Historically, metrics have played a relatively small part in internal communications. But as internal communication matures as an industry, identifying and tracking metrics is becoming a much more critical part of our role.
Measuring our activities’ outcomes allows us to take a more objective and strategic view of the way our organization communicates. Being able to tie our actions to overall organizational objectives and report back to leadership will allow us to step up from a strictly operational role to being a strategic advisor.
It can be easy for a leadership team to see internal communication as ‘successful enough’ if all the essential messages are going out at the appropriate times. As internal communications professionals, we have the opportunity to do so much more.
If we’re able to define our goals, identify our measures, capture our metrics and report with context and impact, we’re able to have data-driven, high-level conversations, advocate for or push back on other business pressures. You will also be able to justify additional resources if needed.
This tool is a guide to getting started with metrics, specifically for internal communicators. We talk about qualitative and quantitative measures, as well as leading and lagging indicators. Use this tool to guide you on what to do first and how to grow from there.