Using benchmarks in internal communications (IC) can be nuanced. But when done right, benchmarking helps teams measure performance, set goals, and demonstrate value to stakeholders.

I sat down with our employee Research Team duo to get their take on the ins and outs of benchmarking for internal communicators. Here’s what Jackie Berg, our Head of Research and Business Development, and Becky Sennett, our VP of Research, had to say.

Define Benchmarking In Your Own Words

Jackie: We’re going to say the word “context” a hundred times during this! Because benchmarking is only about putting your data into context. Benchmarks are helpful to understand your low points, your average (this is the baseline) and the peak performances for your programs. Otherwise, your data is just floating around without anything for comparison!

‍Becky: #Context #context #context. In its simplest terms, benchmarking helps you understand what good (and bad) looks like.

What’s Your Opinion On Using Benchmarking for Evaluating IC Data?

Jackie: I love ‘em and I hate ‘em. When done right, thoughtful benchmarks can be amazing when you’re doing things like tracking channel and campaign performance or building a business case. Benchmarks are a great way to contextualize the data you collect and highlight areas of opportunity in your communication strategy and approach. This is especially useful in meetings with stakeholders because benchmarks add perspective to make the data more meaningful.

Becky: We definitely get a lot of clients asking us for industry benchmarks. Industry benchmarks can be useful — to an extent — but it’s important to consider the variables. Even two companies of similar size in the same industry can have wildly different communication landscapes.

For tracking year-over-year progress, we usually recommend setting your own rolling benchmarks and comparing against your own data. That said, we know some of our clients’ leaders LOVE industry benchmarks. So, by all means, use them strategically!

What Are The Main Challenges of Benchmarking IC Data?

Jackie: There are so many challenges when it comes to benchmarking internal communications data. For starters, every tech platform collects and defines metrics differently, and each company uses these platforms in unique ways. This makes it tricky to standardize and compare data.

Most of all, doing benchmarking right takes TIME. Unlike marketing, where metrics are broken down into campaigns and segments, IC tools often lack the capability to easily slice and dice data. That makes benchmarking a more manual, time-consuming effort. Becky and I often partner with clients to strategically slice and dice their data to uncover actionable next steps and insights. But the more time that goes by, the harder it can become to manage later on.

Becky: Setting up benchmarks can be tricky without the right measurement tools. This is tough especially for email-heavy organizations that use Outlook or Gmail without any sort of tracking mechanism. And again, industry benchmarks can be challenging because they don’t always provide a fair comparison.

Should All IC Teams Use Benchmarking?

Becky: For sure! Whether you're a team of one or 30, I guarantee your stakeholders will ask, 'Is that good?’ when you walk them through your data and reporting. Benchmarks are also useful for pitching new ideas when you’re not meeting said benchmark(s).

Any Go-To Resources? What Metrics Do You Prioritize?

Jackie: Well, me and Becky of course! Internal comms vendors and platforms often publish reports with benchmarks from their tools. Workshop, PoliteMail, ContactMonkey, FirstUp, Staffbase, Swoop Analytics and Poppulo have reports and resources for benchmarking. Just...remember to take benchmarks with a grain of salt and remember that other companies may not be using the tool EXACTLY the way that you are!

What Else Should Communicators Keep In Mind About Benchmarking Data?

Becky: This might be obvious, but how you’re performing against benchmarks shouldn’t be the only data point you’re referencing when reporting out to stakeholders. For example:

• What are the outcomes or behaviors you’re trying to drive?
• Is your goal to create a better understanding of business strategy?
• Do you want to get your people to register for a certain activity or training?

Pull in other data sources (survey data, registration data, etc.) to paint a stronger, more strategic picture of your impact.

How Do You See The Role of Benchmarking Evolving Over The Next Few Years?

Jackie: Benchmarking in internal communications and employee survey platforms is getting more complex as these tools become more sophisticated. With more and more metrics at our fingertips, the challenge will be to avoid the temptation of reporting on every available metric. Instead, we should focus on metrics that truly matter and where we feel most confident translating the data into a compelling story. Prioritizing quality over quantity and sticking to metrics that clearly show progress will help us thrive amidst a data deluge. Let's keep our storytelling sharp and our priorities straight, y’all!

Any Final Thoughts?

Becky: Benchmarks are great, but don’t lose sight of the outcomes and behaviors you’re trying to influence.

Jackie: And remember, not all benchmarks will fit every audience or situation. It's important to understand the context and adjust accordingly. Happy benchmarking!

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Want to chat with our Research Team? Reach out and let us know what's going on with your data.