C-level leaders often reach for the same tool when they need to communicate big news across an organization: the companywide email. But here’s the problem—if that email misses the mark, it doesn’t just confuse people. It can actively disengage them.

In a recent Forbes Coaches Council article, 20 coaches weighed in on the most common mistakes leaders make when drafting all-hands messages. My contribution focused on one error that happens far too often:

Not acknowledging how news impacts employees.

Think about it. Leaders send a shiny update about progress or strategy, but never pause to recognize how that news lands for employees. 

Maybe the team just went through a restructuring. Maybe they’re navigating burnout, or maybe they’re carrying extra weight from personal challenges. When leaders skip the human side, people feel unseen and unappreciated. That’s a missed opportunity for trust and connection.

And here’s the kicker: it doesn’t take much to fix. 

A simple acknowledgment—“I know the last few weeks have been tough” or “Thank you for the extra effort you’ve put in”—can completely change how a message is received. “Thank you” goes a long way in creating a sense of value and belonging.

Of course, my perspective was just one among many. Other experts in the panel called out mistakes like using C-suite jargon, sending overly generic notes, being inconsistent with messaging, or relying on one-way communication during times of change. The list is basically a cheat sheet for what not to do.

The bottom line: companywide emails aren’t just about information. They’re about connection. 

Get the tone and acknowledgment right, and you strengthen culture. Miss it, and you risk losing the very people you’re trying to engage.

Curious about all 20 mistakes and how to avoid them? Check out the full Forbes article here.