How Samaritans Connects 23,000 Volunteers with Blink

Looking for a modern comms tool for your modern workforce? Unlike traditional internal communication methods — like a static intranet or email — an employee communication app is engaging and user-friendly. 

It supports the distribution of relevant and personalized content to every employee. And it goes beyond the desktop experience, to give remote and frontline employees access to company comms via a mobile device.  

It goes without saying that an employee app can help you improve internal communications. But the impact of the best apps is much wider-reaching. They give you the tools you need to transform employee productivity, engagement, and retention, too. 

Here, we’ve put together a list of the best employee communication apps for 2025. We look at the primary features, potential drawbacks, and customer ratings associated with each app to help you find the right platform for your organization.

Best employee communication apps for 2025

These workplace communication apps help you get the right messages to the right employees, without adding unnecessary noise.

Our top employee communication apps for this year are:

Blink: best app for large enterprises with a mix of frontline and desk-based employees

Slack: best app for dispersed desk-based teams in need of real-time collaboration tools 

Staffbase: best app for companies with a large, distributed workforce

Beekeeper: best for frontline organizations in highly operational environments

Haiilo: best app for mid to large businesses looking to boost employer branding and advocacy

Workvivo: best app for building community and culture within hybrid and remote teams

Here, we take a detailed look at each app in turn.

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1. Blink 

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Best for: large enterprises with a mix of frontline and desk-based employees

Blink is an all-in-one employee communication app designed for organizations that have both desk-based and frontline employees. Both segments of your workforce get the same high-quality, two-way communication tools via a simple, intuitive platform.  

Via the Blink app — available on both smartphone and desktop computers — employees can access a company news feed, real-time messaging, shift schedules, digital forms, employee surveys, and a content hub. Thanks to deep integrations, workers also get one-click access to your other workplace software.

One of Blink’s best features is its user-friendly social-media style interface. Our company communication app enjoys high levels of adoption and usage because there’s virtually no learning curve. Employees can download and start using the app with ease.

Key features/strengths

Social-media style news feed: Employees can stay up-to-date with company news via the news feed, which is populated with engaging posts, photos, videos, and stories. Depending on the settings you choose, employees have the option to like, comment, and create their own posts.

Audience segmentation tools: Wave goodbye to information overload. With Blink, you can segment employees based on their role, team, location, tenure, and interests to ensure they only receive relevant messages.

Knowledge library: A content hub where admins can create or upload documents, policies, FAQs, and resources. Workers can access this hub anytime and from any device with an internet connection.

Instant messaging: Employees can launch secure, one-to-one live chats — or create groups to organize conversations around a specific team, topic, or project.

Mandatory reads: To ensure essential internal communications are read, admins can require employee acknowledgment. They can also use push notifications and in-app reminders to highlight critical messages.

Employee journeys: Admins can automate employee communications, ensuring that workers get the right information at key points in the employee lifecycle.

Employee surveys: Blink has all the tools you need for two-way internal communication, including polls and surveys.

Communities: Support employees to find like-minded coworkers. The Communities feature supports the creation of coworker groups based on hobbies or interests.

Digital forms: You can use Blink to digitize paper processes, creating and distributing digital forms to gather employee information. Popular options include leave request forms, absence management forms, and near-miss reporting forms.

Platform analytics: With powerful analytics, admins can track internal communication metrics and find areas for improvement. They can see which content is most effective — and identify employees who aren’t engaging with company comms.

Single sign-on: All Blink tools are available via mobile app using single sign-on technology. Deskless workers can access the same employee communication tools as their desk-based peers, without needing a company email address.

Potential downsides

• Some users say that the app’s search function could be better. They’d like to see more search management tools and refiners.

Pricing

Pricing is available on request.

Ratings

• Capterra: 4.7/5
• G2: 4.7/5

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2. Slack

Best for: dispersed desk-based teams that need real-time collaboration tools  

Slack is one of the most popular workplace communication apps, especially for organizations that have employees working from home. This software is known for its intuitive interface and variety of third-party integrations. Its supported platforms include web, iOS, and Android.

Key features/strengths

Instant messaging: Employees can chat one-to-one via text, audio, or video call. Screen-sharing and file-sharing are supported. A worker can also initiate a conference with up to 15 members.

Channels: Workers can create separate channels for individual projects, topics, or teams. Channels can be private, with only a few team members, or available to everyone in the company.

Knowledge sharing: The files you share on the chat are saved online and are searchable through the platform.

Integrations: Slack connects with common office applications like Google Drive, Zapier, and Trello.

Workflow builder: Workers can automate routine tasks that need inputs and approvals from team members.

Potential downsides

• You need an email address to use Slack, making it an impractical solution for frontline workers.
• Some users complain that the platform can feel overwhelming and that there are too many notifications.
• Users say it’s easy to miss messages because there are so many channels and because search functionality is lacking.

Pricing

• Pro: $8.75 per user per month
• Business+: $15 per user per month

There is an enterprise plan, with pricing available on request — and a free plan with limited features.

Ratings

• Capterra: 4.7/5
• G2: 4.5/5

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3. Staffbase

Best for: enterprise companies with a big, distributed workforce

Staffbase is a company intranet that provides a mobile app for frontline employees. It gives big organizations all the tools they need to plan, create, send, and measure the impact of internal communications.

Key features/strengths

Content publishing: Staffbase lets admins create, publish, and measure the impact of content. It’s easy to create compelling communications across a range of channels and editors can publish posts under company leaders’ names.

News feed: An interactive social feed, with clear layouts and a user-friendly experience, available on both desktop and mobile app versions of the platform.

