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.
For more help, check out these resources.
Webinars:
Ebook:
Worksheets:
- 10 Keys to Unlocking Successful Benefits Communication Worksheet
- Open Enrollment Communications Campaign Debrief Worksheet
Toolkit:
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