The top 5 HR trends you should be tracking right now
Looking to inspire your frontline workforce? Here are the top HR trends to take into account for 2021 and beyond.
Jess DeVore
Published:
September 6, 2023
Last updated:
September 17, 2023
The last few years brought a storm of change to the HR industry. Artificial Intelligence. The gig economy. And more recently, a global pandemic has altered our reality and redefined workflows.
While Covid-19 has forced us to make many temporary adjustments to the way we live and work, not every new development is short-lived. There has been an influx of new trends that are here to stay.
These innovations have pushed us to view different areas of the HR function from a new perspective. And they have made us wonder: What’s in store for the future? What are the developments that will transform HR for good? Which trends will shape the new reality of work?
Read on for answers. In this post, we take a look at the top HR trends in 2021 for frontline business and HR leaders to take into account as they prepare for what’s to come.
Top HR trends for 2022
Designing work for frontline employees’ well-being
The line between work and home life has been blurring for some time, but the pandemic has all but erased it for many employees. In response, HR leaders have shifted from promoting work-life balance to pushing well-being into the work itself.
As per the 2020 Hartford’s Future of Benefits Study, workers are now demanding benefits like hospital indemnity insurance, additional paid time off, and employee assistance programs.
Companies, on their part, are focusing on online experiences that improve employees’ health. These include virtual team-building events, yoga and fitness sessions, and mindfulness classes, and so on.
So organizations that thrive beyond 2021 are going to be those that integrate health-related initiatives into the design of work. This will be done at the individual, team, and organizational levels to create an environment in which employees are at peak health.
Reskilling to unlock frontline worker potential
During Covid, many organizations struggled to retain employees because of financial problems, sick leave, or losing workers to the virus. So managers called on remaining employees to expand their roles and fill the gaps left by their coworkers. And like the Spartans, employees rose to the challenge.
Workers’ resourcefulness and agency in these hard times have shown that they can learn and contribute in unexpected ways. And in doing so, they have positioned their organizations to thrive in the long term.
So employee reskilling is another important trend to watch out for. According to a recent Udemy survey, the demand for building employee skills grew by 38% in 2020. The consulting company PricewaterhouseCoopers (PwC) illustrates this trend. It invested $3 billion in the learning and development of employees who have stayed with the business for at least 3 years. This suggests that reskilling is a lean and sustainable way to strengthen your workforce.
Building 'Superteams'
Organizations have been using ‘teaming’ (setting up a temporary team of people who aren’t familiar with each other) as a survival strategy to counter the impact of Covid-19. Many leaders have now begun to realize teaming as an opportunity to form “superteams.”
Coined by Thomas Malone, the term ‘superteam’ refers to the pairing of people with technology such as artificial intelligence (AI) and robotics, to rethink workflows and get faster outcomes.
The strategy of turning teams into superteams is still in its infancy, as many companies still see technology from a limited viewpoint — more as a tool than a team member.
According to Deloitte’s 2021 Global Human Capital Trends report, only 16% of executive-level leaders said that they plan to transform work by combining humans and machines.
But the trend is expected to accelerate, with organizations shifting to this new mindset and strategy in a strong position to realize the untapped potential it offers to drive growth and handle uncertainty. Making sure you have the right employee experience software, and the right tech stack is vital.
Rethinking governance of workforce strategies
Covid-19 has opened our eyes to the fact that using data on your workforce’s current state to determine employee strategies is not enough. Relying solely on the metrics showing the workforce’s present situation is risky because it limits a company’s potential to survive drastic changes. This applies to all strategies, from staffing levels to employee retention.
Some organizations are shifting their approach from strategizing for likely, minor events to planning for the unexpected. 17% of HR executives say that their companies plan to focus on the occurrence of unlikely, high-impact events, as opposed to 6% before the pandemic.
Companies that want to handle change with confidence must address questions that force them to look into the future. It’s forward-looking insights that will help businesses accomplish new milestones.
Shifting from managing employees to re-architecting work
Covid-19 has positioned HR as a prominent part of surviving a crisis. And the good news is that HR has lived up to this new standard, gaining more credibility as a result.
A survey by Deloitte has shown that both HR and business leaders are now more certain of HR’s ability to tackle future challenges.