Live chat: Employees can initiate or participate in one-to-one and group chats for fast and secure communication.

Employee directory: An employee database makes it easy for employees to find and communicate with coworkers.  

Analytics: Admins can get data-driven reporting on employee activity, adoption, and engagement with internal messages.

Integrations: Integration with popular workplace applications such as Google Workspace, Salesforce, and Slack are available.

Potential downsides

• Some add-ons and integrations come at an additional cost.
• Admins complain that there is limited customization. 
• There are few out-of-the-box features for frontline workers.

Pricing

Pricing is available on request. 

Ratings

• Capterra: 4.7/5
• G2: 4.6/5

How does Staffbase compare to Blink? View a platform comparison: Staffbase vs. Blink.

4. Beekeeper 

Best for: frontline organizations in highly operational environments

Beekeeper is an app for employee communication, designed specifically to connect deskless employees with company HQ. Initially focused on retail employees, Beekeeper has expanded its reach to include other frontline industries.  

This platform helps frontline organizations to replace paper processes with digital ones — and it’s a popular choice in fast-paced, operational environments. 

Key features/strengths

Real-time communication: Workers can communicate on the go via “streams” and secure chats. You can also use digital surveys to gather frontline feedback. 

Content hub: A file library allows quick access to vital documents and resources. Files can be uploaded from a device or imported from Microsoft SharePoint.

Instant translations: For multilingual organizations, Beekeeper provides automatic inline translations to ensure everyone understands your employee messages.

Analytics: Built-in analytics reporting allows admins to view metrics on engagement, popular content, and readership.

Single sign-on: Employees can access the app and other connected apps without an email address, phone number, or password.

Potential downsides

• Some users have found the app difficult to use.  
• With a focus on the mobile and frontline experience, this app isn’t the best option for desk-based employees.

Pricing

Pricing is available on request. There’s a 14-day free trial available.

Ratings

• Capterra: 4.6/5
• G2: 4.8/5

Find out how Beekeeper compares to Blink.

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5. Haiilo 

Best for: mid to large businesses looking to boost employer branding and advocacy

Haiilo is another top employee communications app in 2025. This company was born from a merger between COYO (which specialized in social intranets), Smarp (which was known for its employee advocacy tools), and Jubiwee (which focused on employee surveys).

This app is available on three payment plans. There are also additional modules available if you want to incorporate an employee intranet, surveys, or multichannel communication.

Key features/strengths

Email builder: An email template builder and automatically created delivery lists help you reach desk-based employees with engagement internal newsletters.

Content creation: With the help of AI, co-creation tools, and a content calendar, Haiilo makes content creation easy.

Analytics: Platform analytics help leaders make data-driven decisions. You can also set up alerts for critical developments and get automated reports.

People directory: User profiles and a list of coworkers make it easy to find the teammates you’re looking for.

Live streams, podcasts, and digital signage: Haiilo supports a variety of communication methods, including via TV screens displayed at your office locations.

Employee advocacy: Employees can link their personal social media accounts to the Haiilo platform, then share content directly using the Haiilo interface.  

Potential downsides

• Some internal communication features are only available as add-ons and come at an additional cost.
• There are limited integrations with other workplace tools.
• Admins report issues with bulk content control, multi-language features, and app customization.  

Pricing

Pricing is available on request.

Ratings

• Capterra: 4.3/5
• G2: 4.6/5

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6. Workvivo

Best for: building community and culture within hybrid and remote teams

Workvivo, owned by Zoom, is a workplace communication tool with a familiar news-feed-style interface so there’s a minimal learning curve. It combines the features of an intranet, internal communication software, and a mobile employee app.

The mobile app makes the platform accessible to remote, office-based, and frontline employees. Supported formats include online, Android, and iOS.

Key features/strengths

Activity feed: Workers from across the company can post updates and keep others informed about the latest workplace news. Posts can also be scheduled for later.

Instant messaging: A chat function is available through integrations with tools like Slack, MS Teams, and Zoom meetings.

Live video streaming: Executives can stream town hall sessions via live video or podcasting for people who cannot attend in person.

People directory: A searchable directory of workers with profile information allows workers to get to know each other better.

Internal articles: Admins can publish and manage articles with rich content such as photos, tables, and video clips.

Potential downsides

• Integrations with third-party systems can feel a little light.
• Admins say they want better customization options — there is limited out-of-the-box functionality for customization.
• The search experience on mobile isn’t as robust as on the desktop app.  

Pricing

Pricing is available on request.

Ratings

• Capterra: 4.7/5
• G2: 4.8/5

Read more: Workvivo vs. Blink: How do these platforms stack up?

Final thoughts: best employee communication apps in 2025

An internal communication app can help you improve employee communications within your organization. It goes beyond paper processes, email, or an outdated intranet to deliver essential comms to every employee smartphone.

As you can see from this list, there are lots of employee communication apps to choose from, each with its own set of features and use cases. You need to consider the size of your organization and the composition of your workforce when deciding between them.

Across most apps, you’ll find a variety of communication channels. The best apps provide access to multimedia news feeds, instant messaging, and surveys. They also give you tools to segment your audience, promote two-way communication, and analyze your comms performance.

But — when choosing an employee communication app for your organization — it pays to think beyond internal comms. To avoid app overload and ensure a streamlined digital employee experience, a platform that helps you achieve multiple workplace goals is ideal.

Blink’s employee app supports internal communication, employee engagement, and employee listening. It provides a home for HR resources and self-serve tools. It also offers deep integration with other workplace software to create a one-stop digital hub for your organization.  

