Improving Organizational Communication & Employee Engagement: A Unified Strategy for CEOs and HR Leaders 

 Improve Organisational Communication & Employee 

 Engagement: A Unified Strategy for CEOs and HR Leaders 

This white paper presents strategies for CEOs and HR leaders to boost organisational communication and engagement. It offers solutions to build a more unified, motivated team, aligned with company goals and values.

Communications Statistics 

Your Organisation Must Know


of employees feel they are missing out on company information and news.

(Source: Trade Press Services)


of employees and executives cite ineffective communication for workplace failure.

(Source: Salesforce)


of employees don't have a full understanding of the company's strategy.

(Source: IBM)


of employees say they are most motivated when management offers regular updates on company news.

(Source: Trade Press Services)


Organisations with high employee engagement outperform those with low employee engagement by 202%.

(Source: Business2Community)


Gallup reported that disengaged employees were 18% less productive than their more engaged peers.
(Source: Gallup)

$7.8 trillion

Disengaged employees cost the world economy $7.8 trillion in lost productivity.

(Source: Gallup)

Executive Summary

In today's changing business world, CEOs and HR leaders must tackle the challenge of ensuring their entire workforce communicates effectively. This is crucial for promoting teamwork, increasing productivity, and aligning the company's objectives.

The issue has intensified as CEOs and HR leaders navigate the evolving business landscape, marked by rapid technological advancements and shifting work dynamics.

 The challenge of effectively communicating with a diverse and often remote workforce has escalated, making it difficult to maintain alignment, engagement, and productivity.

 This complex environment demands innovative solutions to foster clear, impactful communication and ensure that every team member is aligned with the organisation's core values and strategic objectives, highlighting the critical need for effective leadership communication strategies.

The challenge of effective communication within organisations has grown into a significant issue for CEOs and HR leaders. This is largely due to evolving workplace dynamics, including increased remote work, the need for rapid adaptability, and the diversity of communication preferences among employees.

These factors complicate the delivery of clear, consistent messages that align with the company's goals. As a result, maintaining engagement, productivity, and organisational cohesion becomes increasingly difficult. This emphasizes the need for innovative communication strategies tailored to today's complex business environment.

Revolutionize Workplace Communication: From Traditional Barriers To Digital Breakthroughs

An example problem CEOs and HR leaders face is the challenge of ensuring all employees understand and are engaged with the company's strategic goals. Miscommunication or lack of communication can lead to employees feeling disconnected, impacting their engagement and productivity negatively.

According to a study published in The International Journal of Academic Research in Business and Social Sciences on November 22, 2023, effective communication is crucial in the workplace. The article, titled "Communication Barriers in Work Environment: Understanding Impact and Challenges," highlights that communication barriers significantly impact employee morale (Grossman, 2022). Grossman further notes that employees who feel a sense of belonging are more likely to engage deeply with their work, demonstrating increased productivity and commitment, which are essential for business success.

The article also states that "Effective communication is essential for effective cooperation. When barriers to communication exist, team members' collaboration and coordination weaken, resulting in diminished efficiency and a lack of synergy."

Clear communication is key for CEOs and HR leaders. This helps ensure that teams are aligned with company goals, feel valued and stay committed. This then lead to better morale, teamwork, and a productive, engaged workforce.

When employees do not get updates about their progress towards strategic goals, it can lead to disengagement and a lack of purpose among the workforce. Employees might feel their efforts are disconnected from the company’s success, undermining motivation and productivity. This underscores the importance of regular, transparent communication about the organisation's achievements and challenges in relation to its strategic objectives, fostering a sense of involvement and shared purpose among all team members.

But CEOs and HR leaders are also facing a significant challenge on a second front. Traditional communication methods often result in uneven information distribution, leading to a lack of engagement, misalignment, and decreased productivity. The need for a solution that ensures clear, engaging, and effective communication across the organisation is evident.

In his analysis on communication methods, Robert Danielson explores the efficacy of digital over traditional methods in the article, "Digital versus Traditional Communication," published by LibreTexts Social Sciences. Danielson argues that digital communication platforms are "inherently more interactive, participatory, egalitarian, decentralized, and less hierarchical" compared to traditional forms (Danielson, 2020).

