For years, internal communication and HR teams have relied on engagement metrics like open rates, click-throughs, and page views to assess the effectiveness of their messaging. These numbers are easy to track and often create a satisfying sense of progress. But in reality, they only offer a shallow view of how employees interact with their workplace. Today, as organisations aim for deeper connection and long-term alignment, retention is emerging as a more meaningful and strategic engagement metric.
The Shortcomings of Traditional Engagement Metrics
Clicking on an email or logging into an intranet portal doesn’t necessarily reflect interest or satisfaction. These actions may indicate brief attention, but they don’t tell us whether employees are actually connecting with the message or acting on it. In many cases, vanity metrics give a false sense of engagement. A high open rate might mean that the subject line worked, not that the content was useful.
This issue isn’t limited to communications. According to insights from Harvard Business Review, overreliance on surface-level performance data can obscure what’s really happening in an organisation. Leaders may see activity, but not alignment. Volume, but not value.
Retention Reflects Meaningful Engagement
Unlike clicks or comments, retention shows whether employees are choosing to stay over time—and that decision reveals far more about how connected and committed they feel. When people continue to show up, contribute, and grow within a company, it’s not because of one great message. It’s the result of sustained, trust-building communication, alignment with values, and a strong sense of belonging.
Research from Gallup supports this connection between engagement and retention. Highly engaged teams experience significantly lower turnover, stronger morale, and higher performance. Retention becomes not just a goal in itself, but a reflection of broader workplace health.
What Drives People to Stay
Employees are more likely to stay when they feel heard, recognised, and connected to the larger mission. Internal communication plays a vital role in building that sense of belonging. Consistent messaging, regular updates, and opportunities to contribute to the conversation help employees feel included. In practice, this means HR and communication teams must work together to ensure clarity, transparency, and responsiveness—principles explored further in this piece on building smoother communication across teams.
Recognition is another key factor. Employees who feel appreciated are more engaged and more likely to stay. Whether through public shoutouts, team awards, or simple thank-yous, creating a culture of recognition helps build loyalty and trust.
And when benefits feel personalised, employees are more likely to believe that their organisation genuinely cares about their well-being. Giving people flexibility and autonomy in how they receive support—whether that’s through mental health resources, family care, or remote work options—makes a difference. These decisions signal a deeper level of respect and understanding.
Measuring Retention Thoughtfully
Retention can be measured in both obvious and subtle ways. Metrics like turnover rates, tenure, and exit reasons provide quantitative insight. But qualitative tools—such as regular feedback surveys, one-on-one interviews, and informal check-ins—offer richer detail on why people stay or leave.
This article on improving the employee experience outlines ways to collect and respond to employee feedback in ways that build trust and responsiveness. These insights allow organisations to refine their internal messaging and benefits offerings in ways that actually matter to their teams.
Organisations are also learning to combine engagement metrics with retention data to create a fuller picture. As LumApps explains, it’s about understanding how different signals work together. A campaign that spikes interest but has no long-term impact on employee sentiment may need a strategic rethink.
A Shift Worth Making
Shifting the focus from temporary engagement to long-term retention isn’t just a trend—it’s a reflection of what truly matters in the modern workplace. Employees are no longer satisfied with being informed; they want to feel connected. They want to understand the "why" behind their work and see a future in their organisation.
Retention, in this context, becomes a signal of real engagement. It shows that communication isn’t just being received—it’s being absorbed, trusted, and acted upon. And when employees choose to stay, it’s often the clearest sign that internal communications are doing their job.
