Forget Outputs. It’s Outcomes That Change the Game.

Why does it seem so difficult for many corporate communicators to move beyond the measurement of outputs when outcomes are the true litmus test of success? In internal communications specifically, victory is often claimed when memos are sent, town halls are conducted and employee engagement plans are implemented. Indeed, substantial work can go into such activities and pride can be justified by the effort required to complete them. But that’s simply checking off the box to say employees have been “engaged.” What resulted? Did the CEO’s message bring calm to a concerned workforce? Do employees have greater clarity about their role in helping the organization reach its goals? Has the strategic HR plan been effective?

Communicators measuring by outputs probably won’t have the answers to these questions. Those gauging outcomes will know if there’s still work to do – and if the boxes remain unchecked.

NorthgateArinso, a global leader in HR business solutions (also an Edelman client), recently conducted its annual Talent Management Survey, polling more than 500 HR leaders on a variety of topics, including HR communications effectiveness. The survey found that 82 percent of organizations present their corporate strategy to their workforce (good), yet only 49 percent agreed that the strategy “has been understood by all employees” (not so good).

What caused the gap in communications versus employees’ understanding? Outcomes-based measurement techniques and deep employee research will undoubtedly reveal opportunities for improvement and help guide course corrections for more effective future communication. After adjustments have been made, execute then measure and research again. Rinse. Repeat. And finally – check the boxes.

Communicators shouldn’t fall into the trap of measuring outputs. After all, it’s outcomes that truly change the game.

And by the way, what’s up with the nearly 20 percent of companies that don’t communicate their strategy to employees?

I welcome your feedback.

Craig