideas section with voting rounds off the offering.
Clarify rules and responsibilities
Determine who will respond and within what time frame. Publish tone rules, appoint a person responsible for each area, and define which feedback will be answered publicly and which will be handled confidentially. This way, everyone knows where they stand and responses are reliable.
From feedback to decision
Each piece of feedback is clearly classified and given a visible status. Classify posts as a comment, question, idea, or complaint, assign them to a person, and mark their progress as under review, planned, implemented, or rejected with justification. Short response templates help you respond quickly and consistently.
Reach all employees with the employee app
For employees without a fixed workplace, the app is the central channel. New posts appear with push notifications, and reactions and short forms work with a single tap. On-site notices or screens link directly to the relevant app post or page via a code.
Learn and give feedback
Regularly show what has been done with the feedback. Once a month, publish a short summary with the most frequently asked questions or feedback topics, the decisions that have been made, and the next steps. Link to the source and clearly state what applies from now on. This shows that feedback has an impact.
Reach your frontline workers better! 5 smart best practices for fast, transparent & efficient internal communication.
Common stumbling blocks and better ways forward
Feedback is fading away
- Problem: Nobody can see what became of it.
- Better: Conclude each piece of feedback with a brief evaluation, maintain the status for each response, and make it visible in the app.
Unclear responsibilities
- Problem: Responses arrive late or not at all
- Better: Appoint a designated contact person for each area and specify a substitute.
Forms are too long or have too many mandatory fields
- Problem: Hardly anyone gives feedback
- Better: Enable quick submission and do not use too many mandatory fields.
Best Practice 6: Optimize content for mobile use and accessibility
Many employees read internal messages on their smartphones. Others use read-aloud functions or require subtitles. If content is easily accessible on mobile devices and prepared in an accessible manner, its reach and comprehension increase noticeably. This makes internal communication more reliable, especially in teams without fixed workplaces.
Design texts, images, and videos so that they can be quickly understood on small screens, even when time is limited and environments are changing. At the same time, make sure that all employees can use the information, regardless of language, vision, or technical equipment. The employee app is the central access point for time-sensitive content. The intranet remains the source for details.
How to succeed in four simple steps
Key message first
Start every message with a sentence that states the result. This is followed by the three most important points and the next step. Even if you only have a few seconds, the essential information will still be understood.
Readable on smartphones
Write short paragraphs, clear headings, and avoid convoluted sentences. Only use lists if they really help. Link to a page with details instead of copying long texts into the app.
Think mobile media
Use portrait or square images so they look good on smartphones. Compress without visible loss of quality. Keep videos to a maximum of three minutes, with subtitles and a short summary in text form. Use alternative text to describe what can be seen in an image.
Reliable delivery in the employee app
Send time-sensitive messages as push notifications, but with clear rules for times and frequency. Deep links lead directly to the relevant post in the app. For locations without their own device access, use company-provided smartphones and provide brief training on how to use the app.
Common stumbling blocks and better ways forward
Inconsistent files and formats
- Problem: Content loads slowly or appears distorted
- Better: Use consistent image sizes, test compression, provide videos in common formats
Push without rules
- Problem: Too many notifications are annoying, reach is declining
- Better: Clear time slots, priorities, and economical use. Only the most important things as push notifications.
Videos that start automatically with sound
- Problem: Disturbing in noisy environments or during meetings
- Better: Never start automatically, sound off by default, always offer subtitles
No offline use
- Problem: The connection drops out in halls or on the premises.
- Better: Cache important content in the app and synchronize it when you return to the network.
Best Practice 7: Use personalization and segmentation
The better information is tailored to your target groups, the less wastage there is and the greater the impact. Personalization means that each person only sees what is relevant to their role, location, and current situation. This allows you to reach important groups more reliably and reduces the number of queries.
To do this, define a few clearly described groups and specify which message goes to whom, in which language, and via which channel. The employee app delivers time-sensitive information directly to the people concerned, while the intranet remains the central source for detailed content. Email or chat are only used as a short reference with a link to the source.
