The workplace is evolving — and so is the way we communicate.
Gone are the days when communication flowed in just one direction, from the boardroom to the break room. Today, the most successful organizations view internal communications as a conversation — not a broadcast.
Consider this: Companies with highly engaged employees are 21% more profitable. And what’s one of the biggest drivers of engagement? Employees who feel heard.
That’s where two-way communication comes in. It’s not just a strategy; it’s the key to creating a thriving, connected workplace. Let’s explore what two-way communication really means — and why it’s the backbone of modern employee engagement.
What is two-way internal communications?
Traditionally, employee communications were one way. Leadership would put out a message, which would then be cascaded downward to managers and employees.
A top-down approach established the C-suite as the primary source of internal communication. It also made it difficult for employees to speak up and be heard.
Two-way communication is different. It incorporates three types of communication:
- Top-down communication
- Bottom-up communication
- Peer-to-peer communication
With channels that support these three types of communication, information moves in all directions. Leaders still share company updates — but this multi-pronged approach gives employees the chance to contribute to the company conversation, too.
They can respond to employee surveys, comment on posts in the company news feed, ask questions in town hall meetings, and send instant messages to peers and managers. Information is shared quickly and openly, just as it is on the social media platforms we’ve all grown accustomed to.
In a culture of two-way communication, employees are no longer just passive consumers of internal communications, but active participants in it. And the benefits this can bring to any organization are substantial.
Why does two-way communication matter?
Poor communication is bad for the employee experience: You’re unlikely to foster a positive employee experience without an effective internal communications strategy.
And poor communication isn’t just bad for culture — it’s bad for business, costing an estimated $15,000 per employee per year on loss of time, productivity, and profit.
Adopting two-way communication is a meaningful way to improve communications at your organization — and it comes with a host of business benefits. Here are all the reasons two-way communication lies at the foundation of any modern workplace.
#1. Better engagement with internal communications
Imagine a conversation with the chattiest person you know. They’re talking nonstop and you struggle to get a word in edgeways. Because you don’t get a chance to speak, you disengage and stop really listening to what is being said.
It’s the same in company-wide conversations. When employees are allowed an active role in communications, they engage more with your message. They’re a lot less likely to ignore your internal content — and a lot more likely to read your comms and take the desired action.
#2. Better overall employee engagement
Two-way communication doesn’t just improve engagement with internal messages. It enhances employee engagement across the board.
We know that highly engaged employees are 3x more likely to say they feel heard at their workplace than their highly disengaged counterparts. When employees know that their thoughts and opinions matter to leadership, you improve their satisfaction, motivation, and sense of belonging.
#3. Creating a feedback loop
When you facilitate two-way communication, you get constant feedback from employees. Employee comments, questions, and survey responses help you build a picture of what works — and what doesn’t — in regards to your internal communications.
You’ll develop a better understanding of which messages are cutting through and which are creating employee uncertainty. This knowledge helps you to craft better, more effective employee communications going forward.
#4. Fostering a culture of transparency and trust
No matter the content controls you put in place, opening up your communications to employees requires transparency and trust on the part of your leadership team.
Leaders must be willing to share information on company goals and challenges. They also need to be happy to field employee questions in response to that information.
When leaders demonstrate this level of transparency and trust, employees are more likely to follow suit. You create a company culture in which open communication is valued — and where employees feel comfortable sharing their opinions and concerns.
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#5. Promoting inclusion
According to The Workforce Institute, 83% of UK employees say people at their organization are not heard fairly or equally — and 46% say that underrepresented voices are undervalued.
Adopting a policy of two-way communication gives space to previously unheard voices. With the right ethos — and the right internal communications platform — you ensure that all employees are empowered to speak up and be heard.
This leads to greater mutual understanding. It also helps you to create a more inclusive workplace, where everyone feels valued.
#6. Creating coworker connection
Peer-to-peer connection is another beneficial result of two-way communication in the workplace. Over internal communication channels, employees get the chance to build meaningful relationships with coworkers.
This is particularly important for remote and frontline employees, who may spend the majority of their days working alone. Two-way communication channels prevent isolation and disconnection and promote a sense of belonging.
#7. Boosting employee productivity
74% of employees say they are more effective at their jobs when they feel heard.
In a culture of two-way communication, employees get information on policies, tasks, and expectations. But they also get the chance to clarify any uncertainty. With a clear idea of their role and responsibilities, employees are more efficient and less likely to make mistakes.
It’s also easier for coworkers to collaborate with one another. Whether they’re based in the same office — or in completely different locations — employees can share their knowledge and insights, granting a further boost to workforce productivity.
#8. Reducing employee churn
Research shows that 1 in 3 employees would rather quit or switch teams than voice their true concerns to management. This makes open, trusting, two-way communication channels a crucial part of employee retention.
When employees feel that they can voice their concerns with managers, managers get a chance to respond. They can make changes to the employee experience and encourage employees to stay.
How can you foster two-way communication in your workplace?
Two-way communication requires effective internal communication tools and channels — and this is where a modern employee experience platform (like Blink) can help.
Whether you’re reexamining your current employee communications platform and exploring alternatives, start by looking at solutions that give employees a voice.
A great way to power two-way communication is by starting to use interactive channels like:
- A news feed
- Instant messaging
- Employee surveys
- Digital forms
- Modern intranet
Your platform should make it easy for leadership to share company updates. And for employees to share their thoughts and questions with coworkers, managers, and the C-suite.
By embracing these technologies, internal comms teams can create an inclusive environment where every voice is heard and every employee feels connected.