He further identifies four primary advantages of digital communication for professional environments:

1. Instant and fast-paced communication: Information is transmitted almost immediately.
2. Extensive communication: Messages can reach a broad audience across various geographies.
3. Convenient communication: Accessible from multiple devices and locations.
4. Contribution to positive social change: Facilitates broader dissemination of information, enhancing societal awareness and engagement.

The article also states that "Communication using digital techniques is instant. As soon as the sender hits the Submit, Enter, or Send key, the message is available to the audience in a matter of microseconds. The business benefit of instant communication is obvious—little to no delay of valuable information being sent to individuals, customers, or the organisation."

Traditional communication often leads to workforce disengagement and lower productivity. However, Robert Danielson explains in LibreTexts Social Sciences that digital communication offers faster, more engaging, and wider-reaching solutions, improving business communication and encouraging social progress.

3 Steps to Craft a Solution: Structured and Technological Strategies for Improving Organizational Communication 

1. Implement a Structured Communication Framework

Implementing regular, scheduled communications through weekly newsletters, monthly town halls, and quarterly reports, alongside clear communication channels, can significantly enhance information dissemination and reduce confusion. This method keeps everyone informed, improves teamwork, and helps everyone understand and work towards the company's goals more efficiently.

However, while structured communication like newsletters and town halls can improve information flow, it might not fully meet CEOs' communication needs. This is due to diverse employee preferences, risk of information overload, lack of personalization, passive engagement, and cultural differences.

A more inclusive strategy incorporating digital tools, personalization, and interactive platforms is essential for engaging and aligning teams with organisational goals.

According to an article by Connecteam, many non-desk workers are often excluded from traditional communication methods like newsletters. The article highlights a striking statistic: "80% of today’s workforce are non-desk workers, amounting to 2.7 billion globally. Of these, only 13% feel engaged at work" (Connecteam, August 13, 2023).

The disconnect extends further as "84% of non-desk workers report insufficient communication from top management, and 75% are not adequately informed about policy changes and company goals" (Forbes, 21 Apr 2020).

When defining your internal communications strategy, you need to make sure that the communication channels or outlets suit your business.

2. Leverage Technology

Adopting unified communication platforms and feedback tools enables efficient message dissemination and allows for tracking engagement and understanding. This ensures that the workforce is informed and aligned. This strategy not only promotes efficiency in communication but also supports the tracking of how well messages are received and understood across the organisation. This helps in the continuous improvement of communication practices and fostering a more connected and responsive workplace environment.

Using technology for communication improves efficiency but doesn't solve all CEO communication challenges. It misses human nuances like emotional intelligence and the value of face-to-face contact. For full effectiveness, it should complement, not replace, personal and culturally aware communication to align and engage teams with organisational goals.

Sherry Turkle's research underscores the limitations of digital communication tools. In her study published in Greater Good Magazine, she notes, "while digital tools offer the convenience of fast-paced communication, they can diminish the quality of conversations and reduce the emotional connections that are crucial for deep interpersonal relationships" (Turkle, December 7, 2015).

While technology allows for customization and ensures that messages reach a wide audience quickly, it can sometimes lead to interactions that miss the depth and richness of in-person communication, making it difficult to fully capture the subtleties of human emotions and expressions. This trade-off suggests that while technological tools are indispensable in modern communication strategies, they should be integrated with strategies that encourage personal interaction to maintain the full spectrum of human communication.

3. Choose the medium to communicate

When developing their communication strategy, CEOs must select the right medium to ensure their message effectively resonates with the audience.

Here's a condensed guide:

Understand the Audience: Assess the demographics, preferences, and technological accessibility of employees to determine whether they would better engage with visual aids, detailed reports, quick social media updates, or interactive sessions.

Evaluate the Content: Choose the medium based on the message's complexity. Use engaging platforms like video for intricate or strategic content needing emotional connection, and simpler tools like emails for routine updates.

Consider Urgency and Reach: Opt for digital platforms like emails or intranet announcements for rapid dissemination across a wide audience.

Assess Resources: Account for the available time and financial resources.

