How to Measure Effective Communication?

How to Measure Effective Communication?

The success of your small business depends on your ability to evaluate and develop communication skills in the workplace. Effective communication may boost productivity, lower attrition, and promote employee engagement. Additionally, it promotes a productive workplace and could avoid confrontations. Setting proper internal communications metrics and making the necessary improvements to them are your duties as a leader. This article will help you learn how to measure effective communication and key metrics to look out for.

Why It’s Important to Measure Effective Communication

A startling 63% of workers today say they would want to leave their employment, according to recent data by HR Daily Advisor. The cause? It’s not about the amount of money, the chances for growth, or the quality of the break room delicacies. Many workers in the modern workplace have thought about leaving due to poor communication that hinders their capacity to do their duties.

Internal communications are all too often seen as a minor concern when it comes to your company’s financial performance, yet study after study shows that poor internal communication may lose you millions of dollars. Of course, one of the main problems is that many businesses feel they have it under control. How could your internal communication be anything less than excellent when there are several meetings every day and emails are as ubiquitous as seagulls around a sausage roll?

However, the issue is not just with the communication strategies businesses use, but also with a lack of oversight. How can you presume to know how good or ineffective your internal (and external) discussions are without KPIs on communication? These worries are by no means new, but with the current change in the workplace toward remote work, there seems to be a resurgence of curiosity about what successful communication may imply for businesses, particularly those that are still utilizing antiquated systems.

To assist, we’ve examined the most effective techniques to assess your office communication and determine whether it is as open, concise, and successful as you believe.

Here are six reasons why you should measure effective communication, especially in the workplace:

  • It assists you in creating a baseline so you can choose the areas to concentrate on and track your progress over time. If you’re serious about improving communication, you’ll need a baseline from which to gauge your progress and success. This baseline may be established by doing an initial analysis of your communication challenges using tools like surveys or focus groups. This benchmark serves as the foundation for evaluating subsequent research so that you can see what is effective and where future strategy adjustments should be made.
  • Your internal communications strategy can be informed by its ability to highlight important issues and identify pressing areas for action. By comprehending attitudes and the level of communication failures, we may identify problems that need to be fixed. Knowing where to start will help us make the biggest influence or better a certain outcome. This enables firms to focus on the most important areas to solve, whether it be a particular quality like punctuality or completeness, or an opportunity like how supervisors interact. This enables you to be more prescriptive and produce better outcomes faster.

  • It helps you identify the communication preferences of your staff so you may make adjustments as necessary to reach them more successfully and in the manners that suit them. Internal communication measurement may determine if employees have received and comprehended the important ideas you want to convey, as well as whether the delivery methods you’re utilizing are successful. You may use the findings to improve and concentrate your future messages.
  • It influences how you may use communication resources to make informed decisions, make investments where they are necessary, or save money where it is possible. With the correct data, you can dive down to understand how communication is operating across divisions, functions, and even at the employee level. You can then use the findings to better effectively utilize financial and human resources for communication. The best part is that you may cease what is ineffective and redistribute or preserve resources.
  • It demonstrates your dedication to change and ongoing progress, as well as your listening to your staff. The staff will respect the act of measuring as a sign of change. Avoid measuring without making a commitment to act; in order to effectively promote change, you must take action with the data to demonstrate progress. Low response rates may indicate that you have frequently surveyed workers in the past without following up with them to discuss the measures taken as a consequence. Employee survey weariness is a topic that is frequently discussed; nevertheless, a greater issue now facing firms is the lack of action taken in response to employee surveys.
  • It encourages accountability and aids in meeting your KPIs. The basic line is that actions are determined by what is measured. Leaders and managers will start paying more attention to how and when they engage staff if they are aware that their communications efforts are being evaluated.

How to Measure Effective Communication

These outcomes may be used by communication teams to prove their worth when selecting their communication KPIs through a strategic process. Communication professionals may find the metrics that matter most to corporate executives and make sure that initiatives lead to positive business outcomes by using Beehive’s 5-step framework-building process.

Set a Strategic Goal at the OutsetData may swiftly get into the details. Start by keeping the larger picture in mind as you select measurement tactics that will give your audiences (i.e., executives) useful information.

Before you start creating metrics, take a minute to consider the final strategic emphasis area (or areas) of the task you are measuring: Do you want to boost your company’s financial performance? (Organizational growth is the focus.) Or are you concentrating on enhancing the culture and talent strategy of your company? (The focus is on culture and skill.) The proper facts will be easier to find and a more engaging tale to present to executives if you have a better understanding of a high-level goal.

  • Define your Top Priorities

Teams should next decide whether organizational goals or business objectives closely relate to the strategic focus area. For instance, a company would want to enhance market share (organizational growth), customer retention rate, or staff engagement (culture & talent) levels (brand & reputation).

