"Did you know that only 50% of employees actually read leadership communications? That stat hit me like a ton of bricks the first time I saw it. I mean, think about it - half of what leaders are saying is completely missed. It’s like shouting into the void and hoping someone hears you.

Here’s the thing: communication isn’t just about getting the message out - it’s about making sure it lands. And that’s where benchmarking comes in. At Pebb, we’ve seen how using data to measure and compare communication efforts can completely change the game. It’s not just about spotting what’s broken; it’s about finding what works and doing more of it. For example, companies with highly engaged employees are 21% more profitable than those with low engagement. That’s not just a fun fact - that’s the bottom line.

In this article, I’ll walk you through how to use benchmarking data to improve your communication strategy, from identifying gaps to setting meaningful goals and tracking progress. Ready to make sure your messages don’t just float away into the ether? Let’s dive in."

What Is Benchmarking in Internal Communication

Benchmarking is like holding up a mirror to your internal communication efforts and comparing the reflection to similar organizations. It’s a way to see clearly what’s working and what could use some fine-tuning. For instance, knowing that the average corporate email open rate is 68% gives you a tangible goal to aim for - and proof that hitting that mark is entirely doable. Let’s break down what communication benchmarking is, the metrics that matter, and why it’s such a game-changer.

How to Define Communication Benchmarking

At its core, communication benchmarking is about measuring how your internal communication stacks up - whether against industry standards, competitors, or even your own previous results. It’s a way to pinpoint whether your strategy is truly hitting the mark.

Here’s the beauty of it: benchmarking turns guesswork into hard facts. Instead of wondering if your team is engaging with updates, you can compare your data to organizations facing similar challenges. Are employees engaging with your announcements? Is your feedback participation rate lagging behind industry norms? These comparisons shine a light on what’s going well and what needs attention.

What sets communication benchmarking apart is its focus on comparisons. You’re not just tracking your own progress - you’re seeing how you measure up in the broader landscape. This matters because what works in one industry might flop in another. Tailoring benchmarks to your specific sector gives you a clearer view of what success could look like for your team.

Key Metrics to Track for Communication Benchmarking

To really understand how well your communication is landing, you need to track the right metrics. It’s not just about numbers - it’s about what those numbers tell you about your team’s engagement.

Employee engagement rates are a key indicator. Research shows that higher engagement directly impacts profitability. Engagement metrics cover everything from how employees interact with your content to whether they’re acting on the information you share.

Email and message performance offers immediate feedback. Look beyond open rates - click-through rates and response times can reveal how effective your messages are. Compare these against industry benchmarks for a clearer picture.

Platform usage data is another goldmine. If you’re using a platform like Pebb for communication, you can monitor daily active users, time spent in channels, and participation in discussions. These insights show which channels are resonating and which might need tweaking.

Feedback participation rates are especially revealing. Only 43% of employees say they have an easy way to share feedback on communications they receive. That’s a huge opportunity to improve. Keep an eye on how many people are responding to surveys or joining feedback sessions.

According to the Workshop 2024 trends report, internal communicators rely heavily on survey results (62.2%) to measure their efforts. Metrics like open and click-through rates are used by 56.9%, while about 45% track posts, comments, and replies. These numbers highlight the metrics that matter most.

Tracking these benchmarks doesn’t just give you data - it gives you actionable insights to improve how your team communicates.

How Benchmarking Helps Internal Teams

Once you’ve got the metrics in hand, benchmarking becomes a tool for turning communication struggles into strategic wins. It helps you see where you stand and where you can grow.

One of the first things benchmarking does is highlight gaps in your current approach. For example, a mid-sized company discovered their intranet engagement was lagging. After benchmarking revealed the issue, they revamped their platform with user-friendly navigation and personalized content. The result? A 20% increase in engagement, bringing them in line with industry standards.

Benchmarking also helps you set realistic goals. Take the case of an organization struggling with low survey participation - just 40%, compared to an industry average of 60%. They introduced anonymous feedback tools and emphasized the importance of the surveys. Within six months, their participation rate jumped to 65%.

