Measurement is a constant topic in internal comms. Beyond clicks and opens, how can we show changed perceptions or behaviours? How can we demonstrate customer impact? Have we made this organisation more effective? I’ve plenty of thoughts on that; I’ve shared plenty of them here before. But perhaps there’s an underlying lack of confidence. Maybe that’s well- placed, this might be a new skill set for IC. Their skills lie in reaching people, with a compelling story. But the same can be said of their sales or marketing colleagues. Do we think that, if they see any positive shift in their metrics, that they don’t attribute a big chunk to their efforts? Yes, the employer-employee relationship is complex, with loads of levers to pull, and you ain’t got your hands on a lot of them. And, unlike sales and marketing, your role won't come with all the in-built metrics. But I’d challenge internal communicators to be braver, to take more credit. Don’t subject yourself to an unattainable burden of proof. You have a huge impact on how people understand, engage with and feel about your organisation. If they feel better about any of that – make damn sure you get your slice of the credit. internalcommunication measurement takethecredit
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