How to Measure the Impact of Employee Communications

The ROI of Improved Dialogue in the Workplace

Employee communications is a misunderstood initiative. Difficult to measure, but highly impactful, an investment in communications can open a dialogue between leadership and employees across every team and department leading to new levels of transparency, collaboration and understanding.

Creating an environment where employees are encouraged to share their feedback, understand the company’s purpose and feel connected to their part in the brand’s growth can boost engagement and productivity significantly. To align your organization’s focus with workforce communication, start articulating the major benefits of this program and discover how you’ll measure success to prove its value to the C-Suite.

Read this eBook to review the following aspects of employee communications to better position your enterprise:

  • Why measuring employee communications is beneficial
  • Calculating the ROI of staff participation in events and programming
  • How to evaluate the effect of employee engagement
  • Analyze how communications builds brand equity

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A distinct trait top-performing organizations have in common is highly effective communication practices. These companies consistently communicate across departments and among employees, ensuring their goals are clear and all stakeholders are heard.

According to Inc, the benefits of investing in communication policies are:

  • 47% higher total returns to shareholders,
  • 19% higher market premium,
  • 4.5x times more likely to have highly engaged employees
  • 20% more likely to have less employee turnover.

Unfortunately, communications is often neglected across an enterprise as it’s a “soft skill”, which makes it difficult to measure. The evolving communication model and outdated technologies like intranet and email newsletters also make reporting on the impact of employee communications complex.

Encourage a C-Suite investment in employee communications by developing a measurement program to address these issues and analyze the effects of communication. The stronger your understanding of how employee communications contributes to the bottom line, the easier it is for an organization to prioritize the initiative.

A robust measurement framework consists of designing systems and adopting tools to automate certain aspects of corporate communications.

In 2015, 59% of Chief Communication Officers surveyed reported designing systems as a part of their role that is receiving more focus than before as these practices simplify the measurement process (Korn Ferry Institute).

Most importantly, establish goals for your program, pairing them with metrics based on industry standards, legacy company data and existing corporate objectives.

Regardless of the metrics chosen to calculate each goal, set expectations that not every aspect of communication is measurable, unlike other more data-driven initiatives (Forbes).

In this eBook, you’ll learn what goals an organization should use to evaluate the progress of employee communications.

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