Skip to content
Internal communication is the invisible nervous system of a company that ensures that everything runs smoothly. She is the link that ensures that everyone in the team is not only informed, but also committed. From the definition to the importance to the challenges – this article sheds light on the facets of internal communication strategies. We look at how digital and analog tools harmonize, how mistakes can be avoided and how success can be measured. With a practical view, enriched by concrete company examples, the article offers insights that every company can use to optimize its internal communication.
Definition of internal communication
According to the Gabler Business Dictionary, internal corporate communication describes a management task that supports the organization through targeted communication and behavioral measures. At an operational level, it includes the use of planned communication tools. Both in personal form and via media channels.
A distinction is made here:
- Structural internal communication along group, departmental or team structures
- Communication processes (direct or indirect, bilateral or multilateral)
- Communication flows such as top-down, bottom-up or horizontal
It also includes informal communication, i.e. unplanned conversations and the passing on of information, such as rumors or office grapevine.
Source: Gabler Wirtschaftslexikon – Internal communication
Differentiation from external communication.
While internal communication focuses on the exchange of information and knowledge within an organization, external communication is aimed at people and groups outside the company, including customers, business partners, investors, the media and the general public.
Both forms of communication are closely linked: Clear, consistent internal communication is a prerequisite for employees to represent the company authentically and uniformly to the outside world.
Types of internal communication
Internal communication can be categorized from different perspectives:
1. by direction
- Top-down: Information flows from the company management to the employees.
- Bottom-up: Feedback and ideas come from the employees to the management level.
- Horizontal: Exchange between colleagues or different departments.
2. by formality
- Formal: Planned, structured communication via defined channels (e.g. intranet, e-mail newsletter, team meetings).
- Informal: Spontaneous, unplanned exchange, e.g. personal conversations, chat messages or conversations during breaks.
3. by medium
- Analog: Face-to-face discussions, print media, notices.
- Digital: Emails, video conferences, employee apps, social intranet.
Internal communication in the company: Why it is more important today than ever
Internal communication is much more than just the flow of information between management and staff; it is a strategic success factor for every company. It creates a common understanding of goals and priorities, strengthens team cohesion and promotes an open corporate culture in which ideas, feedback and constructive dialog are a matter of course.
Particularly with regard to hybrid work, rapid market changes and digital transformation processes, well-functioning internal communication is the link that keeps everyone on the same level of knowledge and provides orientation. It ensures that employees are not only informed, but also actively involved and motivated.
A structured approach to internal corporate communication increases transparency, efficiency and commitment in the long term.
Measurably increase employee loyalty through communication
Transparent, respectful employee communication conveys security and trust. Employees who feel heard and included identify more strongly with the company and are more motivated to give their best. This has a direct impact on productivity and loyalty and also reduces staff turnover.
5 key factors for successful employee retention
Focus on strong employee retention: Increase productivity & reduce staff turnover with proven employee retention strategies.
Promoting corporate culture and conveying values
Corporate values only remain alive if they are communicated and exemplified in everyday life. Internal communication helps to convey these values and create a culture in which everyone pulls in the same direction. This is particularly important in growing or decentralized organizations where face-to-face encounters are becoming rarer.
Accelerating knowledge transfer and innovation
Open communication channels enable knowledge to be shared quickly, silos to be broken down and ideas to be developed further. Companies that actively promote internal exchange react more quickly to changes and develop innovative solutions. This is a decisive competitive advantage, especially in dynamic markets.
Goals of internal communication
Internal communication not only serves to exchange information, but is also a strategic tool for strengthening collaboration, efficiency and corporate culture. The most important goals of internal communication are
Practical example from the digital world
Specific examples of internal communication show how processes can be noticeably improved. Magdeburger Verkehrsbetriebe (MVB) faced a major challenge: internal communication between the transport service, control center and administration was highly fragmented. Important information was being lost, decisions were being delayed and employees did not feel sufficiently involved.
To solve these problems, MVB introduced a central employee app. The aim was to improve information flows, break down silo thinking and strengthen identification with the company.
