Internal comms teams struggle to prove value despite growing influence

Internal communications teams are widely respected inside organisations but still struggle to demonstrate measurable business value, according to new research from Oak Engage.

The company’s survey of 250 HR and internal communications professionals found that 94 per cent believe the function is respected within their organisation, yet only 30 per cent said they could clearly measure its impact on business performance.

The findings point to what Oak Engage described as a growing “credibility gap” in internal communications, as companies demand stronger evidence linking employee engagement to productivity and cost savings.

The research also highlighted operational challenges facing communications teams. Sixty per cent of respondents said they lacked visibility into whether messages were reaching or influencing employees, while 66 per cent reported widespread information overload among staff.

Unofficial “shadow channels” such as WhatsApp are also becoming increasingly common, with 86 per cent saying employees use unofficial platforms to communicate outside formal company systems.

More than half of respondents said poor communication costs organisations between one and two working hours per employee each week.

Jennifer Sproul, chief executive of the Institute of Internal Communication, said communications teams needed to align more closely with wider business priorities and demonstrate clearer strategic value.

Nick Hollis, head of engagement at Burger King UK, said internal communications leaders should focus less on engagement metrics such as clicks and views, and more on measurable outcomes including efficiency and retention. 

The report comes as companies continue investing in employee engagement technology and workplace communication platforms amid growing pressure to improve productivity.