New Research Reveals “Credibility Gap” In Internal Comms: 94% Say It’s Respected, but only 30% Can Prove Business Impact

Why It Matters

Without quantifiable results, internal communications struggle to earn strategic influence, limiting ROI and hindering organizational performance.

Key Takeaways

• 94% respect internal comms; only 30% prove impact.
• Leaders demand cost, time, and performance metrics over click rates.
• Start with a single business problem to pilot measurement.
• Translate outcomes into money and hours saved for credibility.
• Right tech links communication to retention and efficiency gains.

Pulse Analysis

The internal communications function has long been praised for shaping culture, yet a new Oak Engage study reveals a stark credibility gap. Surveying 250 HR and communications professionals across the United Kingdom, 94 % say their teams are respected, but a mere 30 % can point to concrete business outcomes. Traditional metrics—click‑through rates, page views, and survey scores—no longer satisfy senior leaders who demand evidence of cost savings, productivity gains, or talent retention. This disconnect threatens the strategic relevance of internal comms and underscores the need for outcome‑based measurement.

Experts from Burger King UK and the Institute of Internal Communication argue that the first step is to anchor communication initiatives to a specific business problem. By quantifying baseline performance—such as time spent on a manual process—and then measuring the reduction in hours or dollars after a targeted campaign, teams can produce a tangible ROI narrative. Nick Hollis cites a 3,000‑hour savings calculation, while Jennifer Sproul stresses translating those figures into money terms that resonate with finance and operations leaders. Small‑scale pilots allow teams to test hypotheses, refine data collection, and build a portfolio of proof points.

Technology platforms that integrate analytics with the employee experience are accelerating this shift. Oak Engage’s intranet suite, for example, links message delivery to turnover metrics, enabling a reported drop from 98 % to 50 % in a test cohort and a 40 % reduction in overall attrition. When communication data is tied directly to retention, cost avoidance, and efficiency, internal comms moves from a support role to a strategic insight engine. Organizations that adopt outcome‑focused measurement will not only close the credibility gap but also unlock measurable contributions to the bottom line.