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Internal communication is intensively pursued in many companies, content is created, channels are used and tools are introduced. However, without reliable performance measurement, it remains unclear whether these measures are actually effective or merely generate expenditure. This is precisely where the question of measurable criteria comes in.
The article “Internal Communication: Definition, Goals, Tools & Practical Examples” classifies the central components of internal communication and shows how goals, channels and tools interact strategically. What is deliberately left out here is the detailed question of how these measures are evaluated during ongoing operations.
Internal communication: definition, goals, instruments & practical examples
Internal communication explained clearly. With goals, suitable channels and tools. Practical with KPIs, checklist and customer example.
The following article therefore focuses on KPIs for internal communication. It highlights the metrics that companies can use to track whether information is being received, utilised and triggering responses. At the same time, it shows how KPIs help to set priorities, deploy resources in a more targeted manner and further develop internal communication on the basis of data.
Internal communication KPIs: engagement, reach, relevance
Successful internal communication is not only characterised by appealing content and modern channels, but also by the fact that its impact is measurable. Without clear KPIs, it remains unclear whether messages are really being received, understood and having the desired effect. These internal communication KPIs show impact instead of effort.
Important KPIs for internal communication
1. Employee commitment
Shows how actively employees participate in communication, for example through comments, likes, surveys or participation in discussions.
Why relevant
High engagement indicates relevance and acceptance of the content.
Example
An employee app with a survey function records 70% participation in important project topics. A clear signal that the topic is resonating.
2. Opening rates and click rates
Particularly relevant for digital channels such as emails, newsletters or push notifications. The open rate shows how many people see a message, while the click rate shows how many people engage with the content in greater depth.
Why relevant
Measures the attractiveness of the subject lines and the relevance of the content.
Example
A project update with a clear, short headline achieves twice as many clicks as an imprecisely worded message.
3. Employee satisfaction
Use regular mood barometers or pulse surveys to determine how satisfied employees are with the communication.
Why relevant: Dissatisfaction is often an early warning sign of declining trust or ineffective information transfer.
Example: Quarterly surveys show whether employees feel that they are sufficiently informed about company goals.
4. Achievement of specific communication goals
Checks whether defined targets have actually been achieved, e.g. ‘95% of all employees are aware of the new security policy’.
Why relevant: Makes the success of individual campaigns or information initiatives visible.
Example: A training invitation is sent to 500 people; the participation rate is 92%. Target almost achieved.
5. Utilisation rates of communication tools
Shows how often and intensively platforms such as the intranet, employee apps or chat tools are used.
Why relevant: Low usage rates can indicate a lack of relevance, poor usability or insufficient awareness.
Example: After the introduction of an app, daily logins increase by 35% because information is available centrally and on mobile devices.
6. Attendance rate at meetings & events
Provides information on how well internal events (e.g. town halls, workshops) are accepted.
Why relevant: High participation rates indicate interest, low rates may indicate scheduling problems or low relevance.
Methods for measuring the KPIs
Examples of continuous optimisation
1. Subject line tests (A/B testing)
Instead of sending all internal emails or app notifications with the same subject line, two variants are created: one more informative (‘New security guideline 2025’) and one more attention-grabbing (‘Important changes for all locations. Read now!’).
Result: The analysis shows which variant achieves the higher opening rate. In future, subject lines can be optimised on the basis of this data.
Advantage: Even small adjustments can significantly increase reach and readability.
2. Customise content formats
If analyses show that long text articles on the intranet are only viewed for a short time, the same content can be converted into a shorter video or infographic.
Example: A 2-page PDF with safety instructions is converted into a one-minute explanatory video and distributed via push in the employee app.
Advantage: Visual and audiovisual formats increase comprehensibility and increase the likelihood that content will be consumed in full.
3. Restructure channels
If one channel (e.g. an internal forum) is hardly used while another (e.g. a chat tool) is very active, the content from the little-used channel can be integrated into the preferred channel.
Example: Project updates that were previously buried on the intranet will in future be displayed directly in the newsfeed of the employee app.
Advantage: Employees need to check fewer platforms in parallel. Information is where they are active anyway.
4. Refine target group segmentation
Instead of providing all employees with the same information, content is prepared specifically for locations, departments or roles.
Example: shift planning is only sent to the driving service, marketing only receives relevant campaign updates and IT only receives technical maintenance information.
Advantage: More relevant content leads to higher opening and interaction rates and avoids information overload.
5. Conduct regular KPI reviews
The editorial team discusses reach, opening rates, click rates and feedback analyses on a quarterly or monthly basis.
Example: The analysis shows that surveys on Monday mornings generate fewer responses than those on Wednesday afternoons. As a result, publication times are adjusted.
Advantage: Decisions are based on data, not gut feeling, and communication is becoming increasingly precise.
💡 Best practice: Companies that consistently use these optimisation loops often see significant improvements in reach, engagement and employee satisfaction after just 3-6 months.
Structure internal communication clearly – free checklist!
The compact PDF checklist helps you systematically develop internal communication and derive concrete measures. It bundles the most important areas of action in a clearly structured form and helps you set priorities, organise processes and consistently implement improvements. The content is practical and suitable for both operational use and strategic orientation for communication, HR and management teams.
👉 Download now for free and optimise your internal communication step by step.
