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December 28, 2022

Data through analytics has given us an amazing way of understanding the interests of our employees: Julia from L.A. Care

With a Masters’s in Journalism, Julia worked for a few years in some newspapers and dailies and pivoted to Communications, as it enabled her to tell stories and meet people and get perspectives without putting in long hours as a journalist. In this episode, let’s look at Data in communications via the eyes of an […]

Data through analytics has given us an amazing way of understanding the interests of our employees: Julia from L.A. Care

With a Masters’s in Journalism, Julia worked for a few years in some newspapers and dailies and pivoted to Communications, as it enabled her to tell stories and meet people and get perspectives without putting in long hours as a journalist.

In this episode, let’s look at Data in communications via the eyes of an internal communications professional:

0:00 so our key measurements are definitely engagement that’s a that’s a huge one for us because it’s important to everything that we do like our employees engaging with our organization.
0:14 Are they reading the messages?
0:16 What kind of messages are they reading?
0:17 So very much our measurement tools, look at things like engagement and we get that largely from google analytics, I’m largely a storyteller and even when I was in high school there was just something about writing and learning from other people and just really getting fresh perspectives.
0:49 That really inspired me to initially go into journalism and I did my masters in journalism and I worked at some newspapers and dailies for a few years and then it was really more interested in the communication side of things so it still enables me to tell stories and meet people and get perspectives but it’s a little less time consuming when it comes to working all those hours when you’re a journalist.
1:26 When I first started my job working for Brisbane City Council, we actually used data to understand if people were actually reading the flyers that were sent out.
1:39 So being a council we had to send all sorts of notifications letting people know not to use water or you know that there is resources available to them.
1:52 So the data that we used was very helpful in understanding if people are actually reading what we’re sending.
2:03 So we basically started with surveys and just understanding what was read what was interest if it needed to be long or short.
2:15 So that was face to face surveys.
2:18 and so that was quite time consuming but it was a really great way of understanding the data of what people are reading analytics that I take.
2:35 My management are actually around actually around the company internet and it’s actually fascinating for me because I can often create content and then I look at the analytics and I realize people aren’t actually reading that type of content.
2:51 So basically in terms of page views it’s the data through the analytics that has given us an amazing way of understanding the interests of our employees.
3:06 So there’s two main data sources that we use to which is google analytics as well as we have a system called polite mail where it actually looks at all of our emails that come through and that gives us an extremely broad understanding of how engaged our employees are, how long they’re spending on the page things like how are they actually reading it, those kind of basics.
3:35 So it really segments everything that we send to them and just provides us with really invaluable data.
3:49 So our key measurements are definitely engagement that’s a that’s a huge one for us because it’s important to everything that we do like our employees engaging with our organization.
4:02 Are they reading the messages?
4:04 What kind of messages are they reading?
4:06 So very much our measurement tools look at things like engagement and we get that largely from google analytics.
4:19 So we do a campaign in L.A. care every year which is called our employee engagement survey.
4:26 And that is a survey that goes to everyone within the organization.
4:31 So around 2000 people we ask a range of questions and it’s just fascinating understanding how people are at like what they’re at in terms of you know, do they support the management?
4:46 Do they like the kind of content that we’re producing?
4:50 and also open ended questions which I think are also very valuable not only to understanding our employees but just in general as a weathervane for where they’re at.
5:05 so that that’s a key campaign and often we get around 95% in terms of the actual metrics from the employees.
5:15 So I mean I think that that’s a really great measurement tool and response for an organization as diverse as us.
5:25 One particular insight that we really received from the annual employee engagement survey was just that people were particularly interested in and wanting to really have more work done when it comes to diversity inclusion inequality.
5:50 So that really came up that we needed to do more work as an organization in terms of providing opportunities that were equitable having groups like for example having affinity groups where people can really feel that kind of belonging to the organization and discuss their specific needs and how they want to be treated.
6:10 So that was a really key inside, especially after after George Floyd and the nationwide protests, it was that really came to the surface from a survey that we need to do more and we really put that into action.
6:27 We now have an equity steering committee, we have a range of different councils that support diversity equity and inclusion.
6:35 And it’s just been a great insight just knowing that that is that’s come directly from the data that we collected in the annual employee engagement survey.
6:51 Well, I think at least over the last I would say five years we have been offered just a huge range of tools that have never been accessible before.
7:03 So they’re so sophisticated as well.
7:06 Like I mentioned, we can actually see if an audience is engaged by a single email or a single page.
7:14 So I think that we’re definitely heading in the right direction and I think more refinement of those kind of tools, for example being able to find out engagement, how long someone spending on the page, if they just skimmed it or if they actually read it, I think those tools are so insightful and valuable and I think if we continue in that kind of fashion, just more refining and more sophistication.
7:42 then I think that that is definitely the right way to go in terms of the kind of data that is available, sometimes we can survey people but we don’t actually understand what they actually mean.
8:03 So I think more work around, say for example, if if someone said that they disliked the email for some reason they responded just having more insight into why I think it’s those kind of questions and data can be, you know, a yes or a no.
8:25 but I think if we can have just more understanding around why it’s a yes or a no or why they engage with that and not something else.
8:36 I think that those kind of aspects would be even more valuable to have.
8:46 I think it’s definitely going to grow in importance.
8:49 I think that we’ve started something like curve.
8:51 It has as much as it’s been extremely difficult and very, very difficult time for so many people, it’s kind of like changed communication And you know, we’ve we’ve gone to virtual teams, we’ve gone to hybrid workplaces or 100% remote in place like that every day.
9:11 So I think it’s also level the playing field to so there’s less differentiation between the management and the leadership team and the employees.
9:22 We’ve kind of found this middle ground.
9:25 So I think definitely it’s going to grow in importance throughout these next few days and years and months.
9:39 I would say listen to your eldest.
9:43 listen as much as I think that the new generation is so empowered and they have so much to give.
9:51 I really feel like we can also learn, from the people that have worked in the communications or journalism field for 10, 20 odd ideas.
10:02 There’s there’s so many learnings and, ideas that have been used before.
10:10 So I think it’s really about listening and understanding and making sure that you don’t just come into a workplace and think that you can suddenly implement all of your new ideas, like try listening, working together and I think, and just understanding the flow of the organization too.
10:31 That’s really cute.

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