As an internal communications or people professional, your role is more vital and challenging than ever. You’re not just sending newsletters or organising all-hands calls; you’re battling an epidemic of digital noise, distraction, and employee burnout. And ironically, the very tools meant to connect your workforce, particularly ‘social’ intranets, often add to the problem, rather than solve it.
These platforms, mimicking distracting social feeds, promise ‘engagement’ through likes and comments. But what they often deliver is a barrage of notifications, irrelevant content, and the constant pressure to be ‘always on’. The result? More overwhelm, less real connection, and a workforce increasingly teetering on the edge of digital exhaustion.
Recent research reveals a rather stark reality: 80% of UK respondents feel information overload contributes to their daily stress, a figure that has nearly doubled since the onset of the pandemic, and 65% of employees in large companies feel overwhelmed by their workplace technology.
So all that ‘engagement’ you’re seeing on your intranet platform? It’s probably an illusion.
The fundamental flaw with social intranets
This digital overwhelm isn’t accidental, it’s be design. Many traditional ‘social’ intranets, in their quest for ‘engagement’, have blindly mimicked the very design principles that make consumer social networks so addictive (and distracting).
Think about it:
- Infinite Scroll: Designed to keep you endlessly consuming, offering no natural stopping point. In a work context, this means an unending stream of information, must of it irrelevant.
- Constant notifications: Those little red dots and pings are dopamine triggers, pulling your attention away from focused work, creating a relentless cycle of interruption.
- Algorithmic feeds: Content is prioritised by engagement metrics, not necessarily by relevance or importance to an employee’s actual job. This means critical updates can be buried by casual discussions or ‘vanity’ posts.
- Instant Gratification & Variable Rewards: The unpredictable nature of receiving a ‘like’ or a comment on a post taps into our psychological need for quick validation, fostering a constant urge to check and contribute, regardless of work priorities.
These design principles, while effective for consumer apps seeking your attention, are fundamentally wrong for a workplace tool. They’re transforming your intranet into one source of distraction. It becomes less about productivity and well-being, and more about who can shout the loudest in a never-ending stream of noise. This isn’t fostering a productive, focussed environment; it’s actively contributing to digital burnout.
And that’s even before we consider all the additional, noisy and often redundant features social intranets typically add to simply tick a box on a response to brief. Need a new chat function? A survey builder? Chances are, you’re already using tech that does all this, and does it better. Why not just give you the ability to integrate these best-in-class tools with your intranet so your employees can see a snapshot or complete simple tasks, without the added distraction of yet another duplicated platform?
What really matters for employee engagement?
The engagement metrics touted by social intranets, aka page views, likes, comments, are often just vanity metrics, are often just vanity metrics. They tell you people saw something, but not if they understood it, acted on it, or if it genuinely improved their work life.
True employee engagement isn’t about how many digital high-fives your posts receive. It’s about:
Productivity & Efficiency
Are employees finding information quickly? Studies show it takes an average 23 minutes to refocus after digital interruption and companies lose an average of $10,000 per year per employee due to distraction-related productivity losses.
Understanding & Action
It’s not enough for a message to be send, it must be recieved, understood, and acted upon. In a sea of digital noise, how confident are you that your most critical communicaitons, strategic updates, policy changes, urgent alerts etc, are actually being seen. True engagement means employees are not just passively consuming, but actively engaging with and comprehending vital information, leading to desired behaviours and outcomes.
Employee Wellbeing
Are your tools reducing stress and promoting focus, or ading to the cognitive load? Yes, you might give them access to meditation apps or an EAP, but these are solutions to the symptoms, not the cause. 44% of UK workers felt information overload impacted their mental well-being, so knowingly add to that burden with a noisy, distracting intranet? A truly engaged workforce is one that feels supported, not overwhelmed, by their digital environment.
Retention & Internal Mobility
A connected, informed and valued employee is a loyal employee. When people feel disconnected, frustrated by inefficient tools, or unaware of growth opportunities within the company, they look elsewhere. An effective intranet, fostering a sense of belonging and clearly signposting career paths and learning, is a powerful retention tool. It empowers employees to see their future with your organisation, reducing costly turnover and fostering a vibrant internal talent marketplace.
Qualitative Feedback
Numbers alone rarely tell the full story. While qualitative metrics give you the ‘what’, qualitative feedback, through surveys, focus groups, and direct conversations, provides the crucial ‘why’ and ‘how’. It offers the rich, nuanced insights into employee sentiment, pain points, and brilliant ideas that truly allow you to refine your communications strategy and demonstrate genuine responsiveness to your people’s needs.
These are the metrics that move the needly. These are the outcomes that prove your strategic impact and build a truly resilient, engaged workforce.
Download our FREE internal comms audit template to get a better grip on how effective your strategy is, and how you can make some quick wins.
Why Smart Intranets might be the solution
If social intranets are failing, what’s the alternative? Well, say hello to the next generation of intranet: The Smart Intranet.
Huler is an intranet built for focus, not noise. Engineered like your smartphone, it’s clean, intuitive, and efficient. It puts everything your employee needs to get their job done well, at their fingertips. Nothing they don’t. We rejected the ‘social network’ model, for something that’s about providing focus and clarity, not clutter.
Smart Intranet vs. Social Intranet
- Clarity over clutter: No endless scrolling, no irrelevant feeds. Just a streamlined Digital HQ.
- Integrated Power: Seamlessly connect to your existing toos, content, comms and more. No more tab-switching or siloed information.
- Actionable Insights: Move beyond the vanity. Huler gives you the robust analytics to understand true content impact and proves your strategic value.
From frustration to focus: About Huler
We were a team of creatives, fed up with workplace tech built to impress leadership, not support the people actually using it. We saw platforms fuelling digital noise and burnout, using distracting design principles that prioritised ‘shouting’ over supporting well-being. It became less about doing the job, and more about endless distraction.
We believe work tech should offer peace, clarity and focus. So, when nobody else was building solutions for real people struggling with daily digital overwhelm, we did.
Why Internal Comms teams need a smart intranet, now
For Internal Comms and HR teams, the stakes are higher than ever. You are architects of culture, the drivers of connection and the guardians of employee experience (okay, maybe a bit dramatic, but the premise still stands). You need tools that truly empower you, not hinder you.
Huler delivers enterprise-grade intranet power without the complexity, high cost, or unnecessary features that plague traditional platforms. It empowers you to:
- Deliver targeted communications that actually land
- Streamline access to essential tools, policies and learning
- Foster genuine connection by reducing distrction and increasing meaningful interactions
- Prove your strategic value with insights that matter.
It’s time to ditch the engagement illusion that is social intranets and embrace a digital workplace built for real work, real well-being, and real results. The Smart Intranet isn’t just a platform, it’s a strategic advantage for your organisation and a lifeline for your employees.
