Most companies communicate. But in a distributed workforce, few do it well.

When teams are spread across job roles, locations, and time zones, even the most important messages can get lost. That’s why only 13% of employees say their leadership communicates effectively with the rest of the organization.

But this challenge is also an opportunity. With the right internal communication channels, you can close that gap, build alignment and keep everyone focused on what matters.

This article breaks down how internal communication works in modern workplaces, and how to choose the right tools for your team.

What are internal communication channels?

Internal communication channels are the systems and tools your company uses to share information with employees. This includes emails, mobile apps, intranet, platforms, signage and even training solutions like Axonify.

These channels are more than just message delivery systems. They build your culture, reinforce your values and connect people to the bigger picture.

• Internal communication tools: SharePoint, Microsoft Teams or Axonify are designed to keep employees informed, aligned and engaged. They focus on day-to-day updates, leadership messages, compliance training, team collaboration and more. 
• External channels: LinkedIn, press releases or customer newsletters target audiences outside your organization. These shape public perception, attract talent and communicate with customers or investors.

You need both, but this post zooms in on what happens inside.

Why internal communication channels matter

Good communication does more than share updates. 

When employees feel informed and connected, they’re more productive. According to McKinsey, companies with strong internal communication see productivity jump by 25%. People are aligned, engaged and clear on what matters.

This matters even more in hybrid and distributed workplaces like grocery stores or a chain of restaurants. Teams work in different roles, locations and time zones. Without the right channels, important updates and even company news get missed, especially by frontline staff.

Here’s why your internal communication tools matter:

• Align teams with company goals: Gallup found only 4 in 10 employees know what their company stands for. That gap hurts performance. Clear communication helps close it.
• Improve employee engagement: Timely, consistent updates make employees feel informed and valued. That builds trust, culture and retention.
• Support change and crisis communication: During disruptions, like restructures, system rollouts or health and safety events, strong communication keeps people calm, focused and confident.
• Enable frontline access to info: Frontline workers are often left out of the loop. In a SafetyCulture survey, 42% said HQ updates don’t feel relevant, and 43% said they aren’t engaging. Tools like Axonify help fix that by delivering quick, useful updates right in the flow of work.

▶️ Internal communication strategy that actually works (+ template)

Types of internal communication channels

Before you pick communication tools, it helps to know how they work.

Most channels fall into two types:

1. Transmittal: One-way tools that send information out (email, newsletters, signage). They’re great for sharing updates quickly and consistently.
2. Receptive: Tools that encourage dialogue. Think chat apps, pulse surveys or frontline feedback forms. They help you listen, not just speak.

You need both because strong internal comms should be a conversation, not a broadcast.

The 4 types of internal communication (and how to support them)

Internal communication isn’t one-size-fits-all. Different messages call for different approaches. To keep everyone informed and engaged, you need a mix of strategies that reflect how people actually work and connect.

Here are the four core types.

1. Top-down communication

This is how leadership shares key updates, policy changes, business priorities, safety protocols and more. It’s structured and consistent, which helps build trust.

Channels like intranets, company-wide newsletters and digital signage work well here. For frontline teams, SMS alerts or mobile push notifications are often more effective.

Dollar General, for example, uses Axonify to deliver daily updates to thousands of store associates, ensuring every shift starts with the latest info, no matter where they work.

2. Bottom-up communication

Communication isn’t just about speaking, it’s about listening. Bottom-up channels capture feedback and surface blockers that leadership might miss.

Pulse surveys, mobile app forms and open Q&As during town halls help employees speak up. Some companies also designate “communication champions” on the floor—people who collect feedback in real time.

At Southeastern Grocers, for example, frontline associates use Axonify to share insights from the floor. This feedback helps store leaders respond faster to local challenges.

3. Peer-to-peer communication

This is how teams collaborate, share ideas and support each other. It builds trust, culture and efficiency across the organization.

Tools like Slack, Microsoft Teams, Asana or Trello make this type of communication seamless. ERGs and employee-led chat spaces also foster belonging and community.

In many retail and logistics environments, peer interaction is built into platforms like Axonify, where workers can share best practices through in-app comments and recognition.

4. Cross-functional communication

When teams work across locations, time zones or departments, alignment is key. Cross-functional communication ensures projects stay on track, even if everyone’s not in the same room.

Video conferencing, internal podcasts and pre-recorded updates help bridge those gaps. Communication can also be embedded in daily tools.

For example, Briscoe Group uses Axonify to share consistent messaging across store teams and head office, keeping everyone aligned on priorities across hundreds of retail locations.

Examples of internal communication channels (and when to use them)

There’s no shortage of tools and different channels for communication, but the key is choosing the ones that fit how your people actually work. Here’s a mix of channels for your internal communication strategy.

For broad, company-wide updates

Use these channels when you need to get information out quickly and consistently to a wide audience:

• Internal emails: Best for formal updates, announcements, or leadership messages
• Employee newsletters: Great for regular highlights and engagement content
• Company intranet: Ideal for housing resources, policies and evergreen content
• Digital signage: Useful for reinforcing key messages in shared spaces (like break rooms)

For day-to-day collaboration

These tools keep cross-functional and peer-to-peer work moving:

• Project management platforms (Asana, Trello): Task tracking, project timelines, and accountability
• Messaging apps (Slack, Microsoft Teams): Real-time updates, quick coordination, informal chats
• Document sharing tools (Google Drive, SharePoint): Version-controlled collaboration and reference materials
• Video conferencing (Zoom, Teams): Best for live discussions, team check-ins, and leadership briefings

For mobile or frontline communication

Designed for workers without regular access to a desk or company email, these tools deliver info right in the flow of work:

• Mobile-first communication apps: Enable access on personal devices anytime, anywhere
• SMS and push notifications: Ideal for urgent, time-sensitive updates
• Microlearning platforms (like Axonify): Combine communication with training to reinforce key info
• Posters, printouts, or signage: Offline options for teams with limited digital access

You don’t need every tool, but you do need the right mix. Aim for clarity, accessibility, and reach over quantity.

