Top Internal Communication Trends 2025: What the Experts Think

Looking ahead to 2025, employee communication professionals face a landscape of nonstop change—and inherent uncertainty—both within and outside the workplace.

This includes, of course, uncertainty and much debate about the future of internal comms in the age of AI. To explore what's on the horizon, we tapped into the knowledge bank of our global network of communication experts. Here's their outlook for the year ahead—it's a fascinating read. We hope you enjoy it! — Tim Vaughan, Editorial Director, Poppulo.

Kerri Warner, Head of Employee Communications, Culture & Engagement, PayPal

Opportunities for Employee Communication Teams in 2025:

1. Level Up Leadership Communication to Build Trust.

While high trust among employees continues, in an unsettled and information-loaded world, employees will pay attention to—and take refuge in—trustworthy leaders. Consistent leadership communication, supported by aligned action, deepens trust and drives engagement.

Our ability to influence and support our leaders in listening generously and asking expansive questions is the first step. They’re then better equipped to communicate vision, strategy, and calls to action with clarity, transparency, and empathy. In doing so, we get messages through, not just out.

2. Balance Hyper-Personalized Communication with Shared Experiences.

In today’s world of hyper-personalized media consumption powered by AI, internal communicators have moved towards replicating this for employees: delivering tailored, relevant messaging based on individual roles, needs, and preferences. While this personalization enhances communication satisfaction and efficiency, it’s only part of the equation.

To advance business and people priorities, we need to be even more intentional about ensuring we’re delivering shared experiences that foster connection to the business and culture.

By creating synchronous, collective employee experiences, we foster employees’ sense of belonging—not just to specific teams or groups, but to the entire organization.

It’s the difference between appreciating a playlist curated by AI just for you and the powerful, lasting energy of singing along with thousands of fellow fans at a live concert. That “being in it together” is even more important when we operate more individually, in teams, and in hybrid work environments every day.

In 2025, we’ll activate both in-person and digital channels to create these shared communication experiences and in doing so, go beyond what personalized or siloed communications can do: inspire a workforce united in purpose and energized by shared possibilities.

3. Be Creative—and Data Inclusive—Storytellers.

We know from neuroscience (and talking to children) that data alone doesn’t persuade. And yet, we see and hear about misinformation, disinformation, and malinformation more than ever. That’s why in 2025, we’ll take our creative storytelling expertise and integrate more data and insights from employee-trusted sources. In doing so, we’ll capture attention, build credibility and inspire action.

And, of course, there will be challenges...

It will be tempting for Internal Communicators to spend time, energy, and ideas executing programs that address the big imperatives of now, primarily AI and mental health wellbeing. But we risk being overly focused on execution rather than strategy if we don’t ask the right questions around both.

For AI, instead of asking, “How can we implement AI across our function?” we should ask, “How can AI enable and enhance our communications strategy?” It’s a subtle language difference but a significant meaning difference.

Rather than focusing on how AI can simply make us more efficient, let's explore how it can elevate our work in meaningful ways and create the best possible workplace experiences. 

Instead of adding more wellbeing programs and asking ourselves how we can better communicate them, let's address the underlying need for them in the first place. In addition to creating more ways for employees to feel a sense of connection and belonging to foster wellbeing, we can look at internal cultures.

For example, if too many meetings are a significant source of employee stress, initiate a deeper conversation and ask, “Are we empowering our people enough to make decisions that don’t require as many meetings, and if not, why not?”

In zooming out early in the year (if not before) to ask different questions on the topics of now, we meet the challenge and can respond wisely instead of simply reacting quickly.

Paris Couture Barker, Senior Director, Enterprise Diversity, Equity and Inclusion Communications, Johnson & Johnson.

5 Ways Employee Communications Is Evolving Beyond the Information Age

The constant flow of notifications might suggest we're still in the Information Age, but something bigger is brewing in employee communications. Here's what you need to know as we embark on a new year:

Welcome to the Next Era. Where the Information Age has focused on analysis and rational thought, the emerging "Imagination Age" (Magee, 1993 and King, 2007)prioritizes creative storytelling and emotional connections. It's not just about what you say—it's about how you make your audience feel. 

