Asking the Right Questions about Communication Technology

Asking the Right Questions about Communication Technology

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Last November, the research firm CEB issued a report titled “Key Trends in Communication Priorities and Budgets.” One focus was on the challenges that communicators said they would be facing to meet their 2018 organizational goals. A pair of obstacles stood out.

  • Navigating digital transformation
  • An inability to measure and monitor communications activity

What’s clear is communicators are looking for technology to help solve problems around how they engage employees. Specifically, they’re concerned about metrics. How can they demonstrate the effectiveness of their efforts? In other words, communicators know that they can’t improve what they can’t measure.

In fact, CEB, which is now a subsidiary of Gartner, found that communicators said nearly 44 percent of their staff budget in 2017 was devoted to building measurement capability – a steep increase from 30 percent in 2012.

“The measurement component is just a huge part of communications success today,” said Joni Renick, a Senior Executive Advisor at CEB. “It just makes a lot of sense to know how you’re doing.”

Yet when Dynamic Signal conducted its 2018 State of Employee Communication and Engagement Report, 50 percent of communicators surveyed indicated that their organizations have not increased – or have even reduced – the budget for communication technology in recent years.

Communicators are searching for answers. But sometimes that means asking the right questions. With that in mind, here’s a communication technology worksheet that we created as part of The Definitive Guide to Employee Communication and Engagement.

There’s no score. No grade. No passing or failing. Just think of it as a way to help you benchmark where you are with your employee communication and get you thinking about how technology solutions might improve your ability to genuinely connect with every employee.


Communication Technology Worksheet

1. What evidence do you rely upon to know if your communication strategy is effective?

  • Metrics
  • Employee feedback
  • Other
  • None

2. What communication channels do you currently use?

  • Intranet
  • Email
  • Team Collaboration Tools
  • Enterprise Social Networks
  • Newsletters
  • Signage
  • Other

3. Do your employees tell you they’re suffering from information overload?

  • Yes
  • No

4. How do you measure the impact of your communication?

  • Output metrics
  • Surveys
  • Email open rates

5. Do you use metrics to optimize your communication strategy?

  • Yes
  • No

6. Does your company regularly invest in communication technology?

  • Yes
  • No

7. Is your budget increasing for communication technology?

  • Yes
  • No

8. Do you feel comfortable asking for more budget for technology tools?

  • Yes
  • No

9. Do you know how to build a business case for acquiring new technology?

  • Yes
  • No

10. Do you know how to set KPIs to show ROI for a technology investment?

  • Yes
  • No

11. Do you feel valued in your role as a communicator? (Bonus question)

  • Yes
  • No

Did these questions make you curious to learn more? Download The Definitive Guide to Employee Communication and Engagement to learn more and get your own version of this worksheet to use.

The Definitive Guide to Employee Communication and Engagement

Post Author

Mark Emmons

Mark Emmons is the storyteller at Dynamic Signal. He previously was a newspaper reporter at the Detroit Free Press, the Orange County Register and the San Jose Mercury News. He reluctantly uses the Oxford comma.