There was a lot of buzz earlier this year from the communications community after the publication of Gallagher’s 2024 State of the Sector report, which found that 74% of Internal Communicators are held accountable and measured for Employee Engagement in their companies. They further found in their data that internal comms respondents were more likely to be held accountable than the HR-reporting respondents!
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While many leaders look to open rates as an indicator of engagement, it’s a flawed metric to use on its own. If that is the sole indicator used, you’re adding to your workload, because clicks don’t equal engagement.
In my video, I shared 3 ways to redefine engagement:
Measure what matters: Instead of just clicks, analyze past adoption rates to set realistic KPI targets.
Empower front-line leaders: Equip them with tools like talking points and FAQs to help drive adoption.
Get creative: For critical changes, consider pre-rollout hype videos, adoption ambassadors, or fun giveaways!
Here are 3 more:
Make room for feedback: Encourage and create channels for feedback. This will give you real-time feedback on adoption challenges and success, which boosts engagement.
Celebrate the wins: Recognize and celebrate small victories by highlighting teams or individuals who embrace change during the adoption process. This has the power to motivate others and reinforces a culture of engagement.
Leverage other data: Look to see what other data your company uses for the desired outcome, such as enrollment, cycle time, sales, etc. This will help you understand if the content you produced helped deliver on the business outcome.
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