Shel Holtz has been speaking with leading employee communications professionals on communications data, content strategies, best practices, and more. This blog series, Shel Holtz & Friends, highlights some key takeaways from the interviews that you can apply to your organization. In the 9th episode from his conversation with SocialChorus chairman Greg Shove, Shel Holz asks him about how analytics can help establish the link between investment in communications and employee response for a more streamlined approach to employee communication measurement.
Employee communication measurement geeks, listen up: It’s time for the latest installment in my conversation with Greg Shove, the executive chairman at SocialChorus. I talked with him about the Institute for Public Relations initiative to establish a set of standards for employee communication measurement, including specific impacts on the organization like improved productivity, and I wondered what he thought of that approach, and here’s what he said:
The issue I think for an executive, a CEO or CFO, in assessing the impact of employee communications, is can you isolate any one of those and link it to the employee communications program and investment. So I think that we’re going to see improvements across the board with employees if they’re well-communicated with, if they’re well supported, connected and informed, we’re going to see improvements in alignment, improvements in levels of advocacy, improvements in engagement, and potential safety and productivity, but how do we isolate and show that impact and link it back to investments in employee communications? I think that’s where communicators are sort of not working hard enough, frankly. There’s sort of a lot of theory, and not a lot of direct linkage or effort going into making that linkage.
Shel Holtz: One of the great things about SocialChorus is the sort of treasure trove of analytics that you get based on how employees are using the platform, the specific items that they’re clicking on and how they engage with it — it can really help you to start to connect those dots around the specific communications that produce the specific results. But of course, there is a lot more than that which we need to be talking about in terms of how we measure communication.
In the next installment, Greg and Shel will chat about what exactly comprises employee communication. Greg thinks its a lot more than most employee communicators are dealing with.