{"id":5692,"date":"2025-05-05T13:24:16","date_gmt":"2025-05-05T13:24:16","guid":{"rendered":"https:\/\/blog.tchop.io\/?p=5692"},"modified":"2025-06-16T13:01:41","modified_gmt":"2025-06-16T13:01:41","slug":"why-we-added-engage-me-as-a-core-dimension-in-user-needs-for-internal-communications","status":"publish","type":"post","link":"https:\/\/blog.tchop.io\/en\/why-we-added-engage-me-as-a-core-dimension-in-user-needs-for-internal-communications\/","title":{"rendered":"Why we added &#8220;Engage me&#8221; as a core dimension in user needs for internal communications"},"content":{"rendered":"\n<p><a href=\"https:\/\/blog.tchop.io\/en\/forget-mobile-friendly-build-a-mobile-first-intranet\/\">Internal communication<\/a> has long been viewed as a one-way broadcast system. Companies send out information, and employees are expected to consume it. While this approach may have worked in traditional corporate structures, today\u2019s workplaces demand a more interactive, participatory model of communication. Employees expect not just to receive information but to engage with it, contribute to discussions and have their voices heard.<\/p>\n\n\n\n<p>When we adapted the User Needs Model 2.0 (originally designed for journalism) to <a href=\"https:\/\/blog.tchop.io\/en\/top-10-ways-aiagents-boost-internal-communication\/\">internal communications<\/a>, we realised that something essential was missing: <a href=\"https:\/\/blog.tchop.io\/en\/why-social-media-is-a-race-to-the-bottom-and-how-we-can-turn-it-around\/\">engagement<\/a> as a core function of workplace communication.<\/p>\n\n\n\n<p>The User Needs Model 2.0 already included \u201cKeep me engaged\u201d under Fact-driven needs, an evolution of \u201cKeep me on trend\u201d from earlier versions of the model. However, this framing was still rooted in content consumption rather than active <a href=\"https:\/\/blog.tchop.io\/en\/the-next-era-of-media-is-participation-not-publishing\/\">participation<\/a>. Engagement in media is about retaining audience interest, but in internal communications, it is about facilitating dialogue and ensuring employees are integral to the communication process.<\/p>\n\n\n\n<p>Recognising this distinction, we introduced \u201cEngage me\u201d as a new core dimension, rather than simply adapting \u201cKeep me engaged\u201d from the journalism model.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How engagement differs in journalism vs. internal communications<\/h2>\n\n\n\n<p>To understand why engagement required a dedicated dimension in internal communications, it is important to distinguish how engagement functions in journalism versus the workplace.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>In journalism (User Needs Model 2.0)<\/th><th>In internal communications (User Needs Model for IC)<\/th><\/tr><\/thead><tbody><tr><td>Engagement ensures audiences stay interested and involved with ongoing discussions, trends and news cycles.<\/td><td>Engagement ensures employees feel heard, valued and included in shaping workplace culture and communication.<\/td><\/tr><tr><td>Readers engage by consuming, sharing and discussing content, but they remain external to the editorial process.<\/td><td>Employees engage by participating, providing feedback, contributing to discussions and influencing organizational decisions.<\/td><\/tr><tr><td>&#8220;Keep me engaged&#8221; encourages audiences to stay informed and follow updates.<\/td><td>&#8220;Engage me&#8221; ensures employees can actively shape the communication process rather than just receive updates.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The fundamental difference is clear:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Journalism engagement is about interaction with content.<\/li>\n\n\n\n<li><a href=\"https:\/\/blog.tchop.io\/en\/how-the-3-circles-model-adopts-to-internal-communication\/\">Internal comms<\/a> engagement is about interaction with the organization itself.<\/li>\n<\/ul>\n\n\n\n<p>This shift is why engagement could not simply remain a subcategory. It needed to be elevated into a core function of workplace communication.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/tchop.io\/resources\/library\/user-needs-model-for-internal-communications\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"287\" src=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-5666\" srcset=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png 950w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-300x91.png 300w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-768x232.png 768w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Why \u201cKeep me engaged\u201d wasn\u2019t enough<\/h2>\n\n\n\n<p>In User Needs Model 2.0, engagement was categorized under fact-driven communication as \u201cKeep me engaged.\u201d This dimension ensured that audiences remained connected to ongoing stories and discussions, keeping them interested and informed.