During a recent customer event at Speakap HQ in Amsterdam, Soetkin Boeckstal, Customer Success Manager, shared what it really takes to build an engaged workplace community. Before joining Speakap, Soetkin spent three years on the “other side”—leading internal communications for a company with a large frontline workforce.

She’s been through it all: the content struggles, the engagement slumps, the endless requests for “just one more announcement.” The good news? She figured out what actually works (and what doesn’t).

10 key lessons from leading internal comms for a company with a large frontline workforce

From making communication simple (and fun) to embracing mobile-first engagement, here are the key lessons she learned—so you don’t have to learn them the hard way.

1. Keep it simple (and fun)

Your internal communication doesn't always need to be heavy and official. Yes, an employee communications app is perfect for official news, but don't underestimate the power of light-hearted updates:

• "Happy Friday, everyone!"
• "Don’t forget sunscreen today!"
• Celebrating quirky holidays (hello, "Kiss a Ginger Day!").

These types of posts improve employee engagement, spark conversations, and humanize your workplace.

2. Planning content shouldn’t be painful

Start simple—an Excel sheet will do. But if you’re ready to level up, a collaborative tool like Contentkalender or Asana, can streamline your workflow. Color-coded content, easy adjustments, and built-in flexibility? Sign us up!

3. Share the load

You can't (and shouldn't) do it all yourself. Empower teams with alias accounts:

• Let HR speak directly.
• Allow safety ambassadors or party committees to post their own updates.
• Clearly separate personal accounts from official departmental ones.

4. Editors, assemble!

Gather a diverse editorial board monthly—leaders, frontline staff, comms teams. They’ll help surface authentic, relevant content and reduce your workload.

Remember: You’re not everywhere, but your ambassadors are.

5. Learn to let go

Yes, “it's your baby,” but Soetkin urges you to trust others:

Letting go means more authentic and frequent content - even if it means occasionally cringing at formatting mishaps or typos. Correct, coach, and move on.

6. Everything is content

Stop overthinking. Company events, behind-the-scenes of photoshoots, or even Christmas donuts distribution—if it happens, it’s content. Leverage your employee comms app to tease, announce, celebrate, and follow-up on every occasion, big or small.

7. Leadership and colleague spotlights

Leadership-driven posts and leadership communication always engage more people. Soetkin mentions:

Managers rarely enjoy posting, but even a simple comment or like from leadership goes a long way.

Use this magic wisely:

• CEOs sharing personal experiences.
• Managers highlighting their teams.
• Colleagues celebrating milestones, anniversaries, or even new babies (guaranteed engagement!).

8. Embrace interaction

Boost your network’s vitality with simple polls and low-barrier contests:

• "Favorite ice cream flavor?" Boom—instant engagement.
• "Pick our office playlist" or "Name our new building"—easy, fun, and surprisingly effective.

9. Think mobile first

Encourage employees to engage via mobile. It's convenient, natural, and significantly boosts interaction compared to desktop-only setups.

10. Time to switch it up

Don’t let multiple channels overwhelm your employees. Streamline communication channels with Speakap at the center. Transition thoughtfully (but decisively!) by:

• Gradually phasing out redundant channels.
• Using universal links and QR codes to guide everyone to Speakap.
• Clearly communicating deadlines and benefits of switching platforms.

Final thoughts

Launching an internal comms platform doesn't require perfect timing—just strategic simplicity, authentic interaction, and a healthy dose of fun.

Soetkin sums it up perfectly:

Keep it simple, let go, and never underestimate the power of a good laugh.

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