In this week’s episode, Jesse sat down with Denisa Karfikova to discuss bridging the gap between leaders and employees through human-centric comms, shaping culture to drive business results, and busting misconceptions about employee engagement strategy..
Top 5 Takeaways from Jesse Bourgeault-Trickey’s conversation with Denisa Karfikova
- Internal comms is strategic, not tactical.
Denisa pushed back on the misconception that internal communications is about sending out newsletters or company updates. Instead, it’s a strategic function that directly shapes how employees understand the company’s goals, engage with change, and connect to purpose. When internal communicators are involved early in initiatives, they can translate complex strategies into clear, human-centered messages that inspire action and foster alignment.
- Storytelling humanizes the workplace.
Beyond data and process, internal communications thrives on storytelling. Denisa emphasized the power of profiling employees and leaders, sharing their stories to make them approachable and relatable. This practice not only helps new employees integrate faster but also makes leaders more accessible, strengthening trust. Storytelling transforms abstract strategies into lived experiences and builds authentic connections across the organization.
- Measuring impact goes beyond clicks.
Traditional metrics like open rates and click-through rates are helpful, but Denisa explained that the true value lies in measuring outcomes. Did employees adopt a new tool? Complete a required training? Express greater clarity in surveys? Even small increases in positive feedback represent meaningful progress. Combining hard data with sentiment surveys and quick pulse checks gives communicators a more accurate picture of how messages land and where to adjust.
- AI is a tool, not a replacement.
The conversation also explored the role of AI in internal communications. Denisa sees AI as a “capable intern” that can draft content, summarize meeting notes, or provide sentiment analysis in real time. This frees communicators to focus on the strategic and human side of their work: advising leaders, crafting stories, and shaping culture. While AI can streamline processes, it cannot replace the empathy, cultural nuance, and human connection at the heart of effective communication.
- Employee experience is communication.
Denisa highlighted that employee experience is not defined by perks or programs but by how people feel at work every day. Clear, transparent, and consistent communication helps employees feel seen, heard, and trusted, while poor or inconsistent messaging erodes trust and culture. Managers play a central role in this equation, often serving as the primary communicators. Supporting them to deliver messages with empathy—even when decisions are tough—strengthens engagement and builds long-term commitment.
If you’re an internal comms, digital workplace, or knowledge management expert and have something to share, we’d love to hear from you! Get in touch.