The power of feedback loops

Last week, we talked about how to get your ducks in a row before an announcement. But what happens after the message goes out?

That part gets way less attention, but it’s just as important.

Because without an intentional feedback loop, you’re probably making assumptions about how successful your announcement was... and you know what they say about assumptions.

If you’re not actively collecting insights after a big announcement, you're probably going to be left without answers to important questions like:

• Did the message actually land the way we intended?

• Are employees confused, frustrated, or disengaged?

• What worked—and how can we do better next time?

Without this information, you’re leaving one of the most valuable parts of internal comms—continuous improvement—completely on the table.

Here's how to fix that:

Building a Feedback Loop That Works

✅ Gauge sentiment early and often – Don’t wait for an annual engagement survey to tell you if something missed the mark. Plan intentional touchpoints right after an announcement—quick pulse surveys, focused manager check-ins, or even casual Slack polls—to gauge reactions in real time. The sooner you spot confusion or concerns, the faster you can course-correct before they escalate.

✅ Set communication KPIs – Open rates and click-throughs are fine, but what really matters is: Are employees acting on what they heard? For example, if you announce a new benefits program, don’t just track email open rates—track sign-ups, HR inquiries, or manager-led discussions. If engagement is low, it’s a sign the message didn’t land, and you may need to reinforce it in different ways. Look beyond surface-level metrics to see if real behavior change is happening.

✅ Keep tracking over time – Some changes take time to settle. If it’s a major shift, check in consistently. One way to do this is by using the same survey questions quarterly for at least three quarters to track trends. This helps you see if the message is sticking or if adjustments are needed.

✅ Tap managers for the real talk – Employees might not tell HR or leadership how they really feel. It's even less likely their real emotions will come through in a survey. But in most cases, they will open up to their manager. Give managers key questions to ask and a simple way to escalate feedback, so no concerns get lost.

✅ Use both numbers and narratives – Metrics reveal trends, but employee stories explain why those trends exist. Use both to get a full picture of what’s working, what’s not, and where to improve.

When you build feedback into your comms strategy, you’re not just sending messages—you’re creating a conversation.

That’s how you build trust, engagement, and communication that actually makes an impact.

So, what’s one way you can start gathering feedback this week? Hit reply (or email me at BTM@culturecatalystcomms.com) and let me know—I’d love to hear what’s working (and what’s not).

Subscribe