It’s time that your marketing department’s secret weapon is uncovered and brought over to HR. Long heralded as a way to boost sales, increase loyalty and cut through the noise in consumer’s lives, personalisation has become a major tool for marketers. But savvy HR and Internal Communication teams are putting personalisation to use too, saving money, increasing employee satisfaction and action, and shifting the balance of their time spent on operational vs strategic initiatives.
Personalisation is all about using available data and automation to provide individuals with a more customised and relevant experience. As consumers, we experience this on a regular basis. Think about the last time you logged in to your online banking – you probably had the option to view financial products curated ‘just for you’ or compare your savings and spending habits to ‘people like you’. Banks optimise personalisation to create a more concierge-like experience to win customers and also to increase sales.
HR leaders on the other hand, have any number of reasons to get behind personalisation and here is a shortlist of some of the most popular ways, in order of more basic to more advanced, that HR teams are making personalisation work for them:
It’s important to define a personalisation journey that works for you. Start by considering available team resources, budget, technology inhibitors or enablers, employee demographics and so on. Next, prioritise which personalisation tactic is best to start with, define tangible outputs and what success looks like. Remember, bad personalisation (imagine receiving an email that is addressed to someone else?) is worse than no personalisation so planning, testing, and feedback are critical on the journey to a more personalised, automated HR and benefits function.
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