Why your comms isn’t inspiring people to come into the office - and how to fix it

After years of flexibility, remote work, and video calls in activewear, the push to bring people back to the office is officially on. Across Australia, New Zealand, and the broader Asia-Pacific region, more companies are reinstating office days. But there's a problem: the communication around it is often missing the mark.

We’ve moved beyond the “let’s wait and see” phase of post-pandemic work. Now, we’re in a period where intentionality matters more than ever. And yet, many return-to-office (RTO) messages still feel like they were dusted off from a 2019 playbook. So, what are we getting wrong… and how do we fix it?

1.There is no clear “why”

Too many organisations are telling employees what to do (“Come back to the office three days a week”) without explaining why. Whether it’s cost justification (“We’re paying for this space!”) or vague notions about “culture,” employees are left guessing the true reason behind the mandate.

Instead: Be purpose-driven. Clearly communicate the reason behind being in-person, whether it’s to drive innovation, deepen collaboration, or better serve customers. Make the "why" relatable to both individual roles and the wider company mission. And don’t just say “because we told you to!”

2. Zero personalisation

Your workforce isn’t homogenous. Early-career employees may crave in-person learning opportunities, while others may value the flexibility they’ve come to rely on. Yet, many RTO communications are still written as if everyone feels the same way about office life.

Instead: Segment your audiences and tailor your messaging. Use different approaches for different groups and personalise content, vary tone and medium. Consider what matters most to each cohort.

3. Dry, corporate jargon

The classic “scroll forever” email is alive and well. Filled with dense language, policy speak, and no emotional resonance, these messages don’t engage, they just alienate people.

Instead: Be human. Use simple language, keep it concise, and avoid burying the key message under paragraphs of fluff. Better yet, ditch the long emails in favour of videos, infographics, or interactive content that gets to the point faster.

4. Ignoring the power of people experience

A beautiful office space? Collaborative zones? Free coffee and good vibes? Great but if your only way of showing that off is via email, you're missing an opportunity.

Instead: Make the office experiential. Host open days, treasure hunts, social activities, or interactive tours to bring people in and help them rediscover the joy of being together. Blend physical and digital elements. Think QR-code tours, shared playlists, or Instagram-worthy workspaces.

5. “But, it’s what we’ve always done!”

In a time of massive workplace transformation, some teams still rely on tired communication templates and tactics. Why? Because it's “easier,” or “cheaper,” or “that’s what we’ve always done.”

Instead: Push for creativity, even on a shoestring budget. Gamify updates, co-create content with employees, use storytelling, and explore AI-powered content tools. Change comms is an opportunity to reimagine—not recycle—how you engage.

6. Don’t overlook internal brand pride!

Every piece of communication is a reflection of your internal brand and your comms team’s creative pride. When communications feel lazy, rushed or uninspired, it sends a strong message… and not a good one.

Instead: Treat every comms moment as a chance to show who you are. If you’re passionate, thoughtful and innovative, make sure your comms reflect that. If you’re not there yet, ask what would make you proud of the work you’re putting out.

People are paying attention, and not just to what you're saying about returning to the office, but how you're saying it. If you want your people to show up (literally and figuratively), you need to inspire them with clarity, purpose, creativity and empathy.