Internal Digital Messaging
Introduction and Purpose
All businesses rely on internal digital messages to communicate. How internal messages are framed, and their content, depend on who the recipient is. They are essential for disseminating key information such as core mission/vision, job descriptions, crisis management, training, events, governance matters, organisational direction and change. Internal communication also gives staff a sense of shared professional identity and community. Lee et al (2025) note that “internal communication as a key communicative intervention that may enhance the internal publics’ perceptions of environmental sustainability initiatives that their employer is involved in” (p. 174). Gallup (2020) summarises the six purposes of internal messaging as:
- To define, inspire and align. Messaging about the purpose, mission, vision and strategies of the organisation (e.g., "state of the company" sessions).
- To inform. Communications related to the daily maintenance of the organisation. Intended to communicate transactional information (e.g., technology updates).
- To teach. Messages to improve the knowledge and skills (technical or nontechnical) of the organisation's human capital (e.g., online training sessions).
- To drive action. Directives intended to request or demand action of one party by another (e.g., assignment given to a subordinate).
- To make decisions. Heavy two-way communication designed to elicit the best decisions in any given situation (e.g., leaders communicating about organisational actions).
- To collaborate. Bidirectional communication to jointly execute work responsibilities (e.g., coworkers exchanging project-related ideas).
Internal Digital Messaging can provide clear information on biodiversity in creative and innovative ways and motivate staff to engage in dialogue and act. For example, this might include data on the organisation’s current environmental impact on biodiversity and plans to address it (or requests for ideas on how to do so). Other ideas include messages organised around biodiversity themes (e.g. climate change) that run for a period of time, and are linked to local and national events, conferences and global debates.
Examples include:
In the UK the Environment Agency implements a rolling internal communication campaign in which a specific environmental theme, such as water or transport, is promoted for a three-month period. Each theme is accompanied by data and messages highlighting the organisation’s own environmental performance in that area. Information is circulated repeatedly to senior managers and their teams to ensure wide visibility and engagement – described by Feasby and Wells (2011) as being shared “so it could not be avoided”. The ‘transport’ theme, for instance, is delivered between June and August 2011 to align with the national Bike to Work Day, reinforcing relevance and participation. Through this initiative, the Environment Agency reports a range of organisational successes in 2011, including:
- Reduced office energy consumption by 20% per year
- Reduced mileage by 24% per year
- Reduced water usage by 61% per year
- Recycling increase of 76% per year
- Increase in use of secondary/recycled aggregate sources by 66% per year
Key Features
Timeframe:
- Creating and implementing a messaging strategy may take around three months to establish and can then continue as an ongoing programme, depending on the organisation’s size, the number of employees to be engaged, and the messages being distributed. It is advisable to assess staff motivation before launching the programme.
Materials Required:
- Communication materials to include digital content such as infographics, details of upcoming events, practical hints and tips, and organisational data on environmental impact. Educational resources to provide guides, handbooks, and training opportunities that enhance employee knowledge and skills.
- Engagement and feedback tools to gather employee input and allow for ongoing adjustments to the messaging strategy and content.
- Tracking and monitoring tools to assess employee engagement and measure the impact and effectiveness of the strategy, ensuring ethical and GDPR-compliant practice through transparency, informed consent and secure handling of data.
- Budget to allocate appropriate financial resources for the development, delivery and evaluation of the strategy.
Skills Required:
- Project management and leadership to plan, organise and implement the internal messaging programme.
- Creativity and innovation to craft messages that communicate key ideas in ways that appeal to the target audience.
- Interpersonal and communication to outline objectives, engage staff, and liaise with external partners involved in delivering biodiversity initiatives.
- Marketing to promote the internal messaging programme within the organisation.
- Evaluation and assessment to design and use tracking tools that measure the programme’s impact, assess its quality and effectiveness over time and inform adjustments where needed.
- Financial and budgeting to conduct cost–benefit analysis and ensure efficient use of resources.
Potential Impact:
- Enhanced protection/restoration for biodiversity through reducing organisational negative environmental impact and motivating positive behavioural change
- Increasing awareness among staff regarding biodiversity challenges, and encouraging engagement in efforts to address them
- Transformation of employee attitudes and behaviours towards biodiversity
- Enhanced sense of community and shared professional identity across the organisation
- Networking and collaboration with external organisations
- Upskilled employees who bring in new ideas and innovations that can benefit both the organisations and biodiversity.
Instructions
To implement Internal Digital Messaging within an organisation, use the following steps as a guide:
Planning (month 1)
- Identify clear objectives and goals for the internal digital messaging strategy.
- Define the target audience and the key messages to be communicated.
- Select suitable communication channels such as email, intranet, or internal social platforms.
- Establish a consistent schedule for message delivery to ensure visibility and sustained engagement.
Development (month 2)
- Create engaging and accessible content tailored to different employee groups.
- Develop supporting materials such as visuals, videos, or short training resources.
- Plan related activities or events that reinforce the messaging and encourage participation.
Implementation (month 3)
- Launch the first message and follow with subsequent communications according to the established schedule.
- Ensure messages are concise, visually engaging, and easy to access.
- Invite feedback, share staff stories, or link to additional resources to maintain interest.
Monitoring and Evaluation (ongoing)
- Conduct an initial evaluation to assess engagement levels and gather employee feedback.
- Adjust content, tone, or frequency where necessary to improve impact.
- Continue tracking engagement and effectiveness over time, ensuring messages remain relevant and aligned with organisational goals.
Rationale
An internal messaging strategy enables businesses to communicate biodiversity goals and values clearly across all levels of the organisation. It provides a consistent framework for education, engagement, and behaviour change, ensuring that biodiversity becomes part of the organisational culture rather than a separate initiative. By using regular and accessible communication, employees are encouraged to connect their daily actions with wider sustainability objectives, strengthening both awareness and accountability.
Benefits:
- Educates employees and enhances understanding of biodiversity and the organisation’s environmental impact, supporting positive personal and professional attitudes.
- Stimulates participation in biodiversity initiatives such as workshops, events, and strategy activities.
- Embeds biodiversity values into the company’s identity, helping create a culture of sustainability.
- Encourages behavioural change by showing practical steps employees can take to reduce negative and increase positive impacts on biodiversity.
- Recognises and celebrates biodiversity champions, reinforcing motivation and shared purpose.
- Creates opportunities for feedback and dialogue, supporting collaborative improvement and innovation.
- Strengthens the company’s environmental reputation, fostering alignment, loyalty, and commitment among employees.
- Informs staff about relevant biodiversity policies and regulations, ensuring compliance and responsible practice across operations.
Links to Resources
The UN offers a calendar of International Environment Days here, which could be used to align with biodiversity internal message
University Environmental University provide some hints and tips on how to write a persuasive environmental message