The communication teams frequently skip this phase. Either the company lacks clearly defined business objectives, or the relationship between communication and objectives are unclear. (The next two phases assist teams in making that link.) It is impossible to link communication to business success unless the team is aware of the goals it is aiming to influence.

  • Consistently Pursue Return on Investment (ROI) Goals

The results (or ROI) that demonstrate progress toward the key objectives must be identified after the team has set them. ROI objectives are closely related to precise ROI targets that are measurable, time-bound, and specified.

Examples of ROI targets and the organizational goals they support are shown below:

  • Objective: Boost employee engagement ROI target: Increase employee pulse survey participation by X% by a specified date
  • Goal: Increase market share by X% by a certain date in order to meet the ROI objective. Increase client retention rate; ROI target: X% increase in recurring site visits by a certain date

Organizations may have several ROI objectives connected to each aim.


  • Decide on the KPIs That You Want to Use

Choosing the data that the communication team can collect to support these ROI objectives is the next stage. The daily actions that affect the progress made toward the ROI objectives are the communication KPIs. In other words, this is the raw data that may be used to assess the efficiency of communication.

Examples of communication KPIs include:

  • KPI: Intranet engagement with culturally relevant material Objective: Boost employee engagement ROI target: Increase employee pulse survey participation by X% by a specified date
  • KPI: Voice Share vs. Competitors ROI goal: Increase market share by X% by a certain date Increase market share is the goal.
  • KPI: How many people return to the website Increase client retention rate; ROI target: X% increase in recurring site visits by a certain date

In this stage, we advise teams to determine if the data they currently track aligns with their ROI targets and organizational goals. If it doesn’t, it might be time to cease monitoring and reporting the data and find an alternative statistic.

  • Share Actionable Insights

Selecting the right communication KPIs to track may be difficult. Data cannot, however, promote company objectives on its own; communicators must contextualize, share, and use it.

Teams should use metrics, charts, graphics, and other visual communication tools to package their findings in this last stage so that performance over time can be shown. Teams may contextualize data for executives when providing insights by comparing it to yearly or industry benchmarks.

To make sure their measurements are strategically aligned and routinely implemented, we advise communication teams to gather and exchange data and insights quarterly and yearly. Teams may immediately see patterns, identify trends, and take aggressive action on insights with frequent examination of these insights. Then, in order to optimize their influence and demonstrate their worth, teams might keep constructing successful methods or make necessary course corrections.

We live in a world with lots of data. However, companies frequently find it challenging, time-consuming, and expensive to link specific data points to business performance and insights.

Planning ahead and giving strategic goals significant attention is necessary for measuring communication success. Communication teams have a solid compass in the form of a measurement framework like Beehive’s to make sure their measuring approach is constantly going in the correct direction. The outcome? A convincing argument for the importance of communication in business and judgments that are clear and data-driven to promote corporate success.

Tools for Measuring Effective Communication

Evaluation of employee communication may enhance the culture and performance of your business. Additionally, it offers insightful information on the dedication, engagement, and work ethics of employees. People who feel heard and can effectively express themselves tend to be more invested in their profession. Coworker communication issues prevent team members from performing to their full potential and meeting your expectations.

There are several techniques you may use to assess communication abilities in the workplace, from performance management software to employee pulse surveys. You may, for instance, develop an employee app that encourages feedback sharing and departmental collaboration. This not only makes it simpler for you to communicate with your staff but also makes it simpler to evaluate their communication abilities.

Employee applications may enhance internal communications, which might increase output, efficiency, and compliance. Additionally, they could lessen the wastage of time and eliminate inefficiencies that impede productivity at work. Collaboration solutions like Slack and Facebook Workplace, as well as employee service platforms and engagement applications, may be equally as efficient.

Employers may assess staff engagement with pulse surveys, for instance, and learn how employees feel about their employment prospects, work-life balance, business culture, pay, and other topics of interest. You may assess your employees’ communication abilities as a manager or small company owner using this information.

Send pulse surveys to your team on a regular basis, such as monthly or quarterly, for optimal results. Include as many as 15 open-ended questions on the topics you are interested in. You may employ pulse survey technologies like Culture AmpGlint, or Waggle depending on your business objectives and budget.


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Remember that the bottom line is crucial, regardless of whether you are just starting to consider the value of internal communication, are in the middle of an existing plan or are evaluating the effectiveness of your entire strategy.

Take action in response to the criticism and knowledge you learn from evaluating internal communications. Leaders and communications teams waste opportunities, damage their credibility, and erode hard-won employee trust when they fail to act on important information that may help them achieve their goals.

Fundamentally, communication is both a tool for strategy and a strategy in and of itself. Because it enables you to communicate your goal, vision, and values to staff members, it serves as a tool for strategy. It is a plan since it will assist you in achieving particular objectives. Measure your efforts because “what gets measured, gets done,” and then make necessary adjustments to position yourself to produce successful communications that support your organization’s objectives.


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