Once upon a time, internal communications (IC) was often viewed as a newsletter here, a staff announcement there, and a general postal service — nice to have, but not very strategic. Fast-forward to today, and it’s a different story. With hybrid working, evolving employee expectations, and growing demand for transparency, internal comms is finally seen as a rightful key player in shaping company culture, keeping teams aligned, and boosting morale.

However, in order to realise its value, there needs to be a clear change in how people think, feel and act. This is where IC’s best friends come in – data and analytics.

Metrics that matter

Think beyond vanity metrics like email open rates (though those still matter!). The things we’re really interested in looking at, are:

• Engagement scores: Are employees feeling connected to their work and the company’s purpose?
• eNPS (Employee Net Promoter Score): Would they recommend working here to a friend?
• Participation rates and an employees level of interest in initiatives, town halls, and feedback surveys.
• Channel performance: What platforms are people actually using to read and interact with your messages?

These numbers tell a story. They reveal what’s working, what’s falling flat, and where your people are tuning in — or tuning out.

Listening with data

Survey’s provide the source. Whether it’s a quick pulse check or a more in-depth annual engagement survey, they give employees a voice. This can be in the form of an online quantitative survey, however there is even greater power when you add qualitative data through interview surveys. And when you analyse this feedback properly, you’re not just guessing what employees want — you’re actually listening to them.

For example:

• Employees say they feel out of the loop? Time to reassess how (and how often) you’re sharing updates.

• Leaders scoring low on visibility? Maybe it’s time for more casual updates or live Q&As.

• Feeling disconnected from company goals? That’s a cue to get clearer, more consistent messaging around strategy.

And the best part? When people see that you’ve actually acted on their feedback, trust is increased. Engagement is increased. Retention? You guessed it — increased.

From gut feelings to smart decisions

Before data got involved, a lot of IC was based on gut instinct. Now, we can still follow our intuition — however it’s backed by evidence. And that means more impact, more alignment, and more room to experiment and grow with confidence.

Real-time dashboards, survey heatmaps, sentiment analysis — all these tools help communicators make smarter calls about what to say, when to say it, and how to say it.

It’s a team effort

Of course, internal comms doesn’t operate in a vacuum. The magic happens when comms teams partner and cross-collaborate with wider HR, IT, and leadership teams to gather insights, share learnings, and support better employee experiences. The goal? A workplace where communication isn’t just top-down — it’s dynamic, responsive, engaging and meaningful.

Supercharging IC

Some people may worry that bringing numbers into the mix takes the heart out of communication. But from our view it does the opposite. When you use analytics to listen better, respond smarter, and connect more authentically, you’re not replacing the human side of comms — you’re making it stronger.

It’s great to see so many business leaders appreciating the influence IC has on the culture and effectiveness of their organisation. This is where the strategy can really come alive.

So here’s to the rise of IC. It’s not just keeping the wheels turning anymore — it’s steering the ship. And with analytics riding shotgun, it’s headed in a very good direction.