by Caitlin Gibson
Employee communications data is an invaluable tool. You can use it to ensure that your internal communications reach the right audience in the right place at the right time—and that employees not only read your messages, but understand and interact with the subject matter and take action. This level of engagement with your internal communications can inspire commitment, drive performance, and boost employee engagement. The key to using employee communications data effectively is knowing which types of data are available to you and the value of each one.
Leverage Different Types of Employee Communications Data
Specifically, you can use these three types of data to understand your target audience, measure the effectiveness of your communications, and achieve HR program success.
Employee profile data
This is the demographic information about your employees—including location, position, department, age, union status, salary tier, and more—that you can find within your HCM software and other HR technology. You can use this data to craft communications that feel personal and relevant to your employees. For example, if you’re communicating the details of your wellness program, you can send messages to employees based on their location, so you can highlight location-specific wellness activities. Personalized, relevant messages will stand out among all those your employees receive every day, making them more likely to engage with your communications over time. You can also use demographic data to set up event-based triggers, which allow you to deliver communications around the moments that matter most to your employees, like manager promotions and major life events that impact benefits.
Employee data can also include the communication profile data associated with each individual, including employee engagement analytics like email open and clickthrough rates, engaged views on content, and any user configuration that conveys your audience’s preferred communication settings or preferences. This kind of data reveals what’s resonating with your employees and what’s not. With that information, you can make adjustments to your messaging over the course of a campaign, making it more effective and successful.
For example, you can use communication profile data associated with each of your employees to ensure that reminder messages about open enrollment only reach those who need them. That is, you can collect data on who has already enrolled in benefits to determine which employees might need a reminder. This will prevent employees from receiving messages that don’t apply to them, making them much more likely to engage with the messages they do receive and take the actions associated with them.
This data reveals how well a campaign has resonated with your audience. Specifically, it includes engagement data and action-based feedback from a particular program, including the number of email opens, message clicks, engaged views, and actions taken based on each individual message. It’s critical that you collect and act on these communications analytics. They allow you to understand the full picture of employee-centric communications within your organization. By analyzing them and the insights they reveal, you can customize your communication experiences, driver higher engagement results over time, and measure the effectiveness of specific communications.
For example, say your employee communications data and analytics for your recurring onboarding campaign show that engagement with your messaging drops off after a few weeks, and new hires aren’t successfully completing all of their milestones. You could use that information to adjust the timing of your communications and the communication channels you use. You could collect feedback from your new hires on the value of the messaging they receive from one week to the next, and ask how prepared and ready they feel to take on their new role. By acting on the communications analytics you collect, you can increase engagement using data and determine what adjustments will strengthen your communications and make them more valuable.
Finally, it’s crucial that you also track employee communications data and analytics tied to the specific programs you’re communicating. The type of program data you collect will vary depending on the size and scope of a given initiative. The key is to track and evaluate data that’s tied to the KPIs and broader goals for each of your campaigns. For example, if you launch a communication experience designed to increase HSA enrollment, you’ll want to track enrollment numbers to evaluate the effectiveness of your campaign. You can use employee communications software to make this kind of data-tracking easy and scalable.
When you harness the power of communication data, you can positively transform your internal communications experience. You’ll be equipped to better understand your audiences, measure the effectiveness of your communications, and achieve program success. Data-driven communications can also improve your employee experience overall. By delivering messages that feel meaningful and relevant to your employees, they’ll be more likely to participate in and benefit from your programs and initiatives and have the tools and resources they need to be successful. To use employee communications data effectively, start small and collect more information as you go. Before you know it, you’ll have a powerful, data-driven communications framework that keeps your organization agile, change-ready, and connected.