5 Steps to Create and Measure the Impact of Your Internal Communication

Mins Read

With the move to working from home and remote work quickly becoming the new normal for millions of employees worldwide, we are confronted with a myriad of digital tools inundating our daily workflows. Employees are now managing email, Zoom meetings, instant messaging, document management, tasks, to do’s and much more.

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Internal communication with your team is paramount at a time when the nature of work is evolving quickly and reshaping how many of us will undertake work going forward. The requirement to measure the impact of Internal Communication is now a necessity. Through the use of analytics, HR and Internal Communication teams can now better understand how their teams engage with and respond to a range of communications.  

The following steps are designed to assist managers with creating, publishing and measuring your Internal Communications.

1. Deliver the right message to the right people

The segmentation of internal comms can be challenging. The average organization is a complex organism of people, process, product or service. Different groups require different direction to achieve optimal outcomes and ensure people are working towards the same goals.

The company Intranet can be employed to broadcast communication to the entire organization, but the opportunity to measure how individuals respond to this communication is beyond the capabilities of most Intranet Software.

Instant messaging tools like Slack and Microsoft Teams are transforming the way teams chat, and in most respects, doing away with the need for email which is a positive evolution within team communication. However, there are many discussions concerning the downsides of chat replacing well-established methods of direction and process oriented communication.

Email is also broken. You can send email communication to many, but there’s no opportunity to measure how communication is interpreted and acted upon by individuals.

The ability to deliver targeted communication using role-based permissions within your Intranet enables HR and Communication teams to achieve positive outcomes. The Digital Workplace should provide tools that deliver functions like personalized news feed, mobile-first content delivery (whether responsive web content or using native apps) as well as surveys that allow you to poll attitude, opinion and sentiment that are fundamental to employee engagement.

If you're looking for centralized internal communication tools, ideally, you want a platform that will give you lots of flexibility. That way, you can include a wide variety of complementary media along with your direct messages.

For most internal communication campaigns, we want more than just a headline and image. We want to include video, forms, documents, photos, and even audio, plus we want to analyze results.

For example, suppose you're releasing a change management communication campaign. Often you'd want to include extra information like links to documents such as policies and procedures. So every employee can fully understand the new changes coming their way.  

Video is another medium that helps get our messages across. Internal communications campaigns that include video get higher engagement.  

Forms are another essential companion media for any internal communication campaign. Forms can be as simple as a poll to gauge people's reactions. Or more complex such as collecting registration data for a corporate event.

Now imagine if all this different content, videos, documents, forms were all in the same platform where you create and share your communications? It would be a piece of cake to put together your comms.

CentricMinds does all this. Our Collaboration and Productivity Platform serves as a central hub for creating and sharing engaging internal communications. It also includes centralized file and document management, forms, and analytics so that you can keep track of everything.

But let's get on with the rest of the steps.

2. Ensuring your team reads the communication

Read receipts on email provide instant proof your critical updates and company announcements are being read over email. Or are they? It’s one thing to capture open rates on email for employees, but something else entirely to measure if they are consuming and understanding the communication being sent to them.

Having the ability to ensure communication is being received and read is fundamental in ensuring the whole organization is aware of what’s happening.

Publishing your Internal Comms using the CentricMinds platform enables you to measure engagement in a variety of ways, including the following:

  • Track open and engagement rates of users who are targeted with Internal Communication
  • Empower users with the ability to Like, Share and Comment on the Internal Communications you post
  • Notify Groups of users, or individual users with Internal Communication. The users will receive notifications in realtime that specific Internal Comms have been published for their response
  • Measure engagement using the analytics dashboard to help craft future communication

HR and Internal Communication teams have a responsibility to ensure the entire team has been informed of minor and major changes that could be occurring on a daily, or even hourly basis.

3. Create visually engaging Internal Comms, easily 

It goes without saying that visually engaging communication does a better job of connecting and engaging with an audience than just a text-based email.

The creation of Internal Comms, and the steps in which HR and Internal Comms team members can share their comms with different audiences, should be a simple and straightforward process. CentricMinds provides a powerful drag and drop authoring environment for the creation, management, and publishing of custom Internal Communication.

The artwork step enables you to design custom communication. Choose from one of the existing images provided within the gallery, or drag and drop your own media for use within your comms. You can even use elements to create custom typographic requirements that further personalize your comms.

Once you’ve defined your communication, apply categories so your comms can be discovered, choose to spotlight the comms (for promotion on the Intranet homepage, or within departmental landing pages), and even choose to notify individual employees of the specific comms.

4. Measure the impact of your Internal Communication 

CentricMinds provides a powerful analytics dashboard that enables you to track team engagement across all of your Internal Communication activities. The analytics tools also provide the ability to follow up with users who are yet to review communications. Additionally, you can measure your most popular posts, who are the top contributors and how users engage with the content you are sharing. Social analytics show you which posts are receiving the most engagement, enabling you to identify sentiment on a range of topics and issues leading to opinion mining.

The process of identifying and categorizing moods, opinions, and attitudes, referred to as opinion mining, can be used to uncover and analyze emotions behind the communication being shared with the team. 

The Obama administration employed opinion mining during the 2012 presidential election to gauge the public’s reaction to campaign announcements. In the early days of certain types of sentiment analysis, everything was done manually, but like everything else, it’s now automated through end user engagement with social platforms.

5. Use analytics to drive communication decisions 

In order to improve your employee engagement, analyze the data and take steps towards readjusting your messaging.

The analytics dashboard enables managers to view engagement in real-time from team members. Reviewing engagement data assists HR and Internal Communication teams in crafting more targeted content, which assists in staying within your budget by posting more relevant communication to your team. Ongoing review of analytics enables teams to turn insights into actions.