Internal communications professionals and others responsible for communicating with employees are at a crossroads. Up until now, in many instances we have been viewed as support for the business units of an organization rather than a profit center in our own right. During economic downturns, marketing and communications are often the first areas to be cut. However, for those of us who have been in the communications industry for years, we know that we bring real value to business success even though the business units actually selling and interfacing with customers tend to get the credit.
This should not be the case and doesn’t have to be. At APPrise Mobile, we are committed to providing these professionals with quantifiable metrics to demonstrate not only the value of their hard work, but actual ROI.
To further this effort, today we introduced theEMPLOYEEapp’s enhanced analytics dashboard that allows companies to better understand and evaluate the work they do. It gives those professionals responsible for communicating with a company’s employees (communications and HR) the ability to determine whether the content they are creating and distributing to their workforces is actually being read and engaged with.
For years, our industry has relied on mediocre data points to quantify the success of our work. Analytics such as “impressions” and email open rates have been used as the KPIs when trying to quantify a campaign’s success. However, do these metrics really correlate to business success? Through theEMPLOYEEapp’s enhanced analytics platform, the communications industry now can obtain data beyond open rates and impressions to substantiate and actually quantify the value of their work. Here are just 3 ways our new analytics has the potential to transform our work!
In the mobile era, and particularly as a result of the content consumption habits of the newer generations to hit the workplace (i.e. Millennials and Generation Z), the extent to which and how individuals view content is critical to the success of those communicating and engaging with employees. If we are creating ten minute videos but employees only watch the first two minutes, why are we spending money on the additional eight? If we are spending tens of thousands of dollars on producing monthly newsletters but employees are only reading select stories, don’t we want to know which ones they are reading and maybe even consider doing away with the costs associated with producing an entire newsletter when the stories can be published differently and more effectively? These are some of the questions that the new analytics will help communicators answer and that will result in immediate ROI.
The speed and efficiency at which content reaches employees can be worth hundreds of thousands, if not millions of dollars to companies. Take, for example, the retail industry – if store managers and frontline employees are immediately made aware of an inventory glut and are able to put the inventory on sale days before its value is written off, this can save the organization significant amounts in lost revenue. Similarly, if it can be determined that the person responsible for ensuring the delivery of information is operating behind schedule and therefore the business, as a result, isn’t performing as expected, change can be affected to improve the situation. These are some of the situations that the new analytics will help those responsible for content creation and delivery to evaluate.
Through our discussions with client companies in industries including manufacturing, retail and hospitality, we have repeatedly heard that a communications challenge exists in getting information from corporate to front-line employees, particularly in decentralized operations and in those where many employees don’t have corporate email addresses. Many organizations rely on “trickle-down” or “cascade” systems of communications. This heavy dependence on multiple layers of personnel to ensure the delivery of information to “deskless” employees serving the front-line often results in ineffective and unquantifiable results. This doesn’t have to be the case. Because of the nature of mobile technology, companies can now know specifically whether and to what extent employees are not only receiving important information, but also (and, if desired, given privacy concerns), whether they actually are viewing such information.
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theEMPLOYEEapp’s analytics platform isn’t about analytics for analytics sake. It’s about helping communications and HR professionals do better in their work and giving them the ability to quantify the value of their work. Our industry can continue to rely on imprecise metrics and ill-defined KPIs. However, when considering how individuals are now consuming content, particularly via mobile, communications professionals, by focusing on what and how content is consumed, can establish a direct correlation between the work they do and their company’s business success. What we do in communications really matters and it’s about time we turned to relevant numbers to back that up. If we do, the next time there is an economic downturn, there is a better chance that we will be looked to and relied upon first for information, rather than let go.