Picture this - you're at home, your multi-room speaker system is filling the house with your favourite tunes. But not everyone will want to hear the same playlist.
Whoever’s in the kitchen may be cooking a complex recipe and want gentle background music. Those in the living room are trying to watch a movie. And your teenager upstairs? They’ll have their own playlist!
Call me a dreamer, but this is how internal comms should work - tailoring communication to suit the different needs of employees.
Too much noise
Imagine blasting the same song at full volume in every room of your house.
Inconsiderate, right?
It’s the same thing when an organisation decides to send the same message to everyone, assuming it’s relevant to all and that they’re going to be interested. Employees end up tuning out.
With a bit of smart targeting, messages stop being noise and make it easier for people to tune in what matters.
The right mix
Think back to your smart speaker system. Its magic lies in letting you choose what music plays where. For internal comms, this means segmenting your audience and tailoring messages to their specific needs.
Here's how to make it work:
Getting in tune
Every room in your house has a purpose, just like every function or team in your organisation. What do different employee groups need to know? What motivates them? Listen to your people. Use real data - polls, surveys, feedback, and analytics to get a clearer picture.
Right on track
You wouldn't blast dance tracks in the nursery during nap time, so we shouldn't send the same updates to frontline workers and senior leaders. Craft messages that matter to each group.
Pick the right stage
Some updates are best-delivered face-to-face – who doesn't like a live performance? Others suit a quick email or message. Use the channels your audience are tuned into.
Create the right rhythm
Even great messages lose impact if there are too many of them. Be mindful of timing and frequency. Less is more.
Tune your instruments
Just like your speaker system, your content and channel strategy might need adjusting. Keep an eye on engagement, stay tuned to data, and listen to feedback. If something's not working, switch it up…or down!
Creating a harmonised workplace
When you tailor your comms, everyone wins. Employees feel supported, not overwhelmed. They get the information they need to do their jobs well, without unnecessary distractions. For the business, it means better engagement and increased productivity.
Knowing your audience is everything. It helps you to cut through the noise and make a real impact by using audience segmentation.
Your leadership team, employees (and your ears) will thank you.
By managing the soundtrack of your workplace communication, you're not just reducing noise - you're creating harmony.
Comms Smithery…
Crafting communication plans with the precision of a scientist, the charm of a wordsmith, and the creativity of an artist.