For years, companies have relied on surveys to gain insight into what employees are thinking. But let’s be honest—most people don’t say what they feel in surveys. And often, the people companies most need to hear from don’t respond at all.
Today, the workplace is more distributed, more vocal, and more digitally connected than ever before. Employees aren’t waiting for quarterly surveys to share their thoughts. They’re already doing it through what they post, react to, and choose to share.
Your Brand Message Starts Inside the Company
To understand how internal communication is evolving, we spoke with Jean-Louis Bénard, CEO of Sociabble, a platform focused on employee advocacy and engagement.
“People forget that your employees are often the first ones talking about your brand, sometimes without even realizing it. If they’re not clear on what the company stands for, the message gets lost before it even reaches the outside world,” says Jean-Louis.
Why Traditional Internal Comms Aren’t Working
Here’s the problem: traditional internal communication formats, such as company newsletters, aren’t cutting through. A recent study found that 85% of employees are not engaged in the workplace, a stat that should be a wake-up call for leadership. If employees aren’t reading, they’re not aligned. If they’re not aligned, they’re not sharing.
“Employee advocacy is a natural byproduct of strong internal communication,” Jean-Louis explains. “When employees are informed, engaged, and feel valued, they become the best advocates for the company’s message.
It’s not just about asking employees to share content—it’s about creating a culture where they’re passionate enough about the company’s mission that they want to share their experience.
Start by Listening, Not Broadcasting
Here’s the shift leaders need to make: pay attention to what people are already saying. The posts they write—the articles they reshare. The company’s content is either amplified or ignored. These are signals. These are feedback loops. And they’re often far more honest than what you’ll get in an HR form.
This is especially powerful when paired with internal comms platforms that make it easy for employees to participate in the conversation. It turns comms from broadcast into dialogue—and builds trust in the process.
“When someone shares a post, it’s usually spontaneous and genuine. Whether it’s celebrating a team win or venting about a frustrating process, these moments give a real glimpse into what matters most to them,” Jean-Louis adds.
That two-way conversation is what gives leaders the visibility they need—not just into what’s being said, but into what’s not. If no one shares a CEO message, that’s a red flag. If posts about DEI or team wins get amplified, that’s a signal of pride.
From Communication to Connection
In a time when employee engagement is hard to win and easy to lose, companies can’t afford to rely on static survey data from six months ago. The best insight is always live, always moving—and it comes from the people closest to the work.
Internal comms isn’t about pushing more emails. It’s about fostering real connection, alignment, and participation. That’s what makes advocacy possible. And that’s what makes feedback honest.
Jean-Louis concludes by saying, “Listening is only meaningful if it leads to action. When employees speak up about something that matters to them and leaders respond by acknowledging it or making changes, that’s when trust grows.”
