Measure employee engagement by actions

In this Op-Ed for PRWeek, U.S. Corporate Practice Leader Michael Bayer discusses the challenge of establishing tangible goals for internal communications within a company.

Is employee engagement a useful goal for internal communications? The answer appears to be no.

This is according to attendees of Cohn & Wolfe's November “Dinner & Dialogue” reception at the W Union Square, where nearly 20 senior communicators from large corporations gathered to discuss engaging employees throughout periods of change. All of the guests were responsible for some form of internal communications, and all agreed that the metrics that gauge the function's effectiveness, where they even exist, are entirely inconsistent. Employee engagement, while a convenient, all-encompassing buzzword, is based on so many factors – from leadership to compensation to personal career goals – that it's rendered almost meaningless as a metric.   

Click here to read the full article from PRWeek.