Talk That Talk But Only If You Can Back It Up
Are you telling execs your ERGs drive retention? You might be setting yourself up for failure. In this issue, we unpack why retention isn’t a realistic ERG metric, what you can actually measure, and why engagement metrics matter more than ever. Learn how to track ERG data that tells a real story—wit
Hey Champs! 🌟
Let's get real about one of the most talked-about ERG metrics: retention. The idea that ERGs drive retention has almost always been sketchy to me. Reflecting on my own experience, I loved being a member and even a leader of an ERG — but when it was time to leave my company, no ERG experience could have kept me there. My reasons for leaving were bigger than my love for the ERG program.
Why "ERGs drive retention" is an empty promise
Telling executives that ERGs increase retention can honestly sound silly. People won't stay if the rest of their work experience is bad. You've heard it before:
"People don't leave jobs; they leave managers."
Even with dozens of job friends and connections, a bad relationship with a manager, lack of promotion opportunities, or a toxic senior leadership culture will push them out.
This is why I equate ERGs to the employee experience team. Their job is to make the workplace a better place for people while they are there — creating a culture they can thrive in. Indirectly, this could impact retention, but it's not something I'd call a retention driver.
Why we can't even prove it
To truly measure retention impact, you'd need:
- Tactical measurements over a decade
- A/B testing between members and non-members
- T-tests or ANOVA to compare retention rates
- Regression analysis to find predictors of retention
We're struggling with the basics of data collection right now. We are not in a position to be running multi-year, controlled retention studies on ERG impact.
If your ERG claims to impact retention, you're setting yourself up for failure, because — if we're being honest — you can't back it up. The same concept applies to commerce or money-making initiatives tied to ERGs. ERGs were never supposed to directly impact revenue. If you're trying to use those metrics, you're stepping into murky territory.
What you should measure instead
Focus on what you can actually measure and support: engagement metrics. They tell the true story of your ERG's impact.
Sadly, no ERG software has tackled this well, and many consultants don't talk about it. So as the ERG homegirl, I'm here to remind you:
- I'm in this fight with you.
- I'm actively testing and trialing the things I share.
- I bring back wins and learnings from real experience, not hypotheticals.
The gap nobody is filling
Most ERG programs measure three things:
- Number of members
- Number of attendees
- NPS surveys
(And if you attended The ERG Engagement Tour, you already know I'm not a fan of those three.)
There's so much more we could do — capturing metrics that tell a real story and visualizing them in a way that actually makes sense.
Talk that talk — but only if you can back it up. Stop promising retention. Start measuring engagement.