Why intranets fail reason #8: Executives and leaders are unengaged

This is part eight of our “Why intranets fail” series. Read parts one, two, three, four, five, six and seven.

Leadership engagement is about more than just visibility — it sets the tone for the entire organization. When executives are actively involved in the company intranet, they create a ripple effect, inspiring employees to embrace the platform and connect with its purpose. On the flip side, disengaged leadership signals to employees that the intranet isn’t worth their time.

In a recent Simpplr survey of senior intranet program leaders, 15% said executive disengagement contributed to the failure of their intranets.

Let’s explore why executive participation matters, how to overcome common barriers, and best practices for fostering consistent leadership engagement for a successful intranet platform.

Barriers to intranet adoption start in the C-suite

It’s easy to point fingers at employees for lackluster intranet adoption, but the truth is, adoption starts with leadership. Employees naturally look to their leaders for cues on what’s important. If executives don’t use the platform, employees won’t see it as a priority either.

So why do leaders hesitate to engage? Common barriers include:

• Time constraints: Executives juggle countless responsibilities, from strategic planning to stakeholder management, leaving little room for intranet participation. 
• Lack of training: Some leaders may be reluctant to participate due to uncertainty about the platform’s features or how to use it effectively. 
• Misaligned priorities: Without a clear understanding of the return on investment, executives may see the intranet as a peripheral initiative rather than a critical means of connecting and engaging the workforce.

These barriers are real but not insurmountable. Overcoming them requires reframing the intranet as a platform for leadership success — not just an employee resource. The benefits of C-suite involvement in your intranet program include greater executive approval, better alignment of the workforce around company goals, and improved employee satisfaction.

Back to top

Improving C-suite visibility and approval

Executives set the tone for the entire organization. Their visibility on the intranet sends a clear message: this platform matters. It’s where company culture comes to life, where goals are clarified, and where employees get a sense of the bigger picture.

CEO visibility also improves their reputation and credibility. When leaders use the intranet to share updates, respond to employee feedback, and communicate company strategy, they demonstrate accessibility and commitment to the workforce. This presence strengthens employee trust in leadership and boosts overall approval ratings.

55% of potential job candidates won’t apply to a company if they see or hear a bad review.

When executives engage with employees through the intranet, they show accountability and foster alignment. Visibility isn’t just a symbolic gesture — it’s a way to reinforce company values, elevate employee engagement, and build stronger organizational bonds.

Related: Keys to engaging leadership: The ultimate guide and downloadable worksheet to unlock executive engagement​​

Back to top

Aligning your workforce with the company mission

Every organization strives to align its workforce with the company mission so employees’ everyday activities ladder up to higher goals. Yet, fewer than a third of executives communicate vision and strategy more than once a quarter. This lack of consistent messaging leaves employees disconnected from the bigger picture.

Only 36% of internal comms professionals believe that employees have an excellent or good understanding of their organization’s strategy, vision and purpose.

The intranet is the ideal platform for leadership to address this gap. Through regular updates, executives can:

• Highlight strategic priorities: Show employees how their roles directly contribute to achieving company goals to give them a stronger sense of purpose.
• Reinforce values: Share stories that illustrate the company’s core principles, such as customer successes, inspiring employees to live them. 
• Build clarity: Deliver timely guidance during periods of change to keep employees informed and reduce uncertainty.

9 out of 10 people are willing to earn less money to do more meaningful work. Connecting each employee’s role to the bigger picture can strengthen their sense of purpose.

Take the example of a CEO who posts a quarterly video update. In just a few minutes, the leader can outline upcoming priorities, celebrate recent wins, and remind employees of the company vision. These moments of connection go a long way in fostering alignment and engagement.

Back to top

Enhancing employee satisfaction through leadership engagement

Employees want to feel seen and valued, and leadership engagement plays a pivotal role in meeting this need. When executives are visible on the intranet, they send a powerful message: every employee’s voice matters, not just the voices in the boardroom. This visibility fosters a sense of inclusion and connection that strengthens the bond between leadership and their workforce.

Leadership engagement benefits employees and organizations alike:

• Boosts trust: Regular, transparent communication from leaders builds credibility and reassures employees that they are informed and included.
• Encourages loyalty: Employees who feel a personal connection to leadership are more likely to stay with the company, contributing to higher retention rates.
• Elevates satisfaction: Recognition and acknowledgments from executives make employees feel appreciated and inspire greater engagement.

Engaged employees contribute to 21% higher profitability.

Consider a simple yet impactful initiative like “Employee Spotlight,” where executives highlight standout contributions from team members. Sharing these stories on the intranet not only boosts employee well-being but also fosters a sense of community. Employees see that their efforts are valued and celebrated, which reinforces their commitment to the organization’s goals.

