How to Use Internal Blogs to Boost Employee Engagement, Reach Company Potentials

Internal Blog

Unlike blogs that most people get to read, an internal blog is designed mainly for corporate consumption. That is, it is only accessible through a corporation’s intranet, and one that employees can view and participate in various activities, such as free discussion of issues, and collective intelligence. It also provides a link of direct communication from one layer of an organisation to another. Being able to participate, especially in corporate discussions, creates a sense of community.

What is the purpose of internal blogs?

  • Facilitate employee-to-employee communication
  • Inspire and share content generated by employees and corporate staff
  • Data analysis
  • Better communication for change and culture


Corporate blogs

Blogs, at a corporate level, are not written mainly for marketing purposes, but are also published and used by a company to reach its organisational goals. There are two types of corporate blogs – internal and external.

Internal blogs

As previously mentioned, an internal blog is for corporate consumption that is presented in a more informal nature, allowing for a more open, less-restrictive interaction among team members and corporate staff. If there are people in different locations, it can be used in place of email discussions or face-to-face meetings. A good example of an internal blog is the CEO Blog that, at one time or another, Mark Zuckerberg, Richard Branson and Bill Gates have written.

External blogs

An external blog is the opposite of an internal blog, where they are publicly available, and are often published and used to allow employees, spokespersons and teams to share their views. The most common example is a blog announcing the launch of a new product or service.

What are the benefits of internal blogs?

  • Provide a better communication channel: Internal business blogs provide team members a more efficient way to share information and encourage communication. Throw one question and everyone in the team can share their knowledge and expertise that could prove helpful and beneficial in various aspects of the organisation. With the constant exchange of ideas, internal communication and collaboration can happen on a daily basis.But what about email?
    Email is a great messaging tool, but it is limited in terms of collaboration. Using the CC and BCC feature to address a number of respondents often end up in an overcrowded and cluttered email.
  • Keep corporate staff updated all the time: The traditional way of ensuring staff members are on the same page, regarding ongoing topics and projects, is to schedule a meeting, which can hamper productivity. Through company blogs, however, small updates can be delivered without taking people out of their desks and into the conference room. Just make sure everyone makes a habit of reading internal corporate blogs.
  • Create a database of searchable company knowledge: Organisations may change, but some issues and concerns are repetitive, requiring an iterative solution. Those solutions can be available in a company blog, stored in an organised and structured archive. All internal knowledge published in internal blogs is permanent, and can be searched and used on demand. These blogs can increase productivity, especially because a ready answer can be available in a repository of business knowledge.
  • Promote learning: Blogging for business is about sharing information, knowledge and expertise. When such information is made accessible internally, a contributor can clarify and build up their knowledge and expertise, while readers can learn something new each day.

Internal communication is one way for everyone to be in the loop, so to speak. This gives every employee enjoy a sense of community, and a platform with which to share their views and increase engagement. But, for internal blogs to be effective, proper approach is needed.

How Move Ahead Media Can Help

  • Content creation strategies Corporate blogs need to be engaging and entertaining, like any other blogs on the web. But how do you write an informal business blog without making it less professional or useful? You need to make sure it is informative, inspiring, visually appealing and entertaining as well. This requires achieving a balance necessary to create relevant content.
  • Inclusion of metrics People are more motivated to change or adopt new organisational strategies if they are given facts and figures that can help convince them to make the better choice. Some important metrics are performance trends, current and past performance, goals, accomplishments and progress.
  • Inspire action Internal blogs should not be limited to providing information or encouraging collaboration. They must inspire action as well. So employees read. How about encouraging them to do something after reading company blogs? Want to get started on writing an internal blog? How about giving existing corporate blogs a makeover? Talk to us today and get the right words to do the talking.