Advantage of the new solution
- Location-independent real-time communication for all employees
- Cross-departmental exchange via group chats and forums
- Knowledge and employee directories with contact details, documents and relevant links
- Direct connection to existing systems such as the driver portal and internal appointment booking
- Feedback culture in that every news item can be provided with comments.
The success was quickly measurable: company news reached all target groups much faster, coordination ran more smoothly and employees felt better informed and more connected to the company.
📢 Tip: In our interview with MVB, we talk about the company’s challenges and how the employee app was introduced.
Interview: Effective internal communication through the MVB employee app
With the Polario employee app, MVB improves internal communication, reduces information loss and increases operational efficiency.
Challenges of internal communication
Internal communication today faces a multitude of challenges. In a working world characterized by digitalization, information overload and increasing flexibility, companies need to find ways to convey relevant information in a targeted and understandable way without overloading their employees.
At the same time, different needs and preferences need to be taken into account: While some employees prefer quick updates via app, others prefer face-to-face meetings or written summaries. In addition, there is the task of building trust so that messages in employee communication are not only sent, but also received, understood and accepted. The biggest challenges of internal communication include the following points.
10 common mistakes in internal communication and how to avoid them
Effective internal communication is the key to collaboration, trust and productivity. However, given the complexity of this endeavor, there are some common mistakes that can reduce the impact of communication. Here are the most common stumbling blocks and how you can avoid them.
1. Lack of clarity and consistency
Unclear or contradictory messages lead to misunderstandings and unsettle employees. Different formulations of the same information, for example in e-mail, intranet and meetings, cause confusion.
How to avoid the mistake:
- Define uniform language rules and core messages.
- Establish a central approval process to prevent contradictions. Example: All departments use the same text module for a new HR regulation.
2. Inappropriate channel selection
Not every message belongs on every channel. Hiding an urgent security message in the monthly newsletter is just as problematic as sending a banal message via push alert.
How to avoid the mistake:
- Create channel guidelines that define which content is communicated via which channel.
- Check the urgency and target group before selecting the channel.
3. Lack of feedback options
A purely top-down information flow leaves no room for feedback or questions. This leads to frustration and reduces identification with decisions.
How to avoid the mistake:
- Provide direct feedback opportunities with every announcement (comments, surveys, Q&A sessions).
- Provide answers promptly and visibly for everyone.
4. Information overload
Too many messages in too short a time lead to important information being lost. As a result, employees eventually tune out communication completely.
How to avoid the mistake:
- Prioritize content: clearly separate “must-know”, “should-know” and “nice-to-know”.
- Do not fill channels twice with the same message or at least adapt them.
5. Outdated or irrelevant information
If content is not up to date, the credibility of internal communication drops rapidly.
How to avoid the mistake:
- Check content regularly and archive or delete it if it is no longer relevant. (e.g. auto-archiving for employee apps)
- Define responsibilities for topicality in the editorial plan.
6. Low level of management involvement
If managers do not communicate visibly, the company management appears distant and unapproachable.
How to avoid the mistake:
- Schedule regular updates from leaders, via video, blog post or town hall meeting.
- Actively involve management in Q&A formats and feedback rounds.
7. Lack of target group orientation
Different roles have different information needs. Standardised communication rarely meets everyone’s needs.
How to avoid the mistake:
- Create target group profiles (e.g. non-desk workers, administration, managers) and customise content accordingly.
- Use segmented channels or personalised feeds.
8. Lack of transparency
Important decisions are communicated without explanation or are completely concealed, leading to rumours and mistrust.
How to avoid the mistake:
- Explain decisions with context (‘Why was this measure introduced?’).
- Also address unpleasant topics openly but constructively.
9. Too many or too few channels
Too many channels create chaos, too few mean that information does not reach certain groups.
How to avoid the mistake:
- Regularly review and adapt channel strategy. (e.g. through feedback surveys)
- Consolidate channels where possible and introduce new ones where necessary.
10. Unclear responsibilities
If it is not clear who is responsible for content, approvals or the maintenance of certain channels, gaps or duplication of work arise. This is a crucial factor, especially with regard to internal crisis communication.
How to avoid the mistake:
- Define roles and responsibilities in communication governance.
- Define substitution rules to cover absences.
