Transformation & Change Newsletter
This month, we are focusing on the topic of:
?? Using data insights to drive impactful communications ??
What we cover: Trends on internal comms measurement; a Q&A on the importance of data insights for future internal communications; insights on how to use data analytics for enhanced employee engagement; dates to put in your diary; and a suggested approach for measuring the success of internal communications.
Did you know?
Research from Gartner* finds that just 16% of internal communications teams use insights from past projects during the planning phase of a new project.?
Only 31% of communicators measure the success of a project halfway through, evaluating how well the project is doing so far and refining it to make sure they reach their desired business outcomes.
Approximately 85% of communicators stated that they produce a report upon project completion, with the primary aim of assessing whether a project failed or succeeded.
The bottom line
Together, these statistics indicate that communicators predominantly focus on backward measurement, to prove the value of communications that they have already completed — rather than forward measurement, to help grow the value of future communication projects*.
Q&A?
We interviewed Li Zhao, CFA, Head of Insights at H/Advisors Maitland, on the importance of data insights for internal communications.?
What advice would you give to organisations that are just starting to measure and analyse the impact of their internal communications??
Organisations that are considering measuring the impact of their internal communications are taking a smart step forward. But before they dive deep into which metrics to use, there are a few questions they should address upfront: What impact (i.e., behaviour or perception changes from employees) are we aiming to measure and why? What do we already know about the impact of our communications? Do we have access to the data we need, or do we need to work with other teams in the organisation? Thinking through these questions ahead of time can really help shape thinking about how and what to measure.?
In instances where comms teams are hesitant about using data, how do you guide them towards understanding its value and potential impact?
Internal comms teams dedicate a lot of time to crafting and distributing content. So, to make sure they’re not doing comms for the sake of comms, they’ll likely want to ask themselves: Has our communication achieved what we wanted it to achieve? Are we reaching the right audiences? What can we learn to help improve future comms? And crucially, how can we prove the business impact of our communications to senior leaders so we can secure future investment? Data measurement helps to provide answers to these questions. It's the magic ingredient that can transform those unknowns into certainties, which can then inform future communication strategies. Data can seem overwhelming at first, but when analysed and presented in the context of wider comms objectives, it helps to tell a story and we can begin to see the real value that it brings.? ?
From your experience, what common challenges do organisations face when they start to collect and analyse data on their internal communications?
Every company is unique, however, there are some common challenges that often surface. These include 1) difficulty selecting which metrics are the most important; 2) having a skewed focus on digital channels due to the challenges that come from collecting data from non-digital channels; 3) a lack of qualitative data which is needed to provide context to quantitative data findings; 4) access to data – which is often held by third party providers or other business teams; 5) limited capacity, resources and data proficiency; and 6) challenges around how to present the data. When looking for solutions, it is best to categorise these into short-term and long-term challenges. This helps focus efforts and allocate resources effectively. The next step is to evaluate the current situation with respect to each challenge and define our desired outcomes. From there, teams can build a strategic plan to bridge the gaps, such as using both internal and external resources, investing in data technologies or new talent.?
Contact: [email protected] / +44 (0) 792 027 0499
Trending this month
Using data analytics for enhanced employee engagement
Insights from the Internal Communications Europe Conference
In July, the H/Advisors Transformation & Change team attended the Internal Communications Europe Conference in Berlin. At the conference, senior comms professionals from global companies gathered for a roundtable discussion on how to use data analytics to improve employee communications. During this insightful session, the participants explored practical ways to use data to their advantage and shared strategies for maximising the impact of internal communications.
Key takeaways?
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Incorporating data analytics into employee communications empowers organisations to make informed decisions that lead to better engagement and alignment with business goals. By identifying comms objectives, piloting new projects, and adopting a learning mindset, internal communications professionals can create impactful strategies that resonate with employees and drive organisational success.?
Key dates for the diary ???
Intranet Reloaded Nordic
4 - 6 October 2023, Copenhagen
This event occurs alongside the Internal Communication Nordic conference and focuses on projects connected with intranet platforms and digital collaboration. The conference has an agenda full of topics like how to measure sentiment to improve employee experiences. Link to website
AI & Big Data Expo
30 November - 1 December 2023, London
This event brings together AI and big data professionals to discuss the latest advancements in artificial intelligence, data analytics, and related technologies. Here, internal comms professionals may find creative ways to apply AI and big data concepts to improve their internal communications practices. Link to website
Data & Analytics Summit
13 - 15 May 2024, London
Organised by Gartner, this event focuses on data and analytics strategies for various industries. It often covers topics like data-driven decision-making and emerging analytics technologies. Learning about these technologies can help comms professionals make data-driven decisions to improve internal communications strategies. Link to website
How to measure success
Internal communications must demonstrate a clear impact on business objectives. While each campaign and its objectives will vary, there is often a common framework for measurement that can be used and tracked over time.?
Our approach
To create a framework for measurement, we first need to understand what success looks like to a client. This involves defining success metrics and KPIs as part of (measurable) comms objectives in the planning phase of a campaign or project. Once agreed, we can select the most relevant metrics for analysis. For example, to measure:?
Finally, how we present measurement insights is crucial. Making it visual, providing additional context to tell a story, and finding the time to present to the report audience will help to bring the data to life.?
Get in Touch
Please contact Adaora Geiger, Head of Transformation & Change, for more information on our services.
[email protected] / +44 7833 200401
Written by Sylvia Guisado Guzmán