The Evolving Role of Internal Communications: Measuring Value and Impact
Internal communications (IC) has come a long way from just being responsible for distributing company news and information. Today, many IC teams serve as strategic advisors to senior leadership on employee engagement, change management, and more. However, recent surveys reveal that IC teams continue to struggle with measuring and quantifying the value they provide.
While business leaders increasingly view IC as a trusted partner, they are still unsure of the function's precise role and impact on tangible business outcomes. IC teams need to get better at connecting their work to metrics that matter to the business, rather than limiting themselves to comms-centric measurements.
Some ways IC can demonstrate value:
Tie IC campaigns and programs to employee engagement scores, retention rates, and recruiting costs saved. For example, show how a new onboarding program resulted in higher new hire retention after 90 days.
Translate messaging reach and audience sentiment into productivity gains, risk mitigation, and revenue generation. For example, highlight how timely communications around a new sales initiative drove increased adoption and sales numbers.
Connect improved understanding of company strategy and priorities to faster execution on business objectives. Show how IC helped leaders communicate more effectively to align employee work to core goals.
Quantify the cost savings from avoiding crises and leaks through proactive IC planning and preparedness.
Track program or event ROI by linking participation rates and feedback surveys to tangible outcomes.
Benchmark IC metrics over time or against industry standards to demonstrate continuous improvement.
The ability to measure and quantify value in the language of business is critical for IC teams seeking to elevate their strategic influence across the organization. While the metrics exist, IC professionals need to prioritize gathering the right data and telling impactful stories with it. Evolving IC's role requires making the numbers prove the value.