6 internal communication trends in 2025 (and how to take action!)
For the third year in a row, the Workshop team surveyed, analyzed, and chatted with hundreds of internal communicators around the world to create the best trends report around! And there is SO much to talk about…Internal comms, as a profession and a culture, is growing and evolving fast. The 2025 Internal Communication Trends Report offers a deep dive into the latest challenges, strategies, and tools shaping the way we connect with employees. If you’re ready to level up your comms game, let’s unpack the top six trends – and what they mean for your strategy.
- Internal comms measurement
- Manager and frontline communications
- The effectiveness of email
- Video and in-person events
- Artificial intelligence and AI tools
- Surveys and feedback
Why share the latest internal communication trends?
Because so many communicators are doing cool things! We’re also all struggling with the same challenges, and because internal comms tends to stay behind closed doors, it can be difficult to share. Strategies, success, and issues all tend to stay behind closed doors, so it can be tough to learn from each other and push things forward. At Workshop, we get to see some of the world’s best internal communications campaigns, but we can’t share the inside scoop from our customers. But we can take a big survey using our network to collect your ideas, trends, and benchmarks all in one place!
Download your copy of the 2025 Internal Communication Trends Report
What’s changed in internal comms since last year?
Before we dive into the six featured trends in internal communications, let’s set the stage with some key changes from last year.
More internal communicators feel seen, but might not have a dedicated budget
81% of our survey respondents had a positive response to the statement, “My organization has a solid foundation for internal comms.” That’s up from 65% last year, which shows positive movement towards businesses recognizing that internal communication can help achieve business goals. But… 66% of respondents either weren’t sure they have a 2025 budget, or know they don’t. So, the dollars aren’t necessarily backing up that visibility… yet!
Grab our easy (and free) budget proposal template to work on securing yours!
Data-based metrics are becoming more common
For the first time in our survey, a quantitative metric is in the number-one spot for the question, “How are you measuring your internal communications?” 63.5% of internal communicators are using email open rates and click-through rates to measure internal comms effectiveness. These are great metrics to get a bird’s-eye view of the comms culture at your organization. They’re also fairly easy to test – subject lines can be optimized, and linking strategies to the intranet or other channels can be tweaked.
1. Measuring results: we have more data but it’s still hard!
Despite progress, measuring internal comms success remains the top hurdle for teams. Nearly half of communicators report a lack of resources to properly assess the impact of their strategies. Without strong metrics, it’s tough to showcase the value of internal comms to leadership (which makes it hard to get resources).
How teams are tackling it:
- Quantitative data: Metrics like email open rates, click-through rates, and survey participation are gaining prominence. These tools help teams measure engagement in real-time.
- Qualitative insights: Teams are pairing “hard” data with employee feedback to tell the whole story. Pulse surveys, employee engagement metrics like sentiment analysis, and comments/likes on the intranet combine with email statistics for a better picture of comms effectiveness.
What to do: Start with tools that give you a clear picture of your core metrics (like Workshop!), and layer information from pulse surveys to capture ongoing feedback. Even a small step toward better measurement can make a big difference in your strategy and story!
2. Managers and frontline teams are priorities
Managers and frontline employees continue to be top priorities for 2025 (this is the third year in a row in our survey). Managers play a vital role in bridging leadership and teams, while frontline workers – often deskless – require communication channels tailored to their unique needs. How can we make our internal comms accessible and equitable for all types of teams?
What’s working here:
- Empowering managers: Many companies are providing managers with communication toolkits, pre-written templates, and training. We like this Manager FAQ template for starters!
- Mobile-first channels: Frontline teams are increasingly reached through SMS, mobile apps, and other phone-friendly tools, but mobile apps are struggling to take hold. Check out Workshop’s SMS capabilities for a native two-way messaging solution that deskless employees and their comms managers love.
What to do: Build communication support specifically for managers and frontline staff. This might mean hosting manager training sessions or implementing an SMS platform to ensure no team member is left out.
3. Email: Still the backbone of internal communications
Even with a huge marketplace of channels, apps, and innovations, email still reigns supreme. 98% of internal comms teams reported using email, and 85% of them said it’s their most effective channel.