This creates an opportunity for HR departments to leverage their new position and transform their role from that of managing employees to re-architecting work.
HR leaders can make the most of this by taking charge of reimagining both the workforce and the workplace to ensure future success.
The survey also found that 61% of business and HR executives are planning to reimagine work in the next one to three years. This would mean:
Prioritizing outcomes over outputs
Focusing on building superteams that combine human and technological capabilities
Managing the cultural and leadership changes that arise from the new approach to work
As a result, HR trends and goals will align better with business objectives. And HR will need to work closely with other departments to shape the new architecture of work.
Conclusion
These HR trends show the future holds both big opportunities and tough challenges for HR and business leaders. All this is pushing HR professionals to search for and leverage innovative technologies to improve employee productivity and engagement.
In the near future, AI-based predictive and automation technologies are likely to improve all the areas under the HR function, including talent acquisition, workforce analytics, and reskilling of employees. All these ultimately help HRs role in employee engagement.
So use these trends to anticipate new developments in the human resource field, and to inform your business processes moving forward. It will give you a solid foundation to not just survive but thrive in the face of upcoming changes.
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Carla has been with Elara Caring since 2022 as an Attendant Coordinator at the Mount Vernon branch in Texas.
Carla is a wonderful frontline champion at Elara Caring. She is the first to step up to help or train others. Her ability to teach and lead is amazing — CTs and all PCs reach out to her due to her kindness and understanding and compassion. She is a wonderful person and has taken the time to help me and lead me when there was none other.
Carla sacrifices what she wants for others and it's a blessing. People call her from other offices and states for help because they know how valuable she is to this company. Her determination and leadership is what this world needs more of. She doesn’t just do a great job — she touches lives in every way and work and in the client's home.
I have watched her over 6 months of being at this company and thought, “Wow, we have a jewel!” She deserves to be recognized for her greatness and champion spirit. Elara Caring is better each day due to the fact we have a champion on staff — Carla Brewer is a great person, a great employee, and a treasure to this world.
How has Blink helped in her role?
Carla is a master at Blink and often helps with training. She uses it to talk with the attendants and takes the time to go slow so all learn how to use it.
What does she want to do next?
I believe that Carla wants an environment where all feel valuable and like they have a place. She uses her life to bring light to stressful places and I believe she will only soar in this next level in her life and this company.
Unily is a powerful platform—but for many organizations, it’s overly complex, difficult to manage, and time-consuming to implement. From rigid intranet structures to costly customizations, it often demands heavy IT involvement just to get the basics right.
If you're looking for something easier to use, faster to roll out, and more engaging for employees, you're not alone.
In this guide, we cover the top 10 Unily alternatives—platforms that deliver the same core benefits (communication, connection, and culture) without the complications. Whether you're in HR, Comms, or IT, these options are worth considering for a modern employee experience.
Blink is the employee experience platform designed to eliminate the friction that comes with legacy intranets like Unily. Where Unily often requires months of setup and technical oversight, Blink delivers immediate impact with a consumer-grade UX, built-in tools, and zero learning curve.
Why Blink is the smarter choice:
No IT bottlenecks: Blink is designed for self-serve teams—get started in weeks, not quarters.
Mobile and desktop ready: Unlike Unily’s more rigid intranet framework, Blink works wherever your employees do.
One simple platform: Comms, chat, surveys, document sharing, and app integrations—all in one place.
Instant engagement: Push updates, target messages, and track results in real time without needing an admin army.
Pros:
Rapid deployment and intuitive for any user
Eliminates the complexity and silos of traditional intranets
Higher adoption and engagement rates
Streamlined pricing and low total cost of ownership
Cons:
Fewer deep customization options compared to Unily (by design)
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#2. Staffbase
Staffbase offers an employee communications platform designed for corporate messaging and internal branding. It supports newsletter creation, a mobile app, and intranet functionality.
Pros:
Strong employee app for internal comms
Designed for global organizations
Supports multiple languages
Cons:
Requires training and onboarding time
Some advanced features locked behind higher-tier pricing
#3. Firstup
Firstup is focused on employee journeys and automated campaigns. It’s especially suited for organizations with complex audience segments and large enterprise needs.