💡 Tip: Many of these mistakes can be avoided by using an employee app with a clear structure, editorial plan and target group selection. This makes communication efficient, relevant and measurable.
Reference to hybrid & remote working models
Hybrid and fully remote teams are no longer a niche phenomenon. They are now commonplace in many industries and are actively demanded by skilled workers. Companies that offer flexible working models score points in the competition for talent and are seen as modern and employee-orientated. Internal communication in hybrid work environments must be asynchronous and mobile-first.
However, these forms of work bring their own challenges:
In these working models in particular, it is crucial to utilise clear processes, suitable digital tools and binding communication rules. This is the only way for companies to ensure that transparency, commitment and team spirit are maintained even without physical proximity.
Integration at a distance: tips for effective remote onboarding
Learn how to successfully onboard remote employees: from technical preparation to virtual team-building activities.
Channels, formats & tools for internal communication
Instruments, tools and channels in internal communication are three different elements that work together to form an effective communication strategy:
Instruments - The ‘what’ of internal communication
Tools are the methods and procedures used to disseminate information within the company or to promote the exchange of information. They determine what type of communication takes place. Examples include employee appraisals, internal newsletters, the intranet, team meetings and employee apps.
A good communication concept generally uses a mixture of synchronous and asynchronous tools to enable both rapid coordination and in-depth information distribution.
Tools - The ‘how’ of realisation
Tools are the specific technical or physical aids with which the selected instruments are realised. These include, for example, email programmes, chat tools such as Microsoft Teams or Slack, video conferencing solutions such as Zoom or Webex, as well as content management systems for the intranet. This also includes workflows for birthdays, shifts, safety messages = automated internal communication.
Choosing the right tools for internal communication depends on factors such as company size, IT infrastructure, security requirements and employees’ preferred way of working.
Channels - The ‘where’ of communication
Channels refer to the ways in which information is transported. This can be a physical location such as a notice board or meeting room, as well as a digital location such as a company chat, social intranet or employee app.
The choice of the right channel influences how quickly and comprehensively a message reaches its target audience.
Formats - The packaging of the message
Formats determine the way in which content is prepared and presented, regardless of the channel. These include text formats (articles, emails, blog posts), visual formats (infographics, photos), audiovisual formats (videos, podcasts) and interactive formats (surveys, live Q&As).
The format has a significant influence on how comprehensible, attractive and memorable a message is.
Why the distinction is important
The clear separation between instruments, tools, channels and formats helps companies to optimise their communication strategy in a targeted manner:
- It prevents overlaps and redundancies.
- It enables a customised selection of tools for the respective instruments.
- It ensures that messages reach the recipient in the right format via the right channel.
In large organisations in particular, this differentiation is crucial in order to efficiently organise the flow of information, make optimum use of resources and ensure a uniform line of communication.
Employee app and internal communication channels in comparison
Comparison of internal communication channels: analyse the pros and cons to find the best solutions for your company.
Instruments of internal communication
A variety of tools are used in internal communication, which can include both digital and analog formats:
Digital instruments
Analogue instruments
💡 Tip: The choice of tools depends heavily on the target group, message and desired form of interaction. Use a curated mix of tools: email, intranet, chat, video & employee app as core tools for internal communication.
5 best practices for internal communication with frontline workers
Reach your frontline workers better! 5 smart best practices for fast, transparent & efficient internal communication.
Internal communication KPIs: engagement, reach, relevance
Successful internal communication is not only characterised by appealing content and modern channels, but also by the fact that its impact is measurable. Without clear KPIs, it remains unclear whether messages are really being received, understood and having the desired effect. These internal communication KPIs show impact instead of effort.
Important KPIs for internal communication
1. Employee commitment
Shows how actively employees participate in communication, for example through comments, likes, surveys or participation in discussions.
Why relevant
High engagement indicates relevance and acceptance of the content.
Example
An employee app with a survey function records 70% participation in important project topics. A clear signal that the topic is resonating.
2. Opening rates and click rates
Particularly relevant for digital channels such as emails, newsletters or push notifications. The open rate shows how many people see a message, while the click rate shows how many people engage with the content in greater depth.
Why relevant
Measures the attractiveness of the subject lines and the relevance of the content.
