3 ways to gauge internal communication success

Closely monitor your click-through rates, track turnover, and measure your impact on employee engagement.

Internal comms measurement tips

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.

Disengaged employees cost U.S. organizations between $450 billion and $550 billion annually, which should be a chief concern for every communicator.

There are multiple factors that affect engagement, but communication is among the most important. To measure your department’s effect on engagement, start by recording baseline engagement rates.

One popular tool is the Employee Net Promoter Score (ENPS), adapted from the customer satisfaction NPS score. The top ENPS score is +100, and the worst is -100. A score higher than 50 indicates you are doing pretty well, but most companies tend to start out in the negative.

With this baseline score, you can track the impact of your communications on engagement.

3. Track employee turnover (or attrition).

Poor communication chases people out the door. Josh Bersin of Deloitte estimates that the cost of losing an employee can range from tens of thousands of dollars to double the employee’s annual salary.

Communicators can’t make people love their jobs, but we can do plenty to ensure employees feel valued, informed and connected. That’s no small matter.

Track retention rates and correlate them to your overall communication efforts. Your work can make a profound difference in staff retention, but your boss won’t know it unless you show it.

Compelling, thoughtful, timely and empathetic communication that caters to employees and employee needs has a direct impact on staff satisfaction. That influences morale and productivity, which cuts a path toward greater profitability.

Kristen Wells is content marketing manager for Zinc. A version of this post first appeared on the Zinc blog.


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