So, you’ve been asked to “find a tool for internal comms.” Easy, right? Until the demos start. Until the acronyms pile up. Until you’re comparing five platforms and still don’t know which one will actually work.

If that’s where you are, this one’s for you.

Whether you’re in HR, ops, or just the unlucky team lead who drew the short straw, you don’t need to be a tech expert to make a smart choice. But you do need to avoid a few common mistakes when choosing internal communication tools. Let’s break them down — and help you pick a tool your team will actually use.

5 mistakes you might make when choosing internal communication tools

Mistake 1: Focusing too much on features — not your actual problems

A sleek UI. AI-powered widgets. Custom dashboards. Tempting, right?

A tool packed with features won’t fix your internal communication if no one opens it. The real question isn’t “What can this tool do?” — it’s “What do we actually need?”

Start by identifying your core problems. Maybe it’s reaching your frontline workers. Maybe it’s gathering employee feedback through employee surveys. Maybe it’s keeping everyone aligned across shifts and multiple communication channels. Whatever it is, look for internal communication tools that solve those problems, not ones that win the buzzword bingo.

And don’t stop there. The right tool is only half the equation. You also need a internal communication tool vendor who actually takes the time to understand your organization — not just someone trying to close the deal and move on. If the vendor isn’t asking about your frontline setup, your comms challenges, or your plans… that’s a red flag. Because even the best platform can fall flat if the people behind it don’t care whether it works for your team. 

Working with the Speakap team has been like working with our own team – people who care, take action, and want to see the best of whatever we are working on. Shawn Czadzeck Communication Designer at Townsend Leather

Mistake 2: Forgetting your frontline (or non-desk) employees

This one’s big. Too many internal communication platforms are built for office workers — not the people stocking shelves, driving forklifts, or providing patient care. If your team includes frontline workers or shift-based roles, a desktop-only company intranet isn’t going to cut it.

Ask yourself: Can this communication platform reach people who don’t sit at a desk? Is it mobile-first, optimized for mobile devices, and does it support real-time communication on personal devices without IT headaches?

With a mobile-first internal comms tool, we can easily reach our drivers, even when they're on the road. It makes a world of difference in our daily operations. Jill Gielen CCO, Jacobs Transport

Mistake 3: Ignoring ease of use (for everyone)

Sure, your IT team might love a robust platform with admin settings galore. But what about your store managers? Your night shift nurses? Your HR assistant who just wants to share company news quickly?

Ease of use matters — a lot. Especially when your teams are busy, stretched, or tech-averse. And while it’s tempting to stick with tools people already know (hello, WhatsApp and instant messaging apps), those shortcuts often lead to long-term problems: no oversight, no compliance, no analytics.

We needed a platform that was easy to use, that could be tailored to our brand and matched our purpose. That's why we chose Speakap. Jade Casey Head of People at Puttshack UK

Look for best internal communication tools that are just as user-friendly — but actually built for work.

Mistake 4: Skipping analytics and feedback loops

You sent the update. But… did anyone actually see it? If your internal communications tool can’t answer that, you’re flying blind. And in today’s workplace, that’s not just inefficient — it’s risky.

Without data, there’s no way to know what’s working, what’s falling flat, or whether your messages are even reaching the right people. It’s not just about open rates — it’s about insight. That doesn’t mean you need a full-blown data science team. But you do need tools that can:

• Show who read what (and when)
• Track reactions, comments, and engagement patterns
• Monitor adoption, usage, and retention over time
• Send quick polls or acknowledgments to close the loop
• Compare performance across teams, departments, or regions
• Export data for reporting and strategy updates

Analytics help you turn communication into action. You can spot what’s resonating, tweak what’s not, and prove the impact of your comms efforts — all without waiting for quarterly engagement surveys.

As Kathy van der Wijden, Communications Coordinator at Shell, put it:

We used to send videos via WhatsApp. No idea if people watched. Now we use Speakap analytics to see what's working. And when it’s not? We pivot. Always learning, always improving.

If you’re not measuring your comms, you’re not improving them. You’re just hoping for the best — and hoping doesn’t scale.

Mistake 5: Thinking you need to "go big" to be effective

Don’t let platform envy drive your decisions. You don’t need enterprise project management platforms with 97 integrations and 400 features to communicate effectively.

In fact, going big too soon often backfires:

• Too many features = longer onboarding
• Too much complexity = fewer people using it
• Too much tech = more IT dependency and less day-to-day value

The result? A tool that looks powerful on paper — and collects dust in practice.

The best internal communication platforms aren’t the ones with the most features. They’re the ones people actually use. The best internal communication tools are:

• Simple to roll out (without months of change management)
• Focused on core needs like updates, communication, and visibility
• Flexible enough to grow with you — not overwhelm you from day one

Investing in a communication platform like Speakap is absolutely worth it. It simplifies operations, connects your team, and creates a collaborative culture. We can’t imagine working without it. Lindsay Eagleson Parkwood Seniors Community

Start small. Solve the right problems. Then scale what works.

How to avoid these mistakes (without becoming a tech expert)

Here’s a quick checklist to guide your search for internal communication software:

• Start with your problems, not the product features
• Talk to your frontline workers about what they actually need
• Prioritize ease of use and a user-friendly interface over technical complexity
• Choose internal communication channels that are mobile-first and work on personal devices
• Look for basic analytics to help you improve over time
• Pick something simple and scalable — not overbuilt from day one

And most importantly? Ask yourself this: Will this tool make our jobs easier — or harder? If it’s the former, you’re on the right path.

Check out our Comms Tool Audit Checklist

Final take: Pick the tool that fits your team — not the vendor checklist

Internal communication isn’t about what looks good in a sales deck. It’s about what actually works on the ground.

So before you sign a contract, ask yourself:

• Will our team actually use this?
• Can remote teams and frontline workers access it easily?
• Will it make our communication strategy simpler, faster, and clearer?

If the answer’s yes — you’re on the right track. And if you’re looking for a platform built with frontline realities in mind? You’re not the only one who might end up choosing Speakap. 😉

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