Internal Comms That Drives Business Impact: Cutting the Noise, Boosting Relevance

In today’s complex organisations, internal communications are at a crossroads. Leaders know that simply pushing out updates and messages is no longer enough – frontline teams are bombarded with information, yet the critical connection between comms and business impact often gets lost. That was the focus of our recent webinar in partnership with Work Networks, hosted by Cathy Brown of Engage Employee, who brought together a panel of experienced leaders: Matthew Burgess, Director of Customer Experience at Work Networks; Nicola Crowley, Head of Internal Communication at Home Group; and Edward Thomas, Director of Communications, Marketing and Public Affairs at Housing Plus Group.

This session distilled the conversation down to what truly delivers clarity, connection, and measurable outcomes in organisations where the challenge is not just the volume of messaging, but the relevance and impact.

Setting the Scene: Cutting Through the Noise

Cathy started by reflecting on a widespread frustration: in large, frontline-heavy and distributed organisations, internal comms too often become a constant stream of updates, with well-meaning teams pushing out information through multiple channels. The panellists agreed this risks disengagement and message fatigue – especially with colleagues who are hard to reach or deskless.

Nicola pointed out that in sectors like housing, it’s not enough to “keep people updated” – the real value lies in helping teams feel connected, informed and genuinely able to do their jobs well. Edward reinforced that challenge, highlighting Housing Plus Group’s drive to define organisational values post-merger, and navigating cultural complexity when staff come with diverse backgrounds and expectations.

From Blanket Broadcasts to Targeted Conversation

The discussion quickly turned to the need for a new approach. Matthew shared Work Networks’ cross-sector view, emphasising that organisations succeed when they shift from blanket communications to targeted, meaningful messaging. The goal is to reach people not just where they are physically, but where they are in attitude and need – in other words, mapping audiences and tuning into workforce complexity.

Nicola and Edward described how both Home Group and Housing Plus Group have prioritised listening as much as broadcasting. They’re using internal comms audits, regular surveys, focus groups, and direct conversations with staff – not just to understand what channels work, but what people really want to hear and discuss. Measuring audience engagement is much more nuanced than tracking open rates or click-throughs – it’s about responding to what matters most for frontline teams and reflecting back genuine understanding.

Linking Communications to Business Results

One of the practical insights surfaced in the session was the importance of connecting internal comms to hard business outcomes, not just engagement metrics. Nicola explained that Home Group’s “Great Place to Work” scores are directly correlated with activity on their enterprise social network, whether it’s Workplace or WorkVivo. When leaders are visible and engaged online, the effect cascades; teams become more connected, engagement scores rise, and measurable impact shows up in areas from retention to productivity.

Edward echoed this, pointing out that leader involvement in digital communities boosts participation and promotes inclusion – especially through peer support groups and networks fostering equity, diversity and belonging. These safe online spaces empower colleagues to discuss challenging topics and support one another, in ways that traditional group settings might not allow.

Matthew reinforced the point: the organisations that best prove the value of internal comms are those that show clear links to business priorities, whether it’s culture, retention, or improved operational results. It’s about moving comms from the margins to the heart of strategy.

Relevance and Personalisation: The Heart of Effective Internal Comms

The webinar made a strong case for prioritising relevance and personalisation, especially in organisations with distributed or deskless teams. The panel agreed that ‘reach’ is less important than impact – sharing a message with everyone is not the same as making sure those who need it actually understand and act on it.

Matthew cited client examples where mapping audiences – by role, location, and digital habits – unlocks more tailored, actionable communications. Nicola and Edward argued that segmentation and feedback loops are vital: targeted messages that drive clarity and conversation yield higher engagement and help colleagues feel part of a bigger picture.

Technology: Making Connection and Measurement Easier

Technology was both a challenge and a solution. The panel explained that selecting the right platform is about more than channel choice; it’s a strategic enabler to connect staff, centralise comms, and provide real-time data that ties measures back to business outcomes.

Nicola shared how Home Group’s digital communities have sustained engagement and inclusion for years, and Edward described Housing Plus Group’s evolution in using online platforms post-merger. Both agreed that technology, when used thoughtfully, can make conversations easier, increase access to support, and provide leaders with the visibility they need to drive business impact.

Getting Beyond Metrics: Conversation Drives Change

The panellists cautioned against an overreliance on quantitative data alone. While surveys, open rates, and digital engagement stats provide useful signals, the conversation revealed that open dialogue is often the spark for real improvement. Edward described how, in the absence of perfect data, it’s sometimes the conversation itself – listening to colleagues, addressing concerns, and acting directly that moves the needle on engagement and culture.

Nicola added that empowerment through listening and feedback creates buy-in and showcases the comms team’s strategic value: being able to prove impact with both qualitative and quantitative evidence makes the case for investment and ongoing leadership support.

Actionable Takeaways for Comms and Engagement Professionals

Throughout the session, several practical recommendations surfaced:

• Audit what’s working and what’s noise – focus on messages that drive clarity for frontline teams and avoid unnecessary updates.
• Encourage regular, open listening: use surveys, focus groups and direct conversations to capture staff needs and perceptions.
• Demonstrate impact: connect comms measures to retention, productivity, culture, and operational outcomes – not just engagement metrics.
• Prioritise segmentation and relevance: shape messages to suit audiences by role, channel, and timing.
• Recognise technology as a vital enabler – choose platforms that support dialogue, feedback and measurement.
• Encourage leadership visibility: when senior managers are active and accessible online, engagement and performance follow.
• Keep the strategy simple: cut theory and “fluff”, focus on honest, actionable insight.

Bonus Insight: Practical Help from Work Networks

To close, Matthew offered advice based on Work Networks’ experience helping organisations rethink their internal comms platform and strategy. He encouraged comms professionals to approach technology selection, message design, and measurement not as isolated tasks, but as integrated elements of a plan focused on business impact.

If your teams are struggling with relevance, reach, or engagement, consider a quick audit – a 60-minute session with Work Networks can help you benchmark, choose the right platform, and develop a measurement approach linked to core business priorities.

To watch the full webinar on-demand, click here.