And here’s the kicker: benchmarking can justify investments in better communication tools. When you can show that your metrics don’t meet industry standards, it’s easier to make the case for upgrading to a platform like Pebb. Data-backed decisions are always more convincing.

As Alexandre Fieschi from Sociabble puts it:

"Internal communication content has to align with the strategy of the organization. Its KPI's - both the content performance and the engagement of the employees - have to be closely monitored."

When you benchmark, you’re not just tracking numbers - you’re tracking progress. It’s about moving closer to industry-standard performance while continuously improving how your team communicates and collaborates.

The goal isn’t to copy what others are doing. It’s about understanding what’s possible and tailoring it to fit your team’s unique needs. Combine those industry insights with your team’s specific challenges, and benchmarking becomes a powerful tool for meaningful change.

How to Collect and Analyze Benchmarking Data

When it comes to benchmarking, the data you need is often closer than you think. Let me walk you through how we approach gathering and analyzing it effectively.

Ways to Collect Data

The first step in benchmarking is figuring out where to look. From my experience, three methods consistently deliver the insights we need: employee surveys, platform analytics, and industry reports.

• Employee surveys: These are a goldmine for understanding how well internal communication is working. But here's a surprising stat - only 47% of communicators actually measure the effectiveness of their internal communication efforts. When we run surveys, we focus on both perception and behavior. For instance, we ask employees about the clarity and relevance of messages, as well as whether they’re acting on the information they receive.

• Platform analytics: This is where real-time data comes into play. For example, if you're using email for announcements, tracking open rates is a must. Did you know that company-wide emails are only opened about 21.33% of the time? Tools like PoliteMail make it easy to track metrics like email open rates and reading time.

• Industry reports: These provide an external lens to compare your performance. PoliteMail’s free annual benchmark report, for instance, analyzes data from 10 industry sectors and 7 group sizes. It’s a fantastic resource for spotting trends and setting realistic goals.

We’ve found that combining these sources - internal data, external benchmarks, and strategic insights - gives us a well-rounded view.

How to Analyze Data for Useful Insights

Collecting data is just the beginning. The real value comes from turning that data into actionable insights.

Start by setting clear objectives. Harvinder Singh puts it perfectly: define what you want to achieve. Whether it’s increasing engagement, improving retention, or boosting feedback participation, having a clear goal makes all the difference.

Next, dive into comparative analysis. This is where benchmarking truly stands out. Compare your metrics against industry standards and segment the data to uncover trends. For example, you might find that remote teams are less engaged than office-based ones or that certain departments consistently outperform others.

Here’s a stat that caught my attention: best-in-class attrition rates are under 5%, and transformative organizations keep it below 3%. Metrics like these can highlight areas where communication needs improvement.

Look for patterns, like engagement dips during busy periods or standout performance from specific types of content. Gary Moss from Gallagher shared a great example:

"Years of conducting audits have shown us how invaluable they can be - one client even described their audit as 'gold dust' in resetting their internal comms approach. It allowed them to have a completely different conversation with leadership - one that furthered their internal comms transformation strategy."

By blending internal data with external benchmarks, you get a full picture of what’s working and what’s not.

Using Pebb for Benchmarking

Let me tell you how Pebb makes this process easier. We built our analytics tools specifically to simplify benchmarking - no more switching between platforms or piecing together data from scattered sources.

With Pebb, you can track key communication metrics like engagement rates, discussion participation, announcement read times, and overall platform usage. But here’s the kicker: we focus on insights that drive action, not just vanity metrics. This means you can quickly identify which departments are most engaged, which content is performing well, and where the gaps are.

One thing I love about Pebb is how fast it delivers feedback. You don’t have to wait for a quarterly report to see how a new initiative is performing. The real-time analytics let you adjust your strategy on the fly, creating a rapid feedback loop that’s essential for effective benchmarking.

For those who want to go deeper, our Premium plan ($4 per user per month) offers advanced analytics. You can set up custom reports, track KPIs that matter most to your goals, and even export data for detailed analysis.

Cara Natterson summed it up best:

"Our engagement is bananas. The analytics in HQ make it very easy to track. So when we spend time creating a newsletter and then 60% of our audience actually reads it, it makes us want to do a better and better job each time. It's incredible."

