To improve your IC strategy, you'll first need to measure it. In this blog, we will share tips and tricks that will help you identify what communication metrics to use to measure the success of your internal communications.
If you notice that your employees aren't engaged, don't effectively collaborate, or are not aligned with the company's vision, you may want to look at your employee communication strategy. Naturally, you would want to know which of your internal communication strategies is the most effective and keep a pulse on progress to adjust your strategy in real-time.
But how can you improve your internal communication or even make IC-related decisions if you don't have any data to help you understand what is working well and what needs improvement?
To improve your IC strategy, you'll first need to measure it. The thing is, there's no unique way to measure internal communication. In this blog, we will share tips and tricks that will help you identify what communication metrics to use to measure the success of your internal communications. As well as how an employee communications app helps you demonstrate the value of internal comms to management to secure a vital role in driving your organization's success.
11 reasons why measuring internal communication is necessary
1. Establishing a baseline through measurement helps identify areas for improvement and track progress over time
Think of measuring internal communications as setting up a GPS for your internal communication strategy—you need a starting point to map out where you’re headed and spot any potholes along the way. Using key internal communication metrics to create a baseline, your team can identify how effective those internal communication channels really are and whether your messages are landing or lost in translation.
Over time, tracking internal communication metrics gives internal communication professionals an ongoing view of employee engagement and other success metrics. By comparing data and tracking trends, you can adapt internal communications efforts and keep moving toward those big-picture communication goals, all while keeping an eye on what’s working and what isn’t.
2. Measurement highlights key issues and critical areas for action, informing internal communications plans
Let’s face it—without the right data, planning an internal communication strategy can feel like guessing the weather a week in advance. By measuring internal communications, you’re not only uncovering key issues but also pinpointing where to focus communication efforts for maximum impact. This info helps internal communications professionals fine-tune their approach and keeps internal comms strategies practical and targeted.
More importantly, internal comms metrics reveal which parts of your communication strategy need attention, be it the clarity of messages, employee feedback channels, or employee engagement levels. Armed with this knowledge, the internal communications team can create strategic, data-driven communications plans that actually move the needle on engagement metrics.
3. Understanding attitudes and communication breakdowns helps prioritize problem-solving efforts
Measuring internal communication effectiveness doesn’t just highlight communication breakdowns; it digs into the “why” behind those breakdowns. Insights into employee sentiment help the internal communications team prioritize issues that impact employee engagement and identify communication channels that aren’t delivering as expected. Addressing these areas ensures the internal comms strategy aligns with employees’ needs and concerns, keeping everyone on the same page.
Additionally, understanding how employees interact with internal communications platforms or respond to surveys helps organizations shift communication strategies toward what resonates most. Internal communication professionals can then allocate resources effectively to drive engagement, reduce miscommunication, and strengthen organizational alignment.
4. Advanced statistics guide targeted interventions for maximum impact
Who doesn’t love a good data-driven solution? With advanced statistics on internal communications metrics, internal communicators can avoid guesswork and instead focus on concrete issues. This allows for data-informed interventions in specific areas, such as underperforming communication channels or employee groups with low engagement metrics.
5. Researching employees' communication preferences allows for the practical adaptation of strategies
One-size-fits-all is outdated. Measuring internal communications means gathering insights on employee preferences across various internal communication channels, so you can adapt your strategy to what employees actually engage with. This way, internal communications professionals can align communication efforts with employees’ preferred methods, boosting engagement and making each message count.
When internal communications effectiveness is aligned with employee feedback, messages resonate better and employee understanding improves. By using communication metrics to inform strategy, you’re not only refining your communication channels but also reinforcing a communication strategy that keeps employees informed and engaged.
6. Measurement determines the effectiveness of key messages and communication channels, enabling modifications for better results
How effective are those key messages and which channels are they actually hitting home? Tracking the effectiveness of internal communications through feedback surveys, engagement metrics, and other success metrics helps you assess what’s working and what isn’t. Internal communication KPIs can reveal which platforms—whether it’s the company intranet or an internal communications app—are your engagement champions.
Armed with this data, internal communications teams can make data-driven adjustments to enhance communication efforts and ensure messages reach the right audiences. For instance, if internal messages aren’t resonating, you’ll know whether it’s a messaging issue or if the communication channel itself needs a tweak.
7. Data-driven resource allocation optimizes communication efforts and saves costs
Tracking internal communication metrics gives you a clear picture of where your internal communications team’s time and resources are most effectively spent. Rather than pouring resources into every communication channel, organizations can use these insights to allocate resources to high-impact areas. This approach not only optimizes costs but also ensures communication efforts are in line with internal communications goals.
For example, if engagement metrics show that certain platforms drive higher employee productivity or understanding, your communication strategy can focus on boosting those efforts. By refining resource allocation based on communication effectiveness, you’ll optimize internal communications ROI without unnecessary overspending.
8. Measuring internal communication demonstrates a commitment to change and continuous improvement
Nothing says, “We care about employee engagement” like actually measuring internal communications effectiveness. When organizations take the time to track internal communications metrics, employees see that their feedback is valued. This act alone fosters a culture of continuous improvement, demonstrating that internal communications professionals are dedicated to refining communication efforts for everyone’s benefit.
This approach increases employee satisfaction and retention by creating a more responsive, engaged workplace.
9. Action based on measurement results drives accountability and facilitates the achievement of KPIs
Measurement creates accountability by providing concrete data to evaluate communication efforts. This accountability encourages leaders and managers to prioritize effective communication and align their actions with key performance indicators (KPIs) to drive success.
10. Internal communication metrics provide evidence of effectiveness and contribute to ROI evaluation
Want to prove the ROI of your internal communications efforts? Internal communication metrics offer concrete evidence of success, showing how communication strategies impact employee engagement, productivity, and more. These metrics let organizations measure internal communications effectiveness with quantitative data, which can be shared with leadership to justify resource allocation.