Example
A project update with a clear, short headline achieves twice as many clicks as an imprecisely worded message.
3. Employee satisfaction
Use regular mood barometers or pulse surveys to determine how satisfied employees are with the communication.
Why relevant: Dissatisfaction is often an early warning sign of declining trust or ineffective information transfer.
Example: Quarterly surveys show whether employees feel that they are sufficiently informed about company goals.
4. Achievement of specific communication goals
Checks whether defined targets have actually been achieved, e.g. ‘95% of all employees are aware of the new security policy’.
Why relevant: Makes the success of individual campaigns or information initiatives visible.
Example: A training invitation is sent to 500 people; the participation rate is 92%. Target almost achieved.
5. Utilisation rates of communication tools
Shows how often and intensively platforms such as the intranet, employee apps or chat tools are used.
Why relevant: Low usage rates can indicate a lack of relevance, poor usability or insufficient awareness.
Example: After the introduction of an app, daily logins increase by 35% because information is available centrally and on mobile devices.
6. Attendance rate at meetings & events
Provides information on how well internal events (e.g. town halls, workshops) are accepted.
Why relevant: High participation rates indicate interest, low rates may indicate scheduling problems or low relevance.
Methods for measuring the KPIs
Examples of continuous optimisation
1. Subject line tests (A/B testing)
Instead of sending all internal emails or app notifications with the same subject line, two variants are created: one more informative (‘New security guideline 2025’) and one more attention-grabbing (‘Important changes for all locations. Read now!’).
Result: The analysis shows which variant achieves the higher opening rate. In future, subject lines can be optimised on the basis of this data.
Advantage: Even small adjustments can significantly increase reach and readability.
2. Customise content formats
If analyses show that long text articles on the intranet are only viewed for a short time, the same content can be converted into a shorter video or infographic.
Example: A 2-page PDF with safety instructions is converted into a one-minute explanatory video and distributed via push in the employee app.
Advantage: Visual and audiovisual formats increase comprehensibility and increase the likelihood that content will be consumed in full.
3. Restructure channels
If one channel (e.g. an internal forum) is hardly used while another (e.g. a chat tool) is very active, the content from the little-used channel can be integrated into the preferred channel.
Example: Project updates that were previously buried on the intranet will in future be displayed directly in the newsfeed of the employee app.
Advantage: Employees need to check fewer platforms in parallel. Information is where they are active anyway.
4. Refine target group segmentation
Instead of providing all employees with the same information, content is prepared specifically for locations, departments or roles.
Example: shift planning is only sent to the driving service, marketing only receives relevant campaign updates and IT only receives technical maintenance information.
Advantage: More relevant content leads to higher opening and interaction rates and avoids information overload.
5. Conduct regular KPI reviews
The editorial team discusses reach, opening rates, click rates and feedback analyses on a quarterly or monthly basis.
Example: The analysis shows that surveys on Monday mornings generate fewer responses than those on Wednesday afternoons. As a result, publication times are adjusted.
Advantage: Decisions are based on data, not gut feeling, and communication is becoming increasingly precise.
💡 Best practice: Companies that consistently use these optimisation loops often see significant improvements in reach, engagement and employee satisfaction after just 3-6 months.
Improve internal communication: 9 steps for companies
This is how companies systematically improve their internal communication, from analysing the current situation to KPI reviews. Optimising internal communication is not a one-off project, but a continuous improvement process. The starting point is always an inventory: which messages reach whom, via which channels, in what quality and with what effect? Based on this, objectives, roles, processes and a suitable channel/tool mix are defined. A feedback and learning loop is also crucial so that measures can be continuously readjusted.
Step-by-step instructions
Step 1: Actual analysis & audit
Before new measures are introduced, it must be clear how the current communication is working. Analyse which channels are in use, what content is being disseminated and how it is received by employees. Use usage statistics, surveys or interviews to do this.
Advantage: You avoid blind actionism and concentrate on the real weak points.
Example: A company realised that the intranet was hardly used because the navigation was too complicated and not because the content was missing.
Step 2: Define goals & target groups
Without clear objectives, any communication strategy remains vague. Set measurable goals and relevant KPIs (e.g. ‘Increase intranet usage by 30 %’ or ‘100 % of security messages reach non-desk workers within 15 minutes’).
