Bringing personalization to internal communications
Often times people think about communications as a just another arm of the marketing team — the people focused on customer acquisition and brand. But more often than not, internal and employee communications are part of a totally different department in large, complex organizations. Rather than focusing on external acquisition and brand, communicators focus internally on creating a shared understanding and meaning — the employees are their audience. And even more palpable is the lack of tools as compared to their marketing colleagues.
Why personalization matters
As we’ve learned over the last 10 – 20 years, people are more willing to take action when they feel like the message resonates with them — and you get more out of your effort. Here are some facts to back that up:
- Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research via HubSpot)
- Users are 3x more like to complete an event from a segmented message as compared to a broadcast message. (Source: Localytics)
- Segmented and targeted emails generate 58% of all revenue. (Source: Direct Marketing Association)
So personalization drives engagement across your employee base. Once your employees are engaged and willing to listen, you have a much better opportunity to have a successful employee communications program.
Playing a new game with old tools
Like marketers, communicators are tasked with the big job of connecting with and driving action across large populations — in this case their workforce. And on top of that, most of our customers at SocialChorus come from multinational brands with very diverse workforces.
Yet with these similarities between the objectives of communicators and marketers, why are the tools at communications disposal stuck in the past? Especially when employees are one of, if not the, most important audiences. Marketers have access to email automation tools like Marketo or MailChimp and those tools integrate with CRMs to get really specific information and attributes about those people we want to talk to. And today a lot of communicators only have access to the same tools that were used 20 years ago… email, intranet, and even printed materials, which are always too little too late.
“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”
– Sir Richard Branson
So, what should you do?
We think there are some lessons to be learned from our marketing friends that can be implemented within internal and employee communications today. Here are some tips to consider when thinking about how to personalize employee communications:
- Ditch the old ways & start with a new channel
- Think mobile first — meet your employees where they are every day
- Leverage the data your company has to better understand your employees
- Using a platform like SocialChorus makes it easy for you segment and target content to your specific employee groups (Hint: check out our new Connect functionality!)
- Give your employees a choice
- Allow them to self-dictate the content that’s relevant to them
And, be thoughtful about the things that engage in the personal apps and tools you use every day… was it an image? The headline? Then apply that to your communications strategy.