Pros:
Advanced audience segmentation and targeting
Automation capabilities for content delivery
Cons:
May require dedicated resources to manage campaigns
Less intuitive for smaller or mid-size companies
#4. Simpplr
Simpplr positions itself as a modern intranet platform with a clean design and AI-powered search. It’s focused on streamlining communication and enabling a sense of belonging.
Pros:
Strong content discovery and search tools
Integrated org charts and people directories
Cons:
Pricing can be steep for growing teams
Limited mobile functionality compared to other platforms
#5. Workvivo
Designed to blend communication with culture, Workvivo gives employees a platform to share stories, celebrate wins, and stay informed. It supports both leadership updates and peer-to-peer engagement. The interface feels familiar to social media, driving higher adoption.
Pros:
Social-media-style interface
Culture and engagement features built-in
Cons:
Collaboration and productivity tools are limited
Can feel more like an engagement layer than a full intranet
#6. Interact
Interact offers a feature-rich intranet solution with a strong focus on content governance and compliance. It’s ideal for organizations with strict security or industry regulations.
Pros:
Rich permissions and content management controls
Good for highly regulated industries
Cons:
Can be complex to configure
Slower time-to-value compared to more modern platforms
#7. Haiilo
Formerly Smarp, Haiilo is a social intranet and advocacy platform. It focuses on content sharing, social collaboration, and employee voice.
Pros:
Social interaction features
Integrates with Microsoft 365
Cons:
Not a full digital workplace platform
Focus is heavier on communication than productivity
#8. Microsoft SharePoint + Viva
If you're deeply invested in the Microsoft ecosystem, SharePoint paired with Viva can be turned into a digital employee experience platform—though it often requires heavy customization.
Pros:
Seamless with Microsoft 365 apps
Highly customizable with IT support
Cons:
Often needs consultants or developers to manage
User experience can feel clunky without Viva add-ons
#9. Jive (Aurea)
Jive is a legacy enterprise social platform with collaboration, communities, and knowledge-sharing tools. It remains a viable choice for large, complex organizations.
Pros:
Good for internal communities and knowledge bases
Mature platform with years of enterprise use
Cons:
Outdated user experience
Less support for mobile and modern UI
#10. LumApps
LumApps integrates directly with Google Workspace and Microsoft 365, offering a centralized hub for company knowledge, news, and social collaboration.
Pros:
Strong integrations with cloud suites
Personalization and targeting features
Cons:
Requires IT involvement for deployment
Learning curve for admins and content creators
Final thoughts
Unily has long been a popular choice for enterprise intranets, but today’s workforce needs faster, more flexible, and engaging tools. If you’re rethinking your digital employee experience, platforms like Blink offer a modern alternative that’s easier to deploy, simpler to manage, and proven to engage employees across the board.
Why teams choose Blink over Unily
Unily is a polished, enterprise-grade intranet platform, but its pricing and implementation timelines are built for large, desk-based rollouts. Blink is mobile-first, requires no corporate email, and is used daily by teams at McDonald's, Domino's, and Chick-fil-A — with a rollout that doesn't require an enterprise implementation team. See how Blink compares.
Another week, another Life at Blink! This week we are highlighting Ben Willder, a Senior Sales Development Representative located in our London office. This edition comes just in time to celebrate Ben’s one-year anniversary at Blink. Ben describes Blink as a proactive, collaborative and curious place to work.
Now, let's explore Ben’s path at Blink.
What is your position at Blink?
My focus is working within our Sales team as an Enterprise SDR, identifying some of the more critical employee inclusion and enablement challenges for Blink to solve across the largest organizations.
Another area I’ve started to dig into is our Partnerships team. This is a really fast-evolving function at Blink, and I’ve spent a lot of time building relationships with core partners like Workday in Europe, as well as collaborating closely with some of the leading Meta Consultancies off the back of the news from Workplace. This has been a pretty rewarding passion project and I am excited to have the chance to dive into this more.
What initially attracted you to join Blink?
My previous company also focused on helping frontline employees. I think fundamentally I became aware of the countless challenges facing the frontline worker, and I love how tangible the positive impacts can be.
I want to sell something that I genuinely believe makes a difference. Whilst I know that’s obvious, I do think it’s hugely important, and I love the scope for impact that exists at Blink.
