A diverse workforce can be a challenge to reach. Depending on just one channel to communicate to employees will not work. Adopting a multichannel approach will better enable you to engage with all of your employees. To accomplish this, internal communicators need to join the dots between strategy, behaviours and technology, to improve the flow and quality of communication and collaboration.
First review your general communication strategy:
- Do you have goals and objectives for your communications? Everything should be aligned with
your company’s business objectives. This includes general goals per campaign, and goals
relating to your internal communications.
- Select the Key Performance Indicators (KPIs) that measure your success in achieving your goals. Good KPIs to review include content popularity, survey responses, take up of safety initiatives, response to change management, video views, event registrations, or an increase in intranet or social network traffic – to name a few. Match the metrics you use to measure your success to the KPIs you have selected.
Conduct a channel audit
While you are reviewing channels available to you, also take the time to identify where you need to update your channel technology (such as email and intranet) to technology that saves you time, and delivers the real-time metrics and analytics you need. Having this type of insight will help you assess the channel popularity and audience preferences.
Channel strengths – Take a look at the existing communication channels available to you. Understanding their strengths will help you improve how you use each channel to help you reach a diverse workforce.
The role of insight and measurement in your success
Measurement lets you understand the impact of what you’re doing. Review your access to measurement in each of your channels, and use those selected metrics to help you gain insight into your campaigns. In the selection of metrics you use, try to be consistent in your choice across each of your communication channels. By doing this you are not looking at channels in isolation – you are getting consistent insight into engagement across all channels, allowing you to make decisions based on these insights.
For example measure adoption and engagement, collaboration and rich media consumption (video, podcasts), and device consumption (desktop or smartphone). Collate your most influential users and top contributors, plus content, posts, pages and comment trends and popularity.
The future is multichannel measurement
Having access to individual channel metrics is the first part of your journey. To understand your channel effectiveness you need the ability to measure globally by campaign across all your channels.
Taking a multichannel approach – using all your channels to communicate, and measuring across your channels – will empower you to improve your communications going forward and show real business impact to stakeholders.
Newsweaver has compiled a PDF that includes insight from a number of communication experts, providing insight into key issues facing communicators right now. Internal Communication today – Insight from the inside