Effective internal communications is the goal, but how do you know your communications strategy is actually working? Here are our best practices for measuring success.
You know the importance of good internal communication and that it plays a key role in company culture and employee experience, and that it can help you maintain alignment with your remote, decentralized or deskless workforce. To that end, you’ve established communications channels and perhaps even developed a team of communications professionals.
Now what? Are your messages being heard, absorbed, and acted upon? Or are they just ending up in the ether?
If you’ve been hard at work crafting and deploying internal communications, but haven’t yet been able to establish their quality and efficacy, now is the time to start.
Here are our top three tips for measuring success.
Step 1: Establish Your KPIs
In North America, 31% of internal communications employees say they do their jobs without any formal planning, and only 54% use metrics and KPIs, or Key Performance Indicators, to research, measure and evaluate their strategy.
Just as with anything else in your organisation, you can’t identify what’s working without a measuring system in place. The use of KPIs in any context provides a basis for measuring performance — to let you know whether or not you’re achieving your desired results.
To establish KPIs for your internal communications strategy, identify what it is you’d like to track. One example: Employee engagement with your content. Another: Downloads of your employee communications app.
To start tracking, establish a baseline and a target for each result you would like to track. If you currently have a 40% app adoption rate among your deskless workforce, then that’s your baseline. Your target could be 85%.
Once you have a sense of what you’d like to measure, what current performance looks like, and what your targets are, you’ll be well on your way to successfully measuring your internal communications strategy.
Step 2: Track Performance
Now that you’ve decided what to measure, it’s time to start tracking. Where annual employee surveys used to be commonplace, they’re on the decline and no longer ideal, due to low response rates, low employee trust of surveys, and the fact that they only tell you what employees choose to tell you.
Today, there are a number of tools out there for businesses to track metrics, including employee communications apps, such as those from TheAppBuilder.
Employee communications apps have numerous benefits when it comes to engaging employees, and one of those benefits is built-in analytics tools. There you can gather data — both high-level and granular — on anything and everything going on inside the app, and those data can be presented, consumed and analysed via an in-app dashboard or in Google Analytics.
In addition to metrics around app downloads and users, you can also crack the nut on whether or not employees are interacting with your content using behavioral data or engagement metrics. How many users are clicking on content? Which departments or locations are generating the most content? How many comments is a particular piece of content getting?
Step 3: Report and Learn
Now that you have visibility into the performance of your content, what do you do with that information? Here are three key things:
- Share results with senior leadership. Nothing facilitates executive buy-in of the technology tools you value more than reporting on the fact that they’re working to solve business problems and drive the intended results. Connecting those dots for your leadership teams is easy with mobile-first, share-friendly tools.
- Use learnings to inform future content and to further evolve your strategy. Is a certain type of content (video or interactive content, for example) “liked” or reacted to more than others? Is there a best day or time to deploy new content? What other trends are you seeing that can help you generate content that improves and is focused on employee experience and a communicative culture?
- Ask employees directly how well the content is resonating with them. One sure way of measuring the success of your internal communications strategy is asking your employees if they first of all see enough information but also if they like the information they see. You can gather this feedback using face-to-face interviews, pulse surveys or feedback and suggestions boxes. Every piece of feedback is valuable to continuously improve.
Let us show you around the robust analytics capabilities and reporting capabilities of TheAppBuilder.
We make it easy for teams to gauge the success of their internal communications and improve employee engagement using employee communications apps.