Internal communication as an identity creator: the latest findings from our study

Hybrid and digital communication channels on the rise

The hybrid working world requires new strategies for IC. While print media continues to lose importance, companies are increasingly focussing on digital formats. The study shows that 49.7% of companies have expanded their content offering in digital channels, while 8.2% are already using artificial intelligence to analyse and optimise their communication strategy.

It is also interesting to note that the degree of digitalisation of internal communication is at different stages. 24.7% of the companies surveyed are already fully digitalised, while 52.8% state that they are still in the process of transformation.

Measures to strengthen the sense of unity

In addition to choosing the right channels, it is important to take targeted measures to strengthen the sense of unity. The study shows that many companies have already established corresponding initiatives:

• 74% organise regular company parties or outings
• 60% rely on informal meetings and social events
• 55% organise regular department or division meetings
• 34% organise special workshops or seminars for team development

Despite these positive approaches, only a small proportion of companies have established a role or team specifically responsible for promoting employee identification. 40.3% of respondents stated that there is no dedicated responsibility for these aspects.

Open communication culture as a success factor

An open communication culture is essential in order to actively involve employees in company processes. The study shows that many companies rely on various measures to promote such a culture:

• 51.6% conduct regular employee surveys
• 50.3% organise town hall meetings and Q&A sessions
• 45.2 % rely on an "open-door policy" for managers
• 46.5 % offer anonymous feedback and complaints channels

Challenges in measuring impact

Measuring the success of internal communication remains a major challenge. While 31.8% of companies analyse all digital channels, 37.7% state that they have data but hardly ever analyse it. 28.2% of respondents do not collect any data at all.

Qualitative impact measurement in particular often remains unutilised: Although 43.8% rely on employee surveys, many companies do not yet see the need or do not have suitable resources for in-depth analyses.

Conclusion: Internal communication as the key to employee retention

The results of the hybrid IC 2025 trend monitor show that internal communication is a key factor for identification, cohesion and corporate culture in an increasingly digital and hybrid working world. Companies that make targeted investments in their IC, cleverly combine digital and personal formats and promote an open communication culture will be more successful in the long term.