From Intentions to Impact: A Guide to Measure the Effectiveness of Internal Communications

Eager to adapt to market changes, John, CEO of En-company initiated a plan for sweeping transformations to restructure the company. He wanted to create new departments in the company led by individuals who have taken active roles in product development and feature enhancements during the past year. Also, he planned to promote some of the talented workforce to higher levels for their exceptional support to the company. He wrote a long email to all employees to inform them about the restructuring and hinting ‘major changes’ without providing a clear picture of the areas of change.

When the employees received the message, they crafted their interpretations of it. Rumors spread like wildfire among the workforce. Whispers of layoffs, department closures, and even a potential merger echoed through the office corridors. In the cafeteria, colleagues exchanged anxious glances, uncertain about their professional futures. The lack of verified information fueled anxiety and speculations, creating a tense atmosphere. Thus, En-company’s culture of collaboration and trust eroded as misinformation thrived.

John was unaware of the brewing storm as En-company witnessed a decline in employee morale and productivity. In a couple of months, the best of the human capital was lost and the company experienced a high attrition rate.

What happened in the above situation could have been avoided, if there was an internal communication strategy. The absence of it led to chaos and a heavy cost to the organization. Several companies have such struggles while engaging employees through internal communications, especially small and medium organizations, and start-ups. Either the ways are too complicated that other employees spend time decoding the message for the rest of the team, or the internal portals are loaded with so much material that the recent and relevant information is lost and employees are left with chaos.

A study by Gallup found that only 13% of the employees surveyed strongly agreed that leadership communicates with them effectively.

So, what is the solution?

Communication is a two-way process. If the KPIs of each communication campaign or every activity are not identified and evaluated, you might be missing out on significant breakthroughs. Your technique might involve the use of modern social communication channels or robust internal systems, but with the lack of a clear strategy you will not be able to direct your audience towards a measurable and aligned organization goal. Unless your main message is loud and clear enough to be understood by employees, your choice of channel will not make much difference. Thus, you require a strategic and thoughtful approach to ensure employees are well-informed and engaged.

Wait… Why a strategy?

An effective internal communication strategy is the backbone of a thriving and resilient organization, promoting transparency, engagement, and a positive work culture. It enables employees to feel connected, valued, and well-informed; contributing to the overall success of the company.

60% of companies have no long-term strategy or vision in place for their internal communications. — Arthur J. Gallagher & Co.

Most modern organizations take internal communications seriously and have a team to ensure it. However, many of them struggle to prioritize it and put the task in the hands of professionals who have multiple responsibilities, making internal communications tasks just a formality. Campaigns are either not planned or just undertaken to tick off from the to-do list. Knowing the best ways to effectively connect with employees so that they remain informed and engaged, hence, remains a dream for such organizations.

If you would like me to learn about how to plan an internal communication plan, please my article “From Vision to Action: A Guide to Build Trust with a Strategic Internal Communications Plan”.

How do you measure success?

Source: Stock images

Evaluating the effectiveness of internal communication efforts is crucial for organizations to ensure that the messages reach and engage employees effectively. Here are some key ways to measure the effectiveness of internal communication:

Open and Click-through Rates:

• For digital communication channels such as emails or newsletters, monitor open rates and click-through rates.
• Higher open rates suggest that employees are engaging with the content, while click-through rates indicate interest in the content.

Reach and Impressions:

• Monitor the reach and impressions of internal communication campaigns.
• This is particularly relevant for channels like social media platforms used for internal communication.

Time Spent on Communication Platforms:

• Analyze the amount of time employees spend on internal communication platforms, such as the intranet or communication apps.
• Higher engagement time suggests that employees find value in the content.

Benchmarking:

• Compare internal communication metrics with industry benchmarks or previous performance data.
• Identify trends and areas for improvement based on historical data.

Feedback Mechanisms:

• Implement mechanisms for real-time feedback, such as a comment section on intranet articles or interactive sessions after presentations.
• Analyze the feedback to understand if the message was well-received and if there are any areas of improvement.

Employee Participation:

• Measure participation rates in company events, training programs, and other internal initiatives.
• Higher participation can indicate effective communication and engagement.

Sentimental Analysis:

• Plan to include qualitative feedback for emotional analysis after an activity or sharing major news and information.
• Understand and take notes on how employees feel and what kind of support they expect from their upline.

Employee Surveys:

• Conduct regular surveys to gather feedback on internal communication channels and content.
• Ask questions related to clarity of information, understanding of company goals, and satisfaction with communication methods.

Alignment with Organizational Goals:

• Evaluate how well internal communication aligns with the overall goals and objectives of the organization.
• Ensure that messages are consistent with the company’s mission, vision, and values.

Retention and Understanding:

• Assess the understanding of key messages by conducting quizzes or assessments related to internal communication content.
• Monitor retention rates of important information over time.

Consider a combination of these metrics for a more comprehensive understanding of the effectiveness of your internal communication efforts. Regularly reviewing and adjusting your strategies based on feedback and data analysis is essential for continuous improvement.