Audible’s Director of Internal Communications Lauren Roberts connects employees to purpose

As Director of Internal Communications at Audible, Lauren Roberts helps shape the company’s culture by advising executives and crafting messages that engage, educate, and inspire employees. With over 15 years of experience, Roberts has led communication strategies across industries, from tech to media to financial services. 

Before Audible, she drove internal and executive communications at Juul Labs, guiding employees and leaders through change.

Known for her creative yet data-driven approach, Roberts believes great communication isn’t just about what’s said—it’s about the impact it makes.

What would be your first three-episode topics if you could create a podcast series for internal comms pros that reveals the “behind-the-scenes” stories that no one talks about?

This is a great question, as I have never thought about it. I envision a podcast series that blends expert knowledge and theory with practical, real-world experience.

A key theme I’d like to explore is the growing misconception that anyone can effectively ‘Communicate’ simply because they can ‘communicate’. This issue is becoming even more pertinent with the evolution of AI. Therefore, my podcast series would focus on how internal communications professionals can add unique value in a world where everyone thinks they’re a communication expert.

The first 3 episodes would focus on the following:

Episode 1: “The Science of Effective Communication in the Workplace” – with an expert in neuroscience as a guest.

Episode 2: “Can’t I just use AI for that?” – explore how to effectively use AI to increase our value, not decrease it

Episode 3: “The Great Miscommunication: When Internal Messaging Goes Wrong” – explore what happens when internal communicators aren’t in the room.

What’s one trend you’re excited about and one that makes you slightly nervous?

I try to view emerging trends as opportunities for growth and innovation rather than sources of anxiety. Most new ‘trends’ are here to stay for a while, and our challenge is to adapt and leverage them effectively or risk falling behind.

I think data-driven storytelling is an interesting trend. This approach transforms raw numbers and statistics into compelling narratives and visually engaging content, such as the popular end-of-year wraps we’ve all encountered. It’s a powerful way to convey complex information in a digestible format.

A 2023 study revealed that humans process visual information 60,000 times faster than text. Given the increasingly limited time employees have to engage with content, data-driven storytelling offers a fantastic opportunity to communicate complex ideas quickly and foster emotional connections with our messages.

However, it’s crucial to approach this trend thoughtfully in an internal context. Unlike external audiences, employees have different motivations and expectations when consuming company information. We must ensure that our data-driven stories resonate with our workforce’s specific needs and interests, maintaining a balance between engagement and relevance.

By embracing this trend judiciously, we can enhance our internal communications strategies, making them more impactful and accessible to our diverse employee base.

If you could instantly download one skill or expertise into your professional toolkit that you don’t currently have, what would it be and why?

Easy. The ability to speak multiple languages. I am in awe of people who can do this.

What’s the moment you’re proudest of in your entire career?

Throughout my career, I’ve been fortunate to work with several remarkable companies, each presenting unique challenges; and I am proud of all the work I have done to support employees through significant and often difficult organizational changes.

My role has often involved delicately balancing the tough decisions businesses and leaders must make while steadfastly advocating for employees. I take pride in giving voice to staff concerns in conversations where business needs might otherwise dominate. It’s particularly gratifying when we emerge from these changes with positive feedback and outcomes, despite the inherent difficulties for all involved.

As internal communicators, we play a crucial role during some of the most challenging times in an employee’s career. Knowing that our work can positively impact and alleviate some of the anxiety associated with change is what drives me.

On a personal note, in my last role I relocated from the UK to the US…..while six months pregnant. That is no small feat, I can tell you! But it’s an adventure that I’m so proud I took.

One piece of advice I would give other people in your profession?

Always prioritize the employee experience and tailor your messaging to your audience. Remember that effective internal communication isn’t just about disseminating information; it’s about creating understanding, fostering engagement, and building a sense of community within the organization.

When you consider the perspective of your audience, you can communicate complex ideas more effectively, leading to better comprehension. However, implementing this requires ongoing efforts to understand your audience, gather feedback, and continuously refine your communication strategies. It may involve segmenting your audience, using various communication channels, and adapting your tone and content to different groups within the organization. So always remember to listen to your employees, before and after the execution of a certain message or campaign. I like to think of it this simply: ask, act, ask again.

What inspires you?

Going out and experiencing new things.
I am always looking for new adventures and challenges, both professionally and personally. It’s stepping out of my comfort zone and seeing things from a different perspective that always inspires me.

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.