Case Study: Strengthening Internal Communications During A Critical Restructure

Written By Michelle Johnson

A global consumer technology company needed to overhaul its internal communications strategy to improve employee engagement and ensure consistent messaging across teams. Leadership wanted a stronger, more unified approach to company-wide updates, but existing content was fragmented, leaving some teams—particularly one U.S. office—feeling siloed from global headquarters and colleagues.

Midway through implementation, the company underwent a significant restructuring, resulting in widespread layoffs. This unexpected shift heightened the need for clear, strategic communication to maintain trust and provide employees with timely, relevant information.

Objectives

Address Key Gaps in Communications

Track employee engagement by implementing a regular feedback loop and identify key areas of improvement.

Develop Engaging Content

Produce multi-channel content to engage employees across different touchpoints, balancing transparency while ensuring an empathetic tone.

Establish Comms Hierarchy

Create a clear, unified comms playbook and structure for executives to disseminate information to employees in a timely manner.

Business Challenges

  • Inconsistent messaging across global and regional teams.

  • Low morale and uncertainty due to layoffs.

  • U.S. office felt disconnected from leadership and global HQ.

The Solution

To improve leadership transparency and employee engagement during the restructure, I developed an internal communications framework focused on clarity, consistency and accessibility including best practices, email templates and a detailed comms plan. I worked with executives to refine messaging, ensuring it was direct, transparent and aligned with employee concerns.

A framework I created to illustrate how communication underpins people, performance, quality, and innovation to to build a strong company culture.

To enhance visibility, I introduced a multi-channel communication campaign —executive emails, leadership Q&As, and town halls—giving employees more opportunities to engage. I also established a feedback loop with pulse surveys and internal forums to foster two-way communication.

To improve accessibility, I tailored content for different employee groups, using Zoom updates, written messages, and intranet posts.

Finally, I implemented a tracking mechanism to measure engagement and sentiment, enabling leadership to refine messaging based on real-time feedback.

Results & Impact

  • 71% in Q3 vs. 61% in Q1

    The results reflect more employees recommending the company.

  • 54% in Q3 vs. 47% in Q1

    These results showed a greater trust in leadership.

  • 71% in Q3 vs. 59% in Q1.

    The results reflect more clarity and transparency in messaging from leadership.

Michelle Johnson