<\/p>\n\n\n\n<p>However, if we had simply retained \u201cKeep me engaged\u201d as a subcategory in our internal communications model, it would have failed to capture the full scope of what engagement means in a corporate environment.<\/p>\n\n\n\n<p>Employees are not just passive recipients of information, they are active stakeholders whose input, feedback and participation shape the company itself. A fact-driven engagement model, as seen in media, would have reduced engagement to simply keeping employees updated rather than ensuring they have a voice, contribute to discussions and play an active role in shaping <a href=\"https:\/\/blog.tchop.io\/en\/why-every-team-misunderstands-brand-communities-and-what-its-costing-you\/\">company culture<\/a>.<\/p>\n\n\n\n<p>This is why \u201cEngage me\u201d had to be a standalone core dimension.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What \u201cEngage me\u201d adds to internal communications<\/h2>\n\n\n\n<p>By introducing \u201cEngage me,\u201d we acknowledged that effective internal communication requires more than just delivering information. It requires active participation from employees.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Two-way communication instead of one-way messaging<\/h3>\n\n\n\n<p>Traditional internal communications often focus on informing employees, but rarely on involving them. Many organizations still rely on top-down messaging, where leadership sends updates and employees are expected to consume them without question.<\/p>\n\n\n\n<p>\u201cEngage me\u201d ensures that communication is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Interactive: Employees can ask questions, contribute ideas and be part of the conversation.<\/li>\n\n\n\n<li>Responsive: Organizations actively listen to employee feedback and take action.<\/li>\n\n\n\n<li>Inclusive: All employees, regardless of role or level, have opportunities to participate in discussions.<\/li>\n<\/ul>\n\n\n\n<p>This is fundamentally different from engagement in media, where audiences may respond to content, but do not influence editorial decisions. In the workplace, employees must be able to shape communication itself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Feedback loops and participation mechanisms<\/h3>\n\n\n\n<p>One of the most common challenges in corporate environments is the lack of transparent feedback mechanisms. Many employees feel that internal communication exists to inform them, not to engage them.<\/p>\n\n\n\n<p>\u201cEngage me\u201d addresses this by prioritizing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Employee feedback channels such as pulse surveys, open forums and town hall discussions.<\/li>\n\n\n\n<li>Opportunities for employees to challenge decisions and offer alternative perspectives.<\/li>\n\n\n\n<li>Recognition of employee contributions, ensuring they see tangible outcomes from their feedback.<\/li>\n<\/ul>\n\n\n\n<p>This differs significantly from <a href=\"https:\/\/blog.tchop.io\/en\/the-foundations-of-a-thriving-brand-community\/\">audience engagement<\/a> in media, where readers can share opinions but rarely influence newsroom operations. In contrast, employees have a direct stake in shaping their organization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Moving beyond information consumption to active involvement<\/h3>\n\n\n\n<p>Many organizations believe that keeping employees informed automatically leads to engagement, but this is not the case.<\/p>\n\n\n\n<p>For example, an internal newsletter announcing a major policy change may keep employees informed, but it does not guarantee they feel engaged with or connected to that change.<\/p>\n\n\n\n<p>\u201cEngage me\u201d shifts the focus from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Passive communication \u2192 To active involvement.<\/li>\n\n\n\n<li>One-way updates \u2192 To open dialogue.<\/li>\n\n\n\n<li>Simply delivering information \u2192 To encouraging participation.<\/li>\n<\/ul>\n\n\n\n<p>In essence, \u201cEngage me\u201d ensures that employees are not just aware of workplace initiatives, but that they have a role in shaping them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/tchop.io\/resources\/library\/user-needs-model-for-internal-communications\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"287\" src=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-5666\" srcset=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png 950w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-300x91.png 300w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-768x232.png 768w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What happens when engagement is ignored?<\/h2>\n\n\n\n<p>Organizations that fail to prioritize <a href=\"https:\/\/blog.tchop.io\/en\/adapting-the-user-needs-model-to-internal-communication\/\">employee engagement<\/a> in internal communications risk:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Low morale and disengagement: Employees feel disconnected from leadership and company culture.