Are we measuring what matters?

This seems to be on the agenda with ‘improving impact measurement and evaluation’ named as the number 4 priority in 2023, but are we using data for the right reasons? With just over half (52%) citing the case for collecting data as proving return on investment to leaders, it begs another question, who is communication for?

Scores for adjusting messaging, refining channel framework and tailoring content all fell well below 50%, so there’s room for improvement when it comes to using data to better meet employee needs.

Yet with so many competing influences on organisational wellbeing, it’s time-consuming to isolate then measure the impact of internal communication. What’s more, 58% told us that lack of time (and resource) is their biggest challenge.

So, we don’t have time to measure, but poor measurement is holding us back. It seems like a vicious cycle, but it doesn’t have to be this way. When it comes to measuring the value of internal communication, a quick and dirty approach is better than none. Imperfect measurement is still a starting point, and the best time to start is now.

Gallagher is a global internal communication and employee experience agency.
From transforming workplace culture to championing the physical, emotional, career and financial wellbeing of employees, everything we do is linked to a strategic business objective — and designed to elevate every aspect of the employee experience.
Our communication consultants help clients communicate their strategy and vision; turn their leaders into engaging communicators; review their internal communication channels; maximise the perceived value of their rewards and benefits packages and accelerate business transformation.
We have offices in the UK, US, Canada and Australia, but we support organisations of all sizes on a global basis.