Amplifying Employee Voices Through Internal Comms: Lessons from Grill’d

In this episode of the VMJPod’s Employer Brand Series, hosts David Macciocca and Grant O’Donnell sit down with Emma Bolger, Internal Communications and Engagement Manager at Grill’d, to explore how internal communications and employer brand are deeply connected.

Emma shares why she sees employees as a company’s most powerful brand advocates, how Grill’d gives its frontline crew members a voice in storytelling, and why recognition and alignment are key to building culture from the inside out.

Employees as the Strongest Brand Advocates

Emma’s career has spanned nearly two decades across brand and marketing, and that experience shaped her view that employer brand starts internally.

“Your people are your biggest brand advocates. If they’re not on board, nothing’s going to be effective.”

For Emma, employer branding is inseparable from internal communications. Authentic advocacy happens when employees believe and feel connected to what’s being said.

Aligning Internal and External Messaging

At Grill’d, Emma stresses the importance of consistency between what’s communicated inside the business and how the company presents itself to candidates.

“If the story you’re telling externally doesn’t match what employees are experiencing, it’s not going to work. It has to feel real on both sides.”

This alignment ensures that the employer brand isn’t just a marketing veneer, but a reflection of lived culture.

Giving Frontline Teams a Voice

With thousands of crew members across Australia, Grill’d’s brand is built on frontline experiences. Emma highlights why it’s critical to empower those voices:

“The most powerful stories don’t come from head office. They come from the people working in restaurants every day — they’re the ones who bring the brand to life.”

By creating platforms and recognition programs for crew to share their perspectives, Grill’d amplifies stories that feel genuine and relatable.

Prioritising Impact and Learning From Others

Emma also reflects on her own journey stepping into internal comms at Grill’d, and how she’s learned to prioritise what truly matters:

“You see everything and you see all the opportunities, but you’ve got to bring it back to what’s going to make the most impact.”

Six months into the role, she also questioned how her work was positioned and found value in networking with peers in similar roles.

“It’s been really great to connect with others in the industry who are facing the same challenges. You learn you’re not alone.”

Key Takeaway

Emma’s perspective is a powerful reminder that employer branding starts on the inside. By aligning internal and external comms, amplifying employee voices, and focusing on impact, Grill’d has built an authentic culture that resonates both with crew and candidates.

As Emma puts it:

“If employees believe it, they’ll tell the story for you. That’s when employer brand is at its strongest.”

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