It is unrealistic for an organisation to conduct a company-wide meeting or a town hall tailored to each employee’s unique needs, as different people have different personalities, grasping powers, and learning habits. This could impact the effective delivery of the message that the organisation wants to convey. Some employees may not fully grasp the message, which could often lead to their disengagement and disconnect.
What is the way out of this problem? More specifically, how can communication be made more inclusive and effective?
The answer lies in ‘personalisation’.
The rise of personalisation in a digital-first world
We live in a digital-first world where audience needs are fast evolving. As the world progresses and the communication industry undergoes a revolution, companies will have to be more inclusive in their communications with employees and customers to stay ahead of the game.
This is where ‘personalisation’ comes into the picture.
Personalisation is now a widely used term in business parlance. It is critical for businesses today because it enables companies to deliver tailored experiences that meet individual needs, enhancing satisfaction, loyalty, and overall engagement. As a result, employees feel valued and are more likely to feel understood and appreciated, leading to a more positive and memorable experience.
Personalisation can significantly impact large organisations with multiple offices or global operations, where cultural nuances, time zones, age, and life experiences influence how employees connect and engage. Employees who don’t understand an organisation’s mission, values, and goals may feel disconnected. This lack of clarity and communication can lead to costly turnover, disengagement, and talent attrition.
It is even more essential in smaller organisations each person’s contributions are more critical to the business. Poor communication can lead to increased recruitment costs and brain drain, thus, personalised engagement has a heightened impact on small teams.
However, many industries and businesses have struggled to keep pace with these evolving audience needs, leading to employee churn. According to a 2023 survey, many companies faced challenges in terms of employee engagement, with 51 per cent of disengaged employees actively seeking new job opportunities.
Engaging the future workforce: The Gen Z factor
Understanding your team on a deeper level—knowing the type of communication that engages them—is critical here. It’s not about broad lifestyle choices like enjoying beach walks versus mountain climbing. Instead, it’s about understanding how someone prefers to consume content. ‘Are they more introverted or extroverted? ‘Do they enjoy routine or seek new experiences?’
Also Read: Unlocking personalisation mastery: 7 principles of intelligent customisation
When companies tailor messages to individual preferences—whether through videos, presentations, or emails—the content resonates more deeply. This personalised approach ensures employees receive information in formats they find engaging and tones that speak to them, fostering a more engaged and cohesive organisation.
For instance, a customised video message from leadership that reflects the specific goals of a team can make each member feel like a valued part of the organisation’s vision, while also catering to those who learn best through visuals. Direct emails, on the other hand, offer one-on-one engagement, helping individuals feel more connected to leadership. Similarly, presentations may appeal to analytical thinkers, providing the structure and depth they need.
By meeting these varied preferences, companies make it easier for employees to absorb information, stay involved, and feel aligned with organisational goals.
This will be especially crucial in the coming years as the number of Gen Zs joining the workforce is set to grow. These digital natives–exposed to a superior user experience using platforms like Amazon, Netflix, and Spotify–would expect a similar experience in their workplace. Therefore, companies must find a way to provide similar superior experiences or risk losing them.
Harnessing the power of AI for personalised communication
Artificial Intelligence can play a big role here. AI ensures the content is tailored to each audience, meeting their preferences and needs in real time.
Combining AI and human interaction to complement each other can enhance personalisation, offering insights into people’s emotional states and allowing interactions to be more empathetic and responsive.
For instance, imagine starting a conversation via text that seamlessly transitions to a video call because AI recognises the need for deeper engagement. As AI evolves, these transitions will become more intuitive, enabling tools to adapt in real-time and providing a more seamless communication experience.
Traditional workplaces will also need to adjust to accommodate different cognitive styles, embracing neurodiversity as an asset. Diverse perspectives and communication styles can drive innovation, and the future lies in making communication seamless across platforms. Rather than pushing us in a particular direction, AI should support our communications in an empathetic and collaborative way.
Also Read: Leveraging AI for Growth: Learn about hyper-personalisation from the experts
As AI progresses, it should walk alongside us, helping us communicate with understanding and speed, not determining our path but supporting it.
Personalisation in Asia-Pacific: The role of cultural nuance
Personalisation is even more critical for success in markets like the Asia Pacific, which has multiple languages and diverse cultures, where people value more meaningful, authentic communication. Rather than just providing basic translations, brands and organisations should communicate accurately and respectfully to resonate authentically with users.
Tools like Envoku become helpful here. Envoku is a platform launched by Live Group that leverages AI to revolutionise communication, engagement, and inclusivity across events, workplaces, and customer interactions. With a human-centred, data-driven approach, Envoku uses real-time data and a psychology-based profiling tool, AudienceDNA, to deliver personalised, empathetic interactions at scale. Rather than detaching from humanity, Envoku’s technology fosters meaningful connections by tailoring communications to individual needs and communication styles, proving that AI can enrich, not overshadow, genuine human engagement.
This communication platform supports a range of languages in addition to English and uses high-quality translation tools to capture the nuances of each language, covering a broad segment of the region’s user base. Companies and brands in Asia Pacific can leverage such tools to deliver personalised messages to their employees.
Brands can also use these insights to communicate with inclusivity in mind and align with diverse audiences. Today, customers and employees want to support brands that represent their values, whether it’s inclusivity, diversity, or mental wellness support. As the workforce mirrors global diversity, brands should aim to gain a deeper, authentic connection with employees and customers alike. Embracing diversity within the workforce and the audience isn’t just an ethical choice; it’s a smart business decision that builds long-term brand loyalty and engagement.
Personalised Communication is Key to a Thriving Workplace
In a world where meaningful connections are increasingly forged through digital interactions, personalisation in communication is no longer a luxury but a necessity.
By understanding each employee’s unique communication preferences and harnessing the power of AI, companies can create a workplace where individuals feel seen, heard, and valued. As brands embrace personalised engagement, they foster a stronger internal culture and build a resilient, loyal workforce ready to thrive in an evolving world.
Personalised communication is more than a trend; it’s the future of meaningful workplace connections.
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