How to transform internal communications to drive real business impact

In today’s fast-paced, complex organisations, internal communications are facing a challenge. Teams are bombarded with updates, messages, and notifications, but genuine connection and impact can too easily get lost in the noise.

At our recent Engage Employee webinar, Nicola Crawley from Home Group and Ed Thomas from Housing Plus Group shared what really makes internal communications cut through and deliver measurable business value.

Here are their top tips for transforming comms from a broadcast function into a strategic business driver.

1. Cut the noise: focus on what matters

It’s tempting to communicate everything to everyone, but more isn’t always better.Audit your current channels and messages to see what’s truly helping people do their jobs, and what’s creating clutter. Clear, concise communication that supports day-to-day work beats information overload every time.

2. Listen as much as you broadcast

Great communication starts with listening. Use surveys, focus groups and one-to-one conversations to find out what your teams actually need to hear, and how they prefer to hear it.

When employees feel heard, they’re far more likely to engage with your messages and contribute back.

3. Link comms to business outcomes

Look beyond open rates and engagement scores. The real impact of internal comms shows up in metrics like retention, productivity, culture, and operational performance.

By tying communication activity to these outcomes, comms teams can prove strategic value and make a compelling case for leadership support.

4. Prioritise relevance and personalisation

Reaching everyone isn’t the goal; reaching the right people in the right way is.Segment your audiences by role, location, or digital behaviour, and adapt your messages accordingly. Targeted, relevant communication drives clarity, boosts engagement, and helps colleagues feel genuinely connected to the bigger picture.

5. Make technology work for you

The right platform can do more than just distribute messages. It can connect staff, enable conversation, and provide real-time data that links directly to business impact.Choose tools that support dialogue and collaboration, not just broadcasting. Technology should be a strategic enabler, not a distraction.

6. Empower leaders to be visible

When leaders show up and engage online, people notice, and follow.Leader visibility builds trust, promotes inclusion, and strengthens culture. Whether through enterprise social networks or digital communities, leaders who communicate authentically drive higher engagement and performance across their teams.

7. Measure beyond metrics

Quantitative data like surveys and engagement stats are valuable but qualitative insight is where transformation happens.

Pay attention to the stories, conversations, and feedback that reveal how people are really feeling. Those insights can spark meaningful change and help you respond faster to what matters most.

8. Keep it simple and strategic

Avoid jargon and overcomplicated plans. Focus on honest communication, meaningful feedback, and clear links to business goals.Simplicity doesn’t mean lack of ambition, it means clarity of purpose and action.

Bonus Tip: get expert support

If your internal comms feels cluttered or disconnected, an external perspective might help. Work Networks offer quick audits and practical advice to help organisations benchmark, choose the right tools, and connect communication activity to business priorities.

Watch the full webinar on-demand and explore how you can cut the noise, boost relevance, and make internal comms a genuine driver of business impact.