Why Video is a Good Medium:

Engagement and Retention: Videos are more engaging and enhance information retention by conveying emotions and non-verbal cues.

Versatility: They can be broadcasted across various platforms, ensuring wide reach.

Personalisation: Videos offer a personal touch, helping to build trust and humanize leadership.

Simplification: Effective for breaking down complex information.

Reach: Ideal for consistent messaging across large, dispersed companies.

Video serves as a dynamic tool in a CEO’s arsenal, enhancing connection and engagement with the workforce.

According to a Deloitte study, personalized video content significantly enhances viewer engagement, doubling it, and increasing information retention rates by 35% compared to non-personalized content. The study emphasizes that this tailored approach to communication not only boosts engagement but also fosters deeper connections within the organization, making employees feel more valued and understood (Deloitte, 20 Mars 2024).

This insight suggests that video is not just a tool for information dissemination but a strategic asset in building a more engaged, trusting, and cohesive organisational culture.

Introducing The CEO Internal Communication And Engagement Package: CEO's Blueprint For Video-Driven Engagement - Revolutionizing Internal Communication

The CEO Internal Communication and Engagement Package transforms your standard updates into compelling quarterly video content. This service includes turning your provided updates into dynamic videos that encapsulate:

- A review of the past quarter’s results and project progress.
- Recent changes and strategic adjustments.
- Upcoming initiatives and plans for the next quarter.
- Reinforcement of your company's core values, brand identity, and recognition of team members’ exceptional contributions.
- Designed to enhance the corporate culture through a singular, engaging format, this video ensures that every team member is informed, aligned, and motivated to move forward efficiently.

For optimal engagement and reach, the video can be distributed alongside a podcast version via multiple channels, including text messages, emails, broadcasts on canteen TVs, and during short team meetings. This strategy allows all employees to engage with the content in a communal setting, promoting unity and comprehensive communication.

Turning traditional updates into engaging quarterly video content tackles the main issue of internal communication, significantly boosting information retention and employee engagement. 

This method, involving minimal time investment of 1 hour, for quarterly recordings of customizable videos, streamlines message delivery organization-wide.

With pre- and post-communication surveys, this package measures the uplift in engagement and ROI. It leads to a more connected, motivated, and efficient team through an easy-to-manage process.

Switching to quarterly video updates is more effective than structured frameworks or solely leveraging technology because it directly addresses the engagement and information retention challenges in workforce communication.

Videos capture attention and are remembered better, catering to diverse preferences and reducing information overload. They also offer a more personal touch than emails or reports and can be easily customized to fit the company's culture, making the communication process not just informative but also engaging.

This method combines the benefits of technology with the human touch necessary for truly effective internal communication. Research with GlobalWebIndex (Video report 2020) found employees at businesses using video have greater confidence in their company’s performance and health.

The research also states that "Employees need to be able to relate to and trust their executives, in the best of times. In a crisis, it’s essential. That’s where the humanizing ability of video helps, even compared to in-person."

The CEO Internal Communication And Engagement Package Addresses Three Major Concerns For CEOs And HR Leaders

1. Engagement and Information Retention

By transitioning to engaging quarterly video content, it directly combats the challenge of maintaining employee engagement and ensuring information is remembered, which is crucial for a well-informed and motivated workforce.

The "CEO Internal Communication and Engagement Package" addresses the critical concern of engagement and information retention by utilizing engaging quarterly video content. This innovative approach overcomes traditional communication hurdles, enhancing employee engagement and ensuring crucial information is more memorable.

Videos captivate viewers, cater to diverse preferences, and foster a personal connection, making them a powerful tool for maintaining a motivated and well-informed workforce. The package's ability to customize content and measure engagement and ROI further ensures that communication strategies are effectively aligned with organisational goals and employee needs.

According to a study from, in their article "9 Employee Engagement Statistics That Matter": "companies that utilize video for internal communication see significant improvements in employee engagement."

The article also states that: "Specifically, organizations with highly-rated cultures of recognition, often facilitated by multimedia like video, are 2.5 times more likely to see improved employee engagement. Engaged employees show lower absenteeism rates by 41% and are more likely to stay with a company, reducing turnover costs significantly."