When organizations can showcase the measurable business outcomes of their communication strategies, it reinforces the value of investing in an effective internal communications platform. Tracking communication KPIs and other engagement metrics thus becomes essential in demonstrating the strategic value of internal communications.
11. Effective internal communication is linked to positive outcomes such as lower turnover, increased productivity and profitability, fewer safety incidents, and improved customer relationships
Studies show a clear link between effective internal communications and numerous positive outcomes, from increased employee retention to enhanced customer satisfaction. Measuring internal communications effectiveness allows organizations to understand these correlations and optimize communication efforts accordingly.
Plus, it’s not just about employees; it’s about the impact on the entire company ecosystem. When internal messages resonate with employees, it drives productivity, aligns with organizational goals, and even improves customer relationships. A successful internal communications strategy is one that’s measured, tracked, and constantly evolving to ensure ongoing success and growth.
How you can successfully measure your internal communication
When it comes to measuring internal communication, there is no one-size-fits-all list of standardized key performance indicators (KPIs).
The metrics you track should align with your organization's specific goals and objectives. To determine the right internal communication KPIs, consider the following steps:
Clarify your goals
Identify the specific goals you want to achieve through internal communication. Do you aim to improve employee productivity, communicate the brand message, foster engagement, empower employees, or enhance employee connections?
Evaluate impact
Assess how internal communication improves retention rates, drives employee experience, and achieves desired business outcomes.
To measure internal communication effectively, consider the following key areas suggested by experts:
Inputs
Evaluate the resources allocated to developing and implementing internal communication strategies, ensuring their effectiveness and efficient utilization.
Outputs
Assess the quality and alignment of shared content, examining whether it delivers the intended results and drives employee engagement.
Satisfaction
Measure employee satisfaction with internal communication efforts, including their understanding of messages, timeliness of information, and opportunities for sharing insights.
Out-takes
Determine if employees have received and retained the key messages, understanding the takeaways from communication initiatives.
Outcomes
Evaluate the impact of internal communication on employee behaviors, such as their alignment with organizational goals and the influence on overall business performance.
To measure reach, engagement, and performance, you can consider the following internal communication metrics: employee app adoption rates, open rates, responses and feedback, peak times for engagement, eNPS, trends, and timing, and the list goes on.
Some things to keep in mind when measuring internal communication
To effectively measure internal communication, it's crucial to gather a combination of hard data and employee sentiment to gain a clear understanding of your communication channels. According to research from Gartner, organizations are increasingly utilizing engagement data from sources beyond formal surveys, highlighting the need for a comprehensive measurement approach.
Engagement rates are an important aspect of measuring internal communication. While they can include responses or comments, the true measure of engagement lies in employee behaviors. An employee app can be a valuable tool for improving internal communication measurement. By providing direct communication channels to every employee, an employee app removes barriers and allows staff to use their preferred means of communication.
In-built modules within the app facilitate interaction, engagement, peer-to-peer cooperation, communication, and collaboration. These features make it easy to conduct surveys and polls and gather feedback from employees. You can send surveys directly to each employee, and real-time feedback enables you to gauge opinions at precise moments. An internal communications dashboard provides an overview of performance at a glance.
To ensure ongoing measurement and evaluation of internal communication, it's important to schedule regular feedback opportunities into your internal communication plan. This allows you to continuously build an accurate picture of how your metrics are performing and make adjustments as needed.
A blueprint for using internal communication metrics to strategize & prove the real value your work is bringing to the organization
Measuring your internal communication efforts' reach and engagement is crucial in understanding their effectiveness. Once you have these metrics, the next step is to analyze the results and use the insights to drive further success in your internal communications
To make sure your message reaches its target audience, you can achieve short-term wins by retargeting content and resending notifications. However, the actual value of reach and engagement metrics lies in their ability to inform long-term editorial planning and keep your content relevant and impactful. These numbers are valuable for day-to-day communication improvements and are powerful tools when presenting reports to management or conducting department performance reviews.
Modern communication solutions should make collecting and exporting results easy, streamlining generating reports with a quick CSV export. By measuring and connecting your internal communication outcomes to broader business goals, you can demonstrate your team's worth to management in concrete metrics they understand. Tangible results help you justify a bigger budget or request more manpower for your team, emphasizing the importance of your work and positioning you for a strategic seat at the decision-making table.
Knowing whether your messages are effectively reaching your workforce, including the frontline workforce, is essential. However, many internal communications professionals neglect to track the impact of their messaging regularly. To truly harness the power of internal communication, it's crucial to prioritize measurement and analysis. By leveraging the data and insights gained from reach and engagement metrics, you can enhance communication strategies, demonstrate value to management, and secure a vital role in driving your organization's success.
Don't let your internal communications efforts go unmeasured—let the data speak for itself and transform it into a powerful tool for achieving your goals.
Introducing Compass Premium—your guide to data-driven internal communication
Compass Premium is a powerful tool that transforms behavioral data into actionable insights, helping you navigate your internal communication strategy with workforce analytics.
Why workforce analytics, you may ask? Because it allows you to measure the real impact of your work, giving you a clear view of what's happening across your company. Uncover workforce analytics related to adoption, engagement, and content performance, and spot trends that will help you continuously improve.
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With Compass Premium, you can make each message better than the last by knowing the most popular login times and best-performing content on your platform. Use this invaluable data to create a data-driven content calendar that continuously improves with each piece of content you deliver.
But that's not all—with Compass Premium, you can also compare performance across teams, answering questions about engagement levels and identifying any gaps. You are enabled with the insights you need to make informed decisions and drive your internal communication strategy to success.