Stop measuring internal communications. Focus instead on employee activation
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How many people read last week’s intranet article? Did you generate awareness about open enrollment? Has the CEO’s strategy video gone viral on Yammer yet? Wait. Who cares?! Measuring employee communications as though you’re a publisher selling advertising is a mug’s game. So stop counting clicks and refocus your energy on the observable behaviors that propel your business rather than generating nebulous non-outcomes like awareness.
- Strategic planning—why it’s essential to meaningful measurement
- Why the term “internal communications” is long overdue for retirement
- Fundamental differences between performance and improvement metrics
- Digital drivers challenging asymmetries of power between employers and employees—and how professional communicators must change their tune
- Easy-to-implement, killer employee activation tactics for driving measurable improvements—and how to use your communications channels to drive recruitment outcomes
Ethan McCarty is global head of employee and innovation communications for Bloomberg LP, leading a team that activates, informs and enables 18,000+ employees worldwide and tells Bloomberg’s innovation story through its people, workplaces and the technologies in its products. He’s also a lecturer at Columbia University on digital media and analytics. As a communicator, technologist and former journalist and IBMer, he often takes the last shrimp at cocktail parties and is prone to win games of buzzword bingo. He and his family live in Brooklyn and eat kale.