Segmenting your Internal Audience

Audience segmentation

We all know that segmenting your audience and stakeholders will mean better communication relevancy and outcome.

Segmenting your most importance audience – internal audience (employees) – will mean you can better reach remote workers, tailor messages to different employee groups and create a more engaged workforce.

“You can’t be all things to all people” – Michael Porter

Think about how you can segment your employees:

  • Location/ division
  • Access to computer
  • Work patterns – shifts and rotas
  • Language
  • Age
  • Length of service/ employee life-cycle
  • Job role
  • Management responsibility?
The IC Space Stakeholder Map

Credit: The IC Space Stakeholder Map


Ask and engage

Ask your employees how they want to receive communications. Your communications strategy and plan needs to incorporate this. Don’t ignore the feedback just because it doesn’t fit in with your strategy!

By asking for feedback you’re expanding employee choice.

For example, if your corporate communications is “digital by design” that doesn’t mean it’s exclusively digital. You can add other channels and elements that support reaching specific audiences.



What does segmented communication look like?

Segmented communication doesn’t have to mean lots of different channels and types of communication. Look for the common audience groups and how you can overlap messages and channels.

Must read information still needs to be shared with all. Think about an integrated approach that uses different channels to reach all audiences.

Don’t just think “internal channels”. Engage your employees with your social media channels. Will segments of your employees (think age, stage in career) be active on social media and engage with your organisation accounts?

Use managers to cascade information in a way that’s relevant to their teams (audience). Let your managers choose and match the right information to their teams.

Segmented communication will lead to better achievement of intended communication outcome. What do you need to happen from your communications? Who needs to do what with the content and calls to action?



Top Takeaways…

  • Set up a spreadsheet and start looking at how you can segment your audience (see below)
  • Find common patterns of groups where you can
  • Check in with your employees – how do they like to receive information, when and what type of information
  • Measure and refine your activities


Audience Segment spread sheet

Audience Segment Spread Sheet – click to enlarge



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