Overview
The objective of this training is to increase understanding of how to successfully measure communications effectiveness and engagement levels within organisations. Each participant will be able to log their key learnings in a metrics “log book” which can act to both capture the key points from the day and create a measurement action-plan at an individual level.
Content outline
1) Why measure?
- The benefits of hard numbers
- Arguing the business case for engagement and communications effectiveness
- The targets for measurement (the Board; senior teams; managers; teams; individuals)
- Focusing on the strategic objectives of your metrics program and choosing the right measures
2) Aligning measurement with business objectives
- From business strategy to metrics strategy
- Using simple models to frame your measurement
- Key measures to assess your strategic progress
3) Measurement basics
- Measurement methods: qualitative research (focus groups and depth interviews), quantitative research (surveys) and secondary analysis (using pre-existing data)
- Sample sizes: how many people do I need to measure?
- Questionnaire design: the basics of a good question; using measurement scales
4) The current climate and its impact on measurement
- New approaches (eg., employee panels, on-line focus groups etc.)
- New focus points for measurement programs (eg: trust in leadership, re-engagement; survivor engagement etc. )
- Dipstick research versus annual census surveys
5) The need to show ROI
- Why ROI is important: persuading others about your case for gathering metrics
- Proving ROI: simple techniques
- Communicating data in a meaningful way: using data plus story-telling
There will also be case study examples and a chance to ask questions throughout the session.
About the trainer
Andy Brown is a Partner at stakeholder engagement specialists, Engage Group, leading the analytics business. Working with many of the FTSE-100 and Fortune-500, he has conducted strategic organisational research and consulting assignments globally in a number of diverse sectors to ensure clients align their people with their strategies.
Prior to his role at Engage Group, Andy was Managing Director of YouGov Consulting and a Partner at Mercer Consulting where he led the organisational research practice.
