Are You Measuring What Matters – Or Just Measuring More?

Insights From Gerrard Hartland, Deputy Head of Internal Communications at NHS Blood and Transplant and Sejal Popat, Head of Internal Communications and Engagement at RSA

At this year’s Employee Engagement Summit, the Internal Communications stage buzzed with ideas that struck right at the heart of our profession – proving the strategic impact of what we do. In the session “Measuring What Matters: The True Impact of Internal Communication,” two seasoned communicators unpacked the real value behind measurement, data, and technology. The message was clear: it’s not just about counting clicks; it’s about shaping conversations, actions, and ultimately, culture.

Gerrard Hartland, Deputy Head of Internal Communications at NHS Blood and Transplant, kicked things off by reminding us that internal comms works best when tightly aligned with business priorities. During the height of the pandemic, his team simplified an overwhelming stream of messaging down to five core organisational goals – cutting through the noise and creating a unified focus across public affairs, social media, and PR. His audience-first mantra was simple but powerful: measure what moves people to act, not just what catches their eye.

Sejal Popat, Head of Internal Communications and Engagement at RSA, offered a corporate perspective filled with nuance. Managing comms across multiple UK sites with distinct subcultures, her team balances data and sentiment to stay connected with employees’ lived experiences. Insights from engagement surveys shape their strategy, helping RSA understand how well leadership messages resonate – and where the emotional connection might need a boost.

When it came to metrics, both speakers agreed that numbers alone don’t tell the full story. Gerrard advocated for pairing dashboard tracking with early stakeholder engagement to ensure communications land with purpose. Sejal added that the most revealing insights often come from listening sessions and qualitative data – the human side of measurement that shows whether messages truly stick.

Technology naturally made its way into the discussion. For Sejal, AI presents exciting possibilities still to come, especially in sentiment tracking and maintaining message consistency. Gerrard, meanwhile, is already hands-on with tools like Beaver Engage, which surface unexpected internal influencers. One standout story featured a driver from Southampton whose authentic posts resonated so strongly that he became an informal ambassador for NHS Blood and Transplant’s campaigns – a powerful reminder that influence can come from anywhere.

The session closed on a forward-looking note: personalisation. Both speakers agreed that tailoring comms to employees’ preferences, job roles, and even names can transform engagement. Sejal shared RSA’s approach of weaving personal touches into onboarding, while Gerrard highlighted the boost in open rates after introducing simple, human-centred tweaks.

This conversation left the audience with one clear takeaway – internal comms teams have the data, tools and instinct to be true strategic partners when they measure what really matters.

To register for the 2026 Engage Employee Summit click here.