Improve internal communication: 9 steps for companies

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.

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.

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.

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.

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.

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.

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.

Use automations for recurring processes, e.g. birthday or anniversary messages, weekly reports or surveys.

Advantage: Saves time, increases consistency and reliability.

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.