Companies are constantly undergoing transformation, whether it’s in reaction to competitive pressures in a “red ocean” environment, in response to a black swan event, or proactively driven by leadership seeking to accelerate growth. These transformations can manifest in a variety of ways, such as the introduction of new go-to-market models or an M&A strategy. In each case, a multitude of functions within the organization are involved to some degree. Depending on the nature of the transformation, some functions are more heavily engaged than others. For example, HR plays a pivotal role during restructuring, finance takes centre stage in M&A activities, and commercial or tech operations lead the charge during new product launches.
However, one crucial function is often overlooked or underestimated in these processes: internal communication. Despite being an integral part of any sizeable organization whether as a standalone department or merged with functions like HR internal communication is frequently absent or underutilized during transformation efforts.
Throughout my career, in the last 10 years beyond my role as CHRO, I’ve been tasked twice with leading the rebuilding of the communication function. In both instances, I had the privilege of working alongside two fantastic professionals (Jordan Berman and Neil Moorhouse) who helped me understand just how critical internal and external communication are in driving organizational transformation. While external communication certainly has its place especially for listed companies where the public eye is a constant presence I’ve found that internal communication is the true linchpin in successful transformation, particularly in large, complex organizations.
What is the role of internal communication?
At its core, internal communication acts as the bridge between leadership and employees, ensuring that everyone in the organization is aligned with the company’s vision, goals, and ongoing initiatives. It’s about creating a transparent, engaged, and informed workforce, fostering a culture where change is understood, accepted, and embraced. Whether it’s communicating about strategic shifts, new product launches, or leadership changes, internal communication ensures that all stakeholders especially employees understand the “why” and the “how” behind decisions.
Why is internal communication so important?
Internal communication isn’t just about sending out newsletters or posting updates on the company intranet. It’s about driving alignment, minimizing resistance to change, and empowering employees with the knowledge and tools they need to succeed. During times of transformation, employees often experience uncertainty, fear, and confusion. Effective internal communication can serve as a guiding light, alleviating these concerns and ensuring that employees feel connected to the company’s mission and values, regardless of the changes taking place.
Moreover, internal communication fosters trust. In a time of transformation, employees need to feel that their leaders are transparent, authentic, and committed to their well-being. When communication is handled poorly, it can lead to scepticism, rumours, and disengagement. But when it’s handled with care and purpose, it can inspire loyalty, commitment, and a sense of ownership in the company’s success.
Internal communication supporting leaders, not replacing them
One of the key roles of internal communication is to support leaders in conveying the right messages, ensuring that the company’s strategic direction is communicated clearly and effectively. Internal communicators are there to craft the message, fine-tune it for the audience, and choose the best channels for dissemination. However, this does not mean replacing leaders. Instead, internal communication professionals act as trusted partners to leaders, helping them refine their narrative and communicate it in the most impactful way. Leaders still need to own the message, as employees look to them for direction and inspiration during times of change. Internal communication’s job is to ensure that message resonates across the organization, making it clear, relatable, and actionable.
Internal communication as the expert in crafting the message
Internal communicators are the experts in crafting the right message, especially during times of change. They understand the nuances of tone, timing, and audience, tailoring communication to address the needs and concerns of various employee groups. By leveraging data, feedback, and deep knowledge of organizational culture, they are able to deliver messages that resonate and move the needle. This expertise ensures that the company’s vision, goals, and changes are communicated in a way that engages employees, aligns them with the company’s objectives, and reduces ambiguity. The right message, when crafted by internal communication professionals, helps build the trust and clarity needed for employees to not only understand the changes but also to be fully invested in driving them forward.
Can internal communication be replaced by AI?
As AI continues to advance, many are questioning whether certain functions, including internal communication, can be replaced or enhanced by technology. It might be about doing much better, faster or even saving costs by cancelling a support function. While AI can certainly assist with certain aspects such as automating routine communications or analysing employee sentiment it cannot replicate the human touch that is vital to effective communication. Internal communication is fundamentally about empathy, understanding, and connection qualities that AI, at least for now, lacks. While AI can provide insights and help optimize communication channels, it cannot replace the need for human judgment, emotional intelligence, and strategic vision in the messaging process.
Conclusion:
In the fast-paced world of corporate transformation, the importance of internal communication cannot be overstated. It’s not just a support function; it’s a driving force that shapes the way employees experience change, how they understand their roles within the organization, and how they contribute to its success. Internal communication is not about replacing leadership; it’s about empowering leaders to effectively connect with employees, ensuring the right message is delivered and received. Internal communicators act as the architects of the message, carefully crafting it to ensure clarity, alignment, and impact. Without this expertise, even the most well-intentioned transformations can falter.
As organizations continue to evolve in response to new challenges, leaders must recognize that strong internal communication is not just beneficial—it’s essential for unlocking the full potential of transformation. Internal communication is the linchpin that connects vision with execution, strategy with action, and, most importantly, leaders with their people. Without it, the risk of misalignment and disengagement grows exponentially, undermining the success of the transformation itself.
