Segmenting Your Population

One size does not fit all when it comes to employee communications.  Diverse workforces may include generational, cultural, linguistic, educational and geographic differences, all of which impact how and if information is received and understood. Being aware of these differences and choosing the right message, medium and method for each group can be a challenge, depending on the degree of diversity within an organization.

A successful strategy to address the needs of a diverse workforce typically involves a multi-faceted approach, which may include face-to-face meetings, webinars, on-line videos and emails, as well as the old-standard print materials. 

According to Thomson Reuters, personalized communications should[9]:

  • Target and tailor messages based on demographic profiles
  • Enhance the credibility for the company brand while reinforcing benefits
  • Assist in effectively rolling out a thoughtful and comprehensive program
  • Provide a clear measure of program performance and return on investment
Working with Vendors 

Employers have found opportunities for targeting communications by partnering with their vendors to deliver appropriate messages to those most in need. 

Because vendors have access to data such as medical and pharmacy claims, health risk assessment/biometric screening results, and information relative to lifestyle and disease management, they can help to drive who receives targeted communications

According to the Society of Human Resource Managers, employees and their dependents are asking for more personalized communication that is relevant to them:

  • Almost half (44%) want customized, targeted reminders that are appropriate for them based on factors such as their age and gender.
  • 41% would like personalized health program recommendations.
  • 40% percent requested online personal health records.