Your average internal communicator is lonesome.
As organizational budgets got slashed, she (usually a she) labors alone or in a very small team that’s gotten smaller lately. There’s a magazine and intranet to write for, multiple special projects, and internal social media. She’s busy. Really busy.
A lot of people simply don’t do it. I know the rationale: You’re not a numbers person, you got into this field to write, your boss doesn’t care about measurement, most execs understand your value, etc. The powers that be, however, increasingly are demanding to know why employee communication matters.
Unclench your teeth, my dear colleagues, or you’ll hurt yourself.
Measurement is absolutely essential. We’re the only department in our organization that has gotten by with saying, “Trust us.” It’s not working anymore.
Our friends in marketing have metrics—this many impressions equals this many prospects equals this much in sales. Our brothers and sisters in public relations can quote share of discussion, number of stories, referrals to website, inquiries, news media stories avoided and originated.