Lessons from 2024: What we learned about Internal Communications
We’re in a suitably contemplative mood here at Guru HQ as we dust off our baubles and get ready to close the chapter on 2024. It’s clear that, this year, internal communications continued to evolve at pace. At best, this shaped stronger connections between employees and organisations. However, there’s always room to grow and more to learn.
So, with hands full of tinsel but minds full of comms reflections, here are some of the key lessons from this year that we believe are setting the stage for 2025. We’re including some interesting facts and stats from various 2024 surveys to back up our reflections, too.
Trust is the cornerstone of communication
Employees increasingly seek transparency and authenticity from leadership. This isn’t new. Nor will it be going away. Internal comms teams learned that trust-building communication strategies —those that are honest, clear, and timely— are more important than ever for fostering stronger engagement and loyalty across the workforce.
According to PwC’s 2024 Trust Survey…
93% of business executives agree that building and maintaining trust improves the bottom line.
Diminished trust among employees has an immediate impact on everyday operations, but the risk is not that people leave, it’s that they stay and work half-heartedly. Eek!
60% of employees have recommended their company as a workplace because they trusted the company. 22% of employees left a company because of trust issues.
According to Staffbase’s Employee Communication Impact Report 2024…
Employees who receive sufficient information from their employer are 35% more likely to stay in their jobs for the next year. 61% of those contemplating a job change cite poor internal communication as a key factor.
71% of employees report being unsatisfied with the quality of internal communications.
Technology is essential but not a magic fix
While email remained the most effective communication channel in 2024, other technologies like video, instant messaging platforms, and intranets gained significant traction. However, the lesson learned was that tools are only as effective as the strategy behind them. Organisations saw success when they integrated these tools into cohesive, goal-driven plans.
75% of employees prefer video content for internal communication because it is engaging and faster to process. Video is widely adopted for town halls, training, and updates.
66% of enterprise software spending is projected to be on cloud technologies by 2025, illustrating the shift to scalable and flexible internal communication systems
Frontline workers deserve more attention
Reaching deskless employees became a top priority, leading to the rise of mobile-first communication channels like SMS and apps. This focus emphasised that inclusivity in internal comms isn’t just about diversity — it’s about accessibility for all workforce segments. But comms professionals and leaders need to make sure that their frontline workers are really being served effectively by the platforms chosen as there is a disparity between what senior leaders believe they are providing and what those (who should be) on the receiving end think.
According to FirstUp…
80% of global workers don’t sit in one place
78% say technology is an important factor when choosing a job
According to Axonify’s 2024 Deskless Report…
Whilst 75% of corporate leaders believe they are investing in technology for frontline teams, only 39% of frontline employees agree.
62% of executives believe their communication is effective, but only 39% of frontline workers feel the same.
Measuring impact remains challenging
2024 underscored the importance of robust measurement strategies. While email open and click-through rates became dominant metrics, many internal comms teams recognised the need to combine these quantitative insights with qualitative feedback from pulse surveys and real-time employee sentiment.
Only 56% of comms teams track website analytics, 44% monitor email clicks, and 19% don’t measure internal communications at all.
Common KPIs for internal communications include email open rates (with a typical average around 69%) and click-through rates, which measure the interaction with shared content.
Connection takes centre stage
Hybrid and remote work models have pushed internal comms teams to prioritise connection. Companies leaned into in-person events, digital meetups, and multimedia content to bridge gaps between remote and in-office teams, ensuring employees felt aligned with company goals.
The option to attend hybrid events either in-person or virtually has led to increased attendance rates, as participants can choose the format that best suits their needs.
The use of multimedia content, such as livestreaming, interactive polls, and gamified experiences, has also enhanced engagement across both virtual and in-person attendees. These features not only keep participants active but also generate valuable data and insights that can be used to refine future communication strategies.
AI Is gaining ground, slowly but surely
Interest in AI tools surged in 2024, though adoption remained experimental. AI-driven features like personalised messaging and content optimisation proved their potential, signalling that 2025 may see broader implementation as teams grow more comfortable with these technologies.
According to Powell Software…
By analysing employee data and communication patterns, AI can help tailor messages to specific audiences, ensuring that content resonates with different employee groups. This helps boost engagement by delivering relevant information to the right people at the right time.
Resource advocacy is ongoing
Internal comms professionals made strides in advocating for resources, yet budget and tool constraints persisted. (As it ever was? And ever shall be?) Success stories from teams that secured investments highlighted the value of aligning IC strategies with measurable business outcomes.
Internal Comms teams are often struggling with fewer resources and smaller budgets, with many organisations shifting to doing "fewer things better" due to economic constraints.
The current financial climate exacerbates the challenge, with internal communicators increasingly using AI tools to maximise efficiency, streamline operations, and manage content creation, but budget constraints limiting their ability to fully realise the potential of these technologies.
Final Thought
2024 reinforced that internal comms isn’t just about transmitting information — it’s about creating meaningful connections, driving alignment, and fostering a culture of engagement. As we look to 2025, the lessons from this year remind us to combine strategy, technology, and empathy to build workplaces where everyone thrives.
And if you’d like some expert advice on how you can give your internal comms a 2025 remix, we’d love to be the ones to help out.
Read more: The importance of a multi-channel approach
Read more: How to write your internal comms strategy
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