Benchmarking in internal communication

Comparing communication metrics to industry standards can help organisations refine their internal communication strategies, ensuring they stay competitive and effective. Benchmarking in internal communication provides a clear framework for evaluating current practices, identifying areas for improvement, and driving engagement.

In this comprehensive guide, we’ll explore the importance of benchmarking, how to approach it effectively, and how it can enhance your organisation's internal communication efforts.

What is benchmarking in internal communication?

Benchmarking in internal communication refers to the practice of comparing an organisation’s communication metrics, strategies, and outcomes to established industry standards or best practices. This process helps organisations evaluate their performance, identify gaps, and implement improvements.

Rather than working in isolation, benchmarking allows businesses to gauge their communication success against others in their industry, ensuring their strategies align with modern standards and employee expectations.

Why benchmarking matters in internal communication

Identify strengths and weaknesses

Benchmarking highlights areas where your internal communication excels and identifies gaps that may hinder effectiveness.

Drive continuous improvement

By comparing metrics to industry standards, organisations can set realistic goals and drive continuous enhancements in their communication strategies.

Foster employee engagement

Effective communication is a cornerstone of employee engagement. Benchmarking ensures your communication practices resonate with your workforce, boosting morale and productivity.

Justify investments in communication tools

Data-driven insights from benchmarking can help justify the need for new communication tools or processes, ensuring stakeholders understand the value of proposed changes.

Key metrics to benchmark in internal communication

When benchmarking, it’s essential to focus on relevant metrics that provide actionable insights. These may include:

• Email open rates: The percentage of employees who open internal emails.

• Intranet engagement: Metrics like page views, time spent, and active users.

• Message comprehension: Surveys or quizzes to measure how well employees understand key messages.

• Feedback rates: The frequency and quality of employee feedback through surveys or suggestion tools.

• Response time: How quickly employees or leaders respond to queries.

• Meeting participation rates: Attendance and engagement during team or company-wide meetings.

How to conduct benchmarking in internal communication

1. Define your objectives

Before starting the benchmarking process, determine what you aim to achieve. For instance:

• Improve email engagement rates.

• Enhance intranet usage.

• Increase participation in employee surveys.

Clear objectives provide focus and ensure your benchmarking efforts yield actionable results.

2. Collect internal data

Gather data on your current communication performance. Use analytics tools, feedback surveys, and employee engagement platforms to collect relevant metrics.

3. Research industry standards

Identify benchmarks relevant to your industry. Resources like industry reports, communication surveys, and third-party studies can offer valuable insights into standard metrics and practices.

4. Compare and analyse

Compare your internal data to industry benchmarks. Identify areas where your organisation performs well and areas requiring improvement.

5. Develop an action plan

Based on your analysis, create a roadmap to address gaps and optimise your internal communication. This could involve adopting new tools, refining messaging strategies, or increasing leadership visibility.

6. Monitor progress

Regularly review your communication performance against benchmarks to track progress and adjust strategies as needed.

Best practices for benchmarking internal communication

Use reliable data sources

Ensure your benchmarks are derived from credible industry reports, case studies, or well-regarded communication platforms.

Focus on relevant metrics

Benchmarking too many metrics can dilute your efforts. Prioritise the most impactful ones for your organisation’s goals.

Engage employees in the process

Employees are at the heart of internal communication. Solicit their input on what’s working and what needs improvement to align benchmarking efforts with real-world needs.

Avoid direct replication

While benchmarking provides inspiration, avoid copying other organisations’ strategies verbatim. Tailor improvements to your organisation’s unique culture and workforce.

Examples of benchmarking in action

Enhancing intranet engagement

A mid-sized company found their intranet usage lagging. By benchmarking against industry standards, they discovered their engagement rates were 20% below average. After introducing user-friendly navigation and personalised content, their engagement rates improved significantly, aligning with industry benchmarks.

Improving survey participation

An organisation aiming to increase employee survey participation compared their 40% response rate to the industry average of 60%. By adopting anonymous feedback tools and clear communication about survey importance, they achieved a 65% participation rate within six months.

Tools to support benchmarking in internal communication

Several tools can simplify data collection and comparison for benchmarking:

• Analytics platforms: Google Analytics for intranet and email engagement tracking.

• Survey tools: Platforms like SurveyMonkey and Officevibe for gathering employee feedback.

• Employee engagement platforms: Tools like tchop™ to monitor and analyse communication effectiveness.

The future of benchmarking in internal communication

As technology evolves, benchmarking will become increasingly data-driven and precise. AI-powered analytics and advanced reporting tools will enable organisations to pinpoint gaps and predict communication trends, ensuring their strategies remain relevant.

Final thoughts

Benchmarking is not a one-time activity but a continuous process that drives improvement and innovation. By comparing your internal communication metrics to industry standards, you gain a clearer understanding of what’s working, what’s not, and how to move forward.

Incorporating benchmarking into your internal communication strategy ensures you remain competitive, engaged, and aligned with employee needs, setting your organisation up for long-term success.

FAQs: Benchmarking in internal communication

What industries benefit most from benchmarking in internal communication?

Benchmarking can benefit any industry, but it is particularly valuable in sectors like healthcare, technology, finance, and education, where employee engagement and clear communication directly impact productivity, compliance, and organisational success.

How often should benchmarking in internal communication be conducted?

Benchmarking should be conducted regularly, such as annually or biannually, to stay aligned with evolving industry standards and employee expectations. However, major organisational changes or new communication strategies may warrant additional benchmarking efforts.

Can small businesses use benchmarking effectively?

Yes, small businesses can leverage benchmarking by focusing on key metrics relevant to their size and goals. Comparing performance to similar-sized organisations or industry averages provides actionable insights without requiring large-scale resources.

How do I ensure benchmarking results are unbiased?

To avoid bias, use multiple reliable data sources, involve third-party tools for data collection, and maintain transparency in how metrics are gathered and compared. Additionally, ensure that internal data is accurately captured and analysed.

What role do employee personas play in benchmarking?

Employee personas help segment communication metrics by specific audience groups, such as remote workers or managers. This ensures benchmarking efforts are tailored and provide deeper insights into the effectiveness of communication strategies across different employee demographics.

Can benchmarking help with compliance in internal communication?

Yes, benchmarking can highlight gaps in compliance-related messaging, such as training reminders or policy updates. Ensuring your communication strategies meet industry standards can reduce risks and improve adherence to regulations.

What are some challenges in benchmarking internal communication?

Common challenges include:

• Accessing reliable industry benchmarks.

• Aligning benchmarks with unique organisational goals.

• Analysing complex data sets without proper tools or expertise.

How can benchmarking improve the ROI of internal communication tools?

Benchmarking identifies gaps and highlights the most effective tools, helping organisations invest in platforms that deliver the highest engagement and productivity. It ensures resources are allocated to strategies that align with employee needs and organisational goals.

How do cultural differences impact benchmarking in global organisations?

Cultural differences can significantly affect communication preferences and engagement metrics. Global organisations should incorporate regional benchmarks and tailor their strategies to account for diverse employee needs and expectations.