Related: Take the leadership engagement challenge

Back to top

The importance of CEO communication

Disengagement at the executive level doesn’t just undermine your intranet — it sends ripples throughout your company culture. When leadership remains absent or silent, employees begin to question not only the platform’s value but also the priorities of the organization itself.

A 2022 survey of 9,600 employees found that 63% of all frontline workers — and almost 70% of frontline managers — say messages from leadership don’t make it to them.

Here’s what’s at stake when executives stay on the sidelines:

• Eroded trust in the platform. Employees are quick to notice when leaders don’t engage with the tools they’re asked to use. It sends a subtle message that the intranet isn’t important. Over time, the intranet risks becoming yet another unused tool instead of the cultural and operational cornerstone it was designed to be.
• Disconnection from the company mission. Employees look to leadership for direction. Without regular communication about the company’s vision, goals and values, teams can feel adrift, unsure how their efforts contribute to the overall vision.
• Diminished transparency. Executive silence creates a perception of distance, leaving employees to fill in the gaps with assumptions about leadership priorities or decision-making. This lack of transparency can breed mistrust and skepticism.

The consequences? Lower engagement, higher turnover, and a diminished ability to attract and retain top talent. A disengaged leadership team can cost a company its culture, which is the foundation of innovation, collaboration and growth.

But here’s the good news: the reverse is also true.

When executives consistently and authentically engage with the intranet, their presence signals that the platform is vital, not optional. Employees follow their lead, and the intranet becomes a thriving ecosystem of communication, collaboration and connection.

Listening is just as important as communicating. Create two-way dialogue so leaders and employees can ask and answer questions, exchange ideas, and share feedback.

Executive engagement has a trickle-down effect on everyone between the C-suite and entry-level workers. According to Gallup, highly engaged leadership results in managers who are almost 40% more engaged than those with disengaged leadership. Highly engaged managers then lead to employees who are nearly 60% more engaged than those with disengaged managers.

Leadership engagement means showing up for your people and leading by example. A well-timed message from a CEO — celebrating a milestone or addressing a company challenge — can spark conversations and boost engagement. Over time, these consistent touchpoints strengthen the culture, align teams, and build a sense of unity that keeps employees invested in the organization’s success.

Back to top

Overcoming barriers to intranet adoption with executive engagement

Driving executive engagement requires a thoughtful, well-structured approach that respects leadership’s time while demonstrating the value of their involvement. Here are actionable steps to help you build sustained participation from your executive team:

7 effective intranet strategies for executives

1. Tie the intranet to business outcomes. Connect the platform’s success to key organizational goals like employee retention, customer satisfaction or productivity. Use data and examples to show how executive involvement supports these priorities and amplifies their impact.
2. Provide tailored support. Equip executives with the tools and confidence to engage effectively. Offer training sessions, simple toolkits and one-on-one coaching, or use ghostwriters from the Internal Communication team to draft posts they can review and approve.
3. Create a low-effort entry point. Start with simple actions like posting a short video update, responding to an employee comment, or sharing a customer success story. These manageable steps help build momentum without overwhelming leaders.
4. Plan for consistency. Establish a regular cadence for leadership updates — monthly blogs, quarterly vision updates, or weekly check-ins — to maintain visibility and show ongoing commitment. Use an editorial calendar to plan content topics in advance to stay on track.
5. Showcase successes. Share tangible results of executive participation, such as increased engagement or positive feedback on leadership updates. Highlight wins in leadership meetings to build buy-in and demonstrate the impact of their involvement.
6. Leverage analytics for insights. Use prescriptive analytics to measure adoption, employee engagement and feedback trends. Present these metrics to executives to show how their participation drives outcomes and identifies areas for improvement.
7. Recognize their efforts. Celebrate executives who actively engage with the intranet. Public acknowledgment during company meetings or leadership communications reinforces their contributions and motivates others to follow suit.

Related: 10 best practices to convince leaders to engage in internal communications

Back to top

Create a culture of connection through executive engagement

Your intranet is a reflection of your company’s values, priorities and leadership. By investing time and energy into executive engagement, you’re not just improving adoption rates — you’re creating a platform that unites your workforce and drives your organization forward.

It starts at the top. When executives embrace the intranet as a vital part of their leadership strategy, employees follow suit. And when employees are engaged, the entire organization benefits.

The question isn’t whether your leadership should get involved. It’s how you can make it happen today.

Want to find out how the Simpplr employee experience platform can improve executive engagement? Request a demo today.