What's a project you are proud of from your time at Blink?
Apart from the incredible work myself and my colleagues have done on reinventing what’s possible with the Lavazza to froth a good coffee, I’m very proud of the Partnerships work we’re doing.
We’ve really encapsulated the people-first approach that’s needed to differentiate ourselves in the market, and it’s set to be incredibly enabling for the company when you think of the scope for support, opportunity and collaboration it provides. More to come here, too!
What's one thing you're excited about for the future of Blink?
In my opinion it would be optimizing our partnerships with venture partners like Workday. There’s so much scope to support these partners with collaboration and co-creation, and I want to leverage this to ensure we maintain our agility in developing the product, extending our reach and getting as many frontline employees digitally enabled as possible.
Can you tell us about a recent initiative or program launched at Blink that you found particularly exciting?
It would have to be our employee intelligence. The scope for businesses to assess business problems at such a granular level through a lens that has never existed (a digitally enabled deskless workforce) is pretty exciting.
As we conclude this edition of Life at Blink, we're inspired by Ben’s dedication to solving critical challenges for enterprise clients and forging impactful partnerships across Europe. Ben's passion for innovation, from redefining coffee experiences to pioneering initiatives like employee intelligence, reflects Blink's commitment to empowering frontline workers. When asked why he works for Blink, he responded with:
“I like selling a product that has a tangible impact that genuinely makes sense to me.”
Here's to celebrating Ben's first year with us and the exciting milestones ahead at Blink!
Join us in shaping the future of technology and impacting lives. Explore career opportunities at Blink today! https://www.joinblink.com/careers
Looking for a Jostle alternative that fits your internal communication or employee experience goals better? Whether you're aiming for a more modern UX, greater mobile accessibility, or better analytics, you've come to the right place. In this guide, we explore the top 10 alternatives to Jostle — with detailed comparisons on features, pricing, reviews, and suitability — so you can make the best choice for your organization.
What to look for in a Jostle alternative
Before choosing your next platform, it’s essential to understand what separates the best Jostle alternatives from the rest. Whether you're upgrading your employee intranet, switching to a more intuitive internal communication platform, or adopting employee experience software with better analytics and mobile access — here are the key features to prioritize:
#1. Mobile-first design
Look for platforms that prioritize mobile accessibility, especially if you have frontline, hybrid, or distributed teams. A Jostle replacement should offer native mobile apps with offline support, push notifications, and responsive design.
#2. Two-way communication
Modern comms tools should enableemployee feedback, not just top-down broadcasting. Tools with surveys, comments, polls, and chat improve engagement and support a transparent workplace culture.
#3. Targeted messaging & personalization
The best Jostle competitors let you segment your workforce and personalize updates by location, department, or role — ensuring that the right message reaches the right employee at the right time.
#4. User-friendly interface
A clean, intuitive UI helps boost platform adoption. Look for solutions that are easy to use for both end users and admins, with minimal training required.
#5. Integrated ecosystem
Ensure the tool integrates with your existing systems — such as Microsoft 365, Google Workspace, HRIS, payroll, or shift scheduling tools — to centralize information and streamline workflows.
#6. Real-time analytics
Powerful communication analytics help you measure reach, engagement, and campaign effectiveness. This is a crucial upgrade over Jostle’s limited insight capabilities.
#7. Frontline communication tools
If you serve deskless workers, you’ll want features like QR code logins, broadcast alerts, digital forms, and mobile-first feeds. These features make platforms like Blink a better choice for engaging non-desk teams.
#8. Scalability and customization
As your company grows, your intranet should grow with you. Choose a platform that supports multilingual content, governance, and custom branding as your workforce evolves.
By keeping these capabilities in mind, you'll be better equipped to evaluate not just an intranet replacement — but a platform that powers the entire employee communication lifecycle.
G2 Rating: 4.7/5 Gartner Peer Insights: 4.8/5 Pricing: Free trial available — Start your free trial
Overview: Blink is an employee experience platform that goes beyond traditional intranets by combining communication, engagement, and productivity tools in a single mobile-first interface. It enables two-way communication, real-time targeting, and frontline accessibility that Jostle lacks.
