How and why to segment your internal audience

Frontline workers, supervisors and middle management require a different communication touch. Here’s how to reach a diverse staff with different preferences and needs.

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Like any strategic communication effort, employee communication requires a thorough understanding of who your audience is. If you want your messages to hit the mark and cut through the clutter, it’s crucial to understand the people you’re trying to reach.

Employees differ in terms of demographics, behavior and communication preferences. In today’s increasingly diverse workforce, communicators must find a way to reach employees from different backgrounds, cultures and generations, as well as workers with various levels of technological aptitude.

Audience segmentation is not a new concept. Researchers have long identified various demographic, psychographic and behavioral variables to segment external audiences for more targeted, effective communication. The discussion, however, has been limited when it comes to internal audiences.

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