Discover what an employee app like Blink can do. Watch our on-demand webinar: Putting a frontline employee app to the test.

Bad communication isn’t just an inconvenience — it’s a business risk.

In a hybrid, fast-changing workplace, outdated internal comms strategies can lead to disengagement, confusion, and missed opportunities.

It’s time to rethink your approach and measure what truly drives success.

Thanks to evolving internal communications software, comms team leaders increasingly have the tools they need to deliver a modern internal communications plan. They can share important company news, boost workforce resilience, and create a strong company culture. 

They can also measure the impact of your internal communication strategies, proving ROI and finding meaningful ways to improve internal comms and achieve your communication goals going forward.

Let’s look at the hard (quantitative) and soft (qualitative) metrics you should be looking at to get a holistic view of your comms performance.

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Key metrics for a modern internal communications plan

Hard metrics

Hard metrics are quantitative. They’re objective measures that don’t rely on opinion or perception. This means they’re easy to measure and track — and they provide clear benchmarks for performance.

Here are the key qualitative metrics you should be using to assess the success of your modern internal communication strategies.

#1. Read and response rates

This metric shows you how often employees open and respond to internal communications. You can gather these metrics via the analytics dashboard on your company intranet.

High read and response rates signal that:

• Your internal key messages are relevant to their target audience
• Your messages contain clear, actionable information
• Employees know where to find internal messages on your internal communications channels

Low read and response rates suggest that employees aren’t engaging with your internal messages — and there are several reasons this could be the case.

Perhaps you aren’t personalizing content to employees in different roles, locations, and departments. As a result, employees receive too many irrelevant messages and have decided — out of overwhelm or frustration — to switch off from employee communications.

Message timing (particularly if you have employees who work shifts), complicated communication channels, and a lack of clarity could also be to blame.

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#2. Platform adoption rates

This metric shows you what proportion of employees are using your internal communication platform. High platform adoption rates signal that:

• You provide effective communications about platform onboarding and training
• Your communications platform is accessible to all employees
• Your platform is user-friendly

Low platform adoption rates indicate that:

• Employees are having difficulty accessing your comms platform. This could be because you have a desktop-based intranet that your frontline employees can’t access easily. Or because it’s difficult for employees to remember the login details for multiple internal communication tools.
  
• Employees don’t like using your comms platform. Perhaps your platform isn’t intuitive to use. Or employees aren’t aware of all the useful communication tools it provides. Or it doesn’t offer the levels of engagement and gamification they’re getting from shadow IT solutions.

#3. Employee engagement metrics

You can track employee engagement by looking at a variety of data, including the following:

• Survey participation
• Attendance at company events
• How often employees interact with your intranet
• Interactions by target audience, team, and location

Low levels of employee engagement are a cause for concern — especially when engaged employees are more likely to be more productive and stay at their company for longer. So this metric is a useful warning sign that your employee experience — both on and off your internal communication channels — could use some work.

#4. User-generated content (UGC) metrics

UGC is a key part of any modern internal communication plan. It’s also a useful way to judge the effectiveness of your employee comms. With Blink analytics, you can see which employees post most regularly — and identify those who rarely interact with your news feed.

You can also track useful metrics like these:

• Number of user-generated posts
• Number of likes, shares, and comments on news feed posts
• Number of unique contributors

There’s a correlation between high levels of UGC and a thriving workplace culture. So if these metrics are low, consider what you can do to build a strong company culture and foster a sense of togetherness.

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Soft metrics

Soft metrics capture the emotional and cultural impact of your employee communications. They uncover the opinions and feelings of your employees, revealing the “why” behind the numbers provided by hard metrics.

Here are some soft metrics that will help you to assess the effectiveness of your internal communication strategies.

#5. Employee sentiment

You can measure employee sentiment with the help of focus groups and employee surveys. Include employees from across your organization and ask open-ended questions like:

• What one thing would improve the internal communication function at [your organization]?
• Which communication channels work best for you and why?
• What could managers do differently to improve two-way communication with their teams?

You can then analyze answers — ideally with the help of analytics software — assessing whether employee sentiment is largely negative or positive and identifying recurring themes. Consider deploying pulse surveys in addition to long-form annual engagement surveys to benefit from more frequent and real-time responses.

#6. Observations of employee behavior

Another way to gather soft metrics is by observing employee behavior.

Perhaps there’s been an uptick in cross-departmental collaboration and engagement. Or maybe there’s been a shift in tone and participation during meetings. It could be that employees are now more likely to reference company values and organizational strategy in their online and offline contributions.

Tracking these changes — across all business units, teams, and locations — gives you insight into how your employee communications contribute to a strong company culture.

#7. Quality of feedback and suggestions

Any modern internal communication plan should encourage employee feedback. So the quality of that feedback is another soft metric you can track. 

Alongside qualitative data — like the number of survey responses and the number of questions completed — you can analyze the depth and constructiveness of the employee feedback you receive.

Assess whether suggestions are feasible and aligned with organizational goals — and whether suggestions are coming from all parts of the organization.

If employee feedback isn’t useful, you could try:

• Rewording your survey questions
• Reassuring employees of survey anonymity
• Ensuring surveys are easy to complete, via each employee’s communication channel of choice (this is especially important for frontline workers!)

Also, be sure to close the feedback loop. Inform employees of your survey findings and proposed actions so they retain faith in the feedback process.

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Bridging the gap: Use hard and soft metrics to assess your internal communications strategy.

When tackling your internal communications planning, combine both hard and soft metrics. This gives you a holistic view of what’s happening within your organization.

Use hard data to validate qualitative observations — and use soft data to provide context for your qualitative findings. Then, break down your data by department, role, and location to identify patterns.