Define target groups, because not all content is relevant for everyone.
Advantage: Relevant messages increase attention and acceptance.
Example: The driving service needs quick shift changes via push, while the administration prefers weekly updates.
Step 3: Governance & Responsibilities
Determine who creates, approves and distributes content. Create an editorial plan and define tonality, approval processes and escalation channels.
Advantage: Standardised, consistent messages and clear responsibilities.
Example: An editorial team consisting of HR, Corporate Communications and IT ensures consistent content and fast response times in the event of a crisis.
Step 4: Select channel & tool mix
Rely on a mix of digital and analogue channels, tailored to the needs of the target groups. Mobile-first solutions are particularly important and helpful today for reaching non-desk workers.
Advantage: Every employee receives the information via the channel that is most effective for them.
Example: An employee app bundles news, shift schedules and feedback tools in one place.
Step 5: Plan content & formats
Plan content in categories:
- Must-know - read immediately (e.g. safety message)
- Should-know - promptly relevant (e.g. project update)
- Nice-to-know - informative, but not urgent (e.g. a colleague's anniversary)
Choose suitable formats (text, image, video, infographic) depending on the message.
Advantage: Better readability and higher engagement rate.
Disadvantage: Additional work involved in organising, but it's worth it.
Step 6: Pilot phase & rollout
Start with a pilot area to test processes and gather feedback. Train those responsible and optimise the content before rolling out the strategy company-wide. Internal communication in change management makes the “why” of changes tangible.
Advantage: Problems are recognised and rectified at an early stage.
Example: At MVB, the app was first introduced with a test group before all employees were given access.
Step 7: Measure, learn & optimise
Measure how many employees are reached, how often content is read and how much feedback is received. Adjust the strategy regularly.
Advantage: You continuously develop your internal communication.
Example: A monthly KPI review shows which channels are working best and where content needs to be adapted.
Step 8: Scale & automate
Use automations for recurring processes, e.g. birthday or anniversary messages, weekly reports or surveys.
Advantage: Saves time, increases consistency and reliability.
Step 9: Measure & optimise success
Analyse your defined KPI set (reach, openings/clicks, feedback rates, tool usage, participation rates) regularly and in segments (target group, location, role). Test subject lines, dispatch times, channels and formats using A/B tests and derive measures from them: Consolidate channels, package content differently (text → short video/infographic), sharpen targeting, expand automation. Schedule a monthly review and a quarterly strategy meeting.
Advantage: Data-based decisions continuously and comprehensibly increase the relevance and impact of internal communication.
Example: After tests, the Monday mail is replaced by a Tuesday 10 o'clock push with a 60-second video; only affected segments receive the message. Result after 6 weeks: +30 % openings, +40 % clicks, less double communication.
Tips from the field
- Relevance before quantity: Less, but more targeted content increases attention.
- Think mobile-first: Design content so that it is also easy to read on small screens.
- Enable feedback: Every communication channel should provide an opportunity for feedback.
- Involve managers: Visible communication by superiors promotes credibility.
- Ensure continuity: Fixed publication rhythm to build up expectations.
Success Stories
We would now like to present two customer use cases for internal communication. In these success stories, employee apps were introduced to improve internal communication. These examples illustrate how such apps not only simplify communication channels, but can also strengthen employee loyalty and commitment in the long term.
MVB Employee App
At Magdeburger Verkehrsbetriebe, Polario connects employees in real time, increases efficiency and saves time – digitally and sustainably!
OTLG Employee App – the digital success story
Learn more about contemporary employee communication for manufacturing-related companies, using the OTLG employee App as an example.
Digitising internal communication: Trends, Hybrid Work & AI
Those who digitalise internal communication gain reach, speed and measurability, especially with non-desk worker target groups. This is because the digital transformation has fundamentally changed internal communication. Away from paper-based processes and purely analogue meetings towards networked, flexible and data-driven communication solutions.
A central element of this development is employee apps that bundle various communication instruments, tools and channels into a single, user-friendly platform.
