How critical is employee communication? Consider this: companies on the low end of the employee engagement band are also the ones who put little to no effort into it.

Internal communication initiatives are vital tools for building and sustaining a culture of trust and transparency. It’s what bonds everyone — management, employees and coworkers — to the same mission and outcomes. In the end it’s what helps orientate employees to the organization’s priorities.

Think about it. If employees don’t know what is expected of them; if they don’t have someone who encourages and applauds their progress; and if they don’t see themselves operating within the mission and purpose of the company, they are not going to share its vision or its values. Organizations that commit to open, honest and free flowing communications are more likely to have fully engaged employees working for them. It’s that simple.

So how can you improve internal communications? Focus less on top down and more on side-to-side interaction. That’s a new angle worth trying.

Create social structures that promote linear communication. After all, employees value the information and feedback they receive from colleagues and co-workers just as much (if not more so) than anyone else.

A social recognition strategy will help you do just that. It will help you promote and sustain an organization’s vision, while also acknowledging employees who work toward it.