Posted by EmployeeChannel on 5.24.2018
In a recent blog, “Are We Headed Toward a Perfect Storm in Workforce Communications?,” we suggested taking four actions to address the communication requirements of a digital workforce. This four-part series will cover each point in greater detail. Check out the previous post in the series here.
Developing a clear understanding of employee engagement through communication analytics
Employee engagement is measured in numerous ways -- from how happy or satisfied employees are in their work to how well employees understand their contribution to the company and its objectives. For some, it’s as simple an equation as “happy employees” equal “engaged employees.”
In internal communications, the fundamental premise is that employee communication is the cornerstone of engagement. Therefore, one way to measure employee engagement is to focus specifically on audience engagement or how successful you are interacting with employee audiences through internal communications.
Communication analytics can provide meaningful insight into how your employee audience is interacting with your organization. Here are three types of communication analytics to consider when measuring audience or employee engagement:
Publisher analytics can provide insight into the effectiveness of the communicators themselves.
You can gain insight into who the most active communicators are, the communicators who attract the broadest audiences, the topics that attract the most interest, the communicators who drive the greatest number of employee responses, and the employee sentiment that individual communicators elicit.
This type of insight can enable organizations to leverage key influencers for key messages throughout the organization.
Audience analytics provide insight into which employee audiences are targeted, the frequency at which they are being targeted and reached, the topics that specific audiences are interested in, and the sentiment of a specific audience or employee segment.
Audience analytics are particularly effective at providing insight into how well you are targeting employee segments with messages that are relevant to a specific audience. The more relevant the message, the higher the employee interaction and the higher the likelihood that key messages will be heard.
Communication analytics can provide a view into overall communication. For example, communication analytics can look at traditional activity metrics, such as reach (the total size of the audience you can reach) and activity metrics (the number of communications sent, delivered, opened, and responded to).
Communication analytics can also look at top performing publications in terms of levels of employee interaction and sentiment and can provide insight into the evolution of employee sentiment over time.
What's more, communication analytics can provide insight into the performance of specific digital touch points or publication types (messages, events, surveys, on-demand content, etc.) and insight into the most successful digital touch points for specific topics or for the optimal times to interact with employees.
This type of insight can enable organizations to leverage different touch points and windows of time to deliver key messages throughout the organization.
A successful communication analytics program will measure the performance of the communicators, the organization’s ability to reach the right audiences with the right messages, and the success of specific communications and employee touch points.
Stay tuned to the EmployeeChannel blog for the final part of this series on employee communication.