The five employee needs every internal comms strategy must address

Effective internal communication isn’t about pushing out information and hoping it sticks. Employees are bombarded with messages daily and unless communication is structured, purposeful and engaging, it will get ignored. A strategic approach is needed, one that ensures employees not only receive information but also understand and act on it, one that addresses the employee needs.

The User Needs Model for internal comms is a framework that helps organizations categorize and deliver internal messages in a way that resonates with employees and drives action. By using a structured approach, companies can ensure their communications are clear, relevant and purposeful, reducing noise while increasing engagement.

This guide provides a detailed, actionable approach to structuring internal communications under five core user needs: Inform Me, Motivate Me, Educate Me, Inspire Me, and Engage Me.

1. Aligning internal communications with employee needs

Every internal message should align with a specific user need, ensuring clarity, engagement and relevance. Categorizing communication this way prevents information overload and allows employees to interact with content that matters to them.

Inform me: Communicating clear, essential updates

Purpose: Ensure employees receive timely and necessary updates without unnecessary details.

Examples:

• Company-wide announcements (leadership changes, mergers, restructuring)
• Policy updates and compliance information
• Crisis communication and urgent notifications
• Operational changes (IT maintenance, office relocations, HR updates)

Best practices:

• Structure for quick scanning. Use headlines, bullet points and clear formatting.
• Use push notifications for urgent updates.
• Provide context. Why does this matter and what action is required?
• Archive updates in an accessible place, such as a tchop™ newsfeed.

Motivate me: Driving employee action and participation

Purpose: Encourage employees to take action on company initiatives, personal growth and engagement programs.

Examples:

• Encouraging participation in training and development programs
• Recognizing outstanding employee achievements
• Driving involvement in company-wide initiatives and social causes
• Promoting feedback surveys and company pulse checks

Best practices:

• Use action-oriented messaging. “Sign up today” is stronger than “Consider signing up.”
• Incorporate incentives. Leaderboards, gamification and recognition programs increase participation.
• Leverage multiple touchpoints. Combine email reminders with in-app notifications.
• Follow-up. Highlight progress and impact to reinforce motivation.

Educate me: Providing knowledge and context

Purpose: Help employees understand complex policies, industry trends or strategic company initiatives.

Examples:

• Onboarding and training guides
• Explanation of company policies and benefits
• Leadership insights on company strategy
• Industry news and best practices relevant to employees

Best practices:

• Use varied formats. Combine written content with video, podcasts and infographics.
• Make content searchable. Create a knowledge base that employees can refer to on demand.
• Break down complex topics into bite-sized, digestible content.
• Personalize education. Offer role-based learning paths.

Inspire me: Strengthening company culture through storytelling

Purpose: Build emotional connection, create shared purpose and reinforce company values through storytelling.

Examples:

• Employee success stories and testimonials
• Leadership reflections and company vision
• Diversity, equity, and inclusion initiatives
• Social responsibility and sustainability efforts

Best practices:

• Make it personal. Feature real employees and their experiences.
• Use multimedia storytelling. Videos and interviews engage more than text alone.
• Create recurring themes. A “Spotlight of the Month” or “Leadership Insight” post.
• Encourage peer recognition. Let employees nominate colleagues for features.

Engage me: Fostering two-way communication

Purpose: Move beyond one-way messaging by creating opportunities for dialogue, feedback, and employee input.

Examples:

• Leadership Q&A sessions and AMA (Ask Me Anything) formats
• Live polling and interactive surveys
• Employee-led discussion groups
• Open forums for sharing feedback and ideas

Best practices:

• Close the loop. Acknowledge feedback and communicate how it will be acted upon.
• Use real-time tools. Host interactive meetings and live Q&A sessions.
• Track engagement trends. Identify what topics employees care about most.
• Recognise contributions. Publicly highlight employees who provide valuable insights.

2. Structuring internal communications for maximum impact

A structured approach to internal communications prevents overwhelming employees while ensuring they receive the right information at the right time.

Content frequency guidelines:

Execution strategies:

• Use a content calendar to align communications with company initiatives.
• Segment messaging. Send content to the right teams, avoiding information fatigue.
• Leverage automation tools to schedule, personalize, and measure communication effectiveness.

3. Organising and optimising internal communication

Tagging for easy navigation:

• Assign relevant hashtags (#CompanyNews, #HRUpdates, #Training) for quick filtering.
• Ensure content is searchable. Employees should be able to find past updates easily.
• Use priority markers for urgent information.

Segmenting audiences for relevance:

• Role-based communication. Ensure messages are tailored for different levels of the organization.
• Department-specific content feeds. Allow teams to subscribe to updates most relevant to them.
• Customisable notifications. Give employees the option to opt into specific communication types.

Takeaway

The User Needs Model for Internal Communications shifts the focus from just sending messages to ensuring they are received, understood and acted upon. By structuring communications around Inform, Motivate, Educate, Inspire and Engage, organizations can create a more connected, informed, and engaged workforce.

With structured planning, audience segmentation and the right technology, internal communications can move from information overload to meaningful engagement.