Running an effective internal communications survey (+ a free template!)

If you’re managing internal comms for your organization, you’ve likely asked yourself (or been asked): How can we improve the way we communicate? Whether you’re part of an up-and-coming startup like Workshop or a large enterprise, internal comms is the heartbeat of an effective, engaged workforce. To make sure it’s hitting the mark, you need to check in with the people on the receiving end – your coworkers.

Collecting data on how well your internal comms strategies are working is essential. And one of the easiest ways to gather that feedback is through an internal communications survey (grab the survey template here!). 

Let’s dive into why this matters, how to approach it, and how you can use feedback to fine-tune your channels as we quickly approach the end of Q4.

Why should you send an internal communications survey?

Understanding how your communication efforts are landing is critical for a healthy flow of information with real impact. Without employee feedback, you’re essentially operating in the dark, taking a guess of what’s working and what’s not. Yikes! 

Here are three reasons to gather feedback through a survey:

• Spot the gaps: Employees can tell you – and will be refreshingly honest – about what’s working and what’s falling through the cracks. Maybe your emails are too long, Slack messages come too frequently, or maybe they’re hungry for more insights from senior leadership. This is your chance to identify blind spots.
• Boost engagement: When employees feel heard, they’re more likely to engage with your communications. That engagement is crucial for keeping teams aligned with company goals, especially as you approach the end-of-year rush. 
• Refine your strategy: The information you collect can help you adjust your channels and timing to ensure that the right messages are getting to the right people, at the right time.

But before you dive into creating your survey, it’s important to consider the various channels at your disposal and how the frequency of communication impacts employee engagement.

The channels of communication: what’s your mix?

As you know, internal communication isn’t a one-size-fits-all endeavor. To connect with employees effectively, you need a variety of channels tailored to your organization’s needs. Here’s a peek at how we approach internal communication at Workshop:

• Email: Email, unsurprisingly, is the backbone of communication at Workshop. We use it for official announcements, policy updates, or anything employees might need to reference later. But we know that inboxes fill up quickly, so we focus on keeping messages concise and timing them thoughtfully to avoid overload.
• SMS: Employee SMS is a standout tool for grabbing attention when it really counts. We love it for urgent or time-sensitive updates that need immediate visibility – recently using it at our retreat to round up employees. Ultimately, it’s great for quick communication, but we use it sparingly to ensure it remains impactful without becoming disruptive.
• Team meetings: Meetings are crucial for collaboration and in-depth discussions, especially when there’s a need for brainstorming or decision-making. However, we know that time is valuable, so we’re mindful about balancing the frequency of meetings to avoid taking employees away from their work unnecessarily.
• Internal podcasts: At Workshop, we’re big fans of creative communication, and our new internal podcast, Talkshop, has proven to be a great way to share stories, updates, and deeper dives into company initiatives. Employees can listen at their own pace, which adds flexibility while keeping everyone informed.

The frequency factor: striking the right balance

As the year draws to a close, the pace of work tends to pick up. Teams are focused on closing deals and projects, hitting targets, and planning for the year ahead. Now, more than ever, getting the frequency of your communications right is critical. Here’s what to consider:

• Too frequent? Bombarding employees with too many messages, whether through email or meetings, can lead to communication fatigue. Employees might start ignoring important updates simply because there’s too much to sift through.
• Too infrequent? On the other hand, waiting too long between updates can cause confusion, missed deadlines, or misalignment across teams. Employees shouldn’t have to wonder when they’ll get their next piece of crucial information. Easy solution: tell them how often they can expect communication, i.e. daily, biweekly, or even monthly.
• Timing matters: Think about your organization’s natural rhythms. Do Mondays feel too chaotic? Would Friday afternoons get more attention for lighter updates? Tailor your communication schedule to your team’s needs. Don’t forget to consider hybrid and remote employees when making that decision, Tuesdays and Wednesdays are pretty solid at Workshop!

How to use internal communications survey results

Once your survey results roll in, don’t let them gather dust! Here’s a step-by-step guide to refining your strategy based on employee feedback:

1. Look for patterns: Are multiple people saying that emails are too long or meetings are unproductive? Recurring feedback should be your priority. 
2. Test and tweak: Don’t be afraid to test different approaches. If employees feel overwhelmed by email, try cutting down the length of messages or using another channel like an internal podcast for longer updates.
3. Adjust your frequency: If feedback indicates that employees are missing key messages, consider increasing the number of touchpoints. On the flip side, if people are feeling overwhelmed, scale back to only what’s essential.
4. Be transparent: Share the changes you’re making based on employee feedback. When employees know their input is being acted upon, they’ll feel more engaged and invested in future communication.

As we approach Q4…

*exhales* With the end of the year fast approaching, effective internal communication becomes even more critical—and let’s be honest, it can get overwhelming fast (shout out to my fellow solo internal comms folks!). End-of-year goals, holiday schedules, and Q1 planning all demand clear, consistent messaging. As you gear up for the final stretch, take a moment to assess your current strategy, and don’t hesitate to ask for feedback. Personally, I gained valuable insights during my listening tour, which I conducted a few weeks before deploying our internal comms survey.

Remember, an internal comms survey (hit the link below for a free template!) can provide the feedback you need to refine your approach. By leveraging the right channels, adjusting your frequency, and listening closely to your employees, you’ll stay on track, but keep in mind, our work is always evolving! Don’t be afraid to pivot, embrace new strategies and seek inspiration from beyond your company’s walls to keep your communications fresh. 

Oh! Looking for a community of like-minded comms professionals? Consider joining CommsChat on LinkedIn, I’ll see you there!