How to succeed in five simple steps
Define characteristics
Decide which characteristics you want to use to differentiate between employees. Proven characteristics include role, department, location, shift, language, and, if applicable, security clearances. Keep the number of characteristics as small as possible so that maintenance remains manageable.
Form groups, but keep them small
Start with a few recipient groups such as management, office staff, production staff, service staff, and apprentices. Only add more groups if there is a clear benefit, such as having a separate group for each shift. Maintain a short description with examples for each group.
Assign and customize messages
Link each message type to the appropriate groups and channels. In the employee app, short, time-sensitive notices only appear for the people concerned. The full post with a summary, contact person, and further links can be found on the intranet. Customize subject lines, examples, and language for each group.
Control time slots and frequency
Send notifications when your target audience is most likely to read them. Shift start times for production, mornings for sales, quiet periods for development. Set quiet times and avoid duplicate notifications. If a notification comes from multiple systems, only the main channel will display it.
Ensure quality and data protection
Explain openly why someone is receiving a message. Only use necessary information, maintain language settings, and name a contact person for queries. For voluntary topics, provide a simple way to select or unsubscribe from interests.
Common stumbling blocks and better ways forward
Too fine a division
- Problem: Groups become confusing, rules contradict each other
- Better: Start with a few groups and only expand if there is a clear benefit.
Outdated assignment
- Problem: People change teams or locations but continue to receive incorrect information.
- Better: Appoint people responsible for checking the groups monthly and implementing changes quickly.
Manual tagging is prone to errors
- Problem: Posts end up with the wrong target group
- Better: Introduce mandatory fields in the content management system and work with clear selection lists. Before publication, briefly check whether the target group, language, and channel are correct.
Best Practice 8: Establish clear goals and key performance indicators
What is not measured rarely improves. Key figures for internal corporate communications show whether messages are reaching the right people, being understood, and having an impact. With clear goals, precise definitions, and a fixed evaluation cycle, you can manage your communications like a product.
To do this, set a few meaningful goals, define appropriate metrics, and visualize the results in an easy-to-understand dashboard for management and teams. The employee app provides quick metrics on reach and confirmations, the intranet shows usage and search activity, and short surveys test understanding. This allows you to base decisions on data rather than gut feeling.
How to succeed in five simple steps
Formulate goals
Start with three to five goals, for example: reach more people in non-desk teams in a timely manner, increase understanding of quarterly goals, reduce recurring questions about standards. Each goal needs a clear target group and a desired target value with a date.
Define key figures clearly
Define one key figure for each goal and describe exactly how it will be measured. Examples: Percentage of the target group that has seen and confirmed a safety message in the app within 30 minutes. Average reading time of the quarterly update on the intranet. Number of searches for a topic per week. Write down the definitions so that everyone understands them in the same way.
Set up measurement points
Activate confirmations for critical messages in the employee app, specify language and location. Use events such as calls, scroll depth, and clicks on links in the intranet. Add short one-question surveys to check understanding. Document where the data is stored and who has access to it.
Set up a dashboard and rhythm
Build a clear dashboard with just a few cards: reach, usage, engagement, understanding. Display values by target group and channel. Set a fixed date for a brief evaluation, for example every two weeks. At this meeting, decide which measures will be implemented before the next meeting.
Improve, test, learn
Use the figures to derive specific steps: adjust the subject line, change the sending time, add a summary, add a language version. Only test one thing at a time and compare results over one or two cycles. Keep track of what worked.
Common stumbling blocks and better ways forward
Too many key figures
- Problem: Nobody knows what is important.
- Better: One key indicator per goal and a maximum of two additions. Delete everything else.
Unclear definitions
- Problem: Figures are not comparable.
- Better: Write down terms, for example what counts as “seen” or “read,” and link these definitions in the dashboard.
No segmentation
- Problem: Good average values mask gaps in important groups.
- Better: Display values by role, location, and shift, especially in the employee app.
No fixed evaluation cycle
- Problem: Data is collected but not utilized.
