Why ‘engagement rates’ aren’t the right, or only, measure for comms success
When it comes to proving the value of internal communication, one word keeps cropping up: engagement. On the surface, it makes sense on its own because most organisations already run engagement surveys. The numbers are there, nicely benchmarked and easy to report, but here’s the problem: engagement isn’t a measure of communication effectiveness. It never has been.
Engagement is bigger than comms alone. It is influenced by so many factors like leadership, culture, salaries, recognition, career pathways, even the state of the office coffee machine. While yes, communication plays a role, it’s only one piece of the puzzle. Using engagement scores as a measure of comms success is a little like taking credit for the weather just because you opened the blinds.
So if engagement isn’t the answer, what should communicators measure instead?
Outputs, outcomes, and impact
A useful way to think about measurement is in three levels:
Outputs: what you did (how many articles you wrote, how many people opened them).
Outcomes: what people know, feel, or do as a result (did they understand the strategy, feel reassured by leadership, take action?).
Impact: how comms supports the business (faster change, stronger trust, reduced risk, better alignment).
It’s in the impact category where communication really shows its worth.
Seven impact measures worth tracking
Instead of defaulting to engagement, try looking at measures like:
Faster, smoother change – are people aware of and prepared for what’s coming? Are they participating in training?
Employee advocacy – are staff proud to represent the organisation, recommend it to others, or speak positively in public?
Values in action – are organisational values visible in stories, recognition, and behaviours?
Breaking silos – do people feel informed about other teams and see leaders aligned?
Trust in leadership and messages – do staff rate comms as timely, transparent, and consistent?
Access to information – can people find what they need to do their jobs effectively?
Contribution to conversations – are employees participating in meaningful two-way dialogue?
Time to reframe success
Internal communication focuses on clarity, connection, and enabling performance. Engagement is an outcome influenced by many moving parts. To demonstrate real value, communicators should measure where their work directly supports business success.
So next time you’re asked how comms is tracking, skip the engagement survey data. Instead, show how your work is helping people trust leaders, embrace change, live the values, and ultimately help the business succeed.
