Measurement, impact, internal communication: Best strategies and KPIs

In a constantly evolving professional environment, internal communication plays a central role within organisations. It directly influences productivity, employee satisfaction, and the quality of day‑to‑day collaboration. Measuring the impact of this communication therefore becomes essential to ensure the smooth running of the company, meet stakeholder needs, and support well‑being at work.

Implementing an effective internal communication strategy relies on identifying relevant performance indicators (KPIs), such as engagement rate, participation rate in initiatives, or click‑through rates on communication tools like the intranet, newsletters, or social networks. These indicators make it possible to understand the factors that influence employee engagement, adjust communication actions, and increase their impact.

Throughout this article, we will explore how to measure the effectiveness of internal communication, which methods to use, and which tools – such as those offered by Microsoft or other professional solutions – can support you. The goal: strengthen company culture, improve quality of work life, and contribute to the success of transformations, ultimately having a positive influence on the organisation’s performance and revenue.

Understanding the importance of internal communication

Internal communication is essential to company life. It maintains relationships between colleagues and mobilises teams around a common goal, which strengthens employee engagement. Indeed, good internal communication creates a sense of belonging and values employees, thereby reinforcing cohesion.

Situations such as the Covid crisis have amplified the importance of internal communication, proving that increased employee involvement is a key success indicator. When employees feel listened to and informed, they are more likely to actively engage in their work, thereby improving satisfaction, productivity and communication outcomes.

Measuring team satisfaction is crucial to ensuring the effectiveness of internal communication. It helps identify strengths and areas for improvement, thus ensuring effective internal communication.

Defining the objectives of internal communication

The main objectives of internal communication include engagement, collaboration, and improved productivity. Effective internal communication supports employee engagement, which leads to better performance at work. It is therefore essential to define clear objectives to measure the impact of internal communication and understand its benefits.

In addition, high‑quality internal communication promotes a transparent company culture, thereby attracting new talent and improving the company’s image. Transparency and clarity of objectives help mobilise teams and create a positive work environment.

Key KPIs for measuring the impact of internal communication

Before competitions, it is crucial to prepare properly in order to optimise performance.

To remain competitive on the market, it is crucial to continuously assess the impact of internal communication. Here are some key performance indicators (KPIs) to consider:

Engagement rate

Email open rate

Employee satisfaction

Frequency of internal communications

Team feedback and experience sharing

These KPIs help measure the effectiveness of internal communication and ensure the smooth functioning and cohesion of the team.

Measuring the effectiveness of internal communication through these KPIs makes it possible to understand the various aspects of communication and identify areas that require improvement. Using specific tools to measure the effectiveness of these actions is essential to obtain accurate, actionable data.

Employee engagement rate

The employee engagement rate is a key KPI for measuring employee involvement. The Employee Net Promoter Score (eNPS) is the tool generally used to assess this level of engagement. It identifies three types of employees: promoters, passives, and detractors, thus helping to better understand the internal climate.

According to Gartner, only 7% of employees in France describe themselves as engaged. By using eNPS, companies can measure not only engagement but also overall employee satisfaction, which is crucial for improving productivity and quality of work life.

Internal newsletter open and click‑through rates

An open rate of 58% is considered the benchmark for internal newsletters. This KPI helps assess the effectiveness of email communications and the level of employee interest in the content shared. A high rate indicates that employees find the information relevant and useful.

The click‑through rate on links included in newsletters is another key indicator. It shows how engaged employees are with the content and their willingness to learn more. Combined, these metrics provide a complete view of the effectiveness of internal communication campaigns.

Participation rate in internal events

The participation rate in internal events is a key indicator of employee engagement. Tracking this KPI helps assess the impact of internal communication initiatives and understand whether employees feel valued and involved.

A higher participation rate often indicates that events are perceived as relevant and beneficial by employees. It also reflects a positive company culture where employees are motivated to actively engage.

Methods for collecting data on internal communication

To understand the impact of internal communications, it is important to know the company and employee ecosystem. Various methods can be used to collect data, including quantitative and qualitative studies. However, quantitative studies can have limitations, as they do not always reflect each employee’s experience and its impacts.

Centralising communication tasks is essential to optimise workflows and ensure effective information sharing. Using data analytics tools and actively listening to employee feedback helps assess the impact of internal communications and act on the results.

Surveys and questionnaires

Using tools such as SurveyMonkey makes it possible to create quick surveys to gather employee opinions. One‑off surveys with closed questions make it easier for employees to take part, as they require less time. To maximise the completeness of surveys, it is advisable to use a mix of open and closed questions.

Surveys and questionnaires are essential tools for collecting detailed employee feedback and improving internal communication. A varied approach to surveys helps capture a full range of opinions and suggestions from employees.