Be sure to make use of advanced analytics software, too. It helps you make quick and easy sense of your data. And you can use it to tie metrics to bigger business goals — like employee engagement levels, productivity, employee retention, and business revenue.

Together, hard and soft metrics give you a deeper understanding of comms performance — and help you make targeted and effective improvements to meet your communication goals.

‍Blink. And modernize your internal comms plan.

Meet your newest digital water cooler: Your employee intranet

Whatever happened to the workplace water cooler?

Water cooler conversations were never just about small talk. They helped build stronger teams, sparked collaboration, and made employees feel part of a welcoming company culture.

In today’s hybrid and frontline workplaces, these moments are a rarity. But the need for connection is stronger than ever.

‍83% of employees want their workplace to provide a sense of community, with more than a third willing to trade higher pay for meaningful workplace friendships or social enrichment.

Enter the modern employee intranet: A digital water cooler that supports seamless internal communication and boosts employee engagement. It’s a tool that amplifies company culture and gives all employees — no matter where they work — the connection and sense of belonging they crave.

Ready to take your intranet from dusty document repository to thriving social hub? Here, we look at how to upgrade the employee intranet — and why having a digital space for connection is so important in 2025.

The evolution of workplace connection

Remote and hybrid work have transformed employee communications. There’s less opportunity for organic office conversations, which means workplace relationships and employee engagement suffer.

This is nothing new for frontline workers who rarely step into HQ. Relying on paper memos and word-of-mouth messaging, they often miss out on essential company news and coworker camaraderie. 

But times are changing. Many employers now recognize the critical role connection plays in employee engagement, retention, and productivity. And they’re turning to corporate intranets to bridge the gap.

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Rethinking the employee intranet: From static portal to social hub

You may be wondering how the intranet — that clunky and outdated software — can solve the employee connection conundrum. Traditional intranets, often relegated to the dark corners of the tech stack, have functioned as a digital filing cabinet. Certainly not a space for water cooler conversation.

But internal communications have moved on.

The modern employee intranet is dynamic and mobile-first. It’s designed to connect employees across locations — offering a single source of truth and need-to-know company updates. But also a sense of belonging, a deeper understanding of company culture, and a more satisfying employee experience.

Imagine this: A delivery driver rarely crosses paths with his teammates. With limited access to an old, static intranet that he has to access via a shared desktop computer in the depot, he feels like he’s working solo.

But, thanks to a new and improved employee intranet and personalized experience, he can check the company’s social feed on his smartphone during breaks. In one central location, he can add a reaction to a recognition post for top-performing drivers and even join a group chat where colleagues swap route tips.

Suddenly, he’s part of something bigger.

Social features that make modern intranet software more interactive and effective include social feeds, secure chats, Polls, Stories, and peer recognition tools.

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How to make your intranet a go-to digital water cooler (paper cups not necessary)

Ready to turn your modern intranet solution into the digital workplace hotspot? Here’s how.

Make it social

The best employee intranets replicate your favorite experiences on social media platforms. When employees can comment, react to posts, and share their own content, you create more compelling user experiences and make your platform more engaging.

Use bite-sized, engaging updates

Keep it snappy. Use short and snappy videos, GIFs, and eye-catching graphics. This type of content attracts attention and fits seamlessly into the busy schedules of both desk-based and frontline workers.

Encourage leadership visibility

Have executives and managers actively post, share insights, and respond to employee comments. Employees are more likely to engage with your intranet when they see that leadership is invested in two-way communication.

Leverage personalization

Relevant content is engaging content. So ensure employees see content relating to their role, location, tenure, and team. When staff enjoy a highly personalized intranet experience, they're more likely to log in regularly — boosting key metrics like employee adoption.

Make it accessible

All employees should be part of the conversation. So you need an intranet that your frontline employees, remote workers, and desk-based staff alike. Streamline the experience, provide a user-friendly dashboard, and make all essential features available via mobile access to create a solution that works for everyone.

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Turning employees into active intranet participants

You can build it. But will they come? And will they participate?

To prevent tumbleweed moments on your intranet platform, employee interaction is essential. Here’s how you can nudge workers in the right direction and develop a modern intranet culture that employees are excited to be part of.

Interactive content

Ask questions. Launch polls. Create employee recognition posts and ask teammates to add their messages of congratulations. Coworker connection is much more likely when you invite employees to join the conversation.

Informal content

Company updates are an employee intranet essential. But to foster connection, you need to leave space for informal conversation. So create fun content — like caption contests, a question of the day, and photos of the latest team event — to make your intranet more relatable and appealing.

Employee-generated content

Nothing inspires the reactions and comments of coworkers like employee-generated content. You can encourage employees to post their own content with a company-wide content generation contest — or by identifying and supporting employee influencers.

Gamification

A spot of good old-fashioned competition can prompt the intranet behaviors you want to see. A points system, a leaderboard, or digital badges inspire employees to take a more active role in the company intranet.

Communities

With Communities, employees can build meaningful connections with a smaller group of coworkers. These community-driven spaces link employees to their teammates or to coworkers with shared interests — and they’re great at driving engagement and participation.

These social communities are especially beneficial for frontline and remote teams who rely on digital collaboration tools to sync up with their colleagues.

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Measuring success: Is your digital water cooler thriving?

Once your digital water cooler is a hive of employee interaction and conversation, it’s time to measure its impact. Use analytics and employee feedback to assess engagement and optimize employee intranet platform performance.

