When it comes to internal communication, there’s a simple truth that often gets overlooked: not every employee will be equally engaged. And that’s perfectly okay.
Many organisations still operate under the assumption that every employee should actively participate in internal communications, but this approach ignores the diversity of engagement levels that exist in any workplace. Instead of trying to engage everyone the same way, we need a more nuanced approach. One that recognises and leverages these differences.
This is where the 3 Circles Model comes in, offering a fresh perspective that can help you tailor your internal comms strategies to meet employees where they are, rather than where you think they should be.
What is the 3 Circles Model?
Originally developed by Michel Bachmann and later expanded by Fabian Pfortmüller, the 3 Circles Model was designed to help community managers, but its insights are highly relevant for internal communication too.

The model divides a group into three categories based on their level of engagement:
- Core: These are the most engaged individuals. In a workplace, they’re your champions—employees who regularly contribute to internal discussions, volunteer for projects, and act as advocates for the company culture.
- Committed: This group is engaged, but not as frequently as the core. They’ll contribute when needed but might not take initiatives as often. They’re responsive but not as proactive.
- Passive: The silent observers who stay informed but rarely contribute. In a work setting, these employees prefer to stay on the side-lines and consume information rather than initiate conversations or actions. In many ways, they’re the silent majority.
Why unequal participation is normal
A key lesson from the 3 Circles Model is that expecting equal participation from all employees is unrealistic. Not everyone needs to engage at the same level, and trying to force that can backfire.

In reality, most organisations have employees who fall into all three categories: core, committed, and passive. The challenge isn’t to get everyone to become highly engaged but to build a communication strategy that accommodates these varying levels of involvement. The focus should be to meet employees where they are.
Internal communication is fluid

Engagement isn’t something that stays fixed. Its free flowing and employees will move between different circles over time depending on their job roles, personal circumstances, or how connected they feel to what’s going on.
Someone who’s highly active today might step back tomorrow, and that’s perfectly fine. This fluidity means your internal communication strategy should be adaptable. tchop™ makes this easier by offering tools like custom content feeds, real-time chats, push notifications, and user-generated content. With tchop™, employees can engage at their own pace, while you tailor your strategies based on their involvement.
Focus on movers, not the bystanders
It’s tempting to try to engage everyone, but that’s not the most effective use of your resources. The 3 Circles Model suggests focusing on those who are already active or showing signs of willingness to engage more.
Your core employees, such as department heads and top performers, are often the key to driving communication. They’re the ones creating content, sparking discussions, and setting the tone for others. Rather than trying to push passive employees to become active, concentrate on nurturing your core and middle groups.

For example, with tchop™, you can create exclusive channels for your core group—places where they can engage in leadership updates, real-time discussions, or project development. Meanwhile, your mid-circle (committed) employees can receive content that’s relevant to their role, helping them stay engaged without feeling overwhelmed.
Let employees choose their level of engagement
One of the smartest takeaways from the 3 Circles Model is that engagement should never feel forced. If employees feel pressured to engage, it could backfire. Instead, let employees decide how involved they want to be. Create an environment where it’s easy for people to participate when they’re ready.

tchop™ helps you do this with its modular approach, offering different channels, threads, and interactive features that allow employees to engage in the ways that suit them best. Some might like to contribute to polls, while others may prefer to collaborate on projects or discussions. The point is to make engagement easy and accessible, not mandatory.
Why this model works for Internal Communications
The 3 Circles Model shows us that successful engagement isn’t about making everyone equally active. It’s about providing the right opportunities for people to engage on their own terms. That’s where tchop™ stands out, offering a variety of tools that cater to different engagement levels while keeping your communication strategy unified.
So, if you’re tired of trying to make every employee engage the same way, it’s time to rethink your approach. Focus on creating adaptable strategies that meet employees where they are, and use tchop™ to ensure that your internal communication remains personal, relevant, and effective.
Key takeaways
- Unequal participation is natural. Focus on those who are already engaged.
- Engagement is fluid. Employees move between levels of engagement, and your strategy should reflect that.
- Let employees choose their engagement level. Provide options and let them decide how they want to be involved.
By applying the 3 Circles Model, you can create more effective, nuanced internal communication strategies that empower you employees to engage when they’re ready; leading to healthier, more dynamic company culture.