Page 37 - Inquisitive Employee Engagement Guide v22

Getting Audience Segmentation is level 1 of getting personal. Personas are level 2 and

Personalisation is level 3. They do not replace each other - you may need all 3 to
Personal enhance your employee experience.

Audience Segmentation helps to understand your people and their lives - you usually
start by segmenting them by role, generations, lifecycle, career and life stage; then
preferences, geography and other demographics.

Personas are used to empathise and better understand individuals/ groups. They are
fictional characters that exhibit the traits/ lifestyle of an ideal employee. Start by tracking
data and getting regular feedback from key audiences/ stakeholder groups across the
business. Establishing feedback forums for straight talking engaging conversations with
employees about their lives adds more depth to this work. You can then use the data to
create personas, that allow you to empathise with your different audiences and
create more personalized services – especially helpful when looking at the employee
experience as a lifecycle or journey.
We are living in the age of Personalisation - as consumers we have become accustomed
to expecting personalised experiences – where everything from our buying habits,
communication, learning, entertainment and more are personalised. With data analytics
everything can be measured within a business too – so the workplace is following suit –
with the ability to consider individual wishes and capabilities. With a shift to multi
generational workforces and different employment options – we have colleagues
with different agendas and ways of being – it is all about customization and
personalisation - as an enabler to connect to people and drive performance.

This will initially be seen in the revolution of learning and development to provide
customised learning experiences and performance feedback; employee led
communication channel preferences and targeted personalisation and customisation across
We See You the employee lifecycle. It will provide the foundation data to detect behaviours and
discover correlations in preferences among employees to build holistic employee
We Hear You experiences.

We Value You Ethics - There are three additional factors that must be considered when looking to use
employee data and feedback to get personal: gaining and maintaining employee trust,
respecting privacy and the ethical use of such data.
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