If you work in internal communications or employee relations, you have probably had a hard time measuring the success of your work.
External communication efforts are often much easier to measure. Your marketing team can share social media metrics such as likes, follows, and shares. And ultimately, for teams that are focused on external and outbound efforts, an increase in sales is a strong indicator of success.
Employee communications can be much more challenging to measure, but you should still set goals and benchmarks. You can and should identify a few measurable KPIs to help drive your organization forward. Quantifying your work shouldn’t be an afterthought as you make your plans for the new year.
So, what are you measuring? Which KPIs can you track to show the impact of your work?
Here are six ways that you can measure the impact of employee communications in your organization:
1) Employee engagement rates
Begin by conducting an employee engagement survey through a company like Culture Amp or TINYpulse to understand your starting point. Ask specific, communication-related questions such as “On a scale of 1-10, how well does your current manager communicate with you?” and “Do you feel connected to corporate initiatives, company goals, and events happening on a weekly basis?”
After setting a benchmark, establish goals for increasing your employee engagement rates with a specific target of improving performance on communication-related questions.
2) Open/read rates for messages
Your communication efforts are futile if no one is actually reading your messages. While there is no way to measure the effectiveness of a poster in a break room or mailers sent to employees’ homes, but digital communications give you an unprecedented opportunity to measure the effectiveness of your efforts. As of 2019, company-wide emails have an average open rate of 21.33%, but targeted channels such as Red e App boast average read rates of 74.31%.
Leverage digital tools for communication as much as possible so that you know what your current open rates are, and establish goals for increasing your open rates. Experiment with different ways of improving read rates, such as varying message subjects, using video, shortening content, running contests, and infusing more fun into your communication.
3) Adoption rates for new tools and benefits
If you’ve implemented a new employee recognition program, do you know how many of your employees are participating?
If you started promoting your new employee app, do you know how many employees have downloaded it?
A good way to measure communication effectiveness is by understanding the adoption of your new initiatives. Good communication ensures that your employees know about your new initiatives and understand the value enough to participate. You are doing your job well when your efforts gain traction and at least 50% of your employees participate. Organizations with the best communication practices routinely get 75-80% participation in new initiatives.
4) Responses and feedback
Successful internal communications does not look like a megaphone, loudspeaker, or a fire hose. 2-way communication is critical for building a strong organization. How often do you receive and respond to questions from employees? Provide access to forms that will enable employees to submit suggestions, ask for feedback regularly in your messages, and leverage platforms that make it easy for employees to engage with you.
Encourage your team members to engage in 2-way communication with peers and managers, and create events (digital and in-person) to help facilitate dialogue.
5) Employee turnover
Is employee retention on your radar? For most organizations that employ non-desk workers, managing turnover is one of the most critical parts of your overall strategy. Employees who are highly engaged and feel a strong connection to their companies rarely leave.
One of the major reasons employees leave their jobs is because of their relationship (or lack thereof) with their boss or immediate supervisor. You might be facilitating top-down corporate communication, but how are you helping managers communicate more effectively with their teams? Providing your leaders with technology, tools, and training to be effective communicators is one of the single biggest levers you can pull to help reduce turnover.
Any organization-wide decrease in employee turnover is a great sign of a job well done for an internal communicator.
6) Contributions to organizational goals
Ultimately, the internal communications professional’s job is to contribute to overall company goals, which likely include increased sales, better product quality, improved customer service, and lower costs.
Employee communication plays a role in helping every company achieve these goals. Keep an eye on your company’s biggest targets and ensure that you are aligned and supporting these efforts with your communications.
If you still don’t have a great tool for effective, digital employee communications, Redeapp can help! Reach out to our team to schedule a demo. You’ll learn how you can set and reach your KPI targets through our mobile-first platform designed specifically for non-desk employees in manufacturing, construction, hospitality, casinos, and healthcare.