How are most companies measuring the ROI of their communication function?
In the past, many organizations have used “soft” measurements such as employee awareness, understanding, and satisfaction to evaluate the success of their communication initiatives, programs, and channels. The current measurement trend focuses on “hard” measurements like productivity, employee turnover rates, behavioral changes, and the achievement of business goals. Hard measurements are effective because they directly link a tangible outcome to a specific communication function. For example, companies that have implemented effective internal communication strategies report higher employee retention rates than companies that do not. Both the “soft” and “hard” metrics are useful in telling a complete story about the value that the communication function brings to an organization. Linking the communication strategy and metrics to the business strategy is equally critical the ROI of communication will only be reflected in the bottom line when a successful communication strategy and busin
In the past, many organizations have used “soft” measurements such as employee awareness, understanding, and satisfaction to evaluate the success of their communication initiatives, programs, and channels. The current measurement trend focuses on “hard” measurements like productivity, employee turnover rates, behavioral changes, and the achievement of business goals. Hard measurements are effective because they directly link a tangible outcome to a specific communication function. For example, companies that have implemented effective internal communication strategies report higher employee retention rates than companies that do not. Both the “soft” and “hard” metrics are useful in telling a complete story about the value that the communication function brings to an organization. Linking the communication strategy and metrics to the business strategy is equally critical – the ROI of communication will only be reflected in the bottom line when a successful communication strategy and bus
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