by Siobhan Hammond, Director of Employee Engagement and Partner, Emperor, Business Culture Award Winner and Member of the Business Culture Community
Impactful communication is the key to effective employee engagement. So how can we connect with employees on a deeper level and empathise with their wants and needs, to drive organisational success?
It all begins with truly getting to know your employees; from the intricacies of their daily routines to communication preferences, motivations, and pain points. Understanding these nuances is crucial for crafting communications that really resonates with your people.
Tailored comms means a world of benefits
It’s no surprise that there are several organisational benefits to personalising your employee communications. From boosting engagement and retention to driving productivity and developing a high-performing culture – the list goes on.
In fact, according to Wellable, companies with highly engaged workforces experience a 21% increase in profitability and a 17% rise in productivity compared to those with disengaged employees. Engaged employees are not only more innovative and efficient but also contribute to higher customer retention rates.
Creating personas with purpose
One effective way to dig deeper and get to know your employee audiences is by creating customised employee personas, to help inform your communication strategy.
We recently developed a set of employee personas for a global e-commerce brand. Serving as fictional representations of different employee types within the organisation, the personas are grounded in real data and insights. They’re an important tool for helping the internal communications team better understand and empathise with the diverse needs of their workforce.
The employee personas framework helps us to segment employees based on various factors such as job roles, communication preferences, and professional aspirations. By incorporating employee personas into communication strategies, campaign planning and employee experience design, organisations can:
- Enhance Engagement: Personalised communication resonates more deeply with employees, enabling a sense of connection and belonging within the organisation.
- Drive Productivity: Tailored messages address the specific needs and motivations of employees, empowering them to perform at their best.
- Improve Retention: By demonstrating an understanding of employee needs and preferences, organisations can encourage loyalty and reduce turnover rates.
- Drive Innovation: By gaining insights into the diverse perspectives within the workforce, organisations can encourage collaboration and innovation.
- Attract Top Talent: A reputation for personalised communication and a deep understanding of employee needs can attract top talent seeking a supportive and engaging work environment.
Understanding the employee experience, every step of the way
A natural next step in getting to know your employees better – journey maps focus on the various touch points and experiences employees encounter throughout their time with the company. By mapping out the employee journey from recruitment to onboarding, organisations can identify pain points, moments of opportunity, and areas for improvement. This comprehensive view allows us to identify targeted ways to elevate the employee experience at every stage.
Journey mapping is an excellent way for organisations to ensure that their communication efforts are not only tailored to individual preferences, but also seamlessly integrate into the broader employee experience, driving a cohesive and supportive workplace culture.
Effective employee engagement begins with understanding and connecting with employees on a deeper level. By embracing employee personalisation strategies such as persona development and employee journey maps, organisations can encourage a culture of engagement, productivity, and innovation.
It’s time to unlock the full potential of your people through tailored and effective communication.
Join the Business Culture Community for free to gain access to 300+ winning case studies, and conference and webinar recordings; all with a focus on how to create and sustain exceptional workplace culture and employee experience.