Metrics in internal communication have the power to drive performance and organizational culture. That is why, when reflecting on achievements and challenges, these measurements play a key role in evaluation.
What do the metrics offer you?
According to a recent report by Dialenga, metrics are changing the IC landscape. Increasingly, HR departments are losing relevance in this area, with management and board becoming key drivers of Internal Communication in companies. It is clear that Internal Communication continues to strengthen and play a critical role in organizations.
Impacting organizational culture
Today, Internal Communication is not just about keeping employees informed; it is a way of holding the organization together. To maximize its impact, intuition is not enough; metrics are essential.
Here are some of their powers:
1. Clarity and direction
Metrics in CI help you define concrete objectives, allowing your company to know exactly what it is trying to achieve with its internal communication efforts. This not only avoids the dispersion of efforts, but also facilitates the evaluation of results.
2. Impact evaluation
Metrics provide a quantitative view of the impact of internal communication strategies. How many employees are interacting with the messages? How does this translate into increased productivity or job satisfaction? With data in hand, your company can adjust its approaches to continually improve.
3. Personalization and relevance
Every company has a unique culture and set of challenges. Metrics enable more personalized and relevant internal communication by providing insight into what types of messages resonate most with different segments or areas of the organization. This leads to greater participation and engagement.
4. Measuring Return on Investment (ROI)
Internal communication is not just an expense, it is an investment. Metrics allow you to track ROI, demonstrating how communication strategies impact productivity, talent retention and, ultimately, the company’s profitability.
What are we measuring?
In Internal Communication, there are several metrics and KPIs that can be evaluated to measure the effectiveness and impact of strategies.
Some of the most common metrics:
Participation in Events and Activities: the number of employees participating in events, meetings, and activities.
Mailing Open Rate: the percentage of employees who open and read internal e-mails.
Survey and Questionnaire Response Rate: how many people respond to satisfaction surveys and other forms.
Adoption of Communication Platforms: how many employees use tools such as intranets and internal chats.
Feedback: collection of comments and opinions from employees on the quality of internal communication.
Message Comprehension Level: determines whether messages sent are adequately understood.
Interactions in Social Networks and Corporate Apps: measures the participation and level of interaction in internal platforms.
Time Spent on Platforms: indicates how much time employees spend on internal communication platforms.
Evaluation of Events and Training: includes employee feedback on the quality of events and training programs.
Changes in Employee Behavior and Attitude: observes whether communication strategies have an impact on employee behavior.
Productivity and Performance Indicators: analyzes whether internal communication initiatives translate into tangible improvements.
Turnover Reduction: assesses whether internal communication contributes to talent retention and reduced turnover.
Tools for effective measurement
Some of the tools for measuring CI: