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Measuring the effectiveness of your internal comms (and doing it better next time)

If you want to improve your internal communications and see better results from the content you produce, you need to set up some basic reporting. When we’re approached by organisations about supporting their internal comms strategy, generally the key motivating factor is they want to improve the effectiveness of their communications. However, more often than not organisations aren’t analysing their metrics and therefore don’t understand what needs to be improved.

Here we look at the key metrics that will help you pinpoint what’s working, and what’s not.

3 metrics to measure the effectiveness of internal communications

  1. Delivered, opens and click through rates

The content of your internal comms could be highly effective, but if your target audience aren’t opening emails, clicking on links or even receiving your comms to their inbox, you don’t stand a chance of engaging them.

Therefore the first set of metrics you need to measure are the ones that tell you they’ve received your communications and taken that initial step. You’d be surprised by the number of internal comms teams who discover that their emails are ending up in spam because subject lines are getting picked up by spam filters and penalised.

Subject lines are critical. Not only to avoid spam filters but also your recipients’ personal filters – the way they prioritise what communications they read and what they ignore. Your subject lines therefore need to provide employees with clear reasons to open your email or message.

Similarly, if click through rates are poor, review the calls to action (CTA) you use and make these more compelling. In many cases, just a few words can dramatically increase engagement with your internal communications – simply by ensuring that employees are reading them.

The other key thing to consider is whether you’re using the right platforms. If your email open and read rates don’t improve or posts on the company intranet don’t get clicked, maybe you need to use a different platform? Messaging apps could be the answer as many people use their mobile phone as their primary communication device.

  1. Engagement rates

Next up are the metrics that tell you an employee is engaging with your content. You want to know that someone has not only opened your message or email, or clicked on a link to a video or webpage, but they actually read or watch the content.

Tracking tools can tell you who has opened your emails and how many times, or what content on your company intranet is getting hits as well bounce rates. Video platform like YouTube can also provide some metrics on average view duration and watch time.

Another way to measure whether employees are actually engaging with your content is to ask them to do something. That could be to click on a link that takes them to a piece of content, for example a link from a company newsletter to a training video. Alternatively, you could include simple buttons within your content to indicate they’ve read the content. Voting buttons or polls such as ‘have you found this useful?’ will help you get a clearer picture of how engaged employees are, and also whether you’re targeting them with the right content. Buttons can also be used in videos too.

  1. Positive outcomes

Finally, identify the metrics that will tell you that your comms are having an impact in the workplace. These will vary depending on the objectives for your content. If you want to increase the number of employees that attend a training session or event, registrations will be what counts. If you want to increase participation with an employee incentive scheme, sign ups are what you’ll need to measure.

For more ambiguous objectives where it’s harder to use a quantifiable metric, consider implementing surveys and quizzes to get feedback. Voting buttons, as mentioned above, are also a useful way of getting feedback for internal reporting, especially if you need to demonstrate the value of sending out communications designed for general employee engagement and retention such as newsletters.

There are numerous ways to measure how content performs but those metrics need to be meaningful to you, your organisation and your objectives. So don’t measure everything, select the things that help you do your job, improve your comms and demonstrate value.

If you need further advice, please don’t hesitate to get in touch.

Debbie Hills

Author Debbie Hills

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