2. Efficiency and Customization

The method streamlines message delivery with minimal time investment, allowing for customization to fit the company culture, thus making communication not only informative but also genuinely engaging.

The "CEO Internal Communication And Engagement Package" effectively addresses efficiency and customization by streamlining the delivery of messages through video content that requires minimal effort to create. This approach allows for the tailoring of content to reflect the unique culture of the company, making communications not just informative but deeply engaging.

By blending technology with a personal touch, it enhances both the relevance and reception of messages across the organisation, ensuring that communications are both time-efficient and highly customized to meet the specific needs and values of the workforce.

According to ZipDo: in their article "Essential Internal Communications Statistics In 2024":  "Video and digital tools meet the preferences of the modern workforce, which is increasingly tech-savvy and favors multimedia content. This alignment with current trends ensures organizations are future-proofing their communication strategies".

The article also states: "Companies utilizing video observe higher employee engagement rates. There's a noted trend where more engaged businesses tend to be twice as successful as their less engaged counterparts".

Video not only caters to the informational needs of employees but also foster a more inclusive and connected work environment. As workplaces continue to evolve, leveraging these digital solutions helps maintain a competitive edge in internal communications and overall organizational health.

3. Connection and Trust

It's about enhancing the human connection between executives and employees, by using video to humanize and build trust, essential for a cohesive and resilient organisation.

The "CEO Internal Communication And Engagement Package" addresses connection and trust by using video content to humanize executives and enhance their bond with employees. Video enables a personal touch that can bridge the gap, particularly during crises, fostering trust and a sense of unity.

This approach helps create a resilient and cohesive organisational culture, as employees feel more connected to their leaders and the company's mission, reinforcing trust and engagement across the board.

Harvard Business Publishing studies and article called "Good Leadership? It All Starts With Trust", written by Abbey Lewis suggests that "high-trust organizations, where leaders actively foster a safe and transparent environment, see notable improvements in collaboration, productivity, and employee satisfaction. Employees in these organizations experience less stress, more energy, and greater engagement, leading to fewer sick days and lower burnout rates."

The article also states that "Overall, incorporating video, especially personalized video content, into your communication strategy can be a powerful way to enhance trust, streamline messaging, and adapt to the modern digital landscape, making it an essential tool for effective leadership and organizational resilience".

Using video in internal communications has shown to significantly humanize interactions within organizations and build trust among employees. 

Case Study: Revolutionizing Internal Communication - Calor Ireland's Journey Towards Transparency, Engagement, And Strategic Alignment

Calor Ireland adopted the "CEO Internal Communication and Engagement Package" to enhance strategic communication on safety, sustainability, and overall strategy.

This significantly boosted transparency and engagement on key strategic areas such as safety and sustainability. Through quarterly video updates, the CEO directly conveyed progress, challenges, and strategies in an easily digestible format, directly targeting areas highlighted in employee engagement surveys. This initiative not only enhanced employees' understanding of Calor’s strategic direction but also fostered a culture of openness, improving overall engagement and aligning the workforce more closely with the company's long-term goals.

This approach transformed how insights, reflections, and updates are shared, making complex information more accessible.

By utilizing engaging video content, Calor effectively communicated its progress and objectives, significantly improving employee understanding and engagement regarding the company's strategy.

This targeted effort specifically aimed to address the strategy awareness question in the employee engagement survey, ensuring that all colleagues feel well-informed about Calor's strategic direction, thereby fostering a more connected and informed workplace culture.

Maximize Impact With The CEO Communication Package: Cost-Efficiency, Scalability, And Future-Readiness

1. Cost-Effectiveness

The "CEO Internal Communication and Engagement Package" streamlines company-wide communication in a cost-effective manner, minimizing long-term expenses when compared to older methods.

By investing in video creation, businesses can leverage the content multiple times across various platforms, ensuring broad reach and engagement.

This strategy not only provides significant savings over time but also aligns with the latest communication trends, offering a sustainable approach to keeping employees informed and engaged.

Through this method, companies can efficiently convey important messages, foster a sense of community, and enhance the overall internal communication landscape.

2. Scalability and Reach

The scalability and reach of video communication are unparalleled, especially for large organisations spread across different locations.

Videos ensure consistent messaging is delivered to every employee simultaneously, regardless of their geographical location, helping to unify the workforce under a common company culture and goals.

This approach is crucial for maintaining unity and ensuring all staff are moving in the same direction, supporting the organisation's overarching objectives and fostering a sense of belonging and alignment among employees, crucial for long-term success and coherence.

3. Future-Proofing Communication

As workforces become increasingly digital and younger generations who prefer video and multimedia content enter the workforce, this approach aligns with future communication trends, ensuring the organisation stays ahead in internal communication practices.

"Future-Proofing Communication" adapts to the evolving digital landscape and preferences of newer workforce generations for video and multimedia.

This strategy ensures the organisation remains at the forefront of internal communication practices, catering to current and future employees' needs.

By embracing these trends, the organisation not only enhances its internal messaging effectiveness but also secures its place as a forward-thinking and adaptable entity in a rapidly changing corporate environment.

According to a study by Forbes: "Companies that use video in their communication strategies see a 54% increase in employee engagement."

The study also states that " Video's dynamic and visual nature captures attention more effectively than static texts or emails, making it an excellent tool for conveying important messages and fostering a connected workplace culture."

This statistic underscores the effectiveness of video in enhancing communication, engagement, and information retention, making it a critical component in the digital transformation of internal communications strategies.


In today's evolving business environment, CEOs and HR leaders face significant challenges in ensuring effective communication across their workforce.

This is vital for fostering teamwork, boosting productivity, and aligning company objectives. The complexity of modern workplace dynamics, such as remote work and diverse communication preferences, complicates delivering clear, consistent messages.

The "CEO Internal Communication and Engagement Package" offers a solution by turning traditional updates into engaging video content, which directly addresses these challenges by enhancing information retention and employee engagement.

This approach, supported by research indicating the effectiveness of video in building confidence and trust within companies, aims to create a more connected and motivated workforce aligned with the organisation's vision and values.

In today's evolving business environment, CEOs and HR leaders face significant challenges in ensuring effective communication across their workforce.

This is vital for fostering teamwork, boosting productivity, and aligning company objectives. The complexity of modern workplace dynamics, such as remote work and diverse communication preferences, complicates delivering clear, consistent messages.

The "CEO Internal Communication and Engagement Package" offers a solution by turning traditional updates into engaging video content, which directly addresses these challenges by enhancing information retention and employee engagement.

This approach, supported by research indicating the effectiveness of video in building confidence and trust within companies, aims to create a more connected and motivated workforce aligned with the organisation's vision and values.

Implementation And Next Steps

CEOs, Chief People Officers, and Chief HR Officers are encouraged to audit their current communication practices, identify gaps, and develop a tailored action plan incorporating the outlined strategies. 

Success hinges on leadership commitment, clear objectives, and regular progress assessments towards achieving enhanced communication and alignment.

Integrating the CEO Internal Communication and Engagement Package into the quarterly communication plan represents a significant step towards overcoming the pervasive challenge of effective information sharing, paving the way for a culture of transparency, alignment, and collective progress.

Discover how to enhance your communication strategies with CB Media. We provide a complimentary communication audit to help you improve organisational communication and employee engagement. To learn more, email or click here to schedule a free discovery call with our CEO, Cynthia Baloula.

About the Author

Cynthia Baloula serves as the CEO of CB Media, where for over seven years she has successfully leveraged video to boost client revenues and enhance employee engagement.

Before founding CB Media, Cynthia managed Operations and Service Delivery teams at Fortune 500 companies, including IBM, HP and Dell.

Cynthia brings a wealth of experience in driving innovative projects that enhance the digital presence and internal communications of organisations.

Additionally, Cynthia is committed to fostering a culture of continuous improvement and learning within CB Media, ensuring that the company stays at the forefront of technological advancements and industry trends. Her leadership style emphasizes collaboration and strategic thinking, making her a respected leader among her peers and clients alike.

CB Media produce videos that make your brand stands out and compel your audience to engage.

Phone: +353 1 68 569 24

 Cynthia Baloula

CEO, CB Media