Plus, Pebb integrates seamlessly with other systems, making it easy to import data and get a comprehensive view. Whether you’re comparing team performance or benchmarking against industry standards, Pebb equips you with the tools to turn data into meaningful insights.

Next, I’ll show you how to align this data with your communication goals to drive measurable improvements. Stay tuned!

How to Match Benchmarking Data with Communication Goals

We’ve gathered all this data - now what? The real magic happens when you turn those numbers into actionable communication goals. Too often, teams get stuck analyzing without acting. Let me walk you through how we tackle this step-by-step. The first move? Pinpoint the gaps your data reveals.

Using Data to Find Gaps

Start by comparing your current metrics to industry benchmarks. But don’t stop at the numbers - dig into what those differences actually mean for your organization.

Take the example of tchop™ working with a mid-sized company. Their intranet usage trailed industry standards by 20%. On the surface, it looked like employees just didn’t care. But when they investigated, they found the real issue: clunky navigation and impersonal content. Once they fixed those problems, engagement didn’t just meet the benchmark - it blew past it.

Look for recurring patterns in your data to uncover deeper issues. For instance, are remote teams consistently less engaged than their in-office counterparts? Or maybe one department always struggles with communication metrics. These patterns often signal broader challenges that need addressing.

Here’s a hard-hitting stat to put this in perspective: disengaged employees cost businesses between $450 and $550 billion every year in lost productivity. When you frame communication gaps in terms of dollars and impact, it’s easier to prioritize fixes and secure leadership support.

Focus on gaps that hit both engagement and profitability. In my experience, the most valuable insights often come from areas where communication directly affects the bottom line.

Setting SMART Communication Goals

Once you’ve identified the gaps, it’s time to set goals that are clear and actionable. I’m a huge fan of the SMART framework - it keeps everyone on track and accountable.

• Specific goals eliminate guesswork. For example, instead of saying, “Improve internal communication,” aim for something like, “Increase employee survey participation from 40% to 65% by using anonymous feedback tools and clearer messaging about the survey’s purpose.” One organization I worked with did exactly that - and hit their target in just six months.

• Measurable goals give you tangible targets. Did you know the average high-earning employee loses 46 workdays a year to poor communication? If you can cut that by even 10%, the productivity gains are easy to measure - and impressive.

• Achievable goals keep morale high. I’ve seen teams aim for unrealistic leaps, like jumping from 30% to 90% engagement in three months. It never works. Instead, focus on steady, sustainable progress. Dr. Saju Skaria said it best:

  "Set SMART goals to ensure they are Specific, Measurable, Achievable, Relevant, and Time-bound."

• Relevant goals align with your company’s priorities. For example, if retention is a key focus, your communication goals might target strengthening manager-employee relationships or boosting feedback frequency.

• Time-bound goals create urgency. Quarterly milestones help you stay accountable and make adjustments as needed. Without deadlines, goals can easily turn into wishful thinking.

At Pebb, we make setting and tracking SMART goals easier with real-time analytics. Instead of waiting months to see if your strategies are working, you can tweak them based on immediate feedback.

How to Prioritize Actions for Best Results

Once your SMART goals are in place, the next step is prioritizing actions that deliver the biggest bang for your buck. Not all communication gaps are equally important, so focus on the ones that will make the most impact.

• Analyze the business impact of each gap. Jeev Chugh from Amazon Web Services highlights the importance of clearly defining what you’re measuring and why:

  "Defining the scope means precisely outlining the parameters of what we're measuring and why."

• Target gaps that affect multiple areas. For instance, if poor communication is hurting both engagement and retention, fixing it will have a ripple effect across your business.

• Weigh ease of implementation against potential impact. Sometimes small tweaks - like clearer email subject lines or simpler intranet navigation - can lead to big wins. These quick fixes build momentum for tackling bigger challenges.

• Focus on areas you can control. While you can’t change industry-wide trends overnight, you can improve how your teams share information internally.

