What does it take to create a workplace where employees feel truly connected, informed and valued? According to the IC Index 2025 – the third annual survey by the Institute of Internal Communication in partnership with Ipsos Karian and Box – the answer lies in cultivating a “10 out of 10” employee experience.
The IC Index draws on insights from almost 5,000 employees across the UK – the largest sample in the research’s three-year history. It provides a snapshot of how internal communication is seen and felt across sectors, organisation sizes and roles.
While this year’s research maintained its focus on engagement, trust and advocacy, it delved deeper into areas such as managers’ feelings, values, activism and the meaning of work.
A perfect employee experience?
The standout theme this year is what constitutes a top-rated employee experience – and therefore the role internal communication teams must play to achieve that.
Jennifer Sproul, chief executive of the IoIC, reflects: “We can see that a 10 out of 10 experience is about trust, connection, community and authenticity. Those are the things that drive employee behaviour.
“The research shows that employees who rate their IC experience as 10 out of 10 are significantly more likely to exhibit higher levels of trust in leadership, greater engagement with their organisation and stronger advocacy.”
What makes up that perfect score? According to the findings, three themes emerge for top-rated organisations:
• Strong leadership communication: leaders who are visible, human and approachable.
• Authenticity and empathy: Communication and conversation that feels personal and motivational.
• Active feedback loops: Two-way communication where employees not only feel heard but see how their input shapes decisions.
Importantly, smaller organisations tend to perform better, likely due to their ability to foster close connections and personalise communication because of their size. Yet across the board, one persistent issue remains: the absence of meaningful feedback mechanisms.
Only 53 per cent of UK employees feel their organisation is good at showing how feedback is used for action and change. While that is a six-point improvement since last year, there’s still room to do better.
Understanding the current landscape
Louise Breed, CEO of Ipsos Karian and Box, underscores the importance of dialogue over dissemination. “A 10 out of 10 experience must be centred around two-way conversation. It’s never enough for an organisation to be in broadcast mode, no matter how good its communications are.”
Internal communicators must take a hard look at whether their comms approach is enabling interaction, Louise continues. “Now is the time for IC pros to step back and look at their strategies, channels and
tools – are they set up to help you create genuine two-way connection?”
And while the overall picture is improving, there’s work to do.
“Still less than half (43 per cent) of employees in the largest organisations feel their employer is good at showing how feedback informs business decisions and actions,” reflects Louise. “Communicators need ways in which they can keep their fingers on the pulse of employee feedback, mood and behaviour.”
Building a stronger future
Beyond the insights themselves, the IC Index continues to have a profound impact on the internal comms profession and the IoIC itself. Now in its third year, it has raised the organisation’s profile and provided an evidence base for the value of internal communication in driving business outcomes.
“We’ve been talking about our work on a bigger stage and platform,” says Jennifer. “I hope we are helping improve internal comms’ reputation and demonstrating the validity of what this profession contributes to outcomes and working lives.”
The IoIC has used the research to inform content – webinars and the new AI Ethics Charter, for example – and new training courses.
The full IC Index 2025 report launches on 25 June. Webinars exploring the key themes will be held in the autumn, and the IoIC is inviting Fellows to propose solutions to the challenges highlighted.
“Everything is moving so fast, and the IC Index helps us clearly articulate why IC is critical,” says Jennifer. “I hope the research helps professionals think about the conversations they need to be having and what they need to do to deliver the 10 out of 10 experience. I hope it empowers them and enables them to create their own future.”
