Blog December 2023

The risk of ignorance: Unlock the power of analytics in internal communication

Many organizations have mastered the art of using analytics to understand and connect with their customers, but many have yet to tap into the goldmine of applying similar principles to internal communications.

In the past, our internal communications relied heavily on gut instinct and intuition. We thought we knew what our employees wanted to hear and how they wanted to receive information. Over time, however, we noticed a gradual decline in the readership of our official communications.

It became clear that our employees were looking elsewhere for information and creating their own informal channels for sharing updates. This was a wake-up call that showed us the discrepancy between our ideas and their preferences.

It underscored the urgent need to move away from assumptions and take a more empirical approach to understanding our team.  The insights gained from analytics can change the way companies talk to their most valuable asset: their people.

The untapped potential

Did a safety alert result lead to immediate action? Has a policy update led to changes in working practices? Traditionally, internal communication is a one-way street. Newsletters, emails and bulletins are distributed without employees knowing how to engage with the content. But just like any external audience, employees have different preferences and behaviors. If companies do not use internal communication analytics, they lose understanding: 

  • By identifying the types of communication that are often ignored or overlooked, companies can streamline their internal communication efforts to avoid wasting resources on ineffective strategies. 
  • The data can shed light on when messaging is most effective. This ensures that important messages are sent when employees are most likely to read the information. 
  • By tracking which topics generate the most discussion or have the highest read rates, companies can tailor their content to employees’ interests, leading to higher engagement and a more involved workforce. 
  • Analytics can be used to identify employees’ preferred communication channels, whether it’s email, intranet or app. This allows companies to focus their efforts on the platforms that achieve the best interaction rates. 
  • Data analytics enables communication to be segmented so that different groups within the organization receive content that is most relevant to them and tailored to their specific tasks or interests. 
  • Through likes, comments and shares, companies can set up a feedback loop that allows them to continuously refine their communication approach based on employee input. 

The journey from data to insight to action is the cornerstone of effective communication. How can an organization make this transition? 

  • Collect data: Use platforms to collect metrics on internal communications. 
  • Analyze trends: Look for patterns in the data. Which topics get the most attention? Which formats are most engaging? 
  • Adapt and implement: Use these insights to adjust your communication strategies. Test different approaches and monitor the results. 
  • Measure impact: Evaluate the effectiveness of the changes based on further data collection. This ongoing process ensures that strategies remain dynamic and responsive. 

Ignoring the data can lead to wasted resources, unmotivated employees and ultimately, a fractured company. When companies do not know how their communications are being recieved, they repeat ineffective tactics, leading to a cycle of poor communication and lack of employee engagement. By using analytics, companies can ensure that their communication efforts are not only seen, but also read, understood and acted upon, fostering a more connected, informed and engaged workforce. It’s time to stop guessing and start knowing. 

Žarko Višekruna
Žarko Višekruna
Head of Business Development
Žarko Višekruna is Head of Product at Digital Agora, where he designs and develops digital platforms for employee information, two-way communication and collaboration. His vision is to create digital work environments that enable colleagues to easily and conveniently access critical work-related information, help shape internal culture, and adopt new, more efficient ways of working. This will have a direct impact on the success of the company.
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