You can track internal communication metrics by looking at:

• Intranet adoption rates
• Number of likes, comments, and shares
• Number of employee-generated posts
• Number of daily logins

Supplement this data with employee surveys. Ask employees what they think about modern intranet features, functionality, interactivity, and the types of intranet content they prefer.

You can then use this information to make meaningful adjustments to your intranet solution, making it more engaging and keeping up-to-speed with evolving employee expectations.

Give workers the social connection they crave with a modern employee intranet

A modern, social intranet isn’t just a tool for sharing information. It’s a powerful driver of culture and connection across the entire company — and a strategic part of your digital transformation.

Populate your employee intranet with key features, functionality, and content, and it becomes the gathering space of your digital workplace. It offers water cooler moments that enrich the digital employee experience.

Your intranet strategy doesn’t just benefit your people — it benefits for your broader business goals, too. By creating a deeper sense of connection and a more inclusive corporate culture, you can improve employee productivity, engagement, and retention.

‍Blink. And create uplifting water cooler moments — with a new and improved employee intranet.

Most frontline workers who quit don’t do it on day one.

And they don’t do it at the one-year mark, either. They do it somewhere around Day 90.

When you look at what’s happening — or not happening — between weeks two and twelve, it’s not hard to see why.

Frontline employees are caught in a hinterland. A place after induction and before real engagement kicks in, where the comms, connection, and support they need are nowhere to be found.

So what can you do to reduce employee churn once and for all? How do you persuade this group of employees to stick with you for the long haul?

Here, we take a look at why the 90-day milestone matters so much in frontline retention — and what a better frontline onboarding strategy can do for your organization.  

The data behind the 90-day cliff edge

The figures are stark. A third of the HR pros responding to Enboarder’s 2025 HR Leader survey said that 25% of new employees leave during their first 90 days.

For frontline organizations, the picture is even more acute. 

Turnover rates in frontline industries are consistently among the highest across all employment sectors — and 56% of organizations are currently experiencing frontline worker turnover at a higher rate than the historical average.

This frontline churn comes at a considerable cost. If we look at the example of grocery retail, frontline turnover absorbs as much as 10-20% of profits.

High frontline turnover results in lower service levels, lower productivity, higher training costs, and increased demands on management. It also keeps recruitment at the top of the strategic agenda, crowding out other priorities.

Why is Day 90 such a precarious time?

Day 90 is when new hire energy wears off and the reality of the role sets in. It’s when the gap between what was promised during recruitment and what’s actually experienced becomes impossible to ignore.

It’s also — critically — the point at which most organizations have stopped formally onboarding but haven’t yet started actively retaining. So frontline employee engagement takes a hit that it can be hard to recover from.

What frontline workers are telling us

Wondering why frontline employees quit? When frontline workers leave around the three-month mark, the reasons they give cluster around the same themes.

A two-tier culture

Almost half of frontline workers report that there are two separate cultures at play within their organizations — one for the frontline and one for everyone else.

That perception is compounded by a clear digital gap. Frontline workers receive just 1% of their companies’ total technology budget, leaving them with ineffective paper-based processes or software that doesn’t work on a smartphone.

The divide between desk-based and frontline experience is very real, very visible, and — for many — a deciding factor in whether to stay.

Feeling invisible

Only 43% of deskless workers feel seen and appreciated at work, compared with 61% of desk-based employees. A lack of recognition hits hard in the early months, when new hires are most in need of reassurance.

Frontline workers also struggle to make their voices heard. 38% say they have feedback for leadership or management, but no way of communicating it.

Feeling out of the loop

When new frontline workers don’t have reliable access to company updates, policy changes, or operational information, they feel disconnected from the organization and unable to do their jobs well.

Effective, accessible internal communication is integral to employee engagement and retention — but 48% of employees say the communications they receive are irrelevant to frontline workers.  

Disconnection from the team

Employees with strong workplace relationships are 51% more likely to be engaged. But shift-based work can be isolating.

New starters may work alongside different colleagues every day, have limited face time with their manager, and no easy channel to build relationships beyond their immediate shift.

Without deliberate effort to create connection, the social fabric that makes work worth showing up for simply doesn’t form.

Limited career advancement

According to UKG’s 2025 frontline employee experience study, lack of career advancement has risen into the top five reasons frontline employees give for quitting.

Yet 64% of frontline employees say they would stay with their organizations for six years or more if they had access to better career development and training.

The appetite for growth is there, right from the start, but the pathway often isn’t.

Read more: Your frontline workers are checked out. Here’s how an employee experience platform can help.

The onboarding illusion: What companies are getting wrong

You’ve invested time and money in your frontline onboarding strategy. So why isn’t this moving the needle on new hire turnover?

The answer may lie not in the quality of your employee onboarding program, but in the length. In most frontline organizations, structured onboarding takes place in the first week or two. It’s thorough, well-intentioned. But it ends far too early.

A strong first week doesn’t prevent an exit at the three-month mark. That’s because there’s a significant gap between structured onboarding and what actually happens when a new worker hits the floor solo.

By week three or four, new-hire support has often evaporated. The questions keep coming — but now there’s no clear channel for asking them. Connection to the wider organization fades. The sense of momentum and progress, so strong in week one, starts to plateau.

That’s when employees start to question things. Is this worth it? Does this organization actually care whether I stay? Maybe there’s something better out there…

What the 90-day window actually needs: How to reduce employee churn

The solution to early frontline attrition is a commitment to improving the frontline employee experience during the first three months — and beyond. 

That means creating an onboarding strategy that doesn't end at week two, but continues to inform, connect, and support new workers long after they hit their stride.

Here’s what that looks like in practice.

