Whether you are communicating with remote or in-house staff, clear, timely messaging is critical. Strong internal communication cultivates clarity that fuels engagement, trust, and alignment.
The 2025 State of Internal Communication Report from Axios HQ sheds light on how clarity and alignment (or the lack of it) shape employee sentiment across organizations.
Key Findings From the Study
Axios HQ researchers surveyed more than 450 leaders in the United States, as well as over 800 knowledge workers. The study aimed to:
- Identify gaps in alignment between executives and employees
- Determine where leaders have been focusing investments over the last 18 months
- Seek employee perspectives on what would help them feel supported in a tough year
One of the researchers’ most telling findings was a gap between how leaders and employees view internal communications.
For instance, 80% of business leaders believe that their internal communications are clear and engaging. The same percentage of decision-makers consider internal comms to be helpful and relevant. However, only 50% and 53%, respectively, of employees share these views.
The researchers determined that investments in internal communications can strengthen businesses in four key areas:
- Alignment
- Engagement
- Performance
- Growth
When employees understand the leadership team’s vision, they can more effectively support the big picture goals of the company. Engagement and performance also improve when team members know how their day-to-day actions contribute to the big picture.
What Communications Professionals Can Learn: 4 Takeaways
The findings offer a powerful blueprint for internal communications professionals as they refine how internal messages are shaped and delivered. Here are four key takeaways.
1. Clarity Promotes Satisfaction and Retention
When a large chunk of your workforce views communications as unclear and unengaging, this points to a disconnect between the leadership team and employees. Poor communication is a major driver of turnover. Over time, retention challenges will negatively impact business continuity and lead to a loss of internalized knowledge.
On the other hand, closing the communication gap can make your workforce feel more connected and committed. These more engaged employees are less likely to leave.
2. Trust Grows Locally
Employees trust messages from the leaders closest to them. Communication from supervisors is a powerful channel for bridging the gap. Direct managers know how to talk to their teams and, more importantly, how to motivate them.
That doesn’t mean the C-suite is off the hook. Some messages must still come from the top. However, your company’s executive team should look to mid-level managers when they need assistance composing messaging for line-level staff members. Management can shed light on concerns that are prevalent among their specific teams.
3. Clear Communication Multiplies Engagement
The Axios HQ survey found that over-communicating can be effective; leaders in high-performing organizations spent much more time preparing and sharing information with employees. This added time commitment, it seems, pays off in engagement.
Clarity from leadership is more than informative; it also has an emotional impact on your staff. Employees who experience very clear communication will be more satisfied and focused. In turn, they are more productive. That’s thanks to the compounding impact of great communication.
4. Digital Tools Amplify Reach and Effectiveness
The 2025 State of Internal Communication Report also compared businesses that increased investments in comms to those with flat or reduced investments.
The former saw improvements in morale, employee retention, engagement, and adherence to policies. These gains were double or, in some cases, nearly triple that of companies with flat or reduced comms investments.
Communication From the Inside: Tasks for Comms Teams
How can your communications team apply these findings to the way it sends messages to the workforce? Here are some tips to promote better engagement and increase your reach:
- Craft messages with straightforward language and a consistent narrative
- Invest in tools that promote two-way alignment
- Define supervisory teams as a formal communication channel
- Measure employee sentiments regarding internal communications
Over time, you can identify positive trends and pinpoint shortcomings that are negatively impacting how workers receive your messages. Use this data to refine your comms strategy.
The Bottom Line for Comms Pros
Internal communications need to be helpful, clear, engaging, and relevant. If your messaging is lacking in any one of these areas, it can negatively impact morale, retention, and productivity.
As communicators, it’s your mission to bridge those gaps using carefully chosen wording, modern tools, and the right cadence.
