Hey communicators! We’ve gotta talk about it.

I know we can get your intranet usage numbers up . . . way up!

In my past life leading intranet programs at Sprint and H&R Block, my goal was near-daily intranet visits from every employee within the first year. At Block, employees averaged three visits daily with three page views per visit, mostly on desktop computers, and often for non-news content.

These usage numbers weren’t inherently good or bad, but they provided crucial context. They showed employees had multiple daily opportunities to see news. This data helped us make better communication decisions.

Top news stories achieved 30–40% readership by targeted audiences a few times yearly. Typical readership was closer to 15–25%. Three message types consistently drove readership: “What’s in it for me?”, “products and services,” and “people like me.” Combining these boosted engagement. Articles also had “long tails,” meaning they continued to receive a significant number of views weeks or months after the original publish date.

Consistent measurement routines were key. These routines included data-driven conversations where team members could discuss and identify which messaging was working and which areas needed improvement. These discussions are also where communicators learned to use data to support their recommendations.

Start measuring intranet usage with real data

One of the truly marvelous things about getting started with a new, modern intranet is when you suddenly have access to a wild flood of business communication data you’ve never seen before — it’s a total game-changer that’ll blow your mind!

Sometimes.

Actually, the journey isn’t very fun when you find out people aren’t reading your news articles. Get comfortable with being uncomfortable.

You might start seeing some REALLY uncomfortable insights:

  • 5% of employees logged in from a mobile device
  • 40% of employees logged in once and never came back
  • 20% of employees seem to be logging in less than twice per month
  • 4% of the targeted audiences appear to be reading our news articles

Seeing real data prompts even more questions that you maybe aren’t sure how to answer just yet:

  • How many news articles should we be publishing each day/week/month?
  • How relevant is corporate news vs. local news in the day-to-day work lives of our employees?
  • Besides news, what are employees clicking on when they access the new intranet?
  • Are there differences in how corporate employees consume information vs. frontline employees?
  • In what ways can we use these insights to improve our business communication outcomes?

How to know if your intranet usage data is good or bad

As you begin to see real data, the BIG thing you inevitably want to know is, “How is my organization doing compared to others?”

Unfortunately, comparative data with implementation context is not only difficult to come by — it’s also not particularly helpful. The number of news articles someone can consume in one business context might be very different in another. For this reason, the most successful intranet programs compare data from one time period to the next. This relative data helps communicators make better decisions. You’ll know better decisions are happening when you start to see numbers trending upward.

Why regular intranet measurement meetings improve usage

For data to be effective, you’ve got to talk about it.

In the H&R Block example, we learned through measurement discussions that employees were visiting multiple times per day — mostly from computers, not mobile. Mobile access was low but growing. Most employee visits weren’t even for news content.

These are interesting insights — but the real value came from the conversations. Setting aside time to talk about data allowed communicators to identify patterns and adapt strategies. These discussions help you course-correct, which drives usage and engagement up.

While overall usage numbers plateaued, news readership did not. The key takeaway? To be successful, great intranet programs establish regular measurement routines where communication teams review and discuss both quantitative and qualitative insights. Ask:

  • Are we getting better, worse, or staying the same?
  • Do we know why?
  • What data needs to be shared with stakeholders?
  • What additional context do they need?

Thinking deeply about these concepts strengthens your strategy and improves results.

Real examples of increasing intranet usage and readership

News articles weren’t our only communication tactic. We also used town halls, elevator monitors, “meeting in a box” toolkits for managers, email, desk drops, and more. These tactics worked together to reinforce key messages, build brand understanding, and drive action.

The ability to centralize all communication data in one place? Game-changing.

Here are a few strategies that made a real difference:

  • Study positive variance: Look at differences in usage for each key audience — corporate employees, frontline workers, people leaders, etc. Learn what’s working and tailor experiences accordingly.
  • Reduce noise: If employees routinely ignore carousel content, consider reducing the number or frequency of posts and track the change.
  • Use every communication touchpoint: Promote intranet value through quick tips, feedback channels, feature spotlights, or weekly roundup emails with news links.
  • Leverage people leaders: Launch a “Managers as Communicators” program. Interview a few to understand what helps them share news in team meetings.
  • Create a readers’ advisory council: Invite employees to review printed-out headlines. Ask what resonates and what doesn’t. Use this insight to shape future messaging.

Please don’t be discouraged if your intranet usage and readership aren’t where you want them to be. Your current numbers are just a snapshot of today — with the right tools and support, things can improve.

How Staffbase helps you improve intranet usage

Staffbase offers a modern intranet designed to reach every employee, whether they’re at a desk or on the frontline. With powerful analytics, editorial planning tools, and multi-channel capabilities, Staffbase enables communicators to measure what matters, optimize message delivery, and increase engagement across the board. Whether you’re launching a new intranet or improving an existing one, Staffbase makes it easier to get real results.

Learn more at staffbase.com

Frequently asked questions

How do I know if our intranet usage is good or bad?

Compare your data over time. Focus on whether usage and engagement are improving. Benchmarking against other organizations is less useful than tracking your own trends.

What are the top reasons employees don’t use the intranet?

Common reasons include irrelevant content, clunky UX, poor mobile access, or not understanding the value the intranet offers.

How can I increase intranet usage for frontline workers?

Make the experience mobile-friendly, tailor content to their roles, and use people leaders as messengers.

What kind of intranet content drives the most engagement?

Content that answers “What’s in it for me?”, highlights “people like me,” or promotes company products/services usually performs best.