The evaluation of corporate communication metrics has been an ongoing challenge in the marketing industry. How an organization communicates internally and externally, ranging from employees and stakeholders to customers and the general public, plays a crucial role in shaping its brand perception. While traditional metrics like column inches and Advertising Value Equivalent (AVE) are no longer relevant, it’s still essential to use meaningful KPIs to track the effectiveness of corporate communications.
Page visits and logins
Monitoring visits to a company-wide intranet or shared platform helps assess its value to employees. Businesses should measure unique page views, login frequency, and time spent on the platform. This way they can understand how employees perceive its usefulness. Only 13% of employees strongly agree that their company communicates effectively, according to research. That means tracking page visits and logins can highlight the need for a change in approach.
Employee feedback and awareness
Employee awareness of corporate communication processes and content is a critical internal communication metric. Companies should conduct surveys and hold conversations with employees. That way they can gauge their understanding and knowledge of the communications the business sends out. By measuring awareness and interest, companies can identify areas where their corporate communications may be lacking and make necessary improvements.
Platform usage time
Businesses should identify peak times when employees are most active on the company platform. This information can guide the scheduling of company announcements or news updates to maximize engagement. Timing plays a crucial role in attracting a larger audience to internal communications.
Open, read, and click rates
Companies should be tracking open, read, and click rates of emails and other messages. That’s the best way to determine if employees are actively engaging with content. These metrics provide insights into the attention employees pay to corporate communications. With a global average company-wide email read rate of around a third, open, read, and click rates serve as indicators of the success of internal corporate communications.
Mobile usage
Businesses should determine whether employees and customers engage with their content through mobile devices. With people spending significant time on smartphones, understanding mobile usage patterns helps decide whether a mobile-first approach would be more effective than other avenues.
Video views
Companies can quantify the view counts of corporate videos to assess their resonance and appeal to the audience. Regularly gathering data on video engagement to identify trends and making timely adjustments can help companies optimize return on investment (ROI).
Event sign-ups
It’s important for companies to monitor the number of employee sign-ups for workplace events. This metric provides insights into the effectiveness of corporate communications. Low sign-up rates may indicate that the current approach is not reaching or engaging employees in an effective way.
Turnover rates
Employee turnover can be influenced by the effectiveness of company-wide corporate communications. Higher turnover rates may indicate a lack of engagement with internal communications. That’s because employees who feel informed and connected are less likely to leave. Strong communication fosters respect, trust, productivity, efficiency, and achievement.
Employee advocacy
Companies can track the frequency of content sharing, likes, and spreading by employees. This way they can gauge their connection to and familiarity with the brand. Transforming employees into brand advocates fosters a natural and sociable way to connect audiences to the company’s identity. Identifying issues with employee advocacy metrics helps refine content posting strategies and fully utilize this powerful resource.
Digital trends
Finally, companies can evaluate the number of press releases and external communications from the company and their reception. Coverage in well-respected publications and websites with high domain authority indicates the strength of the content.
