IC channels: Is it time your org upped its game?

A new report by the Institute of Internal Communications on internal comms channels was a surprising read. Some of the headlines go against trends we’re seeing, but probably do reflect the reality of how organisations, especially large ones, still communicate with employees. 

But as your workforce skews more Gen Z and the competition for your employees’ attention is TikTok or Instagram vs another company newsletter, it’s time for companies to up their game.

Here are some of the headlines:

74% say they get the right amount of communication from their employer

I’m not sure I’ve ever heard a colleague say this! It’s usually too much or not enough. And there’s a big difference between someone feeling like they get the right amount of information and testing that they’ve understood the message and followed through with an action. 

Tip: If, in your comms audit, you’re asking whether your comms are effective, make sure you measure understanding and action as well as delivery.

53% prefer to get written information about their employer’s plans and priorities 

At Broom & Moon, we’re big advocates of face-to-face communication. So I still believe a conversation with your team / manager is the best way to understand strategy and priorities. In fact, talking about strategy was rated as the second most preferred way to receive this information and had the biggest increase in preference since the last report in 2023. And if you hold a strategy all-hands instead of (or as well as) sending a newsletter, you get the added benefits of being able to test understanding and connect with your team.

Tip: When crafting written communications, remember less is more. Think about how you can share information across different channels. And keep prioritising face-to-face and supporting your line managers to be great communicators. 

65% say email is the channel they most rely on for general news and updates

This isn’t a surprise in itself as it’s still the most common way for orgs, especially large ones, to communicate with their employees. But I imagine that's what’s causing this figure to be high vs employees wanting to read email. I might be an anomaly for a member of Gen X, but I hate email. 

Employees in smaller orgs rely more on team meetings, WhatsApp and LinkedIn. And there are generational differences, with 9% of Gen Z relying on SMS or WhatsApp for updates, compared with 5% of Baby Boomers. Similarly, 20% of Baby Boomers turn to the intranet for information, vs just 10% of Gen Z. 

People who use what are traditionally external channels such as TikTok, LinkedIn and Instagram are more likely to recommend their company as a great place to work.

Tip: If you’re still relying on email as your main comms channel, it’s time to explore other options, especially if you have a younger workforce. Take a look at how your employees communicate outside of work and bring some of that in. And don’t overlook external channels such as LinkedIn, which is quickly becoming a place where you can engage your team. 

To read more, download the full report

And if you’d like help working out what channels will work best for your org and employees, get in touch.