KPIs for Internal Communications: The 2024 Guide

As an internal communications professional, you'll know the importance of an effective internal communications strategy.

But how do you measure its success?

That's where internal communications KPIs come into play. By focusing on critical, measurable metrics, you can ensure your communication efforts align with your company's goals and drive meaningful business outcomes.

Key takeaways:

• KPIs for internal communications include metrics such as adoption and engagement rates to help you evaluate (and improve) your internal communication strategy.
• Collecting employee feedback through surveys and tracking employee turnover rates is essential to understand how your employees "feel" about your workplace and communications.
• Leveraging modern digital tools like Vouch video, simpler intranet solutions, and modern messaging apps like Slack can enhance your internal communication efforts and improve KPI outcomes.
• Setting clear objectives, choosing relevant KPIs, and regularly reviewing your metrics are key to consistent improvement.
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What Are KPIs For Internal Communications?

KPIs, or Key Performance Indicators, for internal communications, are metrics that help you evaluate the effectiveness of your communication strategy. These metrics are (below) designed to be able to be represented in graphs and shared with your wider exec team.  

These KPIs provide valuable insights into how well your internal communications efforts are resonating with your employees and how you can continually improve your company's internal - and external communications with suppliers, customers, stakeholders, media and more.

What Are The Essential KPIs For Internal Communications?

When we break down KPIs of any kind, there are always some fundamental goals that need to be monitored and improved.

For internal comms, these include:

1. Adoption Rate

This metric is used to measure the percentage of employees using your internal communication platforms. High adoption rates indicate that your communication channels are effective and user-friendly.

2. Engagement Metrics

The metrics track engagement rates through employee apps, email newsletters, internal newsletters, your internal videos and more. Click-through rates and open rates are critical here. The level of engagement with your content shows how well your key messages are being received.

3. Employee Feedback

Collecting feedback from employees via surveys, pulse surveys, and feedback requests is vital for internal communication KPIs. This qualitative insight is invaluable for understanding the effectiveness of communication and making data-driven decisions.

4. Employee Turnover Rates

Engaged employees tend to stay longer. In fact, according to EduMe, engaged employees are 87% less likely to leave their companies. Monitor employee turnover rates and retention rates to gauge the impact of your internal communications on employee satisfaction and loyalty.

5. Communication Channel Effectiveness

Most modern internal comms tools today, like Vouch, have built-in analytics to track their usage. No matter the internal communication channels (e.g., intranet, email, employee apps), tracking can show you if these channels are working, and even if you need them in the first place!

6. Attendance Rates at Company Events

Monitor attendance rates for company meetings, webinars, and other events. High attendance rates often reflect successful internal communications campaigns and initiatives.
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How Do You Craft Your Internal Communication KPIs?

When setting your KPIs for internal communications, ensure they align with broader business goals and strategic goals.

Here are some steps to get you started:

1. Identify Your Objectives

Define what you want to achieve with your internal communications. This could range from increasing employee engagement to reducing employee turnover.

2. Choose Relevant Metrics

Select KPIs that align with your objectives. For example, if your goal is to improve employee engagement, focus on engagement metrics and feedback from employees.

3. Set Benchmarks and Targets

Establish benchmarks for your KPIs based on past performance or industry standards. Set realistic targets to track progress over time.

4. Regularly Review and Adjust

Continuously monitor your KPIs and adjust your strategy as needed. This helps you make data-driven decisions and ensure your communication efforts remain effective.
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What Digital Tools Can You Leverage For Better Internal Communications?

Digital tools are powerful allies that enhance your internal communications strategy. Here's how you can use them to measure and improve your communication effectiveness:

1. Employee Apps

These apps, such as Slack, Vouch, Trello, etc. are designed to facilitate communications and provide real-time updates, making it easier for employees to stay informed and engaged.

2. Intranets and Internal Communication Platforms

A modern intranet can streamline your internal communication channels, ensuring that all company news and updates are accessible to your internal audience.

3. Email Newsletters

Craft compelling subject lines and content to increase open and click-through rates, and this is where video can also be invaluable to make your workplace more personal. Regularly analyze these metrics to refine your email strategy.

4. Video Content

We just touched on it, but using video content to convey complex messages and make communications more engaging is a great way to improve your internal comms KPIs. Track viewership and engagement metrics to gauge the effectiveness of your video communications.
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Need To Make the Most of Your Internal Communications Efforts?

Effective internal communication is crucial for achieving your business strategies and building a remarkable employee experience, whether it's onboarding new candidates or employees who have been with you from the start.

Focusing on the right KPIs for internal communications can provide actionable insights and drive your communication strategy forward.

Remember, the ultimate goal is to create an environment where internal messages are clear and engaging, building trust and culture while aligned with your company's broader business goals.
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FAQs

What are internal communication KPIs?

KPIs for internal communications are metrics used to evaluate the effectiveness of internal communication strategies.

Why are internal communication KPIs important?

They help measure how well your internal communications are achieving organizational goals and engaging employees.

How can you measure employee engagement with internal communications?

Employee engagement can be measured through metrics like click-through rates, open rates, and feedback surveys.

What is the significance of employee feedback in internal communications?

Employee feedback provides valuable insights into the effectiveness of your communication efforts.

Which KPIs for internal communications help in understanding employee satisfaction?

Employee satisfaction can be gauged through surveys and turnover rates.

Why are KPIs crucial for internal communications managers?

KPIs provide data-driven insights to optimize communication strategies and achieve business goals.
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Conclusion

Mastering KPIs for internal communications is essential for any communications team or internal communications specialist.

By leveraging these metrics, you can measure the success of your communication efforts, make informed decisions, and continuously improve your strategy. Whether it's through employee surveys, digital tools, or qualitative insights, understanding and acting on your KPIs will lead to more effective communication and better business outcomes.

So, start focusing on your internal communication KPIs today and watch your internal communications, team morale, and company output flourish.
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Like to try Vouch?

When it comes to internal communications, the Vouch video platform is loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and many more around the world.

Be sure to book a Vouch demo today and chat with a video content expert.