How front-loading context alongside key facts makes internal content findable, clear, and actionable in a search- and AI-driven workplace.
Internal teams publish large volumes of content, yet employees often struggle to find the what and why they need, when they need it. The challenge isn’t effort; it’s alignment. Internal communication is still frequently structured around channels and formats, rather than how employees actually search for and use information in their daily work.
Today, employees increasingly expect to ask a question and get a clear, relevant answer — an expectation shaped by search, AI, and conversational tools. In this environment, internal communications must evolve not just in where information lives, but in how it is written and structured.
In his LinkedIn article, “The Ask/Get Shift in Internal Communications,” Shel Holtz highlights a critical challenge that communicators now face: when employees rely on search or AI-driven tools to “ask” for information, any context buried deeper in a traditional article may never surface. If the purpose, rationale, or why behind a message isn’t presented up front, it risks being lost entirely—even when that context is essential to understanding the message.
This shift requires a new approach to writing. Communicators must anticipate the questions employees are likely to ask—and ensure that both the what and the why are delivered together, immediately. Especially in moments of change, answers must explain not only what is happening, but why it matters, without assuming employees will read beyond the first response.
Applied in practice, the Ask/Get shift reshapes how internal content is designed. It calls for communication that is:
- Findable — organized around real employee questions
- Clear — presenting purpose and meaning alongside key facts
- Actionable —helping employees quickly understand what to do next
By aligning communications with how employees actually search for, interpret, and act on information, internal communicators can move beyond publishing content to creating clarity. The Ask/Get mindset blends strategic intent with practical technique—ensuring that information is not only accessible, but meaningful, contextual, and useful at the moment employees need it most.
Read the full article to explore how the Ask/Get shift is reshaping internal communications in a search- and AI-driven workplace.
About Shel Holtz
Shel Holtz is a veteran internal communications leader, author, and thought partner who believes that effective internal communication is one of the most powerful drivers of organizational success. As Senior Director of Communications at Webcor, he leads multi-channel internal and external communications to strengthen culture, improve the employee experience, and support strategic priorities. Shel co-hosts the long-running podcast For Immediate Release, has written and spoken extensively about internal communication worldwide, and is an IABC Fellow and Accredited Business Communicator. Known for his pragmatic approach to technology, he focuses on tools that genuinely improve how organizations share information and connect with people.
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