1. Trust Is Your Secret Weapon. Here's a bombshell from Edelman's 2024 Trust Barometer: 79% of employees trust their employers more than any other institution. That's higher than General business (66%), NGOs (57%), Government (55%), and Media (52%) Translation? Your company's voice carries more weight than ever.

2. You're Not Just Communicating—You're Creating Safe Harbor. In a world swirling with disinformation, your employee communications serve as an anchor. Companies with strong, established values and a predictable cadence of communications help employees exhale and find their footing.

3. AI Is Your New Team Member—Whether You Like It or Not. The AI revolution isn't coming—it's here. Smart communicators are using it to automate routine tasks, free up time for strategic thinking, do more with shrinking budgets, and stay competitive in a changing landscape. 

4. Reverse Mentoring Is Key to AI Adoption. Have digital natives on your team? Put them to work, teaching others how they are using AI day to day. This isn’t just about staying current—it's about blending experienced communication wisdom with cutting-edge tech savvy.

5. Bottom Line: The future of employee communications isn't about choosing between human touch and tech efficiency. It's about leveraging both to build trust, foster community, and unlock your workforce's full potential.

The companies that get this right won't just survive the transition from the Information Age—they'll thrive in whatever comes next.

Lisa Colella, Managing Director, CRA I Admired Leadership.

Internal Communications faces a defining moment in 2025 where evolution isn't just desirable—it's essential for survival. Three critical trends are reshaping the profession's future, and the response of communication leaders will determine whether they remain relevant or risk obsolescence.

First, the intensifying state of continual partial attention demands a fundamental shift in how we design and deliver content. Forward-thinking teams are moving beyond basic channel optimization to implement intelligent filtering systems and "micro-content" formats that match their audiences' cognitive reality.

Second, while Generative AI continues its rapid evolution, too many communication leaders remain defensive rather than seizing its transformative potential.

Progressive executives are using AI's automation of routine tasks to elevate their function's strategic value, shifting from potential workforce reduction discussions to conversations about strategic transformation.

Finally, organizations are recognizing that a leader's daily communications and symbolic behaviors shape culture more effectively than formal corporate messaging. This insight is pushing IC teams to evolve from content producers to strategic enablers, focusing on developing frameworks and training that empower leaders to communicate authentically and effectively.

The hard truth? Teams that continue producing basic messages while avoiding AI adoption and maintaining outdated approaches will find themselves increasingly irrelevant. By next year, the conversation might shift from "what's trending in internal communications" to "does internal communications still matter?"

The profession's future lies in the choices today's communication leaders will make in the coming months.

Jonas Bladt Hansen, Co-Founder, Next Level IC.

Lead or Be Led: Why having a vision for Internal Comms has never been more important

Having a clear vision for internal communication has never been more crucial. In 2025, it must be a top priority for communicators. Here's why:

Fifteen to 20 years ago, internal communications focused on producing news and sharing information. The smartphone era brought new possibilities—we could reach everyone everywhere, engage through live or asynchronous interactions, and even enhance workplace innovation.

But with these advancements came confusion. Today, internal communications could be anything from sharing information to driving sales or fostering innovation. It can't be all things at once. The numerous opportunities have created confusion for both internal communicators and their stakeholders, often due to a lack of a clear vision for internal communications.

Furthermore, AI is poised to transform our field by automating much of the production process. While some may welcome the relief, others might find their roles challenged. As AI advances, agents can perform tasks in minutes that once took days.

Internal comms often operate reactively, shaped by external forces rather than leading the way.

We need a clear vision that aligns with organizational goals—one that we believe in deeply. This starts with creating your personal vision for internal communications.

Ask yourself: What can internal communications achieve at its best, and how can you make that happen? If you aren't convinced, you won't be able to convince anyone else. Many executives are eager to hear how we can help them achieve their goals.

Without a strategic vision, we risk losing strategic value. Take time to reflect: What do you want internal comms to achieve? Do you truly understand what your colleagues need? In other words—are you listening to your organization effectively?

In 2025, let's be proactive. Define your vision clearly. Identify how internal comms can elevate your organization—before someone else (or AI) steps in to do it for you

Caroline Fisher, Communications Director, ASICS.