Consistent communications

New frontline workers need to feel like they’re part of something bigger. That means regular, relevant updates that keep them informed about what’s happening in the organization — delivered to their smartphone, not to a desktop intranet they’ll never log into. 

The goal is to make a new hire feel like an insider, not an afterthought — and to give them the frontline communications that make their work easier.

Peer community

One of the most powerful retention boosters in frontline work is strong relationships and collaboration with co-workers. 

When new workers have a channel to connect with their team — beyond whoever happens to be on the same shift — belonging develops faster. Internal communities, group chats, and shared spaces for non-work conversation all contribute to that vital social infrastructure.

A way to ask questions without feeling stupid

New starters have lots of questions. Many of them don’t ask, because they don’t want to look like they’re struggling or don’t know what they’re doing. 

A searchable knowledge hub — policies, procedures, and FAQs findable in seconds from a smartphone — removes that barrier. So does self-serve access to shift swapping, payslips, and benefits enrolment. 

Employees who can find answers independently feel more capable and confident.

Visibility into what comes next

New hires who can see a trajectory within the organization are significantly more likely to be there beyond 90 days. 

Regular check-ins, clearly communicated development opportunities, and recognition of early progress all signal that the organization is invested in the individual, not just the role they’re filling.

The solution? A well-designed employee experience software platform makes all the above possible. It allows you to deliver structured onboarding content at the right moment in the employee lifecycle — and to fill the day with culture and community-building touchpoints.

Time to rethink your frontline onboarding strategy?

There’s a temptation in high-turnover environments to pull back on investment in the frontline employee experience. Why put significant resources into someone who might leave in three months?

It’s a reasonable question. But fail to consider frontline EX and you end up stuck in a cycle of attrition (and associated costs) that’s impossible to escape.

The frontline organizations reducing employee churn are those making the first 90 days — not just the first few weeks — feel like the beginning of something worth sticking around for.

That means extending the onboarding process beyond the induction checklist, giving new workers the tools to stay connected and informed, and building the peer relationships that make a job feel more than a job.

Technology is the infrastructure that makes this possible in dispersed and deskless frontline environments. But you need to choose tech tools that meet the needs of frontline employees.

A mobile-first frontline platform like Blink keeps deskless workers connected from day one — through structured onboarding journeys, communications that reach every employee, recognition and survey tools, and co-worker communities.

With everything available from one user-friendly dashboard, new hires have everything they need to hit the ground running — and build a long-lasting connection to your organization.

Blink. And keep frontline employees engaged through 90 days and beyond.

At first glance, it seems that internal communications and external communications couldn’t be more different. 

External communication is all about sharing your brand and its messaging with people outside of your organization. This includes customers, stakeholders, and investors.

Internal communication is focused on sharing key company developments with people inside your organization. It gives employees the information they need to do their jobs effectively.

Because of this primary difference between internal and external communication, many companies treat these two forms of corporate comms as separate entities. They fail to see how their approach to external comms can inspire a better kind of internal communication.

Here, we challenge that thinking. We look at the similarities and differences between internal and external comms — and share some ideas for improving internal communication at your organization.

Similarities between internal and external communications

Let’s start by looking at all the things internal and external business communication have in common.

Strategic importance

Both external and internal communications are important to the success of your business.  

External communication is how you share your brand with customers and stakeholders. It’s how you convince people to trust in your brand and buy your products or services — and it has a clear impact on your bottom line.

Internal communication is aimed at your employees. It supports day-to-day operations and helps you build a strong company culture. The link may not be as obvious but internal communication also has a big impact on your company’s profitability.

That’s because, when you communicate effectively with employees, you stand to improve productivity, the customer experience, employee engagement, and employee retention, all of which affect company profits.

Therefore, both types of communication are essential to an organization — and both require a detailed schedule and strategy.

Selling the brand and what it stands for

You can use external and internal communication to sell your brand to respective audiences.

To your external audience, you sell your external brand image. You show customers and collaborators what makes your brand unique — and why they should pick you over your competitors. 

To your internal communications audience, you sell your employer brand and company culture. You remind employees why your company is such a great place to work.    

Comms content differs depending on your audience. But there’s a guiding principle to bear in mind. Selling your brand is easier when you create an emotional connection between your organization and your audience.

To do this, creative visuals and persuasive copy can do a lot of the heavy lifting. But you should also communicate a brand purpose that goes beyond increasing profits. You should highlight your company’s social purpose to both internal and external audiences.  

You can take things further with your internal comms. Clearly communicate your purpose, values, and strategy to employees. This helps your staff find meaning in their work — and understand how their efforts contribute to business goals — which means better motivation.

To align employees with your purpose, values, and strategy, focus some of your internal communications plan on the following:

• Making your senior execs accessible and accountable. Holding monthly Q&As is a great way to align your on-the-ground team with long-term strategy goals. It’s also much easier for employees to relate to the humans behind your company than to a faceless corporation.
  
  
• Highlighting how your company has made a difference in the world. Showcase positive customer case studies to show how your company is making a difference in people’s lives. Also, share any company activities that support people or the planet.
  
  
• Featuring employee perspectives. Interview people from different departments and ask them what they do and what they like about their job. This helps people to build a bigger picture of their workplace and understand how everything fits together.

Two-way conversations

In both external and internal communications, communication used to travel one way. A brand and its leaders would speak. Customers and employees would listen.

But social media changed things dramatically. It’s now easy for customers to interact with brands, comment on their social posts, ask questions, and post their online reviews.

This shift from one-way conversations in external communication has changed expectations around workplace communications — and many organizations are now adopting a two-way approach as part of their internal comms strategy.

