For an organization to succeed, effective internal communication is crucial, but circulating messages through internal channels alone doesn’t always do the trick. So, smart corporate communications departments will sometimes strategically use social media and other external channels to ensure key messages reach and resonate with their internal audiences.
By taking innovative approaches to relay important information via external channels, comms teams can better engage employees and increase transparency and trust. Below, 18 Forbes Communications Council members discuss how their organizations leverage external channels to more effectively communicate with their employees and other internal stakeholders.
1. Share Earned Media Coverage On LinkedIn
Sharing earned media coverage on an owned LinkedIn channel can complement internal communications efforts. Earned media coverage gives a message crucial credibility and, in many instances, elicits a sense of pride among employees. By sharing this validation on a company’s LinkedIn channels, employees can interact and reshare the post, creating a domino effect of increased visibility for your message. – Laurie Schalow, Chipotle Mexican Grill
2. Follow A ‘3×3 Rule’
We do a couple of things: First, we include the internal team on external newsletters, and then we make the external-facing team responsible for delivering important messages to their prospects and customers. Strong internal enablement is an important first step. Workers have to understand what they need to do and why. I have a “3×3 rule” to repeat important messaging three times, in three different places. – Sarah Danzl, Skillable
3. Share Internal Events And Content On YouTube
There is a myth that only internal channels can be used to share messages with internal audiences. We’ve found that streaming and sharing certain internal events and content on YouTube, where external audiences (including customers) can view it as well helps to build engagement internally. This is because it helps to bring the internal and external brand communities together. – Kerry-Ann Betton Stimpson, JMMB Group
4. Use Engaging Language That Is Sensitive To External Audiences
External platforms such as LinkedIn, X and Instagram can be great vehicles for sharing messages with employees. The trick, however, is in crafting the message. While the language must be engaging for your workforce, it must be deliberately sensitive to the external audience. Of course, a nice byproduct of sharing messages externally is the amplification of the company’s culture and beliefs. – Monica Kumar, Hitachi Vantara
5. Make Announcements Via Various Channels And People
You always want to start internally with a big announcement before it is released to any external audiences if you can. Know your audience and understand that different levels or groups might interpret the message differently. Using various channels and people to communicate and deliver the information is essential for people to fully comprehend the change. – Emily Burroughs, BGSF
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6. Empower Internal Stakeholders To Share Your Story
Empower employees, investors and your board to become external ambassadors and help share your story. In this way, you ensure they receive and digest the information, while also instilling ownership and stewardship of the narrative in them. – Catherine Anderson, Cityblock
7. Interact In Real-Time Through Webinars And Livestreams
External webinar and livestream platforms can offer effective, real-time interaction with your internal audience. A combination of visual and audio elements makes the conveyed message more engaging and memorable. Allow for feedback and incorporate Q&A sessions to address employees’ questions and concerns in real time, further promoting engagement and comprehension. – Astrid Pocklington, Enghouse Interactive
8. Send Your Message Through A Variety Of Channels
Business leaders should mirror prospective strategies for internal communications. Break information into digestible bits and empower executives and leaders to share and reiterate the information to their teams. Leverage channels such as all-hands meetings, emails, team channels and portal posts. You can also try innovative approaches such as sending printed placemats. This captures attention and equips them with easily accessible information. – Rashmi Bijai, OnBoard
9. Raise Awareness Of Internal Messaging On Social Media
First, include the announcement on your internal and official communications channels, such as your email, website and e-newsletter. Then, use your social media account with the most internal audience followers to raise awareness of the official channels’ announcement. When one needs the message to reach secondary audiences, also issue a release for media outlets or reach out to specific reporters. – Kimberly Osborne, UNC Greensboro
10. Consistently Repeat Messages Across All Platforms
Be consistent in your communication and messaging across all internal and relevant external platforms. Leverage external channels such as your website, blog and social media platforms, as well as employer review platforms. If need be, repeat your message in press releases and interviews. Consistent repetition of your message, using multi-touch communication, increases message retention and action rates. – Anthony Kennedy, ION
11. Nudge Employees With An External ‘Clickbait’ Approach
Think of your external channels as if they are your opportunity to flash an intriguing message that reminds your internal audience to check their messages. Get clever with your copy and create a sense of urgency. This clickbait approach will likely capture their attention and intrigue them enough to go to the source and learn more. No one wants to miss out, so remind them to tune in. – Victoria Zelefsky, The Menkiti Group
12. Use Public Communication To Build Transparency
It’s easy to think of employer branding as just external, for the job seeker; however, it’s also for company employees. It’s a continual effort to disseminate information via social media, in online publications and for company leadership to be seen and heard often. Properly and accurately sharing information via public forum promotes transparency and adoption across the company. – Tiffany Staples, Celebrus
13. Align Messaging With Your Audience’s Preferred Platform
Channel selection is key. I try to choose the most relevant external channels based on specific questions, such as, who is my target audience? What are their interests, needs or preferences? Whether it’s social media platforms, industry forums or niche websites, I choose the best strategy to align my messages with the channels where my audiences are most active. Ta-da! – Shanita Akintonde, ShanitaSpeaks, LLC
14. Capture Attention On Authoritative, Trusted Channels
Choose the most authoritative channels—something like a product launch event or a major press announcement can reverberate right across the organization in a way that a simple internal email cannot. When you say something publicly, ironically, your internal employees will sit up and take notice—especially if it is distributed through channels that are perceived as trustworthy. – Patrick Ward, Formula.Monks
15. Use Personalization To Connect With Your Audience
Choose the right channels to connect with your audience. Social media, industry forums and newsletters are great options. By tailoring your approach to match individual preferences, you can create a more receptive environment. Personalization plays a pivotal role in delivering messages that matter. – Antony Robinson, Novalnet AG
16. Share Your Message At Events And Through Influencers
Companies can leverage external platforms by issuing press releases, making social media posts and pitching media coverage. Promote your message at public events that internal teams attend. Share it with key customers and influencers and ask them to spread the word. Let internal audiences know it’s not just being communicated internally to add credibility and cut through the noise. – Sowmya Moni, Incture
17. Attract Internal Attention Via Innovative External Channels
Leveraging external channels can ingeniously attract internal audiences’ attention. The more innovative and open the channel, the higher the likelihood of your internal audiences tuning in. For example, consider publishing engaging and easily shareable social media content, uploading portal posts or even creating a YouTube explainer video instead of sending the typical emails or notices. – Vikas Agrawal, Infobrandz
18. Post On The External Channels Internal People Are On
To reach your buyers, you share news on the channels they are already on. Reaching your internal audience is no different. Share information with your internal teams across social media, and make it engaging. Think video snippets, engaging graphics and bite-sized information that is quick to read. Your internal approach should be no different than your approach to reaching prospects. – Sherri Schwartz, OvationCXM
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