Measuring employee engagement in internal communication
Recent studies show that over 60% of internal communicators are still not measuring internal communication. (Survey report). As an internal communicator, you know it is important to measure the impact of your communication and prove your function’s business value. Yet most internal communicators are not measuring internal communication, which includes measuring employee engagement.
Why measure employee engagement? If you do not measure, you do not matter
Why are 60% of communicators not measuring internal communication? Most likely it is a combination of them not being sure where to start, not aware that it is imperative to prove the business value, and not aware of the technology that enables internal communication measurement. Below are some tips to help you jump-start access to internal communication metrics which will support measuring employee engagement.
Use up-to-date technology
Conduct a channel audit. Identify where you need to update your channel technology (such as email and intranet) to software that delivers the real-time metrics and analytics you need.
Why are you sending your communications? What are you looking to achieve? What behavior do you want to change? When answering these key questions, make sure the goals are aligned to your organization’s business strategy.
Select the key performance indicators that will allow you to accurately measure internal communication, based on your goals.
Select from these three internal communication metrics groups
You should look at internal communication metrics from three different angles:
Opens and clicks are indicators, but they do not provide the insight you need.
Drill down on the types of clicks, such as content and section popularity, downloads, and event registrations, etc.
Use data to break out metrics by employee groups. This will allow you to measure employee engagement across the organization. These fields could include departments, pay grade, offices, regions or countries.
Benchmarks and trends
While industry benchmarks are interesting, it is more important to create your own unique benchmarks tied to your goals. Review trends over months, quarters and the financial year to get a truly accurate view of peaks and troughs in employee activity.
Maximizing internal communication measurement metrics
Include metrics from your multichannel activities
If you use a multichannel strategy to drive your communications strategy, make sure you include metrics from your other channels. For example, use email to drive the adoption and use of your intranet or social networks. Fold in metrics from your email communications such as destination traffic links (links in the email that drive employees to your intranet, multimedia consumption, social sites and event registrations, etc.)
Act on your insight
You now can make informed decisions about your communication activities. Review post-communication analysis so you can make improvements going forward.
Share with stakeholders
The more you actively communicate with senior stakeholders and offer them the resulting business insights, the greater your chances of increasing your own (and your department’s) visibility as vital contributors to the organization’s success.
Towers Watson reports that companies highly effective at internal communication are 1.7 times as likely to outperform their peers. Your function is a valuable asset to your business. Taking the time to measure employee engagement as part of a wider internal communication strategy will demonstrate your value and the value of your team. How can you demonstrate the value of your work and get noticed in your organization? Download your copy of the How to guide now.
This article by Denise Cox originally appeared on the Newsweaver’s Internal Communications blog. Denise Cox will be presenting the session “Key metrics to measure: Intranet, social and email” at the 2015 IABC World Conference.
Learn how to demonstrate your value with metrics. Register for IABC’s World Conference today.