At Pebb, we’ve designed our analytics tools to help you prioritize effectively. Whether you’re on our free Standard plan or the Premium plan at $4 per user per month, our dashboard zeroes in on the metrics that matter most for your goals. No fluff - just actionable insights.

The bottom line? Benchmarking data only matters if it leads to meaningful change. By identifying gaps, setting SMART goals, and zeroing in on high-impact improvements, you can turn those numbers into a clear path toward better communication. And trust me, the results are worth it. Up next, I’ll dive into how to create action plans that actually get implemented and deliver measurable results.

Creating and Implementing Action Plans

So, you’ve pinpointed your communication gaps and set those SMART goals. Now comes the tricky part: turning all that data and planning into real, actionable change. Trust me, this is where many organizations hit a wall. The secret? Building structured, step-by-step plans that your team can actually follow and execute.

How to Build an Action Plan for Communication

Let’s start with the basics. A solid action plan needs a clear framework. Julie Baron, an Affiliate Consultant, sums it up perfectly:

"Benchmarking done right allows you to measure your performance and processes against the best practices of others. You'll uncover why and how these organizations achieve their performance levels. The goal: Use the information to improve your own efforts and performance."

Here’s how we approach it:

1. Define your goals: What’s the objective? Maybe it’s raising awareness about a new initiative, addressing employee concerns, or celebrating milestones to boost morale. Use benchmarking data to set these priorities.

2. Identify your key players: Who needs to be in the loop? Think leadership for big-picture updates, IT teams for tool rollouts, department heads for driving adoption, and employees who’ll need training. Don’t forget external partners if they’re impacted.

3. Set a communication rhythm: Consistency is key. Weekly team check-ins for quick updates, monthly progress reports for leadership, and quarterly town halls for everyone else work well. Match the message to the medium: email for detailed updates, intranet for centralized info, video calls for discussions, and in-person meetings for sensitive topics.

4. Use feedback loops: Surveys and forums help you tweak the plan as you go. It’s shocking, but only 47% of communicators actually measure the effectiveness of their internal communication efforts. Don’t let your team fall into that trap.

Take Marks & Spencer’s 2020 BEAM Academy, for example. By partnering with Cambridge Spark, they enhanced digital skills and improved operational efficiency - a great case study for how structured plans can drive results.

Using Pebb to Improve Communication

Here’s where Pebb shines. It takes the guesswork out of action plans with real-time analytics. You can track engagement, participation rates, and employee satisfaction as they happen. No more waiting months to figure out if your strategy is working - you can pivot instantly if something’s off.

Our news feed feature is a game-changer. It keeps everyone on the same page with company updates, progress on goals, and even those small wins that deserve a shout-out. It’s all in one place, so no one feels out of the loop.

Need to tailor messages to specific groups? Pebb’s got you covered with group chats and private clubs. Leadership can have their own space for strategic discussions, while department heads and teams collaborate in their own channels. And when a quick text won’t cut it, our built-in voice and video calls make switching to face-to-face communication seamless.

Here’s the kicker: Pebb’s Standard plan is free for up to 1,000 employees. You get unlimited chat history, a knowledge library, tasks, calendars, and clubs. Ready to scale? The Premium plan is just $4 per user per month - way more affordable than competitors like Slack, Microsoft Teams, or Staffbase.

Tracking Progress and Adjusting Plans

Once your action plan is in motion, the work doesn’t stop. Monitoring progress is everything. Plans need to evolve based on real results. Schedule regular check-ins - weekly, monthly, or quarterly - to review your metrics. Are you hitting participation goals? Are employees more satisfied? Are those communication gaps shrinking?

Focus on what really matters to your business. Did you know only 14% of workers feel completely aligned with their company’s goals, and over 70% feel left out of updates? That’s a huge gap. Track things like message open rates, survey responses, town hall attendance, and employee Net Promoter Scores (eNPS) to measure engagement.

And don’t be afraid to shift gears if something isn’t working. If your email newsletters are flopping but video updates are thriving, lean into what resonates. Just keep in mind: simplicity is your friend. Employees already juggle countless apps and tools - your communication strategy should simplify their lives, not add to the chaos. A communication style guide can also help ensure consistency, so employees know what to expect and stay engaged.