In a world of depleted attention stamina, competition for people's attention is at an all-time high. People are simply bombarded with messages. And when it's noisy, people tune out, lose focus and stop listening. And this applies to employee communications.

So, how do we gain attention? I think every communications person needs to:

a) Acknowledge that employees don’t really care that much about employee communications

b) Accept that we’re all competing with pet videos for attention.

Once we acknowledge that no one cares, we work out how to make them care. Once we accept that an insane amount of people love watching pet videos, we can start to think about how we can tap into the human psyche to stand out.

I believe that adopting a “publisher” or “entertainer” mindset will be a key requirement for employee communications in the future.

Sharon O'Dea, Co-Founder, Lithos Partners.

Generative AI is everywhere, churning out content faster than we can scroll. Blogs, emails, updates – an endless stream of words, fighting for attention.
Your employees are drowning in information. Updates from leadership, HR notices, Teams channels – and that’s before they’ve even checked their inbox. Add to that the daily onslaught of AI-generated noise—much of it questionable or outright wrong—and you’ve got a workforce desperate for clarity.
Here’s the truth: people don’t want more information. They want the right information. Relevant, clear, trustworthy. The stuff that actually helps them do their jobs, not just more words to skim or misinformation to untangle.

With workforces overwhelmed by noise, communities and enterprise social need careful management, or they risk making the problem worse.
For internal communication teams, the job isn’t to be louder. It’s to be smarter.

Stop thinking in broadcasts and start thinking in precision. What do they need to know? How can you make it impossible to ignore? We need to shift the focus from making it easier to publish to making comms easier to consume.

If a message leaves people asking "so what?" question whether it should be sent at all. Authority matters too. If your messages are vague, rambling, or feel irrelevant, people tune out. Every time.

In a world flooded with noise and misinformation, the organizations that thrive will be the ones whose messages cut through—clear, targeted, and worth the click. Be that voice.

Cameron Craig, CEO, A Signature Story.

1. Smart Communicators Will use Employee Town Halls to Break News.

The US election proved that a huge chunk of the population don’t rely on traditional news media as a source of information. Smart communicators will learn that the employee town hall meeting is an excellent way to break news. Have a new sustainability commitment? Announce it to employees first and provide them with talking points to discuss on Reddit and other forums where their peers consume news.

2. Video is No Longer a Novelty, it’s Mandatory.

When facing a crisis, announcing layoffs, or a mass return to the office, CEOs can no longer hide behind over-edited memos. They must front-up on camera where their eyes, hand gestures, voice, and posture will guide their authenticity.

3. Comments Enabled

Shutting down comment features in communication channels will be a major faux pax. More than ever, internal communication is a two-way street, and the entry-level employee has a voice equal to senior management when it comes to engaging with the top brass.

Ashley Dennison, Founder, CommsConsultants.com.

Looking ahead to 2025, I think many of my fellow communicators will point to the acceleration of AI, automation, and highly intuitive software. They’ll highlight how these tools will streamline, speed up, and supercharge our ways of reaching and connecting with employees worldwide.

But none of this advanced technology will solve for two pervasive and mission-critical issues with our global approach to internal comms—that is, unless our C-suite leaders start thinking (and budgeting) very differently.

What are these two issues?

• Issue 1: How do we reach, inform, motivate, and inspire the millions of global employees who work all day on their feet without easy access to digital devices?
• Issue 2: How do we bridge the deepening cultural and emotional divide between the “ivory tower” of the corporate office and the working-class employees who perform physical labor for stagnant pay?

I predict our senior management teams will continue to miss the mark when it comes to investing in and prioritizing equal access to game-changing technology.

At most organizations, corporate office employees get real-time access to all the bells and whistles of highly curated and customized digital communications platforms. Meanwhile, frontline and field employees mostly have to rely on their managers (good or bad) as their single source of truth.

In many cases, dispersed employees are not provided company-paid mobile devices, digital screens, and computer kiosks—let alone the time and encouragement to meaningfully engage with them. And what’s worse, turnover and disengagement has always been highest among employees who work on their feet.

As we communicators excitedly dive into new digital tools, platforms and processes for lightening our daily churn, we have to push our C-suite leaders much harder to remember, advocate for, and invest in those employees who do not sit all day at desks, passing their time in front of the computer.

