We are close to the end of the term, great job everyone! Keep it up for the last few weeks! I think
in some ways, effective internal communications are even more important in driving business
outcomes. External communications are usually client-facing, but internal communications are key
as employees are the ones clients interact with. Internal communications "facilitate an effective
flow of communication between leadership, departments, teams and co-workers, both vertically
and horizontally, to keep the workforce informed and aligned to achieve corporate goals." (Ivey,
2022) I think we saw this especially during the pandemic when workplaces were forced to go
remote and employers had to find different methods to motivate employees and maintain their
culture. "When leaders communicate their vision and share the company’s mission, values and
goals with the workforce, it creates a sense of ownership among employees that could lead to
increased levels of engagement and discretionary effort. This could, in turn, help improve
performance and reduce turnover, which can be costly for businesses." (Ivey, 2022) For example,
during the pandemic my employer instituted recurring check-ins instead of one annual review to
help managers and employees communicate more often and stay in sync on company goals.
Metrics for external communications are similar in their goals, such as customer acquisition cost
rather than employee acquisition costs, or customer retention for subscription services rather than
employee retention. However, the result is different; rather than measuring customer
"engagement," businesses may measure sales and revenue, returns, lead conversion, etc. (Klipfolio,
2023) Ultimately, having a proactive communication strategy for both employees and customers to
offer feedback is crucial. "Proactive employers who offer communication methods for employees
to express their opinions will likely stand out in the crowd." (Ivey, 2022)
The business environment is crucial for choosing accurate metrics, because customers will interact
with products differently. For example, clothing is different from Software-as-a-Service (Saas).
Clothing stores may have repeat customers through loyalty programs, but a loyalty program is not
the same as a monthly subscription for a service, and these require different techniques to drive
sales. Clothing stores must be trendy and fashionable and it makes more sense to measure social
media engagement, whereas SaaS needs to provide consistent functionality so retaining account
reps who interact with customers is a more effective strategy.
What key considerations could drive organizations to put metrics in place to measure the
effectiveness of internal communication initiatives?
Internal communication leads to the efficient flow of information and collaboration between
members of an organization, with a focus on change management and employee experience.
According to a survey conducted by the International Association of Business Communicators, 72%
of employee communication professionals believe that internal communications are critical for
employee engagement with company leadership. However, 41% do not have dashboards or reports
to track the impact of their activities. Addressing this disconnect is critical for future meaningful
enterprise communication. Employee engagement, open rates, page visits, app adoption, feedback,
turnover, sales, customer satisfaction, advocacy, and employee profiles are all examples of metrics
to consider (Herman, n.d.).
Ms. Paine recommends six steps to achieve quality measurement that adheres to the Barcelona
Principles: define goals, define activity metrics, and determine outcome metrics. Understand and
prioritize stakeholders, as well as their needs and interests. Define benchmarks, select appropriate
metrics, choose data collection tools, and use data to make better decisions. This approach
ensures actionable results and continuous improvement, as well as results that keep generals
awake at night (Strategies to Enhance Air Force Communication with Internal and External
Audiences, 2016).
How might the metrics be similar or different from an external communications initiative?
Internal communication is the exchange of ideas, information, facts, and opinions within a
company via various channels such as personal contact, business phones, email, intranet, and
workshops. The exchange of information between a company and its external stakeholders, which
include customers, suppliers, investors, clients, and society, is referred to as external
communication. It has a significant impact on the business of an organization through various
channels such as website content, advertisements, social media, live events, email, newsletters,
and press releases (Finley, 2023).
Why are the business environment organizations operating in an important consideration when
implementing metrics?
Business leaders need to understand the external factors that affect their decision-making,
strategies, and performance. This information makes it possible to react proactively to shifting
external forces, ensuring the company's growth.
References
Finley, S. (2023, February 7). Internal vs. External Communications: How do you optimize each?.
Brafton. https://www.brafton.com/blog/strategy/internal-vs-external-communications/
Herman, M. (n.d.). 10 metrics and Kpis for internal communications. LumApps.
https://www.lumapps.com/internal-communication/metrics-kpis-for-internal-communications/ b
Strategies to Enhance Air Force Communication with Internal and External Audiences. (2016). doi
https://doi.org/10.17226/21876. b
"What are Business Metrics?" Klipfolio. Accessed June 7, 2023.
https://www.klipfolio.com/resources/articles/what-are-business-metrics
Ivey, Angela. (2022.) "Using Strategic Internal Communications To Impact Business Success."
Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/05/using-strategic-
internal-communications-to-impact-business-success/?sh=4af75b9f1fa0
