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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. So if engagement isn’t the answer, what should communicators measure instead?
