Measuring employee engagement in internal communication

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Recent studies show that over 60% of internal communicators are still not measuring internal communication. (Download the Survey report PDF).

As an internal communicator, you know it is important to measure the impact of your communication and prove your function’s business value. Yet most internal communicators are not measuring internal communication, which includes measuring employee engagement.

Why measure employee engagement? If you do not measure, you do not matter

Why are 60% of communicators not measuring internal communication? Most likely it is a combination of them not being sure where to start, not aware that it is imperative to prove the business value, and not aware of the technology that enables internal communication measurement.

Tips to help you jump-start access to internal communication metrics which will support measuring employee engagement

Use up-to-date technology
Conduct a channel audit. Identify where you need to update your channel technology (such as email and intranet) to software that delivers the real-time metrics and analytics you need.

Set goals
Why are you sending your communications? What are you looking to achieve? What behavior do you want to change? When answering these key questions, make sure the goals are aligned to your organization’s business strategy.

Identify KPIs
Select the key performance indicators that will allow you to accurately measure internal communication, based on your goals.

Select from these three internal communication metrics groups
You should look at internal communication metrics from three different angles:

  • Granular
    Opens and clicks are indicators, but they do not provide the insight you need. Drill down on the types of clicks, such as content and section popularity, downloads, and event registrations, etc.
  • Organizational
    Use data to break out metrics by employee groups. This will allow you to measure employee engagement across the organization. These fields could include departments, pay grade, offices, regions or countries.
  • Benchmarks and trends
    While industry benchmarks are interesting, it is more important to create your own unique benchmarks tied to your goals. Review trends over months, quarters and the financial year to get a truly accurate view of peaks and troughs in employee activity.

Maximising internal communications measurement metrics

  • Include metrics from your multichannel activities
    If you use a multichannel strategy to drive your communications strategy, make sure you include metrics from your other channels. For example, use email to drive the adoption and use of your intranet or social networks. Fold in metrics from your email communications such as destination traffic links (links in the email that drive employees to your intranet, multimedia consumption, social sites and event registrations)
  • Act on your insight
    You now can make informed decisions about your communication activities. Review post-communication analysis so you can make improvements going forward.
  • Share with stakeholders
    The more you actively communicate with senior stakeholders and offer them the resulting business insights, the greater your chances of increasing your own (and your department’s) visibility as vital contributors to the organization’s success.

Towers Watson reports that companies highly effective at internal communication are 1.7 times as likely to outperform their peers.

Your function is a valuable asset to your business. Taking the time to measure employee engagement as part of a wider internal communication strategy will demonstrate your value and the value of your team. How can you demonstrate the value of your work and get noticed in your organization?
Download your copy of the How to guide now (PDF)

This blog post was originally published on Newsweaver’s Internal Communications blog.

denise coxDenise Cox is Newsweaver’s lead communications consultant.
She has over fifteen years experience in the areas of corporate, media and PR communication.She brings a wealth of knowledge to the world of internal communication, and works with Newsweaver’s customers to help them leverage their own communication strategies and optimize engagement results. Denise runs monthly best practice webinars, and is a regular speaker at conferences and workshops around the world.
Follow Denise on Twitter: @denisecox

Be resourceful: easily quantify your impact

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The person hiring you next will want to know what difference you’ve made in the past. The past is not always a guide to the future, but most employers and clients see it as an indicator.

They want it in clear concise measurable, and ideally easily verifiable terms. This is true for traditional permanent staffers and freelancers on the move alike – not to mention those who are willing to give their skills away pro bono: the recipient should still look for proof to ensure a good match.

It is how I’ve hired (and been hired) since the nineties and the good practice guidance out there reinforces the importance of this point, whether you read the classic What Colour is Your Parachute, this handy Interview Guide from Berkeley (PDF) or the direct advice from companies like Google.

Show the employer that you are a good fit with detailed examples of times when you successfully used the skills they seek. The Berkeley Job & Internship Guide

Many people struggle with this and come up short. You don’t want to know how many people with otherwise good CVs have made a wasted journey to an interview where they then failed to use data to set out the measurable difference they made. It is a lot of people.

Basically, a good interview answer is in its concise essence structured like this:

Faced with challenge X I did Y which resulted in Z. Whatever you’re starting these days it will most likely have a digital footprint – and this makes for easy illustrations – both qualitative and quantitative. Because a good Z is made up of both.

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Magna Carta, Quantum Physics and Nick Clegg

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At the recent #EuroComm conference, I was invited to give a light-hearted talk as part of the Rapido session. Rapido sessions are a series of five minute talks on (within reason) any topic of choice. So for five minutes, I riffed on Magna Carta, Quantum Physics and Nick Clegg.

One of the common misconceptions about Magna Carta is that, out of its 63 clauses, only 3 are relevant today.

Which suggests that 60 are not. This is a 5% success rate. So the question is therefore why the document has become so famous and so revered. After all, a footballer who scored only 3 goals in 63 games is unlikely to be hero. Or a European Union that has been going 63 years, but with only three good ones …. oh wait….

But if many of the clauses are irrelevant to today’s world certainly the concepts and principles are relevant. So which is it? Relevance or irrelevance? But we don’t have to choose: we can borrow from quantum physics and declare that “Magna Carta exists in a quantum state of both relevance and irrelevance.”

And actually it can even be argued that the UK General Election of 2015 increases the relevance of Magna Carta because it is actually the party manifesto of each of the seven major parties contesting the election in Great Britain. Yes: whatever your political views, you can find inspiration in Magna Carta to help you decide how to vote in May.

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