Many of us can agree that effective internal communications can make or break employee engagement, satisfaction, and retention. However, most companies don’t measure the effectiveness of their internal communications efforts. Without measuring effectiveness, how can we know if communications are resonating with employees or simply disappearing into the digital ether? Let’s look at ten key performance indicators (KPIs) and best practices that can help you evaluate, measure, and optimize your internal communications strategy so it results in maximum positive impact. 

The Power of Metrics 

Today, data drives many business decisions. Why should internal communications be any different? We cannot rely on gut feelings as we may have done in the past. According to Gallup research, companies with highly effective communication practices are 3.5 times more likely to outperform their counterparts.  

When metrics are tracked consistently, patterns emerge that help identify which communication channels, content types, and messaging styles resonate with your workforce. This data allows you to allocate resources more effectively and focus on high-impact activities. Establishing clear KPIs also helps demonstrate the value of internal communications to leadership and justifies investment in this critical function. 

Top 10 Internal Communication KPIs You Need to Know (some of these KPIs may not pertain to every organization if the specific channel is not being utilized) 

1. Email open rates: The industry benchmark for internal email open rates is 65-75%. If your rates fall below, you should rethink timing, content, or subject lines. 

2. Click-through rates (CTRs): The average internal email CTR is 10-15%. Lower rates may suggest calls-to-action aren’t clear or content isn’t relevant or timely for your employees. 

3. Intranet engagement metrics: Track page views, time spent on page, and most visited content to understand what information employees value most. 

4. Video completion rates: Only 37% of employees watch internal videos to completion. Track this metric to ensure your visual content is engaging and concise. 

5. Employee Net Promoter Score (eNPS): This single question – “How likely are you to recommend this company as a place to work?” – provides powerful insights into overall employee engagement and satisfaction. 

6. Pulse survey participation and results: Regular, short surveys can provide reliable feedback on communication effectiveness. 

7. Message retention: Quiz employees on key messages to determine if important information is being remembered. 

8. Channel effectiveness: Track which platforms (email, intranet, messaging apps, etc.) generate the most engagement to optimize your channel strategy. 

9. Communication satisfaction scores: Directly ask employees to rate how well they’re being informed about company matters. 

10. Two-way communication metrics: Measure comments, questions, and response rates to determine if you’re fostering a dialogue rather than deploying one-way information. 

Adapting Your Strategy Based on Data 

Successful communications teams use data not just to report results, but to continuously improve their approach. Consider using the following: 

• Implement A/B testing: Test different subject lines, message formats, and deployment times to optimize engagement. 

• Address identified gaps: If certain departments, locations or employee groups have lower engagement rates, develop targeted strategies to reach these segments more effectively. 

• Create personalized content: Use data about content preferences to develop relevant communications to different employee segments. 

Measuring the effectiveness of internal communications isn’t just about proving value; it’s about improving that value. By including KPIs and best practices into your communications strategy, you’ll create messages that resonate with employees and support business objectives resulting in a more connected workplace culture. Measurement is not a one-time event but an ongoing process of learning, adapting, and optimizing to meet the evolving needs of your workforce. 

Have a question? Schedule time with Edward Sanchez, Director – Customer Adoption & Engagement, by clicking here.