Implementing SMART goals in internal communication can transform the way companies manage information and improve productivity. In this article, we explore how SMART goals can be the key at all stages of IC: diagnosis, planning, implementation, and analysis.
Setting clear goals in IC
Internal communication needs clear and achievable goals to be effective and deliver results. SMART goals provide a framework for setting these goals.
Let’s review their definition:
SMART is an acronym representing five essential criteria for defining goals:
- Specific: goals should be clear and specific, leaving no room for ambiguous interpretations.
- Measurable: they must include tangible criteria to measure progress toward achievement. This involves setting appropriate KPIs and concrete indicators to evaluate progress toward the goal.
- Achievable: goals must be realistic and attainable, considering available capabilities and resources, as well as the context and threat detection.
- Relevant: goals should be pertinent and aligned with the organization’s overall objectives. This ensures that each goal directly contributes to business success.
- Time-bound: goals should have a defined timeframe for completion. Setting a deadline helps maintain focus and motivation.
The importance of promoting well-being actions
According to a report from the University of California, SMART goals are essential for guiding employees’ performance toward the most important priorities.
As we have discussed in previous articles, maintaining good internal communication in the workplace is crucial for team growth and organizational consolidation.
Applying SMART goals in internal communication
1. Diagnosis
In the diagnosis phase, SMART goals help identify communication needs and problems.
- Specific: clearly define which aspects of internal communication you want to evaluate, such as the effectiveness of current channels or employee satisfaction.
- Measurable: use specific metrics such as satisfaction surveys, internal email open rates, or participation levels in meetings.
- Achievable: set realistic goals that can be achieved with the available resources, such as a specific number of completed surveys or conducted interviews.
- Relevant: ensure that the diagnosis goals are aligned with the company’s overall objectives and internal communication needs.
- time-bound: establish a clear timeframe to complete the diagnosis, for example, to finalize all surveys and analyses within a month.
Example: a specific goal within the diagnosis phase could be: “conduct an internal communication satisfaction survey with 100% of teams in the next quarter.”
2. Planning
During the planning phase, SMART goals help design effective communication strategies.
- Specific: set clear objectives for internal communication, such as improving alignment with corporate goals or increasing employee participation by 20%.
- Measurable: include KPIs to measure progress, such as participation rates in surveys or the number of interactions on internal platforms.
- Achievable: ensure that the goals are realistic and feasible within the organization’s resources and capabilities.
- Relevant: make sure the goals are related to the company’s strategic priorities.
- Time-bound: establish a timeline for implementing communication strategies, such as launching a new campaign in three months.
Example: increase employee participation in team meetings by 20% over the next six months.
This goal provides clear direction and a framework for developing concrete actions to drive participation.
3. Implementation
In the implementation phase, SMART goals guide daily actions and ensure that all efforts are aligned.
- Specific: define concrete actions such as creating weekly newsletters or holding monthly update meetings.
- Measurable: establish success criteria such as an 80% email open rate or a 15% increase in meeting attendance.
- Achievable: ensure that the planned actions are executable.
- Relevant: confirm that each action contributes to the overall goals of internal communication and the organization.
- Time-bound: assign specific deadlines, such as launching the first newsletter in two weeks and holding the first update meeting next month.
Example: implement a weekly report that includes important updates and team achievements. This specific and measurable goal facilitates coordination and effective task execution.
4. Analysis
- Finally, in the analysis phase, SMART goals allow for evaluating the success of internal communication initiatives.
- Specific: define which aspects will be evaluated, such as the effectiveness of each communication channel or the impact on the organizational climate.
Measurable: use quantitative and qualitative data, such as follow-up surveys, participation analysis, and employee feedback. achievable: ensure that the analysis methods are viable. - Relevant: focus the analysis on critical aspects that affect IC effectiveness and organizational objectives.
- Time-bound: set a timeline for data collection and analysis, such as conducting a quarterly evaluation and presenting a results report at the end of each period.
By establishing specific timelines for internal communication evaluations, you can compare results before and after implementation. This provides a clear starting point for measuring progress and improvements, making it easier to identify successful areas and those needing adjustments.
Promoting a communication culture based on SMART
For SMART goals to be effective, it is important to promote an organizational culture that values clarity, measurement, and alignment with strategic objectives.
This can be achieved through:
- Training: offering training programs on setting and tracking SMART goals.
- Communication tools: implementing platforms that facilitate the monitoring and evaluation of goals.
- Recognition: having a program to celebrate achievements and progress toward goals to maintain motivation and commitment.
At OXEAN, we have a multidisciplinary team specialized in strategic planning for internal communication.
