What’s keeping internal communicators up at night? Answers from Haiilo Breakfast Club.

Today’s internal communication challenges are bigger than ever.

It’s no longer just about distributing messages (it never was). They’re also tasked with driving engagement, creating culture, and supporting change. But while expectations have grown, many communicators are still running lean, with limited tools and little buy-in from leadership.

That’s exactly why we hosted the latest Haiilo Breakfast Club in Frankfurt, where we invited a group of internal comms professionals to get real about the challenges they’re facing – and what they need to overcome them.

Here are the most important conversations we had, plus some takeaways to help you move from problem to progress.

💡Want to know more? Key talking points from our Haiilo Breakfast Club in Cologne

🧢 Challenge #1: One role, too many hats

Internal communicators aren’t just “communicators” anymore. Many wear multiple hats, from culture champion to change manager, all while creating content, collecting feedback, and juggling competing priorities. 

One participant summed it up: “I’m doing everything from campaigns to crisis comms. There’s no time to go deep.”

Key talking points:

• Most teams have few or no specialists. Everyone does a bit of everything.
• Keeping up with tools and product updates is tough without time or resources.
• The role has shifted from simply “sharing news” to cutting through noise to decide what actually matters

✅ Takeaway:

Focus is everything. Communicators need support – in tools, time, and trust – to prioritize the right messages and reduce overload, not add to it.

📢 Challenge #2: Feedback without follow-up

Getting input from employees is only step one. Turning that feedback into real change is where things get stuck, especially when resources are thin and change takes cross-functional collaboration.

Key talking points:

• Gathering feedback is relatively easy; acting on it is the hard part.
• Change often requires IT or leadership buy-in, which can be slow or missing altogether.
• External support can accelerate progress by holding everyone accountable.

✅ Takeaway:

Don’t stop at the listening stage. Build structures that turn insights into action. Bring in the right people early, and make accountability part of your plan.

👥 Challenge #3: IT as an ally, not an obstacle

IT departments are often seen as gatekeepers, but they can also be powerful partners. That is, if you involve them early and approach them the right way.

Key talking points:

• The best results come when comms leads with the problem, and IT helps shape the solution.
• SaaS tools like Haiilo reduce IT workload and manual effort (a win for all sides).
• As one participant (who had moved from comms to IT) shared: “Don’t just show up with a tool and say, I want this. Go to IT with a problem, a plan, and possible solutions to evaluate.”

✅ Takeaway:

Treat IT like a strategic partner, not a blocker. When you speak their language – and show how the solution benefits them too – you’ll get further, faster.

💡Read: How Comms and IT work together at Calumet

🔄 Challenge #4: An intranet no one uses

The intranet could be a central source of truth, but low usage means many feel it’s irrelevant. On the one hand, editors stop updating it because no one visits. On the other, employees avoid it because it’s outdated.

Key talking points:

• Without exclusive, value-driven content, there’s no reason for employees to come back.
• Technical features, like time-tracking or personalized feeds increase everyday relevance.
• Strategic alignment is key: your intranet should reflect real business goals and employee needs.

✅ Takeaway:

To revive your intranet, give employees a reason to use it. That means content with actual value, tools that serve their day-to-day, and a clear connection to business priorities.

🧭 Challenge #5: Missing leadership as a communication channel

Managers are one of the most trusted and frequent sources of internal information. But many aren’t actively communicating. They often lack the tools, skills, or support to share messages clearly and consistently.

Key talking points:

• Around 50% of employees get their information directly from their manager.
• Many leaders see themselves as passive recipients of comms, not active messengers.
• Leadership visibility (especially from the top) strengthens trust, culture, and connection.

✅ Takeaway:

Make it easy for managers to communicate, whether that’s with ready-made toolkits, short-form video formats, or built-in reminders. When leadership shows up, people pay attention.

Are internal communicators ready for the challenge?

Clearly, internal communicators are doing vital work, often without the credit or support they deserve. They’re juggling big expectations with limited budgets. They’re building culture, guiding change, and connecting people in increasingly complex environments.

But are you equipped to keep doing it?

That’s the question we’ll keep asking, and helping to answer. Because with the right tools, community, and recognition, you can do more than just cope. You can lead.

📅 Want to attend the next Haiilo Breakfast Club? Reserve your spot today

How can Haiilo help?

Haiilo gives internal communicators the tools to cut through the noise, boost engagement, and make comms feel relevant again.

• Share content people actually want to see – in the formats they’ll engage with
• Keep updates clear and focused in one place that’s easy to navigate
• Make it easy for leaders to show up with quick, authentic messages
• Help employees find what they need without digging
• Create an intranet that feels useful, familiar, and worth returning to