How To Design An Effective Internal Communication System

Without a system in place, internal communications devolve into ad hoc chaos. Messages get lost, important updates are overlooked, and employees feel left out of the loop. Read on as we break down how to design an internal comms system that works for you.

All successful businesses rely on a series of systems that support operations.

In internal communications, an internal communication system serves as the framework through which two-way communications flow seamlessly within an organization. By leveraging principles like design thinking, you can create a system that is functional andalso empathetic to your employee needs.

Read along to explore the benefits and challenges of internal communication systems, plus how you can create an effective internal communication system that drives engagement and collaboration.

What Is an Internal Communication System?

So, what is an internal communication system exactly? At its core, an internal communication system refers to the structure and tools used by organizations to share information among employees. It deals with the methods, platforms, and protocols that facilitate seamless information flow within a company.

Organizations often use different employee engagement platforms and software to streamline communication processes and develop a structured internal comms system.

For example, an effective internal communication system example is one that integrates tools like ContactMonkey for personalized email updates, Microsoft Teams for real-time collaboration, and SharePoint for centralized resource sharing.

What Are the Benefits of Effective Internal Communication?

An effective internal communication system drives a wide range of organizational benefits, including:

• Stronger employee retention: Effective communication boosts morale and decreases turnover​.
• Enhanced employee engagement: Engaged employees feel more connected and motivated, resulting in higher productivity​​.
• Improved collaboration: Clear communication reduces silos and fosters better teamwork​.
• Organizational alignment: Aligns employees with the company’s goals and values​.
• Higher productivity and efficiency: Reduces time spent on miscommunications in the workplace​.
  

What Are Common Internal Communication Challenges?

While internal comms systems for businesses offer many advantages, companies often face several challenges if systems aren’t designed effectively:

1. Internal noise in communication systems: These include physical, psychological, and semantic barriers.
2. Technology overload: Employees may feel overwhelmed by too many tools​.
3. Inconsistent messaging: Lack of message clarity or conflicting information.
4. Employee disengagement: Without proper engagement strategies, communication efforts might fall flat​.
5. Resistance to change: Employees may resist new internal communication tools or protocols​.
   

What Does a Modern and Effective Internal Communication System Look Like?

Just like all systems, an internal communication system is made up of several interconnected components that work together to achieve seamless information flow. These key components include:

1. Building transparency and trust

Transparency is the cornerstone of any company’s internal communication system. Employees crave authenticity and clarity, especially in times of uncertainty.

Here’s how transparency can be effectively embedded in your internal comms system:

• Comprehensive sharing: Go beyond routine updates. Share financial results, business challenges, and the reasoning behind key decisions. When employees are informed, they can better understand their role in the company’s journey.
• Open-door policies: Empower leaders to adopt open-door or open-communication policies, ensuring employees feel comfortable bringing forward concerns or suggestions without fear of repercussions.
• Crisis communication: During tough times, like layoffs or market downturns, don’t shy away from delivering bad news. A transparent approach builds resilience and trust.
  

Best practices for implementation:

• Develop a crisis management plan and share news openly.
• Establish an open-door policy where leadership is accessible.
• Use visual dashboards to present company metrics and updates.
  

Go-to internal comms tools:

• ContactMonkey: Easily share updates and track engagement through internal communication campaigns.
• Microsoft SharePoint: Centralize important documents and news.
  

2. Facilitating two-way communication

An effective internal communication system for businesses is a two-way street. Employees should not only receive information but also have ample opportunities to voice their thoughts and ideas.

Two-way communication fosters a collaborative and inclusive workplace through:

• Active listening tools: Implement pulse surveys, feedback forms, or even anonymous suggestion boxes to capture employee sentiments.
• Interactive platforms: Use dedicated forums, intranets, or real-time chat applications like Slack or Microsoft Teams to encourage ongoing dialogue among employees and between leadership and staff.
• Feedback loops: Establish clear feedback loops by responding to suggestions and demonstrating how their input influences decisions. This reinforces trust and cultivates a culture of continuous improvement.
  

Best practices for implementation:

• Regularly deploy pulse surveys to gauge employee sentiment.
• Create dedicated channels on platforms like Microsoft Teams for open discussions and feedback.
• Publicly recognize and act on employee suggestions to show their value.
  

Go-to internal comms tools:

• ContactMonkey: Streamline employee feedback collection through integrated survey features in internal emails.
• SurveyMonkey: Build and distribute pulse surveys to capture real-time employee insights.
• Yammer: Foster community discussions and idea-sharing across teams.
  

3. Creating and sharing great content

An internal communication system thrives on high-quality, engaging content. The goal is to keep employees informed, inspired, and aligned with the company’s mission and values.

Develop content that resonates by using:

• Inspiring stories: Highlight achievements and milestones from different departments or individual employees. Share customer success stories to show how employees’ work directly contributes to the company’s impact.
• Diverse content formats: Use videos, infographics, newsletters, and blogs to present information in an accessible and engaging way.
• Personalized messaging: Tailor content to specific employee groups based on their role, location, or preferences. Personalized communications ensure messages are more relevant and resonate deeply.
  

Best practices for implementation:

• Share success stories and spotlight individual achievements.
• Use diverse content formats, including videos, blogs, and infographics.
• Tailor content to different audiences within the organization.
  

Go-to tools:

• Canva: Create visually appealing content easily.
• ContactMonkey: Send personalized, engaging newsletters.
  

🎁 BONUS: Before you start developing content, make sure you have a content strategy in place. Our guide on how to create an internal comms content strategy can help you with this!

4. Planning and strategic alignment

Internal communications should be as strategically driven as external marketing efforts. A clear plan ensures that communication efforts are purposeful and aligned with broader organizational goals.

Consider the following to develop a strategic plan:

• Define objectives: Start with clear objectives for your internal communications system. Are you looking to boost engagement, improve alignment, or drive cultural change?
• Integrated campaigns: Develop internal campaigns that mirror external initiatives, ensuring employees are as informed and excited as your customers.
• Editorial calendars: Plan and schedule communications in advance to maintain a steady flow of information and avoid overloading employees at peak times.
  

Best practices for implementation:

• Develop an internal communication calendar for consistent messaging.
• Align internal campaigns with external marketing initiatives.
• Set quarterly or annual communication goals tied to business outcomes.
  

Go-to tools:

• Trello or Asana: Plan and track internal comms projects.
• ContactMonkey: Schedule and automate email campaigns.
  

5. Setting and measuring concrete goals

Effective internal communication strategies are goal-oriented and data-driven. Establishing clear metrics helps organizations track success and continuously improve internal communication efforts.

Use a variety of measurement principles like:

• SMART goals: Set goals that are Specific, Measurable, Attainable, Relevant, and Time-bound. For instance, aim to increase employee survey response rates by 20% in the next quarter.
• Key performance indicators (KPIs): Track KPIs such as email open rates, engagement levels on internal platforms, and participation in company-wide initiatives.
• Regular assessments: Use analytics tools to measure the effectiveness of your communications and identify areas for improvement.
  

Best practices for implementation:

• Use SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for your communication efforts.
• Regularly track and analyze key performance indicators (KPIs).
• Conduct quarterly reviews to assess progress and identify areas for improvement.
  

Go-to tools:

• ContactMonkey analytics: Track email engagement metrics.
• Google Analytics: Measure intranet or blog page visits and behavior.
  

6. Offering ease of use and accessibility

A user-friendly internal communication system is critical to ensuring high adoption and engagement rates. Employees should feel confident navigating the platform without extensive training.

Make sure your system offers the following:

• Intuitive interfaces: Choose internal communication software with clean, simple designs that require minimal onboarding.
• Mobile accessibility: With hybrid and remote work on the rise, ensure your internal communication tools are mobile-friendly, enabling employees to stay connected from anywhere.
• Centralized platforms: Consolidate multiple internal communication channels into a single platform to reduce confusion and enhance usability.
  

Best practices for implementation:

• Choose tools that require minimal training and offer intuitive interfaces.
• Prioritize mobile-friendly internal communication platforms for remote or deskless employees.
• Offer quick-reference guides or tutorials for new tools.
  

Go-to tools:

• Staffbase: Mobile-first internal communication platform.
• ContactMonkey: Mobile-friendly email and survey tools.
  

🎁 BONUS: Sometimes the approval process for internal comms tools get stuck with IT. Read this article on getting IT approval for these tools if you ever get stuck.

7. Enabling real-time communication

Speed and immediacy are vital in today’s fast-paced work environment. Employees need timely updates to stay informed and responsive.