Conducting an internal communication channel audit

An internal communication channel audit helps you understand what’s working, what’s not and where to improve.

Start by asking:

• What’s working? Look at engagement data: open rates, click-throughs, participation in surveys or meetings. Ask teams what channels they actually use.
• Where’s the noise? Too many messages on too many platforms lead to confusion. Identify overlapping tools and cut the clutter.
• Are all employee groups being reached? Don’t assume office and frontline teams have the same access. A channel that works for one group may miss another entirely.
• Can you target messages by role, team or location? If everything goes to everyone, people tune out. Use tools that allow segmentation so the right people get the right message.

A good audit shows you where to streamline, which brings us to the next step.

▶️ How to avoid information overload with your frontline staff

Decluttering your internal communication channels

According to a Gallagher survey, 7% of employees believe their organizations rely on too many communication channels. While variety can be beneficial, too many tools can lead to confusion and reduced effectiveness. 

To streamline communication:

• Map messages to the most relevant channel: Not all information belongs in an email. Use instant messaging for quick updates and project management tools for task assignments.
• Use templates for consistency and speed: Implementing standardized templates for internal emails and newsletters ensures uniformity and saves time.
• Eliminate outdated or underused platforms: Regularly assess the tools in use and retire those that are redundant or no longer serve their purpose.

To improve effectiveness:

• Prioritize critical messages: Not every update requires a push notification. Reserve immediate alerts for time-sensitive information to prevent alert fatigue.
• Encourage two-way dialogue: Foster engagement by promoting feedback channels such as surveys or open forums, moving beyond one-way broadcasting.
• Enable offline-first options for frontline workers: Provide accessible communication methods for employees with limited digital access, such as printed materials or mobile-friendly platforms.

▶️ 5 signs your internal communications aren’t reaching every frontline employee

Setting up an internal communication channel strategy

A good communication strategy doesn’t start with tools. It starts with clarity. Who needs what information? When? How? Answering these questions helps you build a plan that works for everyone irrespective of their role or location.

Here’s how to get started.

1. Define the purpose of each channel

Don’t let your tools compete with each other. Give each one a clear job. For example:

• Use SMS or push notifications for urgent safety alerts.
• Use newsletters for weekly highlights.
• Use the intranet for policies and resources.

When every channel has a purpose, people know where to look and what to expect.

2. Consider how your people work and access info

Your corporate team may sit at desks all day. They have access to email, chat apps, and project tools. But your frontline teams are different. They’re mobile. Often deskless. Some don’t even have company email.

Use mobile-first tools that work on their personal devices. Axonify, for example, makes it easy to share short updates, training, and reminders right in the flow of work.

3. Balance live and on-demand options

Real-time formats like town halls or team stand-ups create connection. But not everyone can join live, especially in shift-based or global teams.

Offer recorded video updates, podcasts or intranet posts they can access anytime. It gives everyone a fair shot at staying informed.

4. Equip managers to deliver key updates

Managers are your most trusted channel. Their words carry weight. Give them short toolkits, clear talking points, and access to what’s coming next.

Axonify can help here: quick, timely messages that reinforce key info right before a shift starts.

▶️ The 8 best employee communication software tools to engage & inform your teams

Best practices for internal communication

Once you’ve got your channels and strategy in place, it’s time to focus on how you use them.

Here are a few best practices to keep in mind.

Use different formats to keep things fresh

People absorb information in different ways. Mix it up.

Tell stories using short videos, infographics or photo slideshows. Keep emails visual and scannable. Avoid long blocks of text.

Make sure your content feels relevant by tailoring it to different roles and regions. What matters to a warehouse team might not matter to someone in finance. Context makes communication stick.

Adapt to the realities of remote and frontline work

Not everyone is behind a desk. Use mobile-first tools that work on personal devices so people can stay informed wherever they are. Try audio snippets or short voice messages since they’re easier to absorb on the go. 

Make communication part of the workday through quick team huddles or daily learning check-ins using Axonify. That’s how you build strong, consistent habits.

Encourage two-way engagement

Make it easy for employees to speak up and be heard. Host internal podcasts or live AMAs with leaders to create open lines of communication. Use pulse polls, emoji reactions or quick feedback buttons to gather input in real time. 

Celebrate wins and highlight team members, especially those on the front lines, to show that their voices matter.

Combine internal channels for maximum engagement

There’s no one-size-fits-all tool for internal communication. The best strategies rely on a thoughtful mix of channels, each playing a specific role in reaching and engaging employees.

Use broadcast tools like newsletters, intranet announcements, or digital signage to keep everyone informed. These channels are great for sharing company-wide updates, policy changes, and important reminders.

Collaboration tools like Microsoft Teams, Slack, or project management platforms like Trello keep daily work moving. They support real-time communication, quick check-ins, and peer-to-peer collaboration.

For frontline or deskless workers, mobile-first tools are critical. That’s where Axonify shines. It delivers short, targeted messages during natural moments in the workday, like at the start of a shift. Whether it’s a safety update, a quick training refresh, or a new product rollout, the right info shows up when it’s needed most.

Ready to build a smarter, more connected workforce?

See how Axonify helps organizations ensure effective communication, right in the flow of work. Learn more about Axonify communication.