Nhu nguyen

Internal communication often gets a bad rap. Some say it’s boring, others claim it’s just a flood of corporate noise with little real engagement. Employees, they argue, are already drowning in emails, invites, and updates. So why throw another message into the mix? But that’s a narrow view.

“Why did we join at the beginning?”

I remember when I first received the offer letter for my first full-time job in the Netherlands, I spent an afternoon in a cafe, holding a hot latte while letting tons of ideas running continously in my mind to answer to the question I wrote in the paper in front of me: What is my objective when joining the company, in the span of first 3 months, 6 months, 1 year, and the first 2 years. When I read the company name and “About us” section on the website, how do I visualize myself playing the role in this growing journey?. It was a productive brainstorming session, involving my experience, my study path in the Netherlands, and my observations about the company and the market. I wanted to start with intention, and that’s what kept me consistent and helped me overcome challenges in my journey with the company.

I believe everyone experiences the same moment of reflection before joining a new company, whether it’s a quiet thought running through our minds or a dedicated day spent weighing the decision. Early in the recruitment process, we reflect on how we align with the job description, shaping our answers for interviews. But more importantly, once we begin to understand the role’s potential and challenges, we start mapping out our expectations: how this position can help us grow, and how we can contribute in return. This sense of purpose becomes our first motivation, and often, our most powerful reason to stay. When challenges arise, we instinctively return to that initial purpose. It grounds us, reminding us why we’re here, and gives us the clarity and determination to move forward. Without that early sense of direction, we risk wandering aimlessly, caught in a loop of frustration, disconnected from meaning and progress.

That’s why I believe the true value of internal communication lies in its ability to keep that initial spark alive in our daily work. It’s about helping people feel connected to a greater purpose and inspired by the impact of what they do, day in and day out. Their efforts don’t just serve the company. They create value for the market and contribute meaningfully to their own personal growth. Internal communication isn’t about adding to the clutter. It’s about cutting through it. It is a purposeful journey that connects people to something bigger than their daily tasks: the ‘why’ behind their work, the shared values that bind teams, and the story of the organization they’re helping shape.

Inspiration Doesn’t Travel Alone 

Let’s be honest: bullet points can’t inspire if they don’t connect to real life. We engage with content, whether it’s news, emails, or pop-up notifications, when we feel it matters to us. We act because it affects our lives, sparks our interest, or taps into our sense of responsibility. In the best case, we have both. But that kind of engagement doesn’t start with a checklist. It starts with storytelling that reflects who we are and what we care about.

A system-generated update about an upcoming corporate event isn’t exactly what we look forward to reading. And a templated internal newsletter that hasn’t changed in years? That usually goes straight to the bottom of the inbox. Some might say, “The company’s founding story or vision hasn’t changed so what new story is there to tell?” But storytelling isn’t just about new facts. It’s about new perspectives and delivery.

Every organization has stories worth sharing. It can be a senior leader reflecting on their growth journey, a frontline team that drove community impact, a fresh innovation update, or a heartfelt message from a manager ahead of performance reviews. These are moments that humanize the workplace. For example, spotlighting an employee who solved a local challenge with creativity does more than recognize one person. It sends a message about what the company values: initiative, ownership, and problem-solving. Or consider a recap email from Earth Day that shows how staff and their families participated, perhaps through DIY activities at home with their children, or an in-office lobby exhibition. These are the kinds of stories that go beyond informing, but engage and inspire.

Communication should feel less like an announcement but more like an ongoing two-side conversation. In many ways, it’s like a healthy relationship. The initial excitement of joining a company, much like the spark on a first date, is just the beginning. What keeps it alive is regular, intentional connection, weekly check-ins or date nights, internal communication needs consistent moments of engagement that go beyond routine updates. It’s about revisiting the ‘why’—the values that brought us here, the shared sense of purpose that made us feel aligned, and the opportunities we have to grow together. When communication creates space to reflect, respond, and reconnect, it helps employees not just stay informed, but stay inspired. It reminds them that their presence matters, their voice counts, and their journey here is still evolving. In this way, internal communication becomes a rhythm of renewal—strengthening both connection and commitment over time.

The next time you’re crafting an internal message, ask not just: “What do I need to write?” but also: “What do our staff need to feel?”.