Setting Internal Comms Benchmarks
Last updated on August 17, 2021 at 12:43 am
Jackie Berg and Becky Sennett are internal comms experts at Brilliant Ink. To learn more about internal comms benchmarks, measurement, and surveys, watch the free recording of our webinar: Your Burning Measurement Questions…Answered!
Becky: When we say benchmarks, we’re referring to things like the average open rate for internal email, for example. And you’ll often see industry benchmarks organized by company size or by industry. So, if you’re looking to benchmark your performance, benchmark against your highest performing audiences, content type, sections in your newsletter, sections in the mobile app, things of that nature.
If you have a mobile app, for example, and your company is comprised of, say, sales, engineering, and support employee audiences, it’s not necessarily fair to benchmark yourself against sales who you see on the slide, who in this example has a 91% adoption rate of the mobile app. They are likely out in the field, they’re on their phones a lot. And therefore, they prefer the mobile app versus visiting the intranet, for example. Whereas with support employees, you’ll see they have a 55% adoption rate of the mobile app, but they visit the intranet all the time. They likely aren’t going to reach that 91% adoption rate that we see with sales because they work on their computers. They prefer the intranet. Different teams likely prefer different channels.
Jackie: And so how about those big, bad industry benchmarks? Really you want to use benchmarks in general with caution. And why? Because it’s just not fair. Organizations in your benchmarking group might be skewing the overall average higher. Maybe they have a 30 person comms team, and you’re a team of two. Or their mobile app is their primary channel. Maybe they had a huge rollout strategy and they have a dedicated writer who’s just drafting mobile content all the time. The list can go on and on and on. It is just not, not fair. So that said, though, use industry benchmarks when you need to make a business case for your stakeholders. What did those teams that are setting that benchmark have that you need in order to hit that benchmark. Use industry benchmarks to really ask for that.