Why? Email’s versatility and reach are unmatched—delivering messages directly to employees across time zones, roles, and teams. It’s a consistent and reliable way to connect with employees asynchronously, ensuring that everyone receives the same clear, well-crafted message at a time that works for them.
With the right platform (👋 Workshop), email also offers measurable impact. Metrics like open rates, click-through rates, and read times provide valuable data, making it easy to test and refine strategies. Personalization options and segmentation allow communicators to tailor messages to specific audiences, boosting relevance and engagement. It’s no surprise that email remains the foundation of effective internal communication… it’s still the channel that reaches the most audiences in the most ways.
- Email reaches nearly everyone, from hybrid teams to global offices.
- Email is measurable. Open rates, click-throughs, link tracking, read times, and more give clear insights into what’s resonating.
- It’s versatile, allowing for personalization and segmentation.
What to do: Smartly tweak and optimize your email strategy with optimized subject lines, engaging visuals, and segmentation to make messages more personal and as effective as possible.
4. Video and in-person events: engagement boosters
Digital events (58%) and video content (52%) are surging in popularity, showing a clear shift toward multimedia communication. Video, especially, is an engaging, accessible format that resonates with both remote and hybrid teams, bringing messages to life in a way text alone can’t. These channels are helping companies build and maintain a sense of community and keep employees engaged, no matter their location.
In-person events are also having a huge moment – almost 70% of communicators surveyed said gathering together was an essential part of their strategy. In the post-covid world, we’re still re-learning the value of collaborating in person and making connections!
What’s driving this trend:
- Video humanizes messages and works well across hybrid or remote setups.
- In-person events foster team bonding and engagement.
What to do: Try adding short, engaging videos to your strategy (host them on your intranet and share them through emails and chat channels). Use them for everything from company updates to celebrating wins. And for in-person events, focus on creating memorable experiences that bring people together and vibes that will still be felt once the team returns to hybrid life.
5. AI curiosity: communicators are dabbling, but not solid on strategy
AI tools like ChatGPT are sparking interest across the internal comms world. From drafting emails to analyzing survey data, communicators are curious about AI’s potential. But the adoption curve is steep, with many still testing the waters. 28% said they’re using it “occasionally,” another 25% said “a few times a week,” and 20% said “almost never.”
Ways internal communicators are using AI:
- Streamlining repetitive tasks like simple content production
- Productivity help with automated workflow tools
- Analyzing employee feedback for actionable insights
- Translation (we love this one and built it into Workshop)
What to do: Experiment with AI in small, manageable ways, like automating email drafts or summarizing survey results. It’s a low-risk way to see what works!
6. More feedback, more often: creating informed strategies
The best way to figure out what your audiences want is…. ask! It’s no secret – understanding your audiences starts with listening to them. And internal communicators are stepping up their feedback game like never before. According to our 2025 Internal Communication Trends Report, 63.7% of IC teams are using surveys to shape their strategies, a jump from 56.5% in previous years. Here’s how:
What to do:
Start with a thorough internal comms survey: “Make sure you ask questions that help you understand the channels and frequency that all of your audiences like best,” says Workshop comms manager, Devin. When you know the lay of the land, you can set benchmarks for what works and build up your strategy from there. Grab a copy of her world’s-best internal comms survey template here.
Don’t wait for “the big one;” get feedback all the time! Annual surveys are important, but they’re not enough. Fast-paced teams need consistent check-ins to ensure communication strategies stay relevant. Quick pulse surveys – embedded in emails or sent via intranet tools – are a simple way to gather actionable insights regularly.
Looking ahead: internal communications in 2025
2025 is shaping up to be a year of balancing the tried-and-true with the cutting-edge. This year’s internal communication trends tell us that while email and video remain pillars of internal comms, the growing focus is on feedback, personalization, and AI hints at exciting opportunities. Whether you’re refining your metrics, exploring AI, or ramping up in-person events, these trends provide a roadmap to strengthen connections and boost engagement.
It’s not just about staying on trend – it’s about creating a workplace where communication flows freely, ideas thrive, and employees feel genuinely connected. Let’s make 2025 your team’s best year yet!