Companies are involving employees in the company conversation — whether they work in the office, at home, or on the frontlines of the organization. They’re giving them a voice with the help of employee surveys, two-way communication channels, and meetings where their contributions are encouraged.

Of course, making the decision to embrace two-way conversations can be a big deal for brands. They have to be prepared to respond to questions and criticism — from customers or employees. So why do it?

Involving customers and employees in your communications is good for engagement. It helps to boost trust and loyalty, which benefits both employee and customer attraction and retention.

For employees, two-way communication makes them feel valued and respected by your organization. This means they’re more likely to offer their valuable insights and perspectives — and they’re more likely to do their best work.

The need for engagement

Another similarity between internal and external communication is the need for engaging content.

This is a given in external communication. Marketing and PR teams are tasked with making a brand stand out from the competition. They employ eye-catching visuals and interactive content to grab and hold customer attention.  

Typically, internal communication has lagged behind. But with the "Tiktokification" of internal communications, dry, corporate comms are becoming a thing of the past.

Just like customers, employees are more likely to engage with your content when it’s creative, interactive, and visually appealing. This is why many organizations are now posting social-media-style internal content to user-friendly, mobile-first communication channels.

The need for targeting

You maximize the impact of internal and external communications when you personalize content to your audience.

Send the same external or internal information to everyone and your recipients will start to switch off from your comms. They assume that your messages are irrelevant to them and stop reading or watching them.  

So you need to segment your audiences. Then, create targeted content relevant to each group of customers or employees.

For internal communications, you can segment employees by role, location, department, tenure, and team to ensure each employee only receives information relevant to them.

Of course, there are some messages that all employees need to hear. But with proper segmentation, you don’t give retail staff an in-depth update on your work-from-home policy — or tell office-based staff about the next driver training session. Instead, all comms are appropriate and engaging.

Measuring success

Measurement is another important element of both external and internal communications. If you don’t set and track metrics, you can’t be sure that your communications are effective.

So, just as you measure the impact of your external communication campaigns, you can set internal communication metrics and KPIs. You can identify your best content and assess levels of engagement, finding ways to hone your comms going forward.

Also, in the same way that you’d conduct market research and seek customer reviews, seek feedback from employees. Use surveys to ask them about their employee experience. Find out what they think about your internal communications. Then, make informed improvements. 

Differences between internal and external communications

Internal and external comms clearly have a lot in common — and there are lots of external communication principles that you can apply to your internal messaging. 

However, there are some key differences between internal and external communication that you should bear in mind.

Your audience

Internal and external communications have different audiences:

• Your external communication audience includes customers, stakeholders, business partners, investors, and the media. 
• Your internal communication audience includes your organization’s C-suite, managers, and employees.

There is, however, some overlap. You need to share external messages with frontline employees so they can relay a consistent message to customers.

Your communications team

Usually, different teams are responsible for external and internal communications.

External comms is often run by your PR or marketing teams. You may rely on agency or in-house staff.

To communicate effectively with your employees, you need an internal communications team. This is usually an in-house team that has regular contact with:

• The leadership team
• Marketing and PR
• Operations
• HR

Your internal comms team will work with partners throughout the organization to ensure key messages are communicated consistently and employees have access to the information they need.

Content

The content you share with internal and external audiences is very different.

External communication is all about marketing messages, customer support, and building a brand reputation. Examples of external communication content include:

• A press release discussing the latest company news
• Customer emails detailing a discount
• An industry research report
• An advertising campaign for a new product

Via your internal communication channels, you’ll tend to share business updates, strategy details, operational information, and company culture. Examples of internal communication content include:

• Rota changes
• Health and safety updates
• Details of your next company social
• Recognition for employee success

The content you serve to your internal and external audiences may differ. But there are still some fundamentals that apply to both.

Comms that demonstrate honesty and authenticity are better at building brand trust. So try to communicate openly across both internal and external communication channels.

In internal communications, this means being transparent about company goals and challenges. And it means welcoming questions and ideas from employees.

Communication goals

The goal of external communication is to promote the company. You’re aiming to:

• enhance the company’s reputation
• generate sales and leads
• build relationships with customers and stakeholders

Goals for internal communications are different. Across internal comms channels, you’ll share practical and operational information to ensure the smooth running of your organization.

But effective internal communication does more than convey essential, day-to-day guidance for employees. You can use your internal communications to:

• share company values, goals, and purpose
• strengthen co-worker relationships
• recognize and motivate employees
• facilitate collaboration

Done well, internal communications helps you to build a company culture employees are excited to be part of. This is particularly important for remote, hybrid, and frontline teams.

These employees miss out on the camaraderie of the office. It’s easy for them to feel disconnected from the organization and, as a result, less engaged in their work. Internal communications — and co-worker communication channels — provide a vital link to the organization.

So use internal communications to improve the employee experience, boost employee engagement, and reduce employee turnover. Build these goals into your internal communications strategy and you’ll create a happier, more motivated, and more cohesive organization.

Communication channels

You can use some communication channels to speak to external and internal audiences. You might use emails, webinars, conferences, and newsletters to reach employees, customers — and other company stakeholders.

However, in general, you use different communication channels for each group.

Your external audience gets updates via press releases, your company website, media news, and your social media accounts. You can also grab their attention with marketing campaigns and product launches. 

Internal communication takes place over internal channels. Offline channels include company meetings and notice boards. But the best internal communications strategies make the most of digital communication tools.

Modern intranets and employee apps are a one-stop shop. They consolidate your internal communications and give internal comms teams all the tools they need to communicate with staff.  

