Tracking internal communication KPIs is essential for companies in order to measure the impact of their communication actions within the organization. A KPI (Key Performance Indicator) will facilitate analysis of the content to which employees react best, and thus enable the removal or improvement of less relevant communications. It's important for every company to implement this system, to improve internal communication. Employees who feel a sense of belonging to their company are motivated and committed. They will then perform better and better, and will naturally increase their productivity. As a result, the initial objectives set by the company will be achieved more quickly than an employee with little engagement.
Why evaluate internal communications?
An employee's main expectations are to be able to reconcile their professional and personal lives, but also to enjoy a positive working environment. Companies must therefore create a positive climate, and this requires effective internal communication. Conversely, an employee who is dissatisfied with the internal workings of the company will not generate long-term interest, and will therefore be more inclined to leave. That's why it's so important to evaluate internal communication, always striving to improve in order to retain employees and achieve the final objectives set at the outset.
KPIs for internal communications
KPIs (Key Performance Indicator or Indicateurs clés de performance in French) for internal communications are essential for monitoring your strategy and knowing the effects of your actions. To measure the right KPIs in internal communications, they need to be aligned with your objectives in order to analyze and adapt your actions. If your main objective is to inform all your employees, you can carry out a questionnaire on information satisfaction every month/quarter to monitor progress towards this objective and find out whether your internal communication actions are having a positive or negative effect on employees. Certain KPIs are essential to monitor in internal communications.
Open rates and interactions with your official communications
The open rate is the number of e-mails opened in relation to the total number of e-mails delivered. This indicator from performance measures the percentage of e-mails opened by your employees. Similarly, the interaction rate corresponds to the total number of interactions divided by the total number of impressions.
Participation rates in virtual and physical meetings
The rate at which your employees attend meetings will reflect whether they are involved in their work, or whether they have no interest in the company. This can have a decisive impact on the company's future, whether positive or negative.
engagement rate
The engagement rate is similar to the participation rate, as their objectives are equivalent. In fact, it will help identify employees' motivation to improve the company's internal communications.
Turnover rate
The turnover rate represents the rate of staff turnover. This is an important indicator, providing an overview of a company's social health. A low turnover rate means that the company's social health is in good shape. High turnover, on the other hand, means a worrying social climate that needs to be resolved.
The benefits of digital signage for internal corporate communication
Digital signage is an excellent channel for internal communication. Offering a simple way of sharing information with everyone at the same time, it's more captivating and less intrusive than e-mail, while being far more proactive. Digital signage can be considered a real HR tool.
Internal communication campaigns involve addressing a group of people. Digital signage has been designed precisely for this purpose. Instead of interfering with a person's activity, as e-mail often does, digital signage offers a means of communication integrated into its environment. If the screens are placed in the right place, they provide people with information at the right time, enabling :
- Rapid dissemination of information
- Real-time information updates
- The ability to personalize messages
- Employee engagement
- Reduced use of paper
Digital signage for your internal communications not only allows you to be more creative with digital content, but also more structured. This digital tool allows you to broadcast social network posts, videos, photos, official announcements, etc., to effectively capture the attention of your interlocutors. The programming tools of your dynamic content management system allow you to choose the screens on which you wish to broadcast your campaigns, as well as the broadcast times.
The location of the screens as well as the timing, will of course have an impact on the content to be broadcast. For example, if your objective is to place greater emphasis on employee success, you may choose to communicate this information to different departments (by displaying the content on screens located in specific areas) and at certain times, for example, before important meetings or social events.
Even on the other side of the world, employees stay informed in real time
One of the major benefits of digital signage for Diana Pet Food has been the ability to get all employees on the same itinerary, even when they're in different countries. With Cenareo, the company has created a new screen-based communication system for its 1,090 employees.
Cécile Briendo, Communications Project Manager at Diana Pet Food, explains:
"In total, we have 34 screens in the 14 countries where we operate. These screens are used to circulate the Group's information. The messages have been adapted in eight different languages so that all employees, from Brazil to Canada and from China to Australia, can access harmonized information."
The screens broadcast information about the company and current projects, share best practices and can also be used to introduce new employees. They also provide local information, such as the presence of a food truck in the company parking lot.
Setting and measuring digital signage objectives
Setting clear objectives enables you to measure the performance of your campaigns and make improvements. One of the best ways to do this is to ask your employees for their feedback and opinions.
Below are the key questions to help you develop a satisfaction questionnaire for your team. You'll be able to use the results to refine your strategy, get the best return on investment for your campaign and, most importantly, keep your employees engaged.
- How often do you look at digital signage screens at work?
- Which screen do you watch most often?
- Have you noticed [a specific campaign]?
- What do you remember about the message?
- What kind of ads would you like to see?
- How often do you see new content appear on the screen you watch most often?
- How much time do you spend viewing the screen you look at most often?
It's important to take all the results into account,adapt your strategy and repeat the survey to measure the impact. Don't hesitate to evaluate your employees' satisfaction and engagement several times a year, to ensure that your internal screen-based communication campaigns are effective in the long term.
With Cenareo, you can easily create and program content to inform and motivate your employees. Our team of experts will help you make the most of your screens to communicate and interact with your teams.
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