“Dear Employee, your GTK forms are now Available in the YTG portal, Please fill them by Thu so they can be processed by MONDAY. Thank you!!!!”
Internal messages like these are liable to confuse your audience.
Grammar mistakes, inconsistent capitalization, and workplace jargon make internal communications confusing. A lack of personalization and an ill-defined tone of voice make it unengaging.
The result? Your audience doesn’t understand your message — or chooses to ignore it because it holds no interest.
We know that ineffective communication costs businesses up to $15,000 per employee per year. So consistent, effective, and engaging communication has to be the standard.
An internal communication style guide helps your communicators post content that ticks all these boxes. Let’s look at what a style guide is — and how to create one — so you can ensure clear employee communication and a positive employer brand image.
What is a business communication style guide?
A business communication style guide is a document that details the content and writing standards you want internal communicators to stick to.
It includes rules on things like grammar, formatting, writing style, word choice, and tone of voice. It offers guidance on how to make content more interesting, relevant, and easy to digest. It may also provide information on how to create and format multimedia content.
Your internal communicators can refer to these standards whenever they create content, ensuring that everything is kept consistent, no matter who is writing or posting.
This makes your internal messages easier for employees to understand. It also supports your internal communication strategy. Because when employees are used to receiving clear and relevant messages, they’re much less likely to switch off from employee communications.
A style guide keeps everyone on the same page at all times. And it embeds a shared understanding of internal content creation throughout your company.
How to write your internal communication style guide: a template
Internal messages should be as concise as possible. The same goes for your internal communication style guide.
Nobody in your company wants to spend hours reading through a list of rules before they publish an internal communication message. So don’t be tempted to write reams.
It may help to look at style guide examples and templates — like the one we’ve included here — as inspiration. There’s broad consensus on what good internal messaging looks like. So most style guides contain a lot of the same information.
However, you will need to add company-specific guidance relating to your brand personality, tone of voice, and any particular language you want to use or avoid.
With all that in mind, here are the basic components you’ll need to include in your workplace communication style guide, along with some tips.
Introduction
The first section of a style guide is the introduction. It explains the basics of the guide, like how to use it, why it’s important, and what it includes.
The VA.gov style guide hits on all these points. It provides a straightforward experience for everyone, regardless of whether they’re viewing the guide for the first or tenth time.
To ensure people can use your guide as a reference, create a list of contents and use linked subheadings. That way, users can jump straight to the information they need.
A few internal communication principles
A good business communication style guide doesn’t just cover specific rules for workers to follow. It also shares the underlying internal communication principles behind those rules.
With knowledge of these principles, content creators can make the right editorial call, even in situations the guidelines don’t cover.
Here are some of the golden rules to include for content creators in your internal communication style guide.
Stick to the four Cs: Internal communication should be correct, clear, concise, and conversational. So fact check each piece of content. Ensure your primary message shines through. Say what you want to say in as few words as possible. And write in a way that reflects how real people talk to one another — using everyday words and phrases.
Understand your audience: Plan your content before you start writing. As you form an outline, ask yourself:
- What are the key things you want to convey?
- Who is this message for?
- What will the target audience want to know?
- What is their likely state of mind when consuming the content?
This will help you write cohesive content that gets to the point and answers employee questions.
Be clear and helpful: Break down complex messages into simple, bite-size chunks. Put the most important piece of information at the start of your content. Also, break up paragraphs and sentences to make them more digestible for readers.
Make it human: It’s much easier to connect with individual people than with an inanimate organization. So use words like “we” instead of your company name. And use the word “you” to talk to employees directly.
X Blink is looking for employees who want to volunteer with a local charity.
✓ We’re looking for employees who want to volunteer with a local charity.
X Employees can get involved by clicking this link.
✓ You can get involved by clicking this link.
Write inclusively: Only refer to a person’s disability, age, race, religion, gender, or sexual orientation if it’s relevant to the context of your content.
