I like to sew.
There, I said it. I’m a #browhosews. (In case you don’t know, that’s an online community of men who know their way around sewing machines.) Not only am I proud of my hobby, but I’ve also become pretty good at it. So, as the pandemic struck and we all had to shelter in place, I thought that I better stock up on supplies for projects while stuck indoors.
I ordered some materials online from a national fabric outlet and waited . . . and waited.
Weeks later, I’m still missing part of my order. The corporate marketing side of the fabric business worked great. It helped guide me to what I wanted. But the communication with the local store employees who needed to process the actual order? That seemed non-existent.
The result is the company broke its brand promise.
That’s just a small example of something the pandemic has revealed. Companies are much better at communicating with customers than they are with employees. And that can be catastrophic for a business. Marketing teams have become adept at knowing how to reach potential customers, what to say, and, most important of all, how to measure the impact of that engagement.
Communicators lack anything near that level of detail when it comes to gauging if employees are receiving – and acting upon – messages sent to them. Yes, organizations measure outputs like emails sent, or maybe open rates. But what do those tell us?
We already understood the challenge of cutting through the noise to capture the attention of employees during normal times. But thanks to the coronavirus (COVID-19), when our workforce is more disconnected than ever before, it’s even harder. It’s also not an overstatement to say that in some cases, ultra-critical messages about health and wellness are protecting lives. Yet organizations have no idea if employees are receiving urgent news from leadership, safety information, or key directives for maintaining business continuity.
Reach Metrics, a new Dynamic Signal platform feature, is a big step in the right direction for solving this problem. It’s a suite of analytics that enable communicators to measure the overall effectiveness of their strategies.
- Reachable Members: Anyone who can be contacted via communication through the Dynamic Signal platform
- Reached Members: The maximum number of people who received content through the platform
- Verified Reached Members: The maximum number of people who interact with the content via email or push notifications
- Activated Members: The maximum number of people who view, like, comment on, or share content – either on or from the Dynamic Signal platform
Reach Metrics furthers the understanding of how your efforts are boosting high-level audience engagement. Communicators become more data-driven – just like their marketing colleagues.
There’s truth to the old business adage about not being able to improve what you can’t measure. When you can quantify the level of employee engagement with messages, you can optimize your programs by making the right strategy bets and prove the value of those efforts to your executives.
Which messages resonate best with employees? What kind of content do they like most? What are employees most likely to share with their social media networks to amplify brand awareness? When you have answers to questions like that, you can better tailor your communication program. Employees will feel more engaged and connected – which we all know hasn’t been easy these past few months.
It doesn’t matter how good your content is if nobody sees it. But when you know that you’re reaching everyone, that moves the needle for the business.
That’s the best part.
When communicators think this way, they’re not just “order-takers” – pushing out messages, on-demand. They are trusted strategic advisors to leadership by helping them achieve critical corporate objectives. The role becomes more about driving internal action that leads to organizational success. Communicators earn their proverbial seat at the table by driving top-line or bottom-line initiatives.
We don’t need to tell you how vital workplace communication has become during this crisis. Reach Metrics now gives you the ability to show leadership how valuable employees consider it, too.
Oh, and I’m not sure if that fabric company is ever going to solve its employee communication problem and complete my order. But I continue to get automated surveys from their marketing team that ask me how well they handled my order. So, at least there’s that.