By Amber Burnip

After returning from maternity leave last month and throwing myself back into the world of Communications recruitment, it’s become apparent that the last year or so hasn’t been the most buoyant! And after a thought-provoking conversation over coffee with an excellent Head of Comms in my network, it got me thinking – do all businesses truly understand the real benefit of a good Internal Communication strategy and how this can improve attraction / retention?

First and foremost, every business should be prioritising the engagement of its workforce. Internal communications and employee engagement are vital components of a successful business strategy, significantly contributing to a company’s overall value.

Clear and concise communication from leadership is crucial and can often be overlooked – if your workforce has a clear understanding of the company’s vision and are bought into the SLT, they’re more likely to stay focused on what matters most, leading to improved efficiency and goal achievement.

So, how can a solid communication strategy support and improve recruitment for your business?

Reducing employee turnover

Engaged employees who feel connected to their workplace are less likely to leave!

Internal communication that fosters engagement can play a significant role in reducing employee turnover. Regularly communicating company updates, involving employees in decision-making, and providing opportunities for growth and development help employees feel valued and invested in the company’s future.

Building a positive employer brand

A company’s internal communication efforts significantly influence its external reputation. Word-of-mouth from employees is one of the most authentic forms of advertising a company’s work culture. When internal communications offer transparency, collaboration, and employee satisfaction, this often translates into positive reviews on social platforms like LinkedIn, Glassdoor, and others where prospective employees research companies.

Engaging employees from the onboarding stage

Attraction is not just about getting candidates through the door - it’s about ensuring they feel welcomed and connected from the start. An effective internal communication strategy begins during the onboarding process. A well-structured, clear, and supportive communication plan during onboarding helps new employees integrate quickly, understand their roles, and become engaged with the company’s mission – this coupled with a happy and engaged workforce welcoming them into the business is sure to get them off to a good start!

Minimising turnover through crisis communication

Internal communication is critical during times of change or crisis. Whether it’s a company restructuring, a pandemic, or a leadership transition, employees look to their employers for clear, honest, and consistent information. A well-designed communication strategy ensures that employees receive timely updates, feel heard, and understand how changes will affect them.

Proactively managing communication during challenging times helps reduce anxiety, prevent misinformation, and maintain employee trust. Employees who feel supported during difficult times are less likely to leave, as they perceive the company as reliable and caring.

In conclusion, a good internal communication strategy can significantly enhance both the attraction and retention of talent within a business. By building a strong company culture, promoting growth opportunities, and engaging employees at every stage of their journey, businesses can position themselves as desirable employers. When employees are engaged and aligned with company values, they’re more likely to stick around and develop their careers within a business they feel valuable to!