We were struck by a recent Ragan/PoliteMail survey which found that 63% of internal communicators feel this way.
Despite the rise of sophisticated digital tools, many organisations don’t understand how employees really feel, what’s resonating, and where engagement may be slipping.

And we get it. We know from our client work that often comms people are gathering and measuring data from email metrics, such as content likes and click rates, so measuring employee sentiment too can look like a mountain to climb when you’re busy with the day to day.

Yet employee sentiment isn’t just a ‘nice to know’ metric. It’s a critical business signal. When measured effectively, it’s a powerful lever for improving culture, strengthening trust, and supporting leadership decision making.

Sentiment reveals what numbers can’t. Open rates and click-throughs tell you what employees do. Sentiment tells you why.

Understanding emotional response – confidence, concern, frustration, pride – helps communicators shape messages that connect on a deeper level and anticipate reactions before they escalate.

Plus, employees who feel heard, valued, and emotionally connected to the organisation are more likely to stay, advocate, and contribute.

The good news? Measuring sentiment doesn’t have to be overwhelming. With the right habits, structure and tools, it becomes easier to gather insights consistently.

Here’s our top three tips for measuring employee sentiment effectively: