When it comes to communication, content is king. But in the age where everything that matters is measured, I’d argue that communication is ruled by an equally important monarch: metrics.
As a content creator, I love writing, and I relish finding just the right word or a clever turn of phrase and rhyming a headline to lure the reader into discovering more about a topic. But without metrics, I don’t know if anyone finds the content I created helpful or useful. Or, to get a little philosophical, if my email lands in employee inboxes and nobody opens it, does it make a click?
When done right, measurement becomes a virtuous cycle that takes you on a journey of continuous improvement and engagement. It starts with understanding how many people are interacting with your communication and how those interactions drive participation with your programs. It also provides insight into the areas where employees are succeeding and where they need more support.
So what metrics can you measure, and what do they tell you?
Interactions
Marketers call these “vanity metrics,” but they’re more than just pretty numbers. They show how many people are seeing and paying attention to your message, which is the first step to engagement.
These measures include:
Web traffic volume and patterns
Email open and click-through rates
Meeting attendance
Webinar attendance
Video views
Communication survey responses
Focus group feedback
Participation
When measuring participation, we can learn what programs are being utilized and by whom. This data can typically be measured during and after a campaign.
These measures include active participation in:
Wellness fairs, biometric screenings, and flu shot events
Health plan enrollment
Wellness program
Family leave program
Preventive care
Telehealth services
Retirement and financial wellness programs
EAP and other emotional well-being programs
Advocacy services
Outcomes
This data shows how your efforts are affecting long-term business goals. The measurement time frames for this type of data are often longer and could span many years.
These measures include:
Aggregate biometrics
Health plan claims and network usage
Retirement plan balances and investments
HSA balances and investments
Leave of absence
Bottom Line
What and how you measure will vary based on what you’re trying to achieve with your overall business and programs. The good news is that measurement and engagement tools continue to evolve; many are now capable of providing rich and insightful data to help drive your strategy forward.
Rita Harris, VP Senior Consultant, is known for her ability to break down complex benefits programs into their essential parts, so employees can quickly assess “what’s in it for me.”
