Internal communication is one of those things that can either make a company thrive or create complete chaos. When done right, it keeps employees engaged, aligned, and informed. When done poorly, important updates get lost, employees feel disconnected, and critical information never reaches the people who need it most.

At a recent event organized by Speakap, communication leaders: Simone Meesters, Communications Officer at Viggo; Jan-Willem Boerhout, CIO at Marie-Stella-Maris; and Ilse Verkuil, Marketing & Communication Manager at Bidfood shared their experiences tackling some of the most common internal communication challenges. These weren’t just theoretical insights—they were real lessons learned from trial, error, and success.

Here’s what we can all learn from their experiences.

Lesson 1: Email is failing frontline workers - find a better way

The problem:

Many companies rely on email for internal updates, but for frontline and deskless workers, it’s an ineffective channel.

• Employees don’t have time to check emails during their shifts.
• Important updates get lost in inbox clutter.
• One-way messages don’t encourage frontline employee engagement.

What the experts say:

We sent out a weekly email newsletter, and then we realized—no one was reading it. Many of our employees don’t have a fixed workplace or time to sit and check their inbox during shifts. So crucial information just wasn’t reaching them. Simone Meesters Communications Officer at Viggo

When we had just two stores, communication was manageable. Store managers and employees would come to the office. But as we grew, that no longer worked. The biggest challenge was making communication interactive—ensuring messages weren’t just sent but actually received and engaged with. Jan-Willem Boerhout CIO at Marie-Stella-Maris

Employees wanted to know more about what was happening within the company, but they never really got that information. At their own branch, things worked fine—they had meetings, occasional screens—but they lacked connection with the larger company. That was a real challenge. Ilse Verkuil Marketing & Communication Manager at Bidfood

What works instead:

• Find a mobile-first, real-time communication platform that meets employees where they are.
• Make sure employees can access updates instantly—without needing to sit at a computer.
• Use push notifications to ensure important messages don’t go unnoticed.
• Move beyond text-heavy emails and focus on short, visual content that employees can digest quickly.

Takeaway: If your employees aren’t reading emails, stop relying on them. Communication should be accessible, immediate, and engaging.

Lesson 2: If leaders aren’t engaged, employees won’t be either

The problem:

Many companies launch new communication initiatives, but adoption falls flat because leadership isn’t actively involved.

• Employees take cues from managers—if leadership isn’t using the platform, neither will they.
• Communication feels like a "corporate broadcast" instead of a real conversation.
• Important messages get ignored because employees don’t see leadership taking it seriously.

What the experts say:

Many companies communicate only through their team leads, but we wanted more than that. We deliberately involved leaders, duty managers, and even other departments by making them editors. That way, they felt ownership and were more likely to engage with it. If they embraced it, they could help spread it to the operational employees. Ilse Verkuil Marketing & Communication Manager at Bidfood

What works instead:

• Make leadership participation mandatory, visible, and valuable.
• Have managers and executives post regular updates and interact with employees.
• Encourage senior leaders to comment on posts and acknowledge team contributions.
• Create a CEO or leadership account to highlight company-wide announcements.

Takeaway: Communication isn’t just about getting messages out—it’s about building trust in the workplace. When leaders are involved, employees take communication seriously.

Lesson 3: You can’t just launch a communication tool and expect adoption

The problem:

Rolling out a new communication platform doesn’t guarantee people will use it. If employees don’t see the value, they’ll stick to old habits.

• Employees feel like it’s “just another app” they’re being forced to use.
• Without a strategy, engagement stays low, and adoption stalls.
• Teams continue using unofficial communication channels (like WhatsApp) instead.

