As the recruitment landscape continues to evolve in Ireland, driven by hybrid work, shifting employee expectations, and generational change, employer branding has never been more critical. In such a dynamic environment, internal communication is no longer just a support function, it is a strategic driver of engagement, alignment and culture and organisations that invest in robust internal communications are better positioned to build resilient cultures, respond to challenges swiftly and sustain long term growth.
A strong employer brand must be lived internally, with strategic internal communications (IC) at its core. And that means moving beyond one-way updates or reactive messaging. Internal communications is not just about informing employees - it’s about inspiring them. When done right, it can support inclusivity, cultivate purpose, drive retention, and foster long-term engagement. Internal communications is business critical.
More than just messaging
Strategic IEC helps employees understand the bigger picture, what the business stands for and how their role contributes to that purpose. This shared sense of mission isn’t just good for morale; it’s a driver of performance. But this kind of alignment only happens when IC is treated as a long-term strategic function, not a tactical afterthought.
That’s where the difference between an internal communications strategy and an internal communications plan becomes vital. A strategy sets out the high-level goals tied to business outcomes. It’s stable, directional, and focused on the why and what. A plan is the how, detailing specific campaigns, timelines, and tactics to deliver on the strategy. You need both to build and sustain a purposeful internal culture that underpins a compelling employer brand.
Know your audience
Inclusivity in internal communications starts with understanding your audience. Ask: who are you talking to and how can you genuinely connect with them. Always write for real people and avoid using buzzwords.
Through stakeholder mapping and the use of personas you can tailor messages that resonate across diverse employee groups. Inclusive communication considers not just content, but access, tone, language and platform preferences. It's about ensuring every employee feels seen and heard. Strategic internal communications also involves listening. Are there two-way channels in place? Are we asking for feedback—and more importantly, acting on it?
From informed to engaged
Effective internal communications doesn’t just transfer information. It changes behaviour. Lesley Allman’s ABCDE framework guides brands from informed to connected to engaged—three crucial phases if you want employees to live the employer brand.
To drive this progression, message clarity is key. The 3Qs model—What? So What? Now What? - ensures communication is relevant and actionable. What does your audience need to know? Why should they care? What should they do next? Purpose-led messaging that answers these questions makes content sticky and helps embed values into daily behaviour.
Make it part of the culture
Retention is increasingly about connection. While factors like pay and progression will always matter, the sense of belonging, shared values and open communication often define whether someone stays or leaves. Internal communications play a central role in sustaining that connection.
Tactics like leading with the most important information and activating internal champions and offering early incentives and front-loading content can be highly effective in building engagement and embedding new platforms or behaviours into the everyday working life for brands.
Measure what matters
To prove the value of internal communications, measurement must go beyond outputs (emails sent, videos watched) to outcomes (behavioural shifts, improved retention, enhanced clarity). Use surveys, analytics, and direct feedback to track what’s working—and where you need to evolve. Don’t assume that something has been communicated and understood just because it’s been sent to employees, you need to know what it’s landed and if it’s being received in the way it was intended.
Full Circle: Embedding internal communications in employer brand strategy
As the talent market continues to shift, investing in internal communications isn’t a nice-to-have. It’s your competitive edge. At Drury, we believe a strong employer brand starts from the inside—and endures through every stage of the employee journey. Our full-circle methodology ensures that internal communications are not only delivered but also understood and acted upon and improved over time- creating a dynamic and responsive communication ecosystem.
Get in touch to learn how Drury’s full-circle approach can help strengthen culture, connection and boost engagement.
Dawn Burke, MD Corporate and Reputation
