In times of workplace transformation, I believe what truly holds an organization together, keeping it strong and engaged, is not just well-defined processes. It’s real human connections, which reinforces culture and purpose.
That’s why internal communication continues to grow in strategic relevance.
Last year, internal initiatives represented 24.3% of companies’ overall communication budgets, according to the ‘2024–2025 Corporate Communication Budget study by Aberje’, the Brazilian Association for Business Communication, a leading institution focused on advancing corporate communication practices in Brazil.
At Textual, we’ve seen a 300% increase in demand for internal communication services over the past 12 months. Most of these requests stem from the same realization: there is no longer a guaranteed audience, not even within the company. The fight for people’s attention is everywhere.
That’s why communication with employees must be increasingly intentional, fast, and engaging to remain truly relevant, and, in doing so, fulfill its full strategic potential.
To achieve that, a threefold foundation is essential: intentionality, integration, and data intelligence.
When we talk about intentionality, we mean aligning internal communication with the business agenda. That means bringing the company’s purpose, values, and evolution closer to its people, while telling those stories with and through the people who make them happen every day.
As for integration: internal communication cannot operate in a vacuum. It needs the right timing and constant alignment with other corporate communication efforts. This broader perspective on opportunities and risks is crucial when designing robust strategies, especially during high-impact announcements.
And then there’s the third topic: data intelligence. The metrics provided by digital channels are dynamic and should go far beyond static reports. Analyzing them on a day-to-day basis helps uncover untapped opportunities and correct course more quickly—bringing more precision to efforts aimed at increasing engagement.
Internal communication has the power to turn connection into culture. And as we know, culture drives performance.
Carina Almeida is President and Partner at Textual Comunicação.