Welcome to the People Strategy series, unpacking key issues in how HR communicates with employees.
In today’s issue, we’re diving into the rise of shadow comms and why HR needs a strategic communication partner, not just a green light to send more updates.
We’ll look at how decentralised communication is exploding across organisations, why that’s not automatically a problem, and how to turn it from scattered noise into a clear, coordinated story that drives real results.
Why it’s time for HR to find a Strategic Communication Partner
In today’s hybrid, high-speed workplace, communication is no longer the exclusive preserve of a dedicated communications team.
HR teams are driving culture, shaping transformation, and leading on everything from wellbeing to leadership alignment. Communication is essential, but increasingly there is limited dedicated comms capacity, resources or budget available.
It’s why we’re seeing the growth in what’s often called “shadow comms”, where functions like HR, Ops and IT are having to step up and lead their own messaging. In fact, 63% of internal communicators now report a rise in communication led by other departments.
When HR does take control of its narrative, it’s vital that it has the right strategic guidance, frameworks and tools to ensure the messages stick.
At their best, these proactive HR-led comms are a sign of energy, ownership and real commitment to people.
Without the right support, however, even well-intentioned teams can inadvertently create message overlap, channel fatigue, and confusion. Not because they’re negligent, but because no one gave them the tools and expertise to get it right.
4 Keys To Effective HR Communications
Build around a Strong Strategic Narrative
HR comms shouldn’t be ad hoc. Whether it’s EVP, engagement, inclusion or wellbeing, each message needs to connect to something bigger. A core story. A compelling mission. A clear purpose.
Equip your Doers to Become Communicators
If you are going to own your narrative, invest in your communication team. Create user guides, playbooks, and templates. Coach the people who are closest to the work to communicate in a way that aligns with business goals.
Build Comms Connections Across the Business
This isn’t about permissions. It’s about partnerships. Build a strong relationship with the central comms team. Even if they don’t have capacity, they’ll have valuable knowledge and advice. Co-design your planning frameworks, channel principles and campaign calendars with other functions. That way, everyone has a voice, and you’re all singing from the same song sheet.
Use Data to Identify Demand and Shape Your Response
The demand for better comms can be a powerful indicator of what matters to your people. Use listening tools, content audits and engagement data to spot gaps, remove duplication, and feed insights back into planning.
The Ideal Strategic Communication Partner for HR.
GNIUS works with HR leaders and people teams who want to do more than just “get the message out.” We help you:
- Design strategies and develop frameworks that empower your team to communicate effectively with real impact.
- Create compelling, organisation-wide campaigns that inspire action and change in areas like engagement, wellbeing, inclusion, and beyond.
- Go beyond just HR updates by delivering people-first stories that build trust and drive business progress.
Ready to elevate your HR comms? Let’s make your message count.