Engaging internal communications for NHS organisations are not just about sharing information—they’re about ensuring that your messages resonate, engage, and prompt action from your staff. With the overwhelming volume of information that healthcare professionals face daily, crafting messages that capture and hold their attention is more challenging than ever.
Recent research highlights that our attention span has dropped from 12 seconds two decades ago to just 8 seconds today. This reduction is partly due to the constant distractions we face from smartphones, pop-ups, and a barrage of notifications. For internal communications to be effective in such a fast-paced environment, they must be concise, relevant, and engaging.
Creating effective internal communications starts with understanding your audience and crafting messages that resonate. Subject lines and headers play a crucial role in this, as they often use up half of your 8-second window to capture attention. For instance, subject lines like “Upcoming changes: action required” or “Your input is needed today” have proven effective in grabbing attention, even when dealing with routine topics like policy updates or surveys.
Example Subject Lines for NHS Internal Comms:
Headers and subject lines need particular attention because these in themselves could use half of those precious 8 seconds. Draw upon your creative juices and really put yourself in the shoes of your staff to find a headline that will make them want to read on. Below are some of the best subject lines we’ve seen our customers use when covering some of the ‘drier’ topics.
Internal comms subject lines that work
• “Upcoming changes: action required” (used for a policy update)
• “Your input is needed today” (used for a staff survey)
• “[name], thank you” (used for a financial update)
• “The recipe for success” (used for a financial update)
• “We did it again” (used to notify people of a health and safety standard)
8 rules to follow when writing internal communications
In addition to the initial hook of the subject line, keep these best practices in mind with everything you write:
• Write for people, from people
• Use the vernacular your employees use
• Be succinct
• Use headlines to break copy up
• Ensure the purpose of the communication is upfront and clear
• Be consistent
• Always proof read!
Visual content is significantly more engaging than text alone. Studies show that 75% of employees are more likely to engage with video content than read an email or text. Incorporating visuals, such as infographics, charts, or videos, at the beginning of your communication can capture attention more effectively.
Regular updates are essential to keep staff informed, but they must also be valuable. If there’s nothing new to communicate, consider sending a brief update or acknowledging the quiet period with a message like, “It’s been a quiet month—stay tuned for more updates next month!”
Regularity builds trust and familiarity, but authenticity keeps your audience engaged. For more on balancing consistency with flexibility, read this insightful piece on effective communication timing.
Segmentation is key to maintaining relevance in internal communications. NHS staff work across diverse roles and locations, so not all information will be pertinent to everyone. By segmenting your audience based on factors like job role, department, or location, you can tailor messages to ensure they are relevant and engaging.
Not everything will be relevant to everyone. By segmenting your staff you will be able to filter the content they receive to keep them engaged.
We experience segmentation constantly. The recommendations we receive via our online supermarket shop relate to what we’ve bought before and the adverts that pop up on web pages are items we’ve looked at but not yet bought. We live in a consumer-led world in which we are presented with information that is relevant to us. We therefore expect the same ‘personalisation’ in our working lives.
If I repeatedly receive information that is not relevant to me, I will ignore it from the moment the message arrives. We’ve all been there. Think about the times you’ve ended up on a mailing list for something you have no interest in. Now, as soon as you see who the email is from, it goes straight into your deleted folder.
Your internal communications must have relevance. Only send internal communications to the people it is relevant for, or of interest to. These segments need to be mapped against the type of communications you send and you will probably have multiple segments for each member of staff. For example, geographical segmentation, job role segmentation and project segmentation.
There’s no right or wrong way to segment. Just segment against your communication plan.
Personalisation goes beyond just addressing your staff by name. With the right segments in place, you can tailor your messages based on specific actions or behaviours. This level of personalisation can significantly enhance engagement, making your communications feel more relevant and direct.
Personalisation can be achieved through advanced email platforms that track and respond to user behaviour.
People connect with people, not faceless entities. Ensure that your internal communications come from recognisable individuals within the organisation, rather than generic email addresses like “no-reply@nhs.org”. The sender’s identity can have a significant impact on how a message is received.
Combining updates with more personable messages—such as staff achievements or team successes—can make even the driest content more engaging. For strategies on leveraging connections in internal communications, see this case study on effective leadership communication.
The structure and layout of your communications play a critical role in engagement. Use clear headings, bullet points, and short paragraphs to make your content scannable. Incorporating visuals, bold text, and colour can also enhance readability.
Additionally, consider accessibility. Communications should be easily accessible via multiple platforms—whether it’s email, intranet, or mobile apps. Ensure that the user journey is intuitive and efficient to prevent disengagement.
When you have critical information to share, don’t be afraid to use push notifications, pop-ups, or urgent email subject lines. However, reserve these techniques for truly important updates to maintain their impact.
Overuse can lead to desensitisation, where staff begin to ignore even the most critical messages. For more on the psychology of attention in communications, read this research paper.
Timely communication is crucial, especially in fast-paced environments like the NHS. Strive to be the first source of information whenever possible. Delayed updates can lead to misinformation or disengagement, as staff may already have received—and dismissed—incorrect details.
Timing also involves understanding your staff’s work patterns. Send non-urgent communications during quieter periods to increase the likelihood that they will be read and acted upon.
Finally, continuous monitoring and analysis are key to refining your internal communications strategy. Metrics like open rates, click-through rates, and survey feedback provide valuable insights into what works and what doesn’t. Use these data points to adapt and improve your communications over time.
In the fast-paced world of the NHS, internal communications must be more than just informative—they need to engage and inspire action within those crucial 8 seconds. By following these 10 strategies, you can create internal communications that not only capture attention but also foster a stronger, more connected workforce.
NewZapp Trusted Delivery is an internal communications email platform designed specifically for NHS organisations. We provide the tools to create engaging communications that ensure guaranteed delivery and offer detailed analytics for continuous improvement.
Operations Director
Passionate about using my 30 yearsof owning my own businesses to help create better workplace environments. A Bon Jovi loving TikTok junkie. I spend most of my time thinking about the impact technology is having on our society. And my pug Winston…
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