Focus group discussing communication change metrics

The COVID-19 pandemic is having a big impact on organizations. As a result, companies are rethinking core business processes—and they need employees to quickly understand what’s changing and what they need to do differently.

With all this going on, how can you measure if your communication is effective?

The key is incorporating quick and easy measurement tactics to gauge the success of your change communication efforts. Feedback from employees, leaders and managers will give you insights into how well your program is working. Then, you can adjust your plan appropriately to ensure everyone is well informed and feels at ease.

Try these four measurement techniques:


Metrics: data collected from analytics reports on push communications

You can track:

  • Email opens and clicks 
  • Intranet page views
  • Article views, likes and comments

You will see trends showcasing which topics employees are looking for. That way, you can focus your efforts on the most sought after topics and know where employees need clarity or more information.


Spot survey: a quick survey with a maximum of five questions

Create a survey to distribute following a large communication initiative or meeting. The survey questions should focus on just one aspect of the change or a specific deliverable. For instance, if you are sending the survey after a town hall, the survey should only cover questions about that town hall.

The findings can help you improve the key deliverables used during the change and influence future employee communications.


Manager interviews: one-on-one interviews with people managers

Managers have direct contact with employees during a change, since they are often employees’ go-to source for information. Conduct regular 15-minute interviews with managers to gain a sense of what employees are saying and gather ideas for improvement.

Ask specific questions that are easy for managers to answer. Once you’ve gathered information from each manager, look for common themes to help you plan next steps.


Focus group(s): participative sessions with a facilitator and 10–12 employees

Start by drafting a discussion guide—a list of questions to ask participants during the focus group. This not only keeps the focus group on track, but ensures you ask the right questions to reach your objectives. Your questions should focus on the top channels and strategies from the change plan.

Conduct two focus groups throughout the change:

  • During the change: to see how to shift your change communication plan
  • After the change: to see what to do differently next time

Focus groups will help you discover common themes that will help you stay on track and communicate the right information to your workforce.