Pros:
Mobile-first experience designed for frontline, hybrid, and HQ teams
Smart content targeting and audience segmentation
Real-time analytics and engagement insights
Integrates with Microsoft 365, Google Workspace, HRIS, and payroll systems
Fast deployment with a free trial available
Cons:
Does not offer a desktop-only intranet for organizations without mobile needs
Overview: Simpplr is a modern intranet platform with AI-powered personalization, search, and structured content experiences. It's designed to support internal comms and knowledge sharing, primarily for desk-based knowledge workers.
Pros:
Sleek user interface and strong personalization features
Native integrations with Salesforce and Microsoft 365
Good support for structured org-wide communications
Cons:
Setup and onboarding can be complex
Lacks flexibility for frontline or mobile-first teams
Overview: Staffbase is a communications-first platform with mobile and desktop experiences. It offers a branded app, newsletter tools, and internal comms analytics — with a strong focus on top-down messaging.
Pros:
Branded employee app for mobile communications
Easy publishing tools and editorial workflows
Excellent for large, distributed enterprises
Cons:
Limited peer-to-peer or two-way communication features
Advanced features may require paid add-ons or integrations
Overview: Workvivo is a social intranet that combines engagement tools like shoutouts, polls, and live streams with content distribution. It’s geared toward companies looking to foster culture and community.
Pros:
Social-first design boosts engagement
Easy to use with intuitive content tools
Supports recognition, wellness, and culture initiatives
Cons:
Not ideal for task-oriented communications or operational updates
Can become cluttered in large orgs without moderation
Overview: Unily is an enterprise-grade digital workplace platform with a highly customizable intranet, multilingual support, and robust governance capabilities.
Overview: MangoApps offers a modular intranet and collaboration platform where organizations can pick and choose features like messaging, wikis, task tracking, and HR portals.
Pros:
Flexible modular pricing
Supports multiple use cases beyond communication
Simple UI with broad capabilities
Cons:
Interface can feel outdated compared to newer tools
Requires configuration and training for full potential
Overview: Happeo is a social intranet tailored for Google Workspace users. It offers channel-based communication and integration with Google tools like Drive and Calendar.
Pros:
Deep Google Workspace integration
Quick deployment and low learning curve
Clean, social-style UI
Cons:
Limited integration support beyond Google ecosystem
Less customizable than enterprise-grade tools
#10. Noodle
G2 Rating: 4.1/5 Gartner Peer Insights: Not listed Pricing: Starts at $6/user/month
Overview: Noodle is a no-frills intranet platform geared toward small businesses. It offers employee directories, file sharing, and discussion forums.
Pros:
Affordable and simple to use
Good for small, budget-conscious teams
On-premise or cloud deployment options
Cons:
Dated UI and limited engagement tools
Lacks mobile-first design and integrations
Final thoughts
Jostle has served many organizations well, but its limitations around scalability, two-way engagement, and analytics have prompted many teams to look elsewhere. Platforms like Blink offer a more modern, mobile-first experience — giving you the power to connect, engage, and support every employee, no matter where or how they work.
Why teams choose Blink over Jostle
Jostle is a solid choice for desk-based teams wanting a simple intranet — but frontline and deskless workers need a mobile-first experience, not a browser tab. Blink requires no corporate email and is used daily by teams at McDonald's, Domino's, and Chick-fil-A. See how Blink compares.
Keith has been with Metroline since 1997 and is currently based at the Willesden Junction Garage in London. Starting first as a bus driver, he transitioned to the role of Driving Instructor in 2001 and is now a skilled PCV Driving Examiner.
Keith is passionate about delivering a high-class, professional service whether training others or conducting tests on behalf of the DVSA. New drivers appreciate his empathy, experience, and great sense of humor. Keith is also incredibly supportive of new members in the department, including the very person who nominated him: Andrew Price.
While he loves the transport industry, his other great love in life is Ipswich Town FC Football Club. When he’s not training new drivers, he’s at Portman Road Stadium cheering on the Tractor Boys in the Premier League.
What does he want to do next?
Continue to improve the standards at which we conduct training to produce the best in class drivers and improve their experience along the way.
Nominated by: Andrew Price, Senior Driver Trainer and Delegate Driving Examiner
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.
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.
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:
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:
