GAINING MESSAGE TRACTION
We love strategy at At The Start. But we also understand that our communications plans aren’t worth much if employees aren’t receiving the information, engaging with it, or acting on it.
WHAT WE’RE TALKING ABOUT
As communicators, we have to remember that our preferred channel is not the only channel.
Employees work different shifts. Speak different languages. Sit at desks or don’t. Some are frontline, some are remote, and some are rarely in email at all.
Considering that, the focus needs to be on message traction and understanding whether your communication is actually landing.
Yes, we can look at KPIs like open rates, click-through rates, views and engagement. But metrics are only bits of information and not the whole story.
This month’s edition of At The Starting Line is about closing those gaps and making sure your communication reaches your whole workforce.
THE IMPORTANCE OF MESSAGE TRACTION
When communication is clear and accessible, people feel it. A 2025 study by Staffbase and YouGov surveyed 1,044 U.S. employees across industries. Sixty percent said internal communication has a meaningful impact on their:
Productivity
Motivation to do their best work
Understanding of the company’s vision and mission
When employees understand where the organization is headed and how their work fits in, they work with more clarity, confidence, and purpose.
If that’s your goal, it starts with asking: Are your messages truly reaching and resonating with your people?
This is some of what we’ve learned working with employees at companies large and small.
BEST (AND WORST) PRACTICES: Do’s and Don’ts
DO:
✔ Focus on last-mile communication: Critical messages should reach employees directly, not through layers of interpretation. Invest in supporting direct manager, leader, and HR communications.
✔ Design for all audiences: Consider language, format, shift schedules, and access points. One-size does not fit all.
✔ Use multiple channels: Digital signage, text alerts, QR codes, and visual boards can reach employees who aren’t behind a computer all day.
✔ Use visuals intentionally: Sometimes a well-designed visual communicates more clearly than a long email ever could.
DON’T:
✘ Over-rely on email: Not everyone is screen-facing, and even those who are don’t need a full inbox.
✘ Assume English fluency: Inclusive communication means accounting for language differences and meeting people where they are.
✘ Standardize to a fault: Tailored communication is not extra work, it’s effective work.
CLOSING THE GAP
Improving message traction isn’t simple. Every organization has different structures, audiences, and constraints. Yet, we all want communication that is seen, understood, and acted on.
We saw a powerful example of this in Bad Bunny’s Super Bowl halftime performance. It was layered, intentional, culturally specific, and it still reached millions. It was a reminder that you can stay true to your voice and design a message that resonates widely.
When we close the communication gap across roles, languages, shifts, and access points, we don’t just communicate better. We build alignment, trust, and stronger performance.
If you’re rethinking how your messages land in 2026, let’s talk.