The results of our 5th benchmark study on the state of internal digital media in the Netherlands are now available. The study examined the most common goals of internal communication, the (digital) mix of tools used to achieve them, and the satisfaction and effectiveness of these tools.
A total of 113 organizations participated in this edition of the Evolve Benchmark. Alliander, ARAG, Huisartsen Gelderse Vallei, the Ministry of Justice and Security, and Heembouw make up the top 5 highest-scoring organizations.
Curious about the results? Fill in the form at the bottom of this page to receive the research report.
The state of internal digital media in the Netherlands 2024: A selection of the results:
- In general, the most common goal of internal communication professionals in 2024 is increasing awareness of the organization’s direction and strategy.
- An exception is government organizations, where engagement and retention are the most common goals.
- Nearly a quarter of participants indicate that 20% to 40% of their content is created using AI.
- 11% do not use AI for content creation, while only 53% of organizations have an internal AI policy.
- The intranet is the most commonly used tool for achieving internal communication goals (as was also the case in the 2021 Evolve Benchmark).
- WhatsApp is used in 70% of organizations, and in 28% it is actively employed by the communications department for internal communication.
- Emails sent to large groups achieve the highest actual reach.
- Only 39% of respondents consider the Digital Employee eXperience.
KPIs and communication professionals are not a natural fit
Peter Haan:
“Of the participants in our study, 78% could not demonstrate whether their work in internal communication actually adds value, due to the absence of criteria against which success is measured. Numbers and communication professionals do not seem to be a natural fit, as our previous studies have also shown. This is unfortunate, because from experience we know that meaningful and valuable work is being done in many places, even though this is not objectively demonstrated.”
Organizations in the government sector (9.5%), healthcare (8%), and education, research, and culture (8%) score particularly low on the presence of KPIs.
The study also shows, which is very positive, that when KPIs are established, they are in most cases actually measured. This is a clear break from the trends observed in previous Evolve benchmark studies. About one-third of respondents who use KPIs even measure progress toward goals on a monthly basis.
Attention for good internal content is growing
The results show that the perceived importance of content among internal communication specialists is increasing. This is reflected in the development of channel policies, policies on where content is published, and is also evident in the growing use of content calendars for internal communication.
The research report has all of the results and insights. You can download it by filling in the form below.
Fill in the form and download the report
About the research
The sample in the Evolve Benchmark is a “convenience sample,” with respondents randomly selected. A total of 113 organizations participated. Data were collected between June and July 2024 via online questionnaires completed by employees (one per organization) responsible for internal digital media. The study focused on the efficiency, strategy, and adoption of internal digital media, but did not examine the quality of implementation. Effectiveness was included as a factor: the higher the perceived effectiveness, the higher the score.