Why HR and communications should collaborate to align messaging and culture
In today’s fast-paced business world, some of the most valuable partnerships often go unnoticed. Take HR and communications, for example. Too often, these two functions work in silos—HR focuses on the workforce, while comms manages messaging. But the truth is, they’re two sides of the same coin. When they work together, they can create powerful alignment between an organisation’s culture, employees, and external reputation.
Yet collaboration between HR and comms doesn’t happen naturally. Here’s why it matters and how HR leaders can help make this partnership work.
Why HR needs comms
HR is at the centre of many strategic initiatives, but these initiatives rely on effective communication to succeed. That’s where comms comes in.
Driving employee engagement: Employee engagement depends on a number of key drivers, like a clear strategic narrative, visible leadership, organisational integrity, and giving employees a voice. Communications teams play a big role in shaping these narratives, equipping leaders to communicate effectively, and ensuring employees feel heard through feedback channels.
Managing organisational change: Whether it’s a restructure, a new initiative, or a transformation, HR is often tasked with leading change programmes. But change only works when employees understand the journey, the outcomes, and their role in achieving them. Comms teams help deliver these messages clearly, consistently, and in ways that resonate.
Building culture and values: Programmes designed to define or reinforce culture and values require clear and impactful messaging. Comms ensures these messages are more than just words—they’re brought to life in ways that inspire employees and create shared purpose.
Even in day-to-day HR operations, like communicating benefits or payroll information, clear communication makes a big difference. But it’s in the more strategic work, like engagement, change, and culture, where HR’s partnership with comms can really drive results.
Why comms needs HR
The partnership works both ways. Communications teams rely on HR to provide insights into the organisation that help shape the messages they deliver. Without these insights, comms teams can miss opportunities—or even unintentionally misstep.
Organisational insights: HR has a finger on the pulse of the workforce. Engagement trends, attrition statistics, skill gaps, and workforce challenges all provide valuable context for comms teams to craft meaningful, empathetic messages.
Proactive guidance: HR often sees what’s coming before anyone else—whether it’s a hiring surge, a restructuring, or an emerging workforce challenge. Sharing this knowledge early allows comms to plan ahead and ensure messaging lands well with employees.
Avoiding missteps: Without HR’s input, comms teams can unintentionally send the wrong message—for example, during a redundancy programme or when rolling out sensitive organisational changes. By partnering with HR, comms can help ensure the tone, timing, and delivery are appropriate and aligned with employee concerns.
When HR and comms collaborate closely, it leads to more thoughtful and effective communication that connects with employees on a deeper level.
The structural question: where should comms sit?
Given the overlap in skills like storytelling, creativity, and content creation, it’s natural for communications teams to align with marketing. But HR leaders might wonder whether comms should instead sit within their function to foster closer collaboration.
The truth is, there’s no one-size-fits-all answer. Many organisations find that a hybrid model works best—where comms sits within marketing or the executive office but maintains a strong, intentional connection to HR. This approach allows comms to benefit from the resources and expertise of marketing while still being strategically aligned with HR’s goals.
Ultimately, the functional home of comms should reflect the unique needs of your organisation. What matters most is that HR and comms collaborate closely, regardless of where they sit on the org chart.
Shared metrics: aligning accountability across HR and comms
One of the best ways to build a true partnership between HR and comms is to align on shared goals. By tying both functions to the same metrics, you ensure they’re equally invested in the outcomes that matter most.
Here are four areas where HR and comms can align on measurable goals:
Employee engagement scores: Engagement programmes—like surveys or initiatives—should be co-owned by HR and comms. HR drives the programmes, while comms ensures the messaging and delivery resonate with employees.
Change programme metrics: When leading change, it’s important to measure whether employees understand the messaging. Post-programme surveys asking “Do you understand the changes?” can help track success. Both teams should own this outcome together.
Retention and attrition trends: Employee turnover is often tied to unclear communication or misaligned culture. Metrics like retention rates, attrition statistics, or workforce skill gaps are areas where both HR and comms can make a meaningful impact.
Strategic alignment scores: Measuring how well employees understand the company’s strategy and their role in it is a great shared KPI. HR can help identify knowledge gaps, while comms ensures the strategy is communicated in an accessible way.
By focusing on these shared metrics, HR and comms can move beyond transactional interactions and become true strategic partners, sharing both the wins and the responsibility for improvement.
How to make the partnership work
So, how can HR and comms leaders strengthen their collaboration?
- Set shared goals: Align on measurable outcomes like engagement or cultural alignment to ensure joint accountability.
- Create cross-functional initiatives: Partner on programmes like culture-building, change management, or leadership communication training to embed collaboration in day-to-day work.
- Share insights regularly: HR should share workforce trends and challenges with comms, while comms can provide feedback on how messages are landing.
- Secure leadership support: Senior leaders play a key role in fostering collaboration by demonstrating the value of this partnership and ensuring both teams have the resources they need to succeed.
A partnership this important deserves regular attention and care.
Collaboration is key
When HR and comms work together, the results can be transformational. Employees feel more engaged, better supported, and aligned with the organisation’s goals.
But this collaboration doesn’t happen by accident. It requires shared goals, open communication, and a structure that encourages partnership. Wherever comms sits in your organisation, the most important thing is building a strategic connection with HR that benefits everyone.
By investing in this partnership, you can create a more engaged workforce, a stronger culture, and an organisation ready to tackle whatever comes next.
Ready to explore how to build stronger collaboration between HR and comms? Start small—set shared goals, prioritise open communication, and see the difference it makes.
