The 5 pitfalls in internal communication (and how to avoid them)

Good internal communication seems simple: you share news, keep people informed and make sure everyone is on the same page. In practice, it often proves trickier. Not because organizations lack good intentions, but because a few persistent habits limit the impact.

These are the five mistakes we encounter most often and how to prevent them.

❌ 1. Too much broadcasting, too little listening

Many internal messages feel like a final decision. There’s no room for a response, no opportunity to ask questions. The result? Employees read it, shrug… and do nothing with it.

Better approach:

  • Keep your message open for reactions or questions.

  • End with: “What do you think?” or “Are there any uncertainties?”

  • Add a poll or short form to quickly gather feedback.

Extra tip: On an intranet, you can place comments, likes and polls directly alongside the post – keeping feedback tied to the context.

❌ 2. Jargon, vague language or corporate buzzwords

Phrases like “We will leverage synergies within the framework of our strategic roadmap” essentially say nothing. Employees disengage as soon as they feel you’re dodging the core message.

Better approach:

  • Write as you speak: active, concrete, without unnecessary abbreviations.

  • Explain unfamiliar terms, especially for new employees.

  • Test your message with someone from another department: do they get it right away?

Extra tip: A style or writing guide on the intranet can help teams maintain a consistent, accessible tone.

❌ 3. Not giving context

Without explaining the why, communication often feels like random one-offs. Employees want to know how something fits into the bigger picture, especially during change.

Better approach:

  • Start every message with: “Why are we sharing this?” and “What does this mean for you?”

  • Add background information or refer to earlier updates.

  • Use visuals, timelines or infographics to reinforce context.

Extra tip: Create a dedicated “Background & Context” section on the intranet for more in-depth explanations, so news posts can stay short and to the point.

❌ 4. Not knowing your audience

A generic “for all employees” message often misses the mark. The shop floor needs different information than the management team. And what makes sense to marketing may be gibberish to HR.

Better approach:

  • Segment your communication: adjust tone, channel and level of detail per audience.

  • Use specific examples relevant to that group.

  • Personalize where possible: even a tailored introduction makes a difference.

Extra tip: Modern intranets let you create target groups so your content automatically reaches the right people.

❌ 5. No call-to-action or next step

Without a clear next step, a message ends up as “for your information” – even if something is supposed to be done with it.

Better approach:

  • Always close with one concrete action:

    • “Read the full report”

    • “Register for the session”

    • “Fill in the form by Friday”

  • Make sure the action button or link stands out visually.

Extra tip: On an intranet, you can link CTAs directly to practical functions such as registrations, document downloads or internal forms.

✅ Finally: Mistakes are opportunities

Nobody communicates perfectly. But recognizing and actively addressing these pitfalls will make big strides in clarity, engagement and impact.

Clear internal communication isn’t just about what you share, but also about how and through which channel. An intranet can make all the difference: it centralizes communication, makes interaction easy and ensures the right message reaches the right people.

Want to explore how your organization can make internal communication even stronger? Schedule a short introduction – we’d be happy to think along with you.