Why Internal Messaging Fails and How Inclusive Communication Fixes It

As the workforce becomes increasingly diverse—not just in terms of race and ethnicity, but also in education, language, and lived experiences—brands must rethink how they communicate internally. It's not enough to craft a compelling message if it isn’t understood, or worse, if no one cares.

For communication to be effective, it must be accessible, relevant, and actionable. Employees need to clearly grasp what the message means for them and what, if anything, they’re expected to do next. Without that clarity and connection, even the most well-crafted message falls flat.

Effective internal communication begins with empathy, which starts with recognizing the diversity of today’s workforce. Across a single organization, employees may span multiple job shifts, job functions, languages, education levels, and cultural backgrounds. Inclusive communication must be multilingual, multi-channel, and well-timed to meet people where they are, both physically and cognitively.

Traditional top-down communications often fall short because they’re designed for a single type of audience. However, when messages are designed with a broader range of identities in mind, and supported by data, feedback, and direct human connection, they drive authentic engagement and build trust. Employees feel seen, heard, and valued, and they recognize the company’s effort to include them.

When language barriers exist, translating core messages into employees’ native languages and using transcreation to adapt them for cultural context becomes essential. Communication plans must consider how different audiences will interpret a message, what cultural context might alter its meaning, and, most importantly, why they should care.

In this episode of The New Mainstream podcast, Jenna Marston, Communications Manager at BASF, shares how she uses inclusive, multilingual strategies to engage employees across geographies, leveraging an approach rooted in active listening, cultural awareness, and authentic connection.

Meet Jenna:

Jenna Marston is the BASF Communications Manager for Freeport, Texas. In this role she leads crisis management, government and community relations, and employee engagement. Prior to her joining the BASF team, Jenna was the Global Marketing and Communications Leader for the Corteva Agriscience Biologicals Business, collaborating across international sites to align corporate and product brand positioning while leading communications strategies to accelerate business results. 

With a belief that we can accomplish the greatest challenges of today together, Jenna’s career has focused on driving impact at corporations dedicated to supporting the harmonization of human health and productivity to solve some of the world’s greatest challenges.