Two emerging strategies are making a difference: internal audience segmentation and adapted storytelling. When combined strategically, these techniques can transform internal communication into a powerful driver of engagement and productivity.
Internal audience segmentation: personalization for success
Within organizations, the abundance of information can cause authenticity to be lost and important CI emails to be ignored.
This happens because employees receive a flood of emails they consider irrelevant or prioritize their attention elsewhere to maximize their time.
The value of well-targeted messages
Internal audience segmentation has become an essential tool for optimizing internal communication (IC) strategies. This process involves dividing employees into groups based on common characteristics and needs, such as:
- Department
- Hierarchical level
- Personal interests
- Work modality (in-person or remote), etc.
This personalization makes communication more relevant and targeted, increasing the likelihood that messages will be received and understood effectively.
Storytelling and internal audience segmentation
Benefits of internal segmentation
Segmentation not only improves the relevance of messages but also:
- Increases engagement: employees feel more valued when they receive information relevant to their role.
- Facilitates understanding: tailored messages are easier to understand and apply.
- Optimizes resources: allows for more efficient distribution of communication resources.
Establishing communication channels for expressing concerns and suggestions is key. Constant feedback allows leaders to proactively address issues.
Internal storytelling: creation and connection
As we know, storytelling is the technique of telling stories to communicate messages more effectively and engagingly. It started in advertising, was then adopted by digital marketing, and is now an excellent approach for impacting internal audiences in organizations.
In internal communication, storytelling can convey company values and objectives more effectively than cold data and statistics. Stories not only capture attention but also foster an emotional connection between people and the company’s vision.
Stories to connect with people
A Stanford sstudy on the power of storytelling for sharing information found that people struggle to remember and understand statistics when presented as raw data.
However, when statistics are placed in the context of a narrative or story, people are 22 times more likely to remember them.
According to the university, this is because stories help companies connect with their audience both intellectually and emotionally.
Elements of good internal storytelling
For storytelling to be effective, it can include the following elements among others:
- Characters: real or fictional people that employees can relate to.
- Context: situations that reflect the reality of the company and its challenges.
- Conflict: problems or challenges that need to be overcome.
- Resolution: solutions that showcase the company’s value and principles.
The power of combination: segmentation + storytelling
By combining storytelling with segmentation, companies can create narratives that speak directly to the interests and concerns of each segmented group
For example, a story about a successful project can be told differently to sales and development teams, tailoring the focus to highlight aspects that are more meaningful to each audience.
Moreover, this combination not only enhances the reception and understanding of messages but also drives greater engagement and motivation. By adapting messages and stories to the specific needs of each target group, companies can achieve more impactful and effective internal communication.
Much more effective communication strategies
Adopting a strategy that integrates internal audience segmentation with well-designed storytelling can make the difference between ordinary, unengaging internal communication and one that truly resonates with the recipients, thereby driving efficiency and satisfaction in the workplace.
Undoubtedly, companies that implement these strategies will be better positioned to achieve a positive and significant impact on their organizational culture.
At Oxean, we understand the importance of implementing advanced, innovative, and creative internal communication strategies. We know that proper segmentation and effective storytelling can transform how your team connects and collaborates.
We are here to help you apply these techniques, ensuring that your internal communication is relevant, emotional, and effective.
Frequently asked questions
What is internal audience segmentation?
Internal audience segmentation involves dividing employees into groups based on common characteristics and needs to personalize communication.
How can storytelling benefit internal communication?
Storytelling makes messages more engaging and memorable, fostering an emotional connection between employees and the company.
What elements should good internal storytelling have?
It should include characters, context, conflict, and resolution to be effective and capture employees’ attention.
How do segmentation and storytelling combine in internal communication?
By tailoring stories to the interests and needs of each segment, the relevance and impact of messages are enhanced.
What are the benefits of personalizing internal messages?
Personalization increases engagement, facilitates understanding, and optimizes communication resources.
How can I start implementing these strategies in my company?
Identify segments, create relevant stories, personalize the narrative, and evaluate the impact to adjust strategies as needed.
