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What do you do if your Internal Communications performance is difficult to measure accurately?

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Evaluating the effectiveness of internal communications within an organization can often present a challenge, particularly when direct measurement is difficult. However, it is crucial to understand how well your messages are being received and acted upon to ensure a cohesive and productive work environment. If you find yourself grappling with this issue, there are several strategies you can employ to gain better insights and improve your internal communications performance.

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Rozelle L.

Driving business growth with strategic PR | Ex-Journalist & Corp Comm Head for unicorns & listed companies.
Shreyash Siddhant

Management Consultant | MBA (Marketing & IT), IMT G | CSE, University of Birmingham | BGS Scholar
Jacob R. Robinson

1 Set Objectives

Before diving into measurement, it's important to define clear objectives for your internal communications. Ask yourself what you aim to achieve. Is it to inform, engage, or change behavior? Without clear goals, assessing performance becomes a shot in the dark. Objectives should be specific, measurable, attainable, relevant, and time-bound (SMART). Once these are established, you'll have a benchmark against which to measure your communications efforts, making it easier to identify areas for improvement.

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Jacob R. Robinson
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Watch what you're measuring Too often I see early career and even mid-level professionals get lulled in the false hurrah of 'we have a fantastic [insert meaningless rate % here]', that they fail to take into account the bigger picture, or fail to translate this in terms of the real metrics which matter in business, such as making a purchase or recommending to family and friends. In internal communication trust and retention are what matter, otherwise 'culture' can't exist No one cares about your 100,000+ impressions if they aren't translating to results for the business or end user.

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2 Feedback Loops

Creating feedback loops is a critical step in measuring internal communications. Encourage employees to share their thoughts on the communications they receive. This could be through surveys, suggestion boxes, or digital platforms that allow for anonymous feedback. Listening to what employees have to say can provide qualitative data that offers insights into the effectiveness of your communications and highlights areas that may need adjustment.

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Indranil Mukherjee

Manager - Brand, Communications & Marketing
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Actively seek feedback from employees, managers, and other stakeholders to gain insights into the effectiveness of your Internal Communications efforts. Solicit feedback through surveys, interviews, suggestion boxes, or regular check-ins to understand perceptions and identify areas for enhancement.

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3 Observe Behaviors

Observing changes in behavior can serve as an indirect measure of internal communications performance. For example, if a new policy is communicated and there is an increase in compliance, it suggests the message was received and understood. Monitoring workplace behaviors for changes following specific communications can yield valuable information about what is or isn't working, guiding you in refining your approach.

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4 Utilize Technology

Leverage technology to track engagement with digital communications. Email read rates, intranet page views, and time spent on certain content can provide quantitative data about how employees interact with the messages they receive. This data can help you understand which types of content are most effective and which platforms are best for reaching your audience.

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5 Train Leaders

Leaders play a pivotal role in reinforcing internal communications. Train managers and team leaders on effective communication techniques and how to provide constructive feedback. They can be your eyes and ears on the ground, providing insights into how messages are being interpreted and acted upon by their teams. Their involvement can also help ensure that communications are consistent and aligned with organizational goals.

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Indranil Mukherjee

Manager - Brand, Communications & Marketing
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Communicate measurement results and insights effectively to key stakeholders to demonstrate the value of Internal Communications initiatives and inform decision-making. Use data visualization techniques and storytelling to make complex information accessible and actionable.

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6 Continuous Improvement

Lastly, treat the measurement of internal communications as an ongoing process. Continuously gather data, analyze it, and apply the insights gained to improve your strategies. Recognize that communication needs and the effectiveness of different channels may evolve over time. By staying agile and willing to adapt, you can keep your internal communications performance aligned with the needs of your organization.

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Indranil Mukherjee

Manager - Brand, Communications & Marketing
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Regularly assess Internal Communications performance to monitor progress, identify gaps, and make data-driven decisions. Set aside time for periodic reviews and analysis to ensure that your strategies remain aligned with organizational goals and priorities. Be flexible and willing to adapt your measurement approach based on evolving needs and feedback. Continuously refine your measurement framework and adjust your strategies as necessary to optimize performance and drive meaningful outcomes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rozelle L.

Driving business growth with strategic PR | Ex-Journalist & Corp Comm Head for unicorns & listed companies.
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If it's not measurable, why bother, right? But let me tell you, almost everything can be measured one way or another! The key is to find a way, get buy-in from stakeholders, show progress, and seek feedback. It's about helping people grasp how things are progressing—not just throwing hard numbers all the time.

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Shreyash Siddhant

Management Consultant | MBA (Marketing & IT), IMT G | CSE, University of Birmingham | BGS Scholar
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When Internal Communications performance is hard to measure: 1. Define clear objectives. 2. Identify relevant KPIs. 3. Use surveys and feedback sessions. 4. Analyze communication channels. 5. Monitor content relevance. 6. Track employee actions. 7. Leverage technology for data. 8. Benchmark against industry standards. 9. Embrace continuous improvement. 10. Supplement with qualitative assessments.

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Indranil Mukherjee

Manager - Brand, Communications & Marketing
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Collaborate with other departments and stakeholders, such as HR, IT, and business leaders, to gain holistic insights into Internal Communications impact and align measurement efforts with broader organizational objectives.

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What do you do if your Internal Communications performance is difficult to measure accurately?

1

2

3

4

5

6

7

1 Set Objectives

2 Feedback Loops

3 Observe Behaviors

4 Utilize Technology

5 Train Leaders

6 Continuous Improvement

7 Here’s what else to consider

Internal Communications

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What do you do if your Internal Communications performance is difficult to measure accurately?

1

2

3

4

5

6

7

1 Set Objectives

2 Feedback Loops

3 Observe Behaviors

4 Utilize Technology

5 Train Leaders

6 Continuous Improvement

7 Here’s what else to consider

Internal Communications

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