- Better: Short meeting with a fixed agenda, appoint responsible persons, record measures.
Best Practice 9: Prepare change and crisis communication
In times of change and disruption, every minute counts. Clarifying processes, templates, and channels in advance allows you to communicate information more quickly, avoid rumors, and protect trust. The goal is a streamlined, well-rehearsed approach that works even under pressure and reliably reaches all employees.
You create a short manual with typical scenarios, fixed roles, clear time rules, and tested text modules. A page on the intranet serves as a central source. Time-critical information is sent to the relevant people via the employee app, with confirmation. Accompanying channels link to the source.
How to succeed in five simple steps
Define scenarios
Identify the most important cases and rank them according to urgency. Typical scenarios include IT malfunctions, security incidents at the site, product quality, site notifications, personnel changes, and reorganization. Write a brief definition for each scenario and specify a trigger that will initiate communication.
Clarify roles and availability
For each scenario, designate a person in charge and their deputies. Maintain an up-to-date contact list with phone numbers, chat details, and email addresses. Specify who approves the initial report, who writes updates, and who answers questions. The list should be available offline in case systems fail.
Review and prepare templates
Create short building blocks for initial reports, updates, all-clear messages, and questions and answers. Each template should contain: a headline with the outcome, a key message in one sentence, specific next steps, a contact person, and a link to the source. Save language versions and notes on tone: factual, clear, without blame.
Define channel and time rules
A source on the intranet bundles information and is continuously updated. The employee app informs affected groups via push notifications, with confirmation for critical messages. Email and chat are only used as notifications with links. Set fixed intervals for updates, for example every 30 minutes until the situation stabilizes, then hourly. Agree on quiet times and exceptions for emergencies.
Practice and evaluate
Conduct short trial runs. Measure the time until the first notification, the reach in the affected groups, the proportion of confirmed notifications, and typical queries. Highlight three improvements and adjust templates. Document the most important findings for next time.
Common stumbling blocks and better ways forward
Waiting too long for complete facts
- Problem: Rumors fill the gap.
- Better: Briefly inform them about what is known, what is being investigated, and when the next update will be available.
Unclear responsibilities in an emergency
- Problem: No one decides on the initial report.
- Better: Assign a responsible person with a substitute for each scenario and make this clear in the manual.
Multiple sources with different statuses
- Problem: Verwirrung und Vertrauensverlust.
- Better: One source on the intranet, with all references linking to it. Archive old versions.
No fallback in case of system failure
- Problem: App and intranet are unavailable.
- Better: Keep a telephone list and prepared short texts available offline. If possible, define an alternative channel until systems are up and running again.
Best Practice 10: Integrate your tool landscape sensibly
Internal corporate communications are most effective when content, target groups, and channels interact seamlessly. This can be achieved when central systems communicate with each other and the process from creation to measurement is clearly defined. The goal is a simple architecture: a reliable source of content, an employee app for time-sensitive notifications, clear access rights, automated processes, and a shared view of the results.
They combine identities, content, channels, and key figures into a coherent whole. Employees log in once. Target groups come from the personnel information system. Content is stored in one place and distributed from there. Measurement data flows into a clear dashboard. Data protection and retention periods are clarified.
How to succeed in five simple steps
Connect access and target groups
Set up single sign-on so that all systems work with the same account. Transfer groups such as role, location, shift, and language from the personnel information system. This allows you to control who sees what without having to maintain lists manually.
Define a source, define distribution lists
Designate the intranet as the central location for detailed content. The employee app distributes summaries and time-sensitive messages to the right people. Emails and chats refer to the source with a link. Store fixed building blocks such as summary, next action, contact person, and validity.
Automate processes
Connect systems via connectors or programming interfaces. Examples include automatic publication from the intranet to the app, language versions from a translation service, subtitles from video production, and archiving after expiration. Use rules to prevent messages from being sent twice.
Standardize measurement exhibition
Bring together key figures from apps, intranets, and short surveys in a shared dashboard. Show reach, usage, participation, and understanding by target group. Set out in writing how values are measured and check compliance with the rules.
