Management of business communication to increase work engagement

15 of May, 2025

Have you ever wondered why some companies seem to have more engaged and motivated employees than others? The answer may lie in how business communication management is conducted.

A good business communication strategy is key to attracting and retaining the best talent. This is the clear belief of the four experts in internal communication who visited us at the third edition of HR Talks by Sesame HR. Stay in this article if you want to learn more about this topic.

Experience in Business Communication Management

In the event “Internal Communication to Connect Teams”, we had the perspective of four experts in business communication management:

Emilia Carbó: Employee Branding Specialist at eDreams Odigeo.
Guillermina Cano: Responsible for Internal Communication at Consum.
Loreto González: HR People Director at Movistar+.
Vicky Casañ: HR Manager at Grefusa.

A vision that we will develop and expand in the following article, which you can take advantage of to review your internal strategy.

Management of Internal and External Business Communication

Because to connect with your employees, you must communicate clearly and coherently, both internally and externally. Adapting the message and the channel according to the different audiences will allow you to reach everyone.

For good internal and external business communication management, include all workers in the plan and focus on positive experiences that encourage commitment. An attractive speech will also capture the best talent. Keep reading, we’ll tell you in more detail.

1. Adaptation of Channel and Message According to Audiences

To effectively communicate with different audiences, both the channel and the message must be adapted. An efficient selection of media will be necessary for this.

For employees, the business communication management tools to use will depend on issues such as the digital skills of employees. In fact, you can opt for several communication channels, as Guillermina Cano recommends:

Physical channels: such as boards, face-to-face meetings, events or printed magazines.
Digital channels: such as internal applications, internal chats or social networks.

Although the final message should be the same for all audiences, it is essential to adapt the details and tone to each audience.

For example, use an informal and personal tone for employees, but more formal for external stakeholders. Mention the benefits for employees when addressing staff, but focus on product features and impact on the customer externally.

The key is to understand the audience and create specific content for them. With the right channel and message, you can increase engagement in all areas.

2. Coherence in the Message

Remember, you must ensure that your message is consistent across all channels. Your employees expect clear and consistent messages from the company. For this, actions such as the following are advised:

Publish regular updates in your newsletters and internal social networks.
Share the same information on all channels to avoid confusion.
Use a consistent tone and communication style in all interactions, as well as maintain a well-aligned storytelling.
Align your messages with the culture and values of the company.
Answer employee questions in a timely and consistent manner.

The coherence in business communication management increases the trust and commitment of employees. Your collaborators will feel valued and an integral part of the organization.

3. Employee Experience as Value Proposition

As Loreto González rightly stated, the employee experience is the value proposition that each company offers to its staff.

Ultimately, employee experience refers to all aspects of interaction and experience that employees have within a company, from the moment they are recruited to their eventual departure. It is about creating a work environment in which employees feel valued, motivated and committed, and in which they can develop their full potential.

By prioritizing the employee experience, organizations recognize that employees are their most valuable asset. By investing in their well-being, satisfaction, and growth, a significant value proposition is generated for employees.

In this sense, it is of vital importance to listen to employees, understand their needs and implement actions in accordance with these requirements.

4. Inclusion of Remote Workers

Emilia Carbó highlighted the importance of including remote workers in business communication management. To involve remote workers, they must be included in the company’s culture and communication.

For this, you can schedule regular video calls to connect face-to-face. Ask them open-ended questions to see how they are doing and if they feel included. Make an effort to get to know them personally.

To stay in touch, you can also:

Share news and updates from the company frequently.
Invite remote workers to company events such as parties or team building activities.
Acknowledge and thank their work in team meetings. Highlight their main achievements and milestones so they feel valued from a distance.

5. Speech for Talent Attraction

Vicky Casañ considered the business communication management inseparable from the values and culture of the company. Therefore, she sees the feeling of admiration for the brand and belonging in the company as a determining factor for the attraction and retention of talent.

