We work with many different organisations on improving the role, impact and value of internal communications (IC). So as a regular feature we thought it would be a good idea to share some of the key findings we have uncovered through a combination of our IC audits and health-checks, our conversations with key clients and our observations of reports published by others. We call it The Inside Track and each month we will focus on one of today’s common IC challenges.
This is one of ten specialist internal comms blogs. Email Chris for exclusive access to the full collection before they're released.
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Effective internal communication is vital for maintaining a cohesive, informed and connected workforce.
But we also know how challenging it can be to gauge the actual impact of these communications. Here’s our short guide on how you may wish to measure the effect of internal communications within your organisation:
One of the most effective methods of assessing the impact of your internal communications is through employee surveys. These can be structured to gather insights on various aspects such as clarity, frequency, relevance and overall effectiveness of your content and channels. Whilst most surveys tend to be hosted online, paper surveys may also need to be made available to those employees who do not have access to the full mix of channels or devices. Translation and/or geographical nuances may also need to be considered.
Metrics related to employee engagement can be a telling indicator of effective internal communications. These include: Employee turnover rates, where a lower turnover rate may indicate higher satisfaction and engagement. Employee absenteeism, where consistently low absenteeism may suggest that employees feel valued and informed. You may also wish to consider participation rates, where high participation in company events and meetings may signify active engagement.
Most organisations use some form of digital platform for internal communications, such as intranets, collaboration tools like Microsoft Teams and internal newsletters. These platforms usually come with built-in analytics that can help measure read and open rates to help track the number of employees who engage with your communications. Click-through rates will also help track the rate at which employees click on links within communications to engage further with the content. Tracking comments, likes, shares and other forms of interaction with your content will also help.
Tracking performance metrics before and after key internal communications can provide insight into its effectiveness. For example: Project completion rates, where improved rates may indicate that internal communications have clarified goals and enhanced team collaboration. Quality of work, where an increase in work quality can suggest that employees better understand their roles and the organisation’s expectations. Innovation rates, where more frequent idea submissions and implemented innovations can reflect effective motivational communication.
Regular observation and qualitative analysis of team meetings, departmental interactions, and overall workplace atmosphere can also reveal a lot about the effectiveness of internal communications. Senior Leaders and People Managers can gather insights through one-to-one meetings and direct conversations with employees about their communication preferences and satisfaction. In addition, focus groups provide the opportunity to delve deeper into specific communication issues and improvements. You could also consider behavioural indicators such as noticing changes in employee behaviour, collaboration, and morale.
Benchmarking internal communication practices against industry standards and competitors can help gauge effectiveness. By comparing key metrics and communication strategies, you can learn from others to help identify areas for improvement and adopt a different way of doing things. One other key source of data you may wish to consider is Glassdoor – an opportunity for you get honest, anonymous feedback about how employees feel about your organisation, trust in leadership and whether or not they would recommend the organisation as a good place to work.
Conclusion
Measuring the effect of your internal communication requires you to capture feedback in many different ways, including quantitative and qualitative engagement. By deploying a variety of metrics and tools you will gain a comprehensive understanding of how well your internal communications are working and at the same time identify areas for improvement. Effective measurement will not only help in fine-tuning your communication strategies but will also help to foster a more engaged, better informed and unified workforce.
