Your greatest brand advocates could be on your payroll—are you listening to them?

The latest "State of the Global Workplace 2025 Report" from Gallup reveals a sobering reality: employee engagement has plummeted to a new low, costing the global economy a staggering $438 billion in lost productivity. Does the solution lie in transforming your internal culture into your greatest asset?

As a business, your first priority is brand perception. You meticulously track how customers see you, how you stack up against competitors, and how your external messaging lands. But what if your most critical brand ambassadors and potential advocates are not just in the marketplace, but also on your payroll?

The connection between your internal culture and your external brand reputation has never been more vital, or more vulnerable.

Why this matters, right now

The latest data paints a concerning picture. Global employee engagement has plummeted to a low of 21% in 2024, a significant drop from 23% the previous year*. And no, this is not a post-pandemic slump; it is the steepest decline recorded since the pandemic began, translating into a staggering $438 billion in lost productivity.

This number is perhaps a larger reflection of a workforce that feels disconnected, undervalued, and uninspired. This is where the concepts of Employer Branding and Employee Value Perception (EVP) transition from jargon to a strategic business imperative. Robust Internal Communications (IC) strategies offer a clear path to reverse this disengagement trend and unlock the immense potential sitting dormant in your teams.

Beyond the paycheck: Understanding Employer Branding and EVP

So, what are we really talking about?

Employer Branding is the internal expression of your external brand promise. It’s the answer to the question: "Does it feel like we work for the company we claim to be?" It’s the degree to which your culture, your stated purpose, your mission, values and the day-to-day realities of "how work gets done" align with the brand you project to the world.

If Employer Branding is the identity, then the Employee Value Perception (EVP) is the core of the relationship. Think of it as the ‘give and get’ contract between employer and employee.

• The ‘Get’: This includes the tangible rewards—fair compensation, comprehensive benefits, and a safe work environment, amongst others
• The ‘Give’: This is where true engagement is born. It encompasses the emotional and psychological drivers: a sense of purpose, opportunities for career growth and learning, a focus on well-being, transparency and the feeling of being a valued part of a team.

Crucially, it’s the perception of this value that matters. Employees who feel cared for and see opportunities for development are dramatically more engaged. Their interpretation of your internal communications and their daily engagement levels are key predictors of how they perceive your brand as an employer. If they don't believe in the brand from the inside, the disconnect will inevitably show on the outside.

The critical role of Internal Communication

Internal Communication is the connective thread that binds brand, values, and employee experience together. When done right, it builds trust and fosters engagement. When neglected, it creates a chasm.

The data shows we have a long way to go. A startlingly low 19% of employees perceive consistency** between what their company says externally and how they experience it internally. This "credibility gap" is where engagement goes to die. Here’s what Sheetal Gaikwad, Vice President, The Information Company, who has a decade plus worth of experience in crafting Internal Communication messaging for companies like Tata Group, AMNS and Hindalco, has to say about the disengagement crisis.

"The disengagement crisis isn’t just a headline—it’s what companies are feeling every day. But internal communication can be the game-changer. When communication is consistent, human, and two-way, people feel connected and committed. At TIC, that’s exactly what we help build—cultures where engagement isn’t accidental, it’s intentional."

Closing the gap requires a deliberate and strategic IC approach. It’s about moving beyond newsletters and all-hands meetings to a more holistic strategy:

• Build an internal brand: Proactively communicate your company's ethics, values, and purpose. Just stating them in a flyer or on a company wall would not work; demonstrate them through action and recognition.
• Leverage multiple channels: Use a mix of platforms—from nurturing internal social media brand ambassadors and videos to manager-led team huddles—to tell your story consistently.
• Celebrate achievements: Use communications to highlight individual and team contributions that exemplify the company's values, making the brand tangible and relatable.

Joining the dots: IC as the engine for EVP and employer branding

Think of Internal Communication as more than just a support function; think of it as the engine that drives a powerful EVP and authentic employer branding. Here is how to put it into action:

1. Equip managers as brand ambassadors: Your managers are your most critical communication channel. Yet, only 44% of managers have received any formal management training*. Equip them with the skills and the consistent, authentic messaging they need to be your primary brand ambassadors. Train them to be coaches who can connect their team’s work to the company's larger purpose.
2. Embed EVP in day-to-day comms: Your EVP should be embedded in your day-to-day narrative and messaging. Use storytelling channels to highlight how the company delivers on its promise. Share stories of career progression, spotlight well-being initiatives, and consistently reinforce the "why" behind the work. This transforms abstract concepts into a felt reality for every employee.
3. Create robust feedback loops: Effective communication is always a two-way street. To understand what your employees value and how they perceive the organisation, you must implement regular surveys, encourage consistent manager-led check-ins, and conduct internal polls to gauge perceptions. Use the insights gained from this data not just for measurement, but to continuously adapt and refine your internal communication and engagement strategies.

The battle for talent and market share will be won from the inside out. By focusing on building a credible internal brand and delivering a meaningful employee value proposition, you can turn a disengaged workforce into your most powerful asset: a team of genuine brand advocates.

Want to get started on your EVP-led Internal Communication strategies for your company? Reach out to us.

*State of the Global Workplace 2025 Report by Gallup **2017 Weber Shandwick Study