And to attract the best talents, your company’s message has to resonate. Focus on your employees’ experience and on developing corporate culture.

Talk about your values, your mission, and your purpose. You will also need to take action and implement actions for personal wellbeing and work-life balance.

In your communications, the following topics should predominate:

Highlight your commitment to diversity, equality, and inclusion.
Share stories of professional growth.
Promote your opportunities for career plan and training.

6. Build Relationships to Increase Commitment

To foster employee engagement, focus on fostering good relationships in your teams. If you want to achieve this, you will need to give spaces to connect with team members on a personal level. To do this, you can:

Show interest in their life outside of work.
Express their appreciation for their contributions and dedication.
Encourage collaboration and team meetings.
Organize team meals, events or other collaborative activities.
Be transparent and share company news, goals, challenges, and key decisions.

Forging real relationships based on trust and understanding is key to gaining employee acceptance and loyalty. Make the effort to connect, communicate and show that you care. A committed and involved team will drive the success of the company.

Most Common Mistakes in Business Communication Management

Now you know the best practices in business communication management. But we don’t want you to stumble over the most common mistakes in this area. Don’t you know what we are referring to? We explain it to you in detail.

1. Not Taking Advantage of Different Company Channels

As Emilia Carbó mentioned, you should take advantage of all the channels available in the company to optimize and disseminate messages effectively and thus improve business communication management.

Take advantage of the variety of channels to reach all the audiences of the company with messages adapted to each one. In this way, you will increase the commitment of the employees by feeling informed and included.

2. Neglecting the message

As Loreto González mentioned, you should pay a lot of attention to the message you transmit to your employees. If you don’t, you can lose credibility and damage the relationship. Some common mistakes include:

Sending contradictory messages that confuse the audience.
Using an inappropriate tone that does not match the culture of your company.
Not updating the message as circumstances evolve.
Neglecting comments and questions.

Paying attention to these details will help you strengthen business communication management. A clear, coherent, and well-targeted message is crucial in building lasting relationships.

3. Not Implementing Work Climate Surveys

If you want to know the level of commitment of your employees, work climate surveys are essential. Without them, you are flying blind.

Asking your collaborators about their experience in the company, what motivates them and what demotivates them is the only way to know the temperature of the work climate.

Otherwise, you run the risk of losing talent by not detecting problems in time or not valuing enough those who are committed.

4. Working without KPIs

In HR, there is still work regarding analytics and data on personnel management. Although functionalities such as People Analytics already exist, many companies still do not implement them.

In that regard, working without clear, measurable objectives (KPIs) is like sailing without a compass. Without them, you won’t know where you’re headed or whether you’re making progress. Set specific KPIs and review their progress regularly.

5. Not adapting business communication management to the size of the company

As Guillermina Cano pointed out, don’t make the mistake of assuming that a communication strategy effective for a large corporation will work just as well for a small business.

SMEs have unique communication needs that require a tailored approach. Plus, the formats that work well in one company may not work the same way in another. To find the right fit, you’ll need to test and experiment with different approaches.

6. Not respecting the right to disconnect from digital communication

Vicky Casañ also emphasized the importance of knowing when to silence communications and promote employee well-being. In other words, she highlighted the importance of respecting employees’ right to disconnect from digital communication.

This is especially important in companies where shift management makes it difficult to determine appropriate times for internal communications.

So now you know — if you want your company to thrive, you need to invest in strong business communication management. Listen to your employees, tailor your messages to different audiences, be consistent, and create positive experiences. Don’t wait any longer — take action so your company can shine and succeed.

And if you want to learn more about personnel management, keep reading in our resources section. We’re your go-to HR software!

HR professional with experience in building strong 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐯𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬 among HR leaders. As the founder of the 𝐇𝐑 𝐂𝐥𝐮𝐛 and 𝐇𝐑 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲, I leverage my 15+ years of experience to enhance the professional landscape for HR leaders.

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HR Content Specialist