Review meetings and direct feedback

Focus groups make it possible to obtain detailed opinions in small groups, encouraging in‑depth discussions. One‑to‑one interviews deepen employees’ responses, providing rich information about their perceptions. These review meetings are essential for understanding employee perceptions and improving internal communication.

By combining these methods, companies can obtain a complete and nuanced view of the effectiveness of their internal communication and the areas that require improvement.

Analysing results to optimise the communication strategy

Analysing the results of internal communication must combine quantitative and qualitative data for a comprehensive understanding. Regularly analysing internal communication KPIs is crucial to ensuring the long‑term effectiveness and relevance of the strategy. Effective internal communication can lead to a 20% increase in employee productivity.

Adjustments may include changing the communication, content or channels used, depending on employee needs and expectations. This makes it possible to better meet employee expectations and optimise the communication strategy.

Identifying strengths and weaknesses

Analysing KPIs relating to internal communication helps identify the strengths and weaknesses of communication. By identifying these elements, companies can adjust their strategies to maximise benefits and minimise weaknesses.

Adjusting actions based on results

Review meetings help clarify employee expectations and adjust communication actions accordingly. Strategy adjustments may include changes to content, communication style, or the channels used.

By adjusting actions based on the results obtained, companies can improve their internal operations and increase employee satisfaction and productivity.

Need to automate measurement of your internal communication?

With Eli, you can centralise and automatically analyse all your internal communication indicators. Real‑time dashboards allow you to track KPIs such as engagement rate, open rate and participation. Automated tracking of eNPS and employee satisfaction provides an accurate, real‑time overview.

Trend analysis and identification of areas for improvement are automated, saving valuable time and allowing you to focus on high‑value‑added actions. More than 200 Communications and HR managers already trust Eli to manage their internal communication.

The importance of transparency and trust in internal communication

Transparency encourages open exchanges, enabling employees to easily share ideas and concerns. Communicating both successes and failures helps build a relationship of trust between employees and management. High transparency increases trust, improves collaboration and strengthens employee engagement.

Around 60% of employees feel disengaged due to inappropriate internal communication, underlining the importance of transparency. The eNPS score makes it possible to measure not only engagement, but also employee loyalty towards their company.

Regular information‑sharing rituals help create a climate of psychological safety, where employees feel free to express themselves.

Integrating digital communication for better performance

Digital communication is essential for increasing visibility and standing out from the competition online. In 2023, around 60.4% of the world’s population uses social media, highlighting its importance for engaging consumers. Digital communication tools also make it possible to measure the effectiveness of actions and adjust strategies in real time.

72% of marketers believe that digital strategies are more effective than traditional methods. A well‑designed website and a robust SEO strategy are crucial for attracting organic traffic and improving visibility.

Integrating these tools into the internal communication strategy can significantly increase employee productivity and well‑being.

In summary

Internal communication is no longer limited to simply sharing information. It has become a strategic lever within companies, directly impacting satisfaction, productivity, and employee engagement. To ensure its effectiveness, it is essential to measure the impact of actions taken, relying on precise KPIs such as engagement rate, participation rate, and click‑through rate.

Thanks to suitable communication tools, a structured internal communication strategy, and methods that combine quantitative and qualitative data, organisations can adapt how they communicate, better meet employee needs, and strengthen day‑to‑day collaboration. Continuous analysis of performance indicators helps identify obstacles, anticipate change and optimise communication initiatives.

By integrating solutions such as the intranet, enterprise social networks or platforms like Microsoft Teams, communication professionals now have powerful resources to turn internal communication into a true driver of success, influence, and quality of work life.

In short, effective internal communication is based on rigorous implementation, appropriate tools, a culture of transparency, and regular monitoring of indicators. By listening, adjusting and taking action, you create a work environment where every employee truly finds their place.

Frequently asked questions

Why is internal communication so important?

Internal communication is essential because it maintains strong relationships between colleagues, fosters engagement and creates a genuine sense of belonging within the team. This contributes to a positive and productive work atmosphere.

What are the main objectives of internal communication?

The main objectives of internal communication are to ensure employee engagement, foster collaboration between teams and improve productivity within the organisation. These objectives contribute to a more effective and harmonious work environment.

What are the key KPIs for measuring the impact of internal communication?

The key KPIs for measuring the impact of internal communication include employee engagement rate, newsletter open rate, and participation rate in internal events. These indicators help better assess the effectiveness of internal communications.

How can you collect data on internal communication?

It is essential to collect data on internal communication by using surveys and questionnaires, as well as by organising review meetings and direct feedback sessions. These methods provide valuable information for improving communication within the organisation.

What are the benefits of automating the measurement of internal communication?

Automating the measurement of internal communication enables centralisation and automatic analysis of indicators, which leads to significant time savings and makes it easier to identify areas for improvement. This contributes to more effective and higher‑performing internal communication within the organisation.