Getting Personal

We are seeing a seismic shift in the way we communicate with our teams. Why? Because we are all getting more personal.

Communication in the workplace is no longer a one-size-fits-all solution. Our clients (and their employees) increasingly recognise the value of hyper-personalised internal communications, using tailored messages and strategies to resonate with employees on an individual level.

For external audiences, this is nothing new. Big brands have been using this approach for years as a powerful way to influence their customers; we all receive those hyper-personalised offers that tap into our likes and dislikes. Now, the same is transforming how internal communicators engage with their audiences. This strategy goes beyond traditional mass broadcasts to foster meaningful connections, boost engagement and drive success.

So how do you get personal?

Hyper-personalisation involves using data, insights and technology to craft storytelling that aligns with employees’ unique preferences, roles, needs and interests. Unlike traditional comms, which aims to reach the largest audience possible, this approach zeroes in on what matters most to each recipient.

For example, a personalised internal newsletter might feature project updates relevant to an employee’s team, highlight training opportunities aligned to their career goals or celebrate their achievements. It’s all about making employees feel seen, valued and empowered.

Why bother?

One of the biggest challenges for internal communicators is how to cut through the sheer volume of messages employees receive. We all know what it’s like to return from holiday to hundreds of email, most of which are irrelevant. This sea of communications can often leads to fatigue or disengagement. In contrast, receiving a hyper-personalised message feels genuinely relevant.

Some of the key benefits include:

1. Increased Engagement: Employees are more likely to read and respond to messages that feel directly relevant to them.
2. Stronger Connections: Personalised communication fosters a sense of belonging and alignment with company values.
3. Higher Productivity: Streamlined communication ensures employees receive only the information they need, reducing distractions.
4. Improved Retention: Employees who feel understood and appreciated are more likely to stay with their organisation.

Making it happen

Let’s be honest – personalised communication requires more effort, but the impact you’ll have on your audiences makes every minute worthwhile.

Here are some things to consider when implementing it:

• Data is king: Use data and insights to shape your approach: employee surveys, feedback and analytics can inform individual preferences and needs
• Be smart: Leverage tools like AI-driven platforms and employee experience software to automate and personalise communications
• Know your audience: If you want to avoid a one size fits all approach, segment your audience. Divide employees by roles, locations or interests to tailor messages effectively
• Listen up: One of the most effective ways to make sure your communication strategies achieve your goals is to regularly collect feedback. Set up listening groups or feedback loops to stay in tune with your teams
• Keep it real: Employees can spot insincerity or management speak a mile off. If you want to make it personal, it must feel genuine and authentic. Be honest with your teams and tell them what you can, when you can.

While the benefits are clear, hyper-personalisation is not simple. You will need to navigate privacy concerns, manage the complexity of tailoring your content and ensure inclusivity. Getting the balance right between personalisation and broader company messaging is important if you don’t want alienate any groups.

As technology advances, the possibilities for making your communications hyper-personal will continue to grow. From AI-generated insights to predictive analysis, companies will have more tools at their disposal to create impactful, individualised communication. But that doesn’t mean computers will win out – the human touch in comms will remain crucial, as this approach only works when it’s rooted in genuine care for employees’ wellbeing and growth – which is good news for all of us communication professionals!

To find out more about how taking a hyper-personal approach can improve your internal communications contact Sarah Perrins on 07774 925943.

Penned by Joint Managing Director, Sarah Perrins