Grammar and punctuation
The third part of your internal communication style guide is all about the mechanics of writing.
Of course, you can’t cover every single grammar rule here. But you can give guidance regarding the most common grammatical errors and inconsistencies. Here are some ideas.
Ampersands: Don’t use ampersands (&), whether in titles, subtitles or the body of a message. Use the full word “and”.
Commas: Don’t forget to add the serial comma (also known as the Oxford comma), in lists of three or more items.
X In his award speech, Tom Cruise mentioned his parents, Steven Spielberg, and Martin Scorsese.
✓ In his award speech, Tom Cruise mentioned his parents, Steven Spielberg and Martin Scorsese.
Contractions: Contractions make your writing feel less formal. So use them in all your internal communications.
X We will have more news for you soon.
✓ We’ll have more news for you soon.
Be careful with common contraction errors. Writers often confuse “its” with “it’s”.
“Its” is used to show possession:
- The HR team has its away day on Monday.
“It’s” represents the phrase “it is”:
- It’s the HR team away day on Monday.
Also, avoid non-standard contractions like “should’ve” and “would’ve”.
Exclamation marks: Some writers are prone to using lots of exclamation marks. This can come across as overly informal or a little aggressive. However, the occasional exclamation mark can make a message seem more friendly. Be clear on whether and where you want communicators to use them.
Accuracy and spelling: Ensure that your content is free from errors. Use a spell-checker to catch mistakes you might have overlooked. And proofread everything before submitting it for publication or distribution.
Style and formatting
Style and formatting are all about how you want communicators to use language — and how you want them to present their message on the page.
Acronyms and abbreviations: These can cause confusion, particularly for new employees. So try to avoid them. When absolutely necessary, write the full version of the acronym or abbreviation the first time it appears in a piece of text.
For example:
- The customer experience (CX) team achieved their target this quarter.
Then use the acronym or abbreviation throughout the rest of the text.
In some cases, when an acronym or abbreviation is commonly used in the English language, you don’t need to spell the full word out.
Some examples: Mr, Ms, Ph.D
Capitalization: Use sentence case capitalization for page titles, subheadings, text links, and buttons.
X The Ultimate Internal Communication Style Guide
✓ The ultimate internal communication style guide
Remember that proper nouns (names of specific people, places, or organizations) are always capitalized, wherever they appear. And ALL CAPS should be avoided at all costs. They make a reader feel like you’re shouting at them.
Dates and times: Dates are displayed differently in different countries. To avoid any confusion, write dates in their full format.
X 11/12/2026
✓ November 12, 2026
Don’t abbreviate days of the week or months of the year. For example, write “Monday” not “Mon” and “January” not “Jan”. Also, write noon and midnight, rather than 12:00 p.m. and 12:00 a.m.
Bullet lists: Bullet lists make content easier to scan and understand. If there are three or more concepts in a sentence, try putting them in a bullet list instead.
When writing bullet lists:
- Capitalize the first letter of each bullet point
- Keep each list item short (no more than one or two lines)
- Use a parallel structure (start each point in the same way —for example, with a verb or a noun)
Links: The links you include in your content should feel natural and intuitive. They should show readers where to click and where the link will take them.
When creating links:
- Use descriptive language
- Hyperlink the most relevant text
- Avoid making the hyperlinked text too long
Headings and subheadings: Use headers and subheads to organize your content. This breaks text up and makes it easier to read.
Paragraphs and sentences: Keep the majority of your sentences and paragraphs short. Long blocks of text can be overwhelming for a reader, particularly if they’re reading content on a small mobile device screen.
Here’s a quick rule of thumb:
- No more than 25 words in a sentence
- No more than three sentences in a paragraph
Numbers, weights, and measures: Write numbers one to nine as words. Write numbers 10, 11, 12, and so on as numerals. Write out fractions as words, using hyphens. For example, two-thirds or three-quarters.