If we communicators don’t speak up for these employees and push our executives to do more to reach them, the innate C-suite demand for efficiency and cost savings will create an even bigger gap between our different employee segments—those who have ready access to the wonders of high-tech communication, and those who do not.

Shruthi Bopaiah, Executive Vice President and Head, Customer Obsession, Axis Bank

What is the secret ingredient every business needs in 2025?

It’s ensuring employees feel valued and supported because Happy employees = Happy customers. Employee Experience (EX) transforms Customer Experience (CX) and creates customer loyalty.

Look at Patagonia. Their employees live and breathe the brand's environmental mission. One customer praised how a store associate, passionate about sustainability, helped them gear up for an expedition. Purpose-driven work is key. That’s accountability in action.

Airbnb’s flexible policies allowed a disabled employee to assist a visually impaired guest with empathy and precision. Inclusion matters too. That moment of understanding builds lasting trust.

Starbucks listened to its staff, who suggested drive-through payment solutions. The result? Shorter wait times and happier customers. Innovation? Employees drive it. Bring those ideas to life.

At Axis Bank we have a Gen-AI platform called ADI that enables our staff at branches to resolve complex queries instantly. Speed matters, especially in banking. Right tools mean better service.

Coursera’s trained support team helped learners find career-altering courses. Learning fuels confidence. Knowledgeable employees deliver assurance.

And finally, celebrating wins inspires greatness. At Taj Hotels, an employee once traveled miles to personally deliver a guest's left-behind passport, ensuring they caught an international flight.

Moments like this showcase extraordinary care, turning guests into loyal patrons and celebrating these stories internally to recognize the employee.

So, what is the crux of this? Invest in your people, and watch your customers keep coming back. CX starts at home.

Asif Choudry, Founder, CommsHero.

As we approach 2025, employee communications face both exciting opportunities and complex challenges driven by technological advancements and evolving workforce expectations.

Artificial intelligence (AI) is transforming communication, offering hyper-personalized messaging, real-time insights, and automated updates. However, over-reliance on AI risks losing the human element, a key to fostering trust and authenticity.

Amid the rise of hybrid and remote working, creating inclusive communication strategies is more crucial than ever. Technologies like virtual reality (VR) and augmented reality (AR) are enabling immersive experiences for team-building and training.

Yet, physical and printed communications still play an essential role in engaging employees. A thoughtfully designed printed newsletter or a personalized note can cut through digital fatigue, offering a tangible, lasting connection.

It’s particularly effective for employees who feel disconnected in a virtual environment. Here's an article by Jenni Field, "Is the staff magazine making a comeback?" https://redefiningcomms.com/blog/is-the-staff-magazine-making-a-comeback/

Transparency and purpose-driven messaging are also increasingly valued by employees, particularly younger generations. Workers want to see meaningful action on sustainability, diversity, and social impact. Incorporating print into sustainable strategies, such as using recycled materials or carbon-neutral processes, can demonstrate an organization's commitment to these values.

The key to success in 2025 will be striking the right balance—blending the power of digital tools with the tactile impact of printed communication, all while fostering genuine human connection.

Jeppe Hansgaard, CEO and Founder, Innovisor.

In an Age of AI, People Matter Most

People are still people.

People connect to people.

People make sense of things through people.

People trust people—more than leaders.

People talk to old colleagues when they need to understand.

People laugh together with people.

People innovate with people.

These basics have stayed the same since the Stone Age.

They prevail.

Also, in the age of AI.

A conversation is 34x more powerful than a digital message.

How people connect with people leads to networks, communities and ecosystems. Where we feel we belong.

Shaping emotions, behaviors, feelings, and ADOPTION.

Like contagion. From person to person.

And some people are more impactful than others.

3% impacts 90% of colleagues.

The 3% are never known to the leaders.

It is NOT the extroverts, the most tenured, or the high performers.

It is people like you and me.

People that resemble what you see in the mirror.

If you want to succeed with anything, you still need to identify, activate, and engage with these people. 100% of participants in a recent seminar see not doing this as the fast track to failure.

In the age of AI, everything happens only if you prioritize the catalysts hidden in the shadows before you focus on the masses.