Use these channels to ensure real-time comms:

• Instant notifications: Use tools like push notifications or alerts for urgent updates.
• Live streams and real-time chats: Host live town halls or Q&A sessions where employees can engage directly with leadership in real-time.
• Emergency communication: Ensure there are robust protocols for communicating during crises, enabling immediate dissemination of critical information.
  

Best practices for implementation:

• Use live chat or instant messaging for urgent updates.
• Host live town halls or video calls for immediate engagement.
• Push notifications for critical announcements.
  

Go-to tools:

• Zoom or Microsoft Teams Live Events: Host real-time discussions.
• Push Notifications via Staffbase or ContactMonkey: Deliver critical alerts.
  

8. Offering measurability and data-driven insights

A modern internal communication system should offer robust analytics to help measure impact and drive data-informed decisions.

Look for internal communication tools that offer you the following insights:

• Engagement metrics: Tools like ContactMonkey provide insights into email open rates, click-through rates, and survey participation.
• Behavioral insights: Track how employees interact with different types of content and tailor future communications accordingly.
• Impact reporting: Regularly report on the outcomes of internal campaigns and initiatives to demonstrate their value and inform stakeholders.
  

Best practices for implementation:

• Use data to identify trends in employee engagement and communication effectiveness.
• Test different content types and adjust based on performance metrics.
• Share results with leadership to demonstrate the value of internal comms strategies.
  

Go-to tools:

• ContactMonkey’s email analytics: Provides insights on open rates, click-throughs, and survey responses.
• Tableau: Advanced data visualization and analysis.
  

9. Ensuring scalability and future-readiness

As organizations grow and evolve, their internal communication systems must be able to scale and adapt:

• Flexible solutions: Choose platforms that can accommodate an increasing number of users and new features.
• Integration capabilities: Ensure the system can integrate with other tools, internal email platforms, or others as your tech stack evolves.
• Proactive upgrades: Regularly update tools and strategies to keep pace with technological advancements and changing employee expectations.
  

Best practices for implementation:

• Invest in tools that can scale with your organization.
• Regularly review and update your internal comms strategy to incorporate new technologies and practices.
• Train employees continuously on using new tools and platforms.
  

Go-to tools:

• ContactMonkey: Scales easily as your organization grows.
• Microsoft 365 Suite: Versatile and adaptable for growing teams.
  

10. Facilitating continuous learning and development

A forward-thinking internal communication strategy supports ongoing employee growth by providing access to learning resources and fostering continuous improvement.

Key methods to offer education include:

• Training modules: Use the internal communication platform to share training materials, webinars, and certifications.
• Knowledge sharing: Encourage employees to share expertise through internal blogs, wikis, or peer-led sessions.
• Microlearning: Deliver bite-sized learning content directly through communication tools to make learning more accessible and frequent.
  

Best practices for implementation:

• Regularly update employees on available learning opportunities.
• Encourage peer learning through team-led knowledge-sharing sessions.
• Integrate learning content within internal communication tools and platforms for easy access.
  

Go-to tools:

• LMS Integration (e.g., Docebo or TalentLMS): Seamlessly embed learning within your internal communication system.
• ContactMonkey: Share quick learning tips and resources via internal newsletters.

How ContactMonkey Can Fit Intro Your Internal Comms System

Our flexible platform can handle increasing communication needs, ensuring your internal comms system remains effective and efficient at every stage of your organization’s development. Whether you’re looking to build or optimize your internal communication system, here are the key features that enhance your internal communications system:

• Seamless integration: ContactMonkey works directly within your existing email platforms like Outlook and Gmail, eliminating the need for additional software. This allows communicators to send beautiful, engaging emails without leaving their inboxes.
• Advanced email analytics: Gain deep insights into how employees interact with your communications through our analytics dashboard. Track open rates, click-through rates, and read times to measure engagement and refine your strategies.
• Employee feedback tools: Use pulse surveys, emoji reactions, and anonymous feedback forms to gather real-time input from your team. These employee feedback features help ensure two-way communication and foster a culture of continuous improvement.
• Personalized and targeted messaging: Use list management to segment your audience and send tailored messages based on roles, departments, or locations, ensuring that every communication feels relevant and personalized.
• SMS communications: Quickly and efficiently reach your employees with SMS communications. Use text messages to share important updates, reminders, or urgent announcements, ensuring immediate visibility and engagement.
  

Our experts are ready to help you get the most out of your internal comms. Book a FREE demo today to see how ContactMonkey works in action!