To present a compelling case for the worth of internal communication, measurement is essential.
With so many metrics for gauging success, getting started can be daunting, though. Here are three areas to focus on:
1. Look closer at “delivered,” “read” and “click-through” rates.
Keeping everyone in the organization informed is a gargantuan task. Pushing out timely, tidy content is just half the battle, however.
Is anyone reading your messages? That’s what matters.
Unfortunately, email open and read rates tend to be dismal, as are intranet postings.
Your first step is to send content through a channel that employees prefer. That will vary depending on your workforce, though it’s a good bet to prioritize a mobile-first strategy. If your content doesn’t display seamlessly on mobile devices, your content will probably fail.
Next, track overall engagement with your content. That means looking at “received,” “open” and “click-through” rates to gauge how your content is being received—or ignored.
Scouring this sort of hard data helps you see what’s working and what needs tweaking.
2. Track employee engagement rates.