What the experts say:

We focused first on the locations that were most eager for better communication. We launched in a few branches, fine-tuned our approach, and used the feedback to improve the national rollout. We even made Speakap part of a fun, in-person event at branches. We threw a small party, got people excited, and showed them how to use the app. Then, other branches saw the buzz and wanted in.  Ilse Verkuil Marketing & Communication Manager at Bidfood

We played on the fear of missing out. In retail, we pushed communication through Speakap first, then adapted it a day later via email for the rest of the organization. The funny thing was, people at the coffee machine would say, ‘Wait, how do you know that?’ We also learned a lesson from Marie (our app). Jan-Willem Boerhout CIO at Marie-Stella-Maris

What really helped us was a personal approach. We printed lists of employees who hadn’t signed up yet. At Schiphol, managers even brought it up during performance reviews, explaining why it was important. Our recruitment team also reached out during downtime to remind people about the app. That last little push made a huge difference. Simone Meesters Communications Officer at Viggo

What works instead:

• Adoption needs to be intentional, engaging, and well-planned.
• Get early buy-in from department heads and influencers within the company.
• Launch with excitement—host interactive events, live demos, or team challenges.
• Phase out old tools to create one central employee communication hub—no more scattered messages across multiple platforms.

Takeaway: The best way to get employees on board is to create demand—not just enforce rules.

Lesson 4: Keep communication relevant, simple, and engaging

The problem:

Many internal updates are too long, too generic, or just plain boring.

• Employees don’t have time for long-winded messages.
• Generic updates don’t feel relevant to specific teams.
• Overproduced content slows down communication instead of making it better.

What the experts say:

We had to balance between too much and too little communication. Initially, people felt overwhelmed with messages, so we introduced weekly or monthly update bundles.  In the past, everything was overproduced, but now we prioritize speed and simplicity—and it works. Ilse Verkuil Marketing & Communication Manager at Bidfood

Employees get bombarded with information from all sides, so we started bundling content into weekly or monthly updates. This helped keep things digestible without overwhelming people. Simone Meesters Communications Officer at Viggo

What works instead:

• Focus on clarity, relevance, and simplicity.
• Use short, visually engaging updates instead of long paragraphs.
• Make sure messages are targeted—don’t send company-wide updates that only apply to certain teams.
• Encourage real-time conversations instead of polished, formal messages.

Takeaway: If employees aren’t engaging with your updates, the problem isn’t them—it’s the way the message is being delivered.

Lesson 5: Data is your secret weapon - use it

The problem:

Many companies guess when it comes to internal communication. They don’t actually measure what’s working.

• Messages are sent out, but there’s no way to track engagement.
• It’s hard to tell if employees are reading, understanding, or acting on updates.
• Without insights, communication strategies stay static instead of improving.

What the experts say:

We built a dashboard to track engagement. Instead of guessing, we can now see what content performs best and adjust our strategy accordingly. Communication is often based on intuition, but now we can actually measure what’s working. That changes the conversation from ‘we think’ to ‘we know.’ It helps us refine our approach and make decisions backed by real insights  Ilse Verkuil Marketing & Communication Manager at Bidfood

What works instead:

• Use data to continuously refine your communication approach.
• Track open rates, engagement levels, and response rates to see what works.
• Identify what type of content employees engage with the most—and do more of it.
• Adjust communication frequency based on employee behavior (too much content can be just as bad as too little). Using The “Think, Feel, Do” framework for IC measurement can help you ensure you have a clear picture about your comms and ensure your campaigns drive outcomes that truly matter. By focusing on what employees think, feel, and do, you can craft communications that inform and inspire meaningful action.

Takeaway: Data-driven communication is the difference between guessing what works and knowing what works.

Key takeaways:

• Traditional methods like email don’t cut it anymore. Mobile-first, real-time communication is the future.
• Leadership buy-in is essential. If managers don’t engage, neither will employees.
• Adoption requires strategy, not just a launch. Create excitement, make participation easy, and phase out outdated tools.
• Keep content simple, visual, and relevant. Employees need fast, digestible updates that matter to them.
• Use data to improve your strategy. Track what works, refine your approach, and make decisions based on real insights.

At the end of the day, internal communication isn’t just about keeping employees informed—it’s about building a culture of connection, trust, and engagement.

The companies that get this right don’t just have better communication. They have stronger teams, better alignment, and a workplace where employees feel valued and heard.

And that’s what great communication is all about, isn’t it? 😉

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