Employee apps as the linchpin
Modern internal communication via employee app combines news feeds, chat functions, document storage, event management, surveys and much more in a single tool. The pragmatic way to digitalise internal communication: mobile app as a central interface + integrations.
Advantages
- Central contact point: All important information in one place.
- Target group-orientated content: Push messages only to relevant groups.
- Interactive functions: Surveys, comment areas and feedback tools promote dialogue.
- Integration: Connection to HR systems, calendar, e-mail and project management tools.
Example: At Magdeburger Verkehrsbetriebe (MVB), the app connects the transport service, administration and control centre. Fast updates reach all employees regardless of their location.
Changes through hybrid & mobile work
Hybrid and mobile working models have changed the expectations of internal communication. Today, employees expect to be able to access company information anytime and anywhere. Whether working from home, on the move or in the office. This means that internal communication in hybrid work remains binding and inclusive.
Effects
- Asynchronous communication is becoming more important as teams no longer work simultaneously.
- Mobile-first is the standard: content must be optimised for smartphones.
- Accessibility is becoming increasingly important so that all employees, including non-desk workers, stay informed.
Example: A field service employee receives the latest security information as a push notification directly on their smartphone instead of having to wait for the next team meeting.
Trends & future prospects
Internal communication is becoming increasingly personalised, integrated and data-driven.
Important trends
- Personalised information feeds: Content tailored to role, location or interests.
- Integration of collaboration tools: Seamless transitions between communication, project management and document storage.
- Visual & interactive formats: More videos, live streams and interactive surveys instead of text-only posts.
- Platform consolidation: Fewer tools, but more functionality per platform. Or integration of existing tools in one solution, such as an employee app
Opportunities through automation & AI
With automation in internal communication, routine updates are delivered reliably and accurately. Automation and artificial intelligence (AI) open up new possibilities for you:
- Automated content: Birthday or anniversary greetings, shift schedules or standard messages are sent without manual effort.
- Content recommendations: AI analyses user behaviour and suggests relevant content.
- Sentiment and trend analyses: Sentiment analyses evaluate comments and feedback in order to identify the need for action at an early stage.
- Language and translation functions: AI-supported translations enable multilingual internal communication in real time.
- Ensuring continuity: Fixed publication rhythm to raise expectations.
The digital transformation of internal communication is not a luxury, but a prerequisite for success in a flexible, globally networked working world. Companies that rely on integrated, data-driven platforms at an early stage will secure a clear advantage in terms of employee retention, efficiency and innovation.
Downloadable PDF checklist
Turn theory into practice: our checklist for better internal communication clearly summarises all the important steps from this guide, with clear to-dos that you can realise immediately.
🖇 Get your free PDF now and start optimising right away!
Frequently asked questions (FAQ)
What is internal communication?
Internal communication encompasses all planned and unplanned information and exchange processes within a company. This includes formal channels such as the intranet, employee apps and email, but also informal conversations between colleagues. The aim is to disseminate information efficiently, promote collaboration and strengthen a positive corporate culture.
What are the goals of internal communication?
The most important objectives are the rapid and reliable distribution of information, the promotion of transparency, the increase in employee commitment and satisfaction, the exchange of knowledge and the support of change processes. Good internal communication contributes directly to the company’s success.
What instruments are available?
The most common tools include digital tools such as email, chat programs, intranet, video conferences and employee apps as well as analogue formats such as notices, face-to-face meetings or company meetings. Each tool has its own strengths and the right choice depends on the target group, content and communication objective.
How can internal communication be improved?
Companies should regularly analyse the status quo, set clear goals and select suitable channels. It is important to establish an open feedback culture, prepare content for specific target groups and strategically plan the use of digital tools. Use the internal communication checklist as a starting point.
Are there examples of internal communication in regulated environments?
Magdeburger Verkehrsbetriebe (MVB) is a good example: before the introduction of an employee app, the flow of information between the transport service, control centre and administration was fragmented. Today, the app serves as a centralised, audit-friendly channel – with target group-specific push notifications (e.g. shift/safety updates), documented delivery/reading confirmation, roles and rights concept and a stored set of rules/documents. The result: faster, traceable communication, even for non-desk workers, and fewer coordination errors in shift operations.
You can find more information on this in our use case for the MVB employee app.
