Stop treating Internal Comms as a box tick

by Dr. Aniisu K. Verghese:

Internal communication (IC) isn’t ‘extra credit’ work. It’s the foundation of a thriving organization. Yet, many leaders see it as an administrative task, something to ‘get done’ rather than a strategic driver of success. This mindset has led to a dangerous pattern of undervaluing IC and dismissing its long-term impact.

Doing the Bare Minimum

Too often, leaders approach internal communication as a series of transactional announcements. A new policy? Send an email. An upcoming event? Toss it in the newsletter. Job done.

But this bare-minimum approach ignores the larger picture. Internal communication isn’t just about information sharing; it’s about shaping the employee experience. It builds trust, fosters engagement, and aligns teams toward common goals. When IC is treated as a checkbox exercise, it fails to deliver any of these outcomes.

External Over Internal

Another major challenge is the prioritization of external stakeholders over employees. Leaders obsess over press releases, customer messaging, and public relations while leaving internal communication to languish. This imbalance sends a clear message to employees: You don’t matter as much as the people outside these walls.

The irony? Poor internal communication eventually spills into the external sphere. Disengaged employees, low morale, and high turnover tarnish an organization’s reputation, no matter how polished its external branding.

Why Leaders Need to Change

Shifting this mindset requires leaders to –

1. Acknowledge the transformative role of IC: It goes beyond announcements. It is about influence. IC shapes culture and drives performance.

2. Invest in expertise: Internal communication professionals bring the skills and strategic insight needed to elevate messaging.

3. Prioritize the employee perspective: Viewing employees as key stakeholders ensures they feel valued and engaged.

The Real Cost of Neglect

Treating IC as a “tick box” can have serious consequences for an organization –

1. Poor Employee Experience: When communication is done just for the sake of it, employees can quickly tune out. They start seeing communication as noise, rather than something that adds value. This reduces their quality of experiences and can lead to feelings of disconnection from the company.

2. Lack of Alignment: Communication is a critical tool for aligning employees with the company’s goals, values, and vision. When it’s treated as a formality, it often becomes disjointed or unclear, leaving employees confused about their role in achieving the company’s objectives.

3. Missed Opportunities for Cultural Change: Organizational culture is shaped by communication. When IC is done as a “tick box,” it fails to reinforce company values or encourage desired behaviors. Over time, this weakens the company culture and makes it harder to create positive change.

4. Frustration and Disengagement: When employees don’t feel that communication is relevant or impactful, they start to disengage. This can lead to frustration, decreased productivity, and increased turnover.

Organizations that ignore IC as a strategic priority pay the price in lost productivity, disengagement, and attrition. It’s time to move beyond the checkbox mentality and recognize that IC is as critical as any customer-facing function.

How is IC perceived in your workplace? Do leaders treat it as a priority or an afterthought? Share your experiences.

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Dr. Aniisu K. Verghese is an expert in internal communications, employee experiences and organisational change. A LinkedIn Top Voice for Internal Communications and Personal Branding (2023), Aniisu brings over 24 years of experience in designing communication strategies for global brands across diverse sectors, including technology, consulting, and retail.

Recognised as the IABC APAC Communicator of the Year (2022) and a Prosci® Certified Change Management Practitioner, Aniisu is the founder of Intraskope, where he helps organisations harness the power of employee communication. His work includes best-selling books like Get Intentional (2021) and Inclusive Internal Communications (2023), offering practical advice for today’s fast-changing workplace. He is based in Sydney, Australia and can be reached via email (aniisu3@gmail.com) and on Linkedin. He is a #WeLeadComms honoree.

Written by: Editor