Here’s the bottom line: Action plans only succeed when they’re actively managed and adjusted based on feedback. With Pebb’s analytics and communication tools, you’ve got everything you need to take your plans from ideas to measurable improvements.

Next, I’ll dive into the best practices that separate successful communication transformations from the ones that fall flat - and the common traps you’ll want to avoid. Stay tuned!

Best Practices and Common Mistakes to Avoid

At Pebb, we’ve learned that consistent benchmarking is what separates top-notch communicators from those who struggle. The secret? Following tried-and-true practices while steering clear of common errors.

Best Practices for Effective Benchmarking

Start with reliable data. Everything begins with a strong data foundation. Make sure your numbers are complete, accurate, and up-to-date - ideally no older than a year or two. As Grace Murray Hopper wisely said:

"One accurate measurement is worth a thousand expert opinions."

Bring stakeholders in early. Involving department heads, team leads, and even frontline employees from the start ensures smoother implementation. Plus, their input often uncovers insights you might miss if you’re just crunching numbers in a vacuum.

Tie benchmarks to the bigger picture. Benchmarks should do more than track performance - they should align with your company’s goals. For example, if innovation is a priority, focus on metrics that show how communication supports collaboration and idea-sharing. Here’s a compelling stat: companies with highly engaged employees are 21% more profitable than their disengaged counterparts.

Look beyond surface-level metrics. Vanity metrics like email open rates only tell part of the story. Instead, dig deeper into meaningful indicators like comprehension and engagement. For internal click-through rates, aim for a healthy range of 20% to 40%.

Combine numbers with stories. While data shows what’s happening, qualitative feedback reveals why. At Pebb, we’ve seen teams revolutionize their communication by pairing analytics with employee surveys and feedback sessions. The combination paints a fuller picture.

Of course, even the best practices won’t save you if you fall into common pitfalls. Let’s talk about those.

Common Mistakes to Avoid

Using irrelevant benchmarks. Comparing your performance to the wrong industry standards or mismatched organizations can obscure real progress - or problems. Make sure your comparisons are relevant and meaningful.

Skipping the context. A 15% boost in newsletter engagement sounds great... until you realize it coincided with a major company announcement. Without proper context, data can be misleading.

Relying on bad data. Outdated, duplicated, or incomplete data can throw your entire strategy off course. Tools that flag errors automatically can save you from this headache.

Overanalyzing without acting. Spending months perfecting your benchmarking process is useless if you don’t act on the insights. This “analysis paralysis” is one of the biggest mistakes organizations make.

Ignoring your unique situation. Every organization has its own DNA - its culture, challenges, and goals. Copy-pasting another company’s approach rarely works. As Ryan Swann, chief data analytics officer at Vanguard, puts it:

"Building a successful data strategy at scale goes beyond collecting and analyzing data. Without mission orientation, it can be especially challenging for organizations to prioritize data initiatives, allocate resources efficiently, and foster an engaged workforce that has a clear understanding of how their work has a genuine impact on business outcomes."

In other words, tailor your strategy to fit your company - not someone else’s.

Why Regular Reviews Matter

Benchmarking isn’t a “set it and forget it” process. The communication landscape shifts constantly - new tools emerge, employee preferences evolve, and business priorities change. Regular reviews ensure your benchmarks stay relevant.

Here’s a wake-up call: only 56% of organizations track website analytics, 44% monitor email clicks, and a shocking 19% don’t measure internal communications at all. Even worse, 70% say leadership doesn’t ask for communication metrics.

At Pebb, we’ve found that quarterly reviews are essential. They help us spot trends, identify gaps, and adjust our metrics as we grow. With our analytics dashboard, we can monitor real-time changes in engagement, participation, and employee satisfaction - no need to wait for quarterly reports.

And don’t forget: as your strategy evolves, your benchmarks should too. Sticking with outdated benchmarks can lead to misleading conclusions. Effective benchmarking requires regular updates, attention to detail, and a willingness to adapt. When done right, it turns raw data into powerful insights that drive real communication improvements.