Pick a mobile-first solution and employees can access your company comms from their smartphones, which is ideal for frontline and remote workers.

You can also find internal communication platforms that provide social-media-style tools. They allow you to post interactive content on the company news feed and give employees the chance to like and comment.

Whether your comms team wants to post a company-wide update, send out a survey, celebrate team success, or provide self-serve HR functions, it’s all possible with the right comms platform.

Finding the right tool to support your internal communications strategy

There are lots of similarities between internal and external communications — and lots of ways external comms can inspire more effective and engaging internal messaging.

So segment your audience, measure success, embrace two-way conversations, and create interactive, visual content.

Don’t underestimate the benefits better internal communications can bring to your organization. It has the power to improve employee engagement, customer experience, company culture, and employee retention.

Also, remember that embracing the principles of external communication for your internal comms strategy is easier when you use mobile-first, social-media-style, digital communication tools.

Blink is an employee super-app, with all the tools you need to deliver relevant and engaging comms to employees. With Blink you can:

• Create engaging, two-way communication with news feed and instant messaging channels
• Segment your audience so they only receive relevant communications
• Launch a content and HR hub, giving employees everything they need to do their jobs well
• Measure the success of your internal comms with analytics and employee surveys

Improve internal communications at your organization. Request a Blink demo to get started today.

Here's the question I come back to constantly: how do you get 16-to-19-year-olds on the shop floor to care about a message from the CEO?

It's not a rhetorical question. It's one my team has been working on for the last 18 months, and we've made a real impact.

Five generations, one workforce

JD Sports isn't a small operation. We have 90,000 colleagues across 20+ countries with25 brands under the JD Group banner. And five generations working side by side, with 70% of our workforce being under the age of 30.

That last number is the one that keeps me up at night (in a good way). The majority of our people are on shop floors, not in front of laptops. They're not opening an intranet. They're not watching the hour-long town hall recording. 

There's never a day where we don't walk into the office and think: what can we do for the stores today, and how are we going to get this message to land? Everyone has a different love language. There is no one-size-fits-all anymore, there just can't be.

The red flag: one-way, overly corporate communication

As a FTSE 100 company, we have real obligations. Results to share, legal updates to communicate, leadership directives to cascade. None of that goes away.

But the way we were delivering it? It wasn't landing.

Long messages. Lengthy calls. Content that felt designed for a boardroom, not a stockroom.

The fix wasn't to dumb things down. It was to meet people where they actually are.

JD Now: going where our people are

We launched JD Now - our internal comms platform - in the UK 15 months ago. The brief was simple: mobile-first, bite-sized and human.

Instead of polished corporate videos, we started producing 30–45 second clips on iPhones. Quick editing, often with a same-day turnaround. A CEO update became five key points, delivered straight to camera, in under a minute.

For some of our shop floor colleagues, it might be the first time they've ever seen anything from our CEO. Because it's on their phone and it's done in a style of content they’re already used to seeing from their other favorite apps.

But the bigger unlock wasn't the content my team was making. It was the content our colleagues started creating themselves.

When you give people a platform, they run with it

Employee-generated content has taken over JD Now — and honestly, we didn't plan it that way.

One store team created a popular movie franchise-themed video to promote an Air Max release. A group in London started recording a podcast about career progression, using an Amazon mic and an iPhone. These all became smash hits with great engagement of likes and comments from their peers and leaders. We didn't ask them to do any of this. They just did it, because they'd found a space that felt theirs.

That podcast host? We spotted him, brought him up to Manchester to host a major youth event, and then took him to a King's Trust event where he met Prince William. Because he posted on our internal comms platform.

Making leaders human

One of the most consistent things we heard in surveys was simple: there’s a big opportunity to know and understand the people who are leading us better.

We tackled this head-on with JD Now — starting with our senior leaders in retail. Many of them are known as the important people who come in, provide feedback and expect excellence (we always make sure we’re the best, of course).. However, during our launch week, and the weeks leading up to it, we empowered these leaders to use JD Now as a platform to connect with their people - not just talk about sales, but use it as a way to connect and engage in a way they might not have been able to before. They’ve leaned into it…now commenting on various posts and showcasing their personalities a bit more.

The response from colleagues? Oh, they’re normal people!

I know it sounds corny. But we were blown away by how many colleagues said: yeah, actually, employee communications can be engaging. One comment, a post, a like on a photo from a store and the ability to have more visibility did so much more for the perception and connection to that team than a dozen town hall appearances.

The numbers back it up

When we first launched JD Now, we saw an incredible 74% adoption across our initial 20,000 colleagues, and it has grown from there. Right away, we knew that our teams had a genuine desire to experience a new way of communicating. 

This was validated with a 3% increase in our overall Communication score in our first global survey following the launch of JD Now. We absolutely credit that to changing how we communicate and how we get retail leaders genuinely involved.

But the metric I care about most isn't a survey score. It's when a store manager says to me, unprompted: "We should put that on JD Now."

We didn't prompt them. They came to us. That's what matters.

What I'd tell every comms team

The future of communications isn't rooted in communication. It's about culture.

• What makes your organization you? 
• What are your values, and how do they connect with your colleagues? 

Everything else falls into place when you feel really good about what you have to offer — and when your people feel it too.

Gen Z is taking over the workforce whether we're ready or not. I'm a millennial, so I'm somewhere in the middle, but I see it every day, and understand the importance of connecting to people in a way that resonates with them, and knowing one-way isn’t the best way. 

The organizations that'll win aren't the ones with the slickest content strategy. They're the ones that make young people feel like they actually belong there.

That's what we're building at JD. And we're only just getting started!