<\/li>\n\n\n\n<li>Lack of <a href=\"https:\/\/blog.tchop.io\/en\/how-community-becomes-a-brands-moat\/\">trust<\/a> and transparency: Employees may feel that their voices are not valued or considered.<\/li>\n\n\n\n<li>Reduced <a href=\"https:\/\/blog.tchop.io\/en\/how-to-build-a-loyal-digital-community\/\">retention<\/a> and productivity: Employees who do not feel heard are more likely to disengage or leave.<\/li>\n<\/ul>\n\n\n\n<p>Without \u201cEngage me,\u201d internal communication risks becoming a one-way information dump. Where updates are delivered, but no real connection or participation is fostered.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The impact of \u201cEngage me\u201d on internal communications<\/h2>\n\n\n\n<p>By making \u201cEngage me\u201d a core dimension, internal communications becomes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More participatory: Employees contribute rather than just consume.<\/li>\n\n\n\n<li>More meaningful: Employees feel valued and included in the process.<\/li>\n\n\n\n<li>More effective: Engagement leads to higher retention, productivity and <a href=\"https:\/\/blog.tchop.io\/en\/building-microcultures-inside-large-organisations\/\">alignment<\/a> with company goals.<\/li>\n<\/ul>\n\n\n\n<p>This ensures that internal communication is not just about what leadership says, but about how employees contribute to shaping the organization.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Takeaway<\/h2>\n\n\n\n<p>The decision to add \u201cEngage me\u201d was not just about redefining engagement, it was about redefining internal communication itself.<\/p>\n\n\n\n<p>In journalism, engagement is about keeping audiences interested in content. In internal comms, engagement is about ensuring employees feel connected, heard and empowered to shape their workplace.<\/p>\n\n\n\n<p>By elevating \u201cEngage me\u201d as a core dimension, we recognize that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Communication is incomplete unless employees can participate in the conversation.<\/li>\n\n\n\n<li>Engagement is not just about keeping employees informed. It is about making them feel heard.<\/li>\n\n\n\n<li>A company\u2019s <a href=\"https:\/\/blog.tchop.io\/en\/the-duality-dilemma-in-internal-communications\/\">internal communications strategy<\/a> is only as strong as the level of participation it enables.<\/li>\n<\/ul>\n\n\n\n<p>This is why \u201cEngage me\u201d is not simply a reframed \u201cKeep me engaged\u201d from journalism. It is an essential pillar of a modern, dynamic internal communications model.<\/p>\n\n\n\n<p>Organizations that understand this will not just inform employees, they will empower them to shape the future of work.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/tchop.io\/resources\/library\/user-needs-model-for-internal-communications\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"287\" src=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-5666\" srcset=\"https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA.png 950w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-300x91.png 300w, https:\/\/blog.tchop.io\/wp-content\/uploads\/2025\/04\/User-Needs-Model-for-Internal-Communications-CTA-768x232.png 768w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>to go beyond updates and build two-way communication that makes people feel seen.<\/p>\n","protected":false},"author":5,"featured_media":5739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[173,1],"tags":[370,113,368,362,369,371,363,361],"coauthors":[132],"class_list":["post-5692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internal-communication","category-miscellaneous","tag-communication-strategy","tag-employee-engagement","tag-employee-feedback","tag-internal-communication","tag-organizational-communication","tag-participation","tag-user-needs-model","tag-workplace-culture"],"_links":{"self":[{"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/posts\/5692","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/comments?post=5692"}],"version-history":[{"count":3,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/posts\/5692\/revisions"}],"predecessor-version":[{"id":5706,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/posts\/5692\/revisions\/5706"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/media\/5739"}],"wp:attachment":[{"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/media?parent=5692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/categories?post=5692"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/tags?post=5692"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blog.tchop.io\/en\/wp-json\/wp\/v2\/coauthors?post=5692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}