Regulate operation, security, and maintenance
Appoint people responsible for systems, content, and data quality. Set retention periods, deletion rules, and emergency plans. Regularly check that links work, language versions are complete, and old content has been marked as archived. Make all rules easy to find.
Common stumbling blocks and better ways forward
Multiple sources with different versions
- Problem: Confusion and extra work.
- Better: Specify one source per topic. Link all references to it. Old versions are automatically archived.
Manual copying between systems
- Problem: Errors and loss of time.
- Better: Automate distribution and use fixed building blocks. Before publication, check that the target audience, language, and channel are correct.
Interfaces run “silently”
- Problem: Failures go unnoticed, content does not arrive.
- Better: Set up monitoring: health check, error message with alarm, daily quick check within the team.
Measure & optimize success
If you want to improve internal corporate communication, you need clear goals and comprehensible figures. Start small, measure continuously, and derive concrete steps from each cycle. The employee app provides quick values for reach and confirmations, the intranet shows usage and searches, and short queries check understanding.
KPI dashboard
A shared dashboard with a few key performance indicators (KPIs) makes impact visible and comparable. Four building blocks are enough to get started:
- Reach: How many people in the target group saw the message? KPIs for this could include: app push seen/confirmed, intranet views per target group.
- Usage: How intensively was the content used? KPIs for this can include: reading time, scroll depth, clicks on links to further content.
- Participation: How much feedback was there? KPIs for this could include comments, reactions, and participation in short surveys.
- Understanding/impact: Did the message get across and lead to action? KPIs for this could include: one-question check (“understood/unsure”), task completed, fewer repeat questions.
Comparative test (A/B testing)
Comparative tests examine a specific assumption: Which variant achieves the better result with the same target group? Only test one change at a time.
How to plan each test:
- Assumption: “Shorter subject lines increase app opens.”
- Variants: A = 65-character subject line, B = 40-character subject line.
- Target metric: App notification open rate.
- Target group & duration: same group, same day of the week, two cycles.
- Decision: Include the winner rule in the style guide and document the result in the dashboard.
Ideas for meaningful tests:
- Shipping time: Start of shift vs. middle of shift.
- Format: Short video with subtitles vs. text summary.
- Introduction: Result sentence first vs. teaser question.
- App push text: Action verb at the beginning vs. neutral title.
- Level of detail: 3 key points vs. 5 shorter points.
Editorial review (retrospective)
A brief, firm review ensures that figures lead to improvements.
30-minute agenda:
- Figures at a glance: 4 dashboard cards (reach, usage, engagement, comprehension).
- Top 3 findings: What worked, what didn't, and why.
- Stop/Start/Continue: Stop one thing, start another, keep one going.
- Next test & measures: Define hypothesis, target metric, responsible person, and deadline.
- Documentation: Brief minutes on the intranet, link in the editorial plan.
Result of the retro meeting:
A maximum of three specific measures with owner and date – and a planned test for the next cycle. This creates a repeatable learning process instead of individual actions.
Conclusion
Effective internal corporate communication does not happen by chance, but is based on clear structures and a well-thought-out process. It functions as a system, because individual messages only have an impact when they work together. When target groups are precisely defined and each message is reliably distributed via the appropriate main channel, information noise is reduced. At the same time, understanding increases because feedback is visibly incorporated into improvements.
The initial approach can be pragmatic. It is sufficient to define three typical employee profiles, create a transparent assignment of message types to channels, and agree on a streamlined approval process. Supplemented by a few meaningful key figures in the dashboard, this creates an initial foundation on which to build.
In addition, mobile formats can increase reach, language versions can integrate international teams, and automated processes between the intranet and employee app can reduce effort. In this way, internal corporate communication is gradually developing into a powerful tool that provides orientation, strengthens trust, and shortens decision-making processes.
This transforms what is often an underestimated secondary process into a key success factor. Companies that strategically develop their internal corporate communications not only improve information flows, but also create a working environment in which motivation, commitment, and cohesion grow.
