How to Translate the Importance of Internal Communication to the C-Suite

Businesses are constantly asking: what does the customer want, and how can we give it to them? Marketing, sales, and customer-facing departments do their best to answer this question and deliver.

But another important question is: what do the employees of these departments want, and how can we give it to them to help them succeed?

This is the question internal communicators answer.

What is Internal Communications?

Internal communications refers to the process and communication in an organization that keep employees informed, aligned with the business, and connected to each other. Communication helps unify the entire organization to work towards a common goal, rather than separate departments working on separate tasks.

However, some people only see internal communications as the “arts and crafts” of a business who are just there to make things look pretty. This sentiment could not be farther from the truth.

The importance of internal communication within a company is often overlooked - even sometimes by those in leadership roles. But as growing organizations can tell you, it is ever-evolving and necessary for the development of a successful company.

In this article we will explain why transparent communications is vitally important for your business, and how you can translate this significance to the C-suite.

Why is Internal Comms important?

For any company to be truly successful, it’s necessary for all employees to be on the same page. Alignment to the company’s mission, vision, values and goals directly impacts job performance, employee job satisfaction, and employee retention. Surprisingly, only 40% of employees claim to feel well-informed about their company’s goals

Internal communications plays a key role in the solution to this problem.

Better employee experience

A good internal communications strategy is built to provide employees with the resources needed to align them with your company’s core values and goals. When employees are aligned, they have a more informed and positive employee experience.

Companies whose employees have a positive experience at work report around triple the ROI compared to companies who don’t foster this positive experience. Internal communication teams play a vital role in ensuring employees enjoy their work experience and feel valued, which results in higher job satisfaction.

Happy, satisfied employees can really make a difference at your company.

Improved company culture

A solid internal comms strategy helps foster company culture by helping employees stay informed and connected with both the business and each other.

Industry experts know a positive employee experience creates a strong company culture, and a strong company culture drives real business results.

This means an internal communicator’s direct impact on employee experience is also a direct impact on the results a company will see when it comes to sales, customer satisfaction and experience, employee retention, and revenue.

This makes internal communications professionals much more than just talented writers and communicators – you are business partners who drive outcomes.

How to build your internal comms strategy

The key to developing a successful internal comms strategy starts by asking these questions:

  • What are the areas of this company that need improvement?
  • How can we improve performance in those areas through more effective corporate communication?

Understand your audiences

To answer the aforementioned questions, you have to understand the audiences within your company. And by “audiences,” we mean everyone! Your familiarity with employee breakdown, location, communication style, interests, etc., is what makes you a key player in the strategy of your business and how it communicates with its workforce..

Tools like OfficeAccord make it easier for internal communicators to better understand their audiences:

  • Employee breakdowns by demographics, interests, preferences, and more
  • See who works remotely, hybrid, or at the office
  • Employee feedback and sentiments through surveys

Use data to measure your communication impact

Once you understand your audience, you can better understand the data they give you. OfficeAccord provides tons of analytics valuable to internal communications professionals, such as:

  • Read receipts for announcements
  • Real-time communication statistics
  • Feedback surveys
  • Breakdown of mobile vs. desktop usage

Monitoring your employees’ communication patterns and experiences has never been easier.

This ability is enhanced with more of OfficeAccord’s features, including:

  • Employee breakdowns by location, job function
  • Real-time employee onboarding analytics
  • Employee feedback and sentiments through surveys
  • Demographics, diversity, and culture statistics
  • Specific departments or areas where employee engagement is high or low

Use just one tool, not multiple

Employees rotate between an average of 9 different tools per day, which is expensive and unideal. Companies are realizing solutions like OfficeAccord are the perfect way to invest in just one tool that hosts communication channels, analytics, announcements, and everything you need to understand your company and its culture.

This is an internal comms professional’s ideal solution – it will be easier to understand the demographics of your company as well as build your strategies when everything is in a smart, all-inclusive area. Not to mention, your boss will appreciate the money your saving and the value you're bringing in.

