The “secret sauce” of employee event communications success
At Workshop, our core values aren’t just words on a wall – they’re how we show up to work each day! One of those is we communicate with intent… and, as the company’s first Internal Communications Manager, it means a lot for my work. Whether it’s an All Hands recap email, a Slack message about a new Talkshop episode, or event communications during a quarterly retreat, every message shapes how employees engage, connect, and align with internal comms.
That’s why I want to talk about event communications! Events are a big part of employee engagement here, so I’ve developed a “secret sauce” for comms that helps elevate the experience and lets employees stay focused, engaged, and full of joy from start to finish.
From pre-event excitement to post-event follow-up, our event comms are designed to make events like retreats feel like more than just calendar appointments! These are opportunities to build camaraderie, stay up-to-date on company initiatives, and gain actionable insights that help us all do our best work.
The “secret sauce” of event communications success
So, what’s the secret sauce? It’s all about giving equal weight to every part of the event planning process. Effective comms are crucial, but they’re most impactful when there’s clarity around the “why,” “when,” and “where.”
Here’s a look at the Workshop process, step by step.
Planning and visibility: a shared Google calendar
We keep Workshoppers in the loop by sharing a Google calendar well before the event starts. This step may seem simple (and it is!), but it lays the groundwork for everyone involved:
- Visibility for everyone to see what’s coming and when.
- Leaders can plan around key moments
- Teams and managers can align and see what others are doing
- Logistics, locations, links, and times are available so all employees can make the plans they need to be fully present
Weekly highlights at all-hands meetings
The second piece of the puzzle is keeping retreats top of mind (and building buzz!). In the weeks leading up to a retreat, we highlight upcoming dates and action items in our weekly all-hands meetings. This creates an open forum for employees to ask questions, plan ahead, and get a sneak peek into the agenda. Honestly, this is where the most excitement is generated! Our Employee Engagement Manager, Brooke, does an incredible job of sharing photos or even videos to build anticipation.
This gives employees a clear roadmap, letting them preview topics and set expectations.
It’s important to note that this segment of the all-hands isn’t just informative—it’s intentional. It signals that retreats are a priority, giving employees the chance to engage with what’s planned, ask questions, and see the retreat as a valuable part of their time at Workshop.
Preparing for the retreat: pre-event emails
As the retreat approaches, we shift to direct, focused event communication – enter the pre-event email. Good thing we have an incredible platform to use, right? About a week before the big day, I send a detailed message outlining the agenda, objectives, and what employees should bring or prepare. For offsite retreats, this might include travel information for remote employees, venue details, and reminders about any necessary equipment.
Here’s why this is one of the most important event communications:
- Providing a clear agenda and objectives – everyone will know why they’re coming and what their goals will be.
- Logistics at a glance greatly reduce confusion and questions as the event date draws nearer.
- By aligning everyone’s focus on the retreat goals, we help ensure each attendee gets the most out of the experience.
- It’s the “calm before the storm,” setting expectations and allowing employees to feel prepared for what’s ahead.
Full transparency: this is my favorite part of event comms! When a retreat is underway, we rely on SMS (through Workshop!) to stay in touch with employees who are now likely away from their computers. As our team has grown and we’ve moved to larger venues, this approach has been a game-changer.
Through quick SMS updates, we can make on-the-fly announcements, remind people of breakout sessions, and keep the day moving smoothly. These messages are brief, but they’re designed to enhance the experience—keeping everyone informed without overloading them. The feedback we get shows that employees appreciate this fast, reliable way to stay connected and in the know, wherever they are.
Wrapping up: post-event recap and resources
The retreat might be over, but its impact is just beginning. To keep the momentum going, we send a recap email within 24 hours of wrapping up. This email includes key takeaways, slides, notes, and any relevant resources. For those who couldn’t attend or who want to revisit certain topics, it’s a valuable reference.
But this isn’t just a summary; it’s also a way to reinforce our commitment to transparency and knowledge-sharing. What’s in our final event communication and why:
- Key takeaways at a glance. We sum up the retreat’s main themes, discussions, and decisions. Employees can quickly revisit what they learned and bring it to their everyday work.
- Slides, notes, resources, links. Everything promised, delivered quickly while the event is still top-of-mind. For anyone who couldn’t attend, too, this make the event comms email a reference point for the retreat.
- Reinforcing the “why.” We try to bring the retreat’s purpose full-circle by connecting once again to company goals.
By providing clear, actionable info and high-level ideas in a well-timed recap, you can extend the value of your event and ensure employees feel prepared to put insights into action.
Collaborative success: the impact of departmental partnership
And there you have it! Truly, this entire event communications recipe – from planning and preparing to execution and follow-up is a testament to the power of collaboration. Working closely with Employee Experience, Marketing, and other departments, Internal Comms plays a role in creating not only the event but also the narrative that surrounds it.
By working in sync on event communications, we make sure employee events feel seamless, impactful, and truly valuable. Every touchpoint – whether it’s a shared calendar update, a buzzworthy All Hands segment, or a thoughtful follow-up email – is designed to make employees feel informed, connected, and aligned with the company’s goals.
The result? Retreats that don’t just fill a spot on the calendar, but leave a lasting impression – one that strengthens culture, builds alignment, and keeps employees inspired to do their best work.
