Per Klipfolio business metrics can be both internal and external leading to a need for both when
looking at a company (Klipfolio, 2023). Internal business metrics to analyse internal
communications could be retention, employee engagement, employee referrals (Herman, 2023).
These three metrics would give a great overall view of communication within a company. Retention
is not solely driven by internal communication but shows an overall gauge that indicates proper
communication is being shown (Herman, 2023). This metric is also easily attainable by contacting
HR and can be analysed in any interval from quarterly to yearly. Employee engagement is often
thought of one of the most important metrics for monitoring internal communications and is also a
common indicator prior to employee departure (Herman, 2023). Employees that are getting proper
communication tend to be more transparent, happier, and social, all of which enhance
engagement. Employee referrals are also a great metric to monitor internal communication. This
combines multiple aspects, one of which is the need for employees, is being relayed from company
to employees which highlights communication. Secondly, this indicates that the employee is happy
at the company enough to refer to a friend or family member.
These metrics will differ from external communication metrics as the desire as the company will be
able to look at data that is driven by communication. External communication will also show this
but will also be more data driven. This can be seen in customer acquisition costs, lead conversion
rate, and average time on page (Klipfolio, 2023). The numbers tell a bigger story regarding external
communication whereas internal communication is driven more by actions that are caused by
communication. They will also show similarities through other areas such as customer loyalty which
shows more of a story like that of metrics being used for internal communications.
The environment of the organization will dictate a lot regarding what metrics are used. For
instance, not all companies rely on huge social media presence and such social media related
metrics may not be the best to use. Lead to conversion rates will also be an area not required for
all as not every company has a need for online conversions such as the company that I work at
SubCom. However, SubCom does rely on a large amount of customer loyalty and would be very
beneficial to monitor year to year.
References
Herman, M. (2023). 10 Metrics and KPIs for Internal Communications.
https://www.lumapps.com/internal-communication/metrics-kpis-for-internal-
communications/
Klipfolio. (2023). What is a business metric? https://www.klipfolio.com/resources/articles/what-
are-business-metrics