Conclusion: Turning Benchmarking Data into Better Communication

At Pebb, we've learned that benchmarking is so much more than just crunching numbers - it’s about transforming raw data into actionable steps that elevate how teams communicate. The organizations that thrive are the ones treating benchmarking as an ongoing dialogue with their data, not just a one-off exercise.

It all begins with identifying the metrics that truly matter for your team. Once you’ve zeroed in on those, the next step is gathering reliable data that paints an honest picture of how your communication efforts are performing. But here’s where the real magic happens: analyzing that data to spot gaps, set SMART goals, and create plans that actually drive improvement.

Now, let me tell you why having a unified platform is a game-changer. So many teams get stuck juggling fragmented tools, which makes benchmarking feel like a chore. That’s exactly why we built Pebb as an all-in-one solution. With our analytics dashboard, tracking metrics like engagement, participation, and satisfaction becomes effortless. You can monitor everything in real time - no more waiting weeks for reports or piecing together data from multiple systems.

And the results speak for themselves. Pebb consistently earns a 5.0 rating from verified users. Many organizations, after considering options like Meta, LumApps, or MangoApps, chose us instead. One user summed it up perfectly:

"It combines everything - chat, tasks, news feed, knowledge, library - into one place and it's incredibly affordable".

The key to sustained success is making benchmarking a regular habit. Review your progress quarterly, adjust as needed, and stay flexible as your organization grows. This ongoing commitment is what turns benchmarking into a powerful tool for continuous improvement.

Turning data into better communication isn’t always easy, but it’s worth it. By combining strong benchmarking practices with the right tools and a focus on consistent measurement, you’re not just refining how your team communicates - you’re laying the groundwork for long-term success. Your team deserves communication that actually works, and benchmarking is the way to make it happen. With the strategies we’ve shared and the right platform in place, the possibilities are endless. Let’s take your communication to the next level.

FAQs

How can organizations use benchmarking data to set and achieve communication goals?

Benchmarking data is like a compass for refining communication strategies. It lets you measure your internal performance against industry standards, helping to pinpoint gaps, set achievable goals, and monitor progress. By doing this, you ensure your communication efforts not only hit the mark but also align with your organization's broader objectives and proven best practices.

Take Pebb, for example. It simplifies the process of turning these insights into action with features like group chats, news feeds, and task management. And here's the kicker - Pebb’s all-in-one platform comes at just $4 per user, making it an affordable way to boost team communication and collaboration. It’s a straightforward solution to keep your organization connected, engaged, and on track to meet its goals.

What key metrics should you track to use benchmarking data effectively for internal communication goals?

To make the most of benchmarking data in internal communication, it’s all about keeping an eye on engagement metrics. Think about things like how far your messages are reaching, open rates, click-through rates, and even those social interactions - likes, shares, and comments. But don’t stop there. Dive deeper by gathering employee feedback through surveys, tracking engagement scores, and analyzing channel performance to see how your communication tools are actually being used.

Here’s the game plan: start by setting baseline metrics. This gives you a clear starting point to measure progress and figure out the ROI of your communication strategy. Tools like Pebb make this process super straightforward. With everything centralized in one place, you can track these metrics seamlessly. Plus, Pebb offers a free version and premium plans starting at just $4 per user - a wallet-friendly alternative to pricier options like Slack or Teams.

By using these insights, you can fine-tune your communication strategies to match your team’s needs, keeping everyone on the same page and boosting productivity across the board.

How does Pebb help organizations use benchmarking data to enhance communication strategies?

Pebb is here to help organizations fine-tune their communication strategies by turning benchmarking data into actionable insights. Our all-in-one platform simplifies collaboration and keeps teams connected with features like group chats, news feeds, employee directories, and task management. It’s everything you need to evaluate how well your internal communication is working and ensure everyone is aligned with your team’s goals.

Now, here’s where we really shine. While platforms like Slack, Teams, or Workvivo focus on specific features, Pebb delivers a full suite of tools for just $4 per user. That’s right - affordable and built for businesses of every size. Plus, our integrated features make it easier than ever to put those benchmarking insights into action, helping teams improve communication and boost performance over time.

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