With careful planning and balance, the team makes decisions on what, how and when to communicate. However, many companies still need to take it to the next level: designing and implementing digital experiences for their employees with a hyper-personalization approach.
By now, it should be clear that it’s not enough to have a general banner or carousel to display all relevant information on an authenticated portal or intranet. The COVID-19 pandemic has only increased the number of messages we want to share with our employees and partners. Additionally, targeting your pakistan b2b leads workforce is a challenge in itself: consider that it’s comprised of multiple groups (such as departments and locations) plus the common intersections between these groups.
Digital marketers are familiar with segmentation, as they use it for awareness and branding campaigns all the time. Internal communication works in a similar way: each group of employees has their own path and what they need to know may be completely different from another area.
Consider the following groups:
The difference between sales in the US and one in Europe: similar tasks but different HR processes
The difference between being a field employee and a desk employee. The former must be able to figure out without a laptop or computer
The difference between new employees and those who have been with the company for more than a year. The former need more training, support, checkpoints and learning resources
It is at the intersection of these ideas that the real challenge lies. How does a company ensure that its internal campaigns and programs are consumed by the right internal audience on its digital media? This applies to portals, intranets, internal communication networks, emails, forms, surveys, etc.
This is where hyper-personalization comes in.
Hyper-personalization involves delivering content to different internal audiences using your portal or intranet: a tailored homepage, personalized notifications, and generally managing a robust and personalized experience for your employees through your portal. This technique has been one of the main features that distinguish Digital Experience Platforms (DXP) from Content Management systems, something we have talked about before on this blog, and it is becoming essential for any company or organization with digital channels.
Let's see how hyper-personalization supports Internal Communication to meet its objectives at the department and company level.
1. Hyper-personalization allows you to create and manage your internal audiences on your digital channels
Delivering relevant communication to every team member and contributor in your company is critical to success. The first challenge is building that audience. By leveraging the discipline of Information Architecture and a portal strategy, you can lay the groundwork for defining internal audiences relevant to your Internal Communications needs. Some of the key attributes you can use to define your audience are department, role, location, and seniority.
Through project customization, you can tailor your portal or intranet to configure these audiences, and direct any content, whether news, articles, resources, videos or notifications, through the digital platform.
2. Helps Internal Communication prioritize what matters most
Displaying every piece of content you have on your main banner or carousel is the equivalent of shouting all the time. Your portal and intranet should be able to give you multiple spaces and locations to promote internal campaigns and even ads. When you take advantage of multiple spaces and create a catalog of portal locations, your Internal Communications team can prioritize and promote content in a more strategic way. For example: a small ad placed on the main page of your frontline workers. Remember that we are thinking in the long term: understanding, interacting and facilitating action takes time, constant effort, attention to detail and strategy.