An example of how OfficeAccord helped a client improve their employee experience

One of our clients used OfficeAccord’s survey feature to reveal new hires in the IT department felt out of touch with company news, goals, and direction. This data showed them they would benefit from focusing an internal comms strategy on creating a more effective pre-boarding, onboarding, and communication process for IT hires.

OfficeAccord and its analytics allowed the company to:
  • Use the onboarding feature to make sure the new hires were informed and aligned with company values, while tracking their real-time progress to see if they were having any issues.
  • Help improve their employees’ work experience by sending announcements of important news and updates, constantly knowing who was properly informed because they had the ability to track whether or not people had read each announcement.
  • Use features like multi-channel announcements with hyper-segmentation. This simplified efficient communication, allowing the internal comms team to reach the entire company or people specific to the IT department in just a few clicks.

These features worked to improve the communication in their area of focus. They then were able to measure how new employee sentiment improved over time. The employee feedback proved IT hires felt more connected to the company in just a few short months – and also proved how the team’s internal comms benefited their business!

Employee analytics help guide internal communicators on where workplace communication needs assistance -- which are exactly the areas you need to focus your strategies.

Leading companies use our solution for similar scenarios to discover what was working in their organization and what was not. They then come up with a plan to improve communication so employees can feel more connected while delivering quality, profitable work.

Some of the initiatives we’ve helped our clients with include:

  • Communicate with employees in a simple and familiar way
  • Connect employees to the company values and brand
  • Support global and local communications
  • Share leadership messages easily and effectively
  • Get information to employees, when they need it
  • Help employees form a sense of community

What to include in your internal comms plan

Now that you know what to focus on, it's all about building a strategy capable of improving those areas. Here's a high-level list of things you should present within your plan:

  • Objectives -- the measurable actions you will be taking to improve a certain function of your company
  • Goals -- a long-term outcome you're hoping to achieve through those objectives
  • Strategies -- the educated approach you are going to take
  • Audiences -- who your business case aims to affect
  • Tactics -- the specific, individual steps you'll be taking to complete your strategy
  • Communication channels -- what channels will you be using to produce more effective communication
  • Budget -- how much your plan will cost
  • Measurements -- prove causation by showing outputs (click-through rates, attendance rates, etc.) and their corresponding outcomes (conversions, revenue growth, increased customer satisfaction rates, etc.)

Making sure your internal communications plan is measurable is often an overlooked step. However, this will be a huge factor in selling management on your case.

Those in leadership roles are concerned about how your plan will translate to ROI. Present a complete internal comms plan and strategy to the C-suite to effectively translate the value your plan will add to the company.

How to translate your IC strategy to the C-suite

All strategies cost time and money, and it’s up to you to communicate to your C-Suite why and how your business strategy will drive results. Management typically doesn’t grant a budget unless you can prove your business case, and show how your request will generate ROI.

Business leaders speak in terms of data, numbers, and outcomes, so as internal communicators, we must learn this language to sell them on our strategy and its significance.

Though numbers and data may not seem like communications metrics, they often correlate to the quality of the company’s internal comms because they are a reflection of the company’s success and results.

Some examples of strong data and outcomes you can include when pitching your internal communications strategy include:

  • Increased employee retention
  • Increased conversion measurements relating to stronger communication skills
  • Revenue growth
  • Improved customer acquisition rates due to heightened employee engagement

OfficeAccord provides powerful data and analytics for you to show the way your strategy causes these outcomes and more.

This is because OfficeAccord gives you access to important statistics and information on your people and their communication – which are exactly the measurements that give you power as an internal communicator.

The big picture

Well-executed internal communications connects and aligns your distributed workforce. When your entire team is aligned, there is a direct correlation to improved employee engagement, retention, and productivity.

OfficeAccord acts as a central, enterprise-grade hub that makes it simpler and faster for you as an internal comms professional to execute and deliver.

Your importance should never be overlooked – use OfficeAccord as a tool to prove your internal communications strategy, boost your company culture, and improve morale for you and your entire team.


OfficeAccord is an all-in-one Employee Experience solution to improve the hybrid work experience and increase employee retention. Connect to learn more at

Subscribe to the OfficeAccord Blog

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.