Decide whether to write out or abbreviate weights, measures, and currencies. For example, decide between:
- % and percent
- kg and kilograms
- € and euros
Vocabulary: Highlight the correct form of commonly misspelled or incorrectly formatted words — particularly those your organization uses regularly. Ensure that your company name, company locations, and hyphenated words are written the same way across all content.
Context-specific formatting: Perhaps news feed posts shouldn’t exceed a specified word count. Or you don’t want communicators to use emojis in emails. Explain any style and formatting rules related to the internal communication channels you use.
Writing voice and tone
This is where your business communication style guide is likely to feature lots of unique content. It’s all about the brand personality you convey — and how you make employees feel.
Start by thinking about your brand personality and values. Then, imagine your brand as a person.
Ask yourself how that person would speak and the kind of words they’d use. Perhaps their speech is polished and motivational. Or maybe they prefer to talk informally, throwing in the odd joke.
In this part of your internal communication style guide, describe what your brand personality is and isn’t. Also, give written examples that show communicators how to convey this personality across internal communications.
But remember that — while brand voice is a fixed thing — your tone can vary.
You may like to adapt your tone according to each communication channel and message format — or for different audience segments. If this is the case, give examples of how to adjust the tone for different scenarios.
Beyond the specifics of your brand voice and tone, there are a few foundations of good internal communication to keep in mind.
Use active voice: Using active voice instead of passive voice makes your employee communication more engaging and energetic.
X The training day was delivered by Amy.
✓ Amy delivered the training day.
Be open and transparent: Transparent communication builds trust. This contributes to a positive company culture. So when creating internal communications, use a tone that is approachable and honest. Be as open as possible, particularly where mistakes have been made.
Also, invite employee feedback to respond to your communications. In doing so, you establish two-way communication, giving employees a voice and discovering useful perspectives.
Be respectful: As we mentioned earlier, inclusive language is essential for internal comms. Ensure you speak to all employees as equals. Don’t patronize and don’t highlight company hierarchy unnecessarily.
Be direct and to the point: Your employees want to learn the most important details of your message as quickly as possible. Keep your copy short without missing key information. Also, include a clear call to action so employees know what to do next.
Keep it positive: We’re not saying you should gloss over bad news. But where possible, use a positive tone when writing internal messages. Avoid cynicism and sarcasm.
Write with a conversational tone: Make text easy to understand by writing in Plain English. Pick short, simple words over long, complicated ones.
It can help to read your writing out loud. If you wouldn’t use particular words or sentence structures when talking to someone face-to-face, try editing your copy to make it more conversational.
For example:
X Blink is a software solution for frontline-centric organizations.
✓ Blink is an employee app for companies with a big frontline workforce.
Multimedia content
Text may be the foundation of internal communications. But multimedia content is incredibly engaging for employees.
If you regularly create content like videos, images, infographics, or audio, tell your team how this media should be presented. Here are some of the things you might like to cover.
Branding: If graphics and videos need to feature the company logo, company colors, or specific fonts, tell creators how you want them to incorporate your branding. Also, give guidance on whether stock photography is acceptable.
Quality and formats: Detail the minimum resolution of images, the maximum file size of multimedia content, the required quality of audio, and preferred file formats.
Accessibility: Give instructions on alt tags, contrasting color palettes, and any video caption requirements to ensure your multimedia content is accessible to all employees.
A final note on creating your internal communication style guide
An internal communication style guide acts as a reference. Your communicators can use it to improve your internal communication, making it more consistent, engaging, and effective.
Many of the guidelines in an internal communication style guide cover best practices. These can be applied to almost any organization. But you need to adapt your guide so it reflects your branding, your tone of voice, and the needs of your employees.
It can help to treat your guide as a work in progress. Once you have a guide in place, you can add to it. Any time you see an error or an inconsistency in your internal communications, update your style guide to prevent similar mistakes in the future.
We hope this template speeds up the creation of your internal communication guide. Good luck with your first draft!
Read more: 11 engaging ideas for your internal communication plan
