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Target Audiences

Identify audience groups and their needs

Organizations usually have multiple audience groups to consider. Think about the key audiences that your digital workplace will serve and ask yourself:

What are the key characteristics of these audience groups?
What are the needs of these audience groups?
How will these audience groups interact with your digital workplace?

Common audience groups

Audience	Characteristics	Needs
Executive Leadership Team (ELT)	Demonstrate leadership qualities on a daily basis Seen as a source of truth Constantly look for ways to improve productivity, innovation, and competitive advantage Often lead by example	To effectively communicate with the rest of the organization To foster stronger relationships with employees To meet expectations related to transparency and accountability To manage projects, goals, objectives, expectations, risks, etc. To manage people, information, and processes efficiently
Digital Workplace Champions	Are natural leaders Are familiar with the digital workplace (through early training and participation in focus groups, planning, etc.) Understand the value of the digital workplace and how success will be measured	To access materials that will help advocate for the use of the digital workplace To provide other employees with valuable information about how they can use the digital workplace To be informed on new engagement campaigns and initiatives early on (to be involved in the planning and rollout of these campaigns) To find what information and tools are needed to support employees as they learn how to use the digital workplace quickly and easily
Managers	Influence employee experience and behavior Have a significant impact on employee adoption Seen as leaders in the organization Often face challenges related to meeting project deadlines and budgets	To lead open and ongoing communication with employees To understand their role in the creation and management of content, Member Groups, and areas within the digital workplace To become familiar with the digital workplace in order to support and educate their employees To implement more efficient team/department procedures and processes To manage projects, goals, objectives, and expectations To manage people, information, and processes efficiently
All employees	Combination of learning, working, and communicating styles Wide-range of demographics and personality traits	To understand the value of the digital workplace for themselves, their team and the organization To learn how they can perform their daily duties using the digital workplace To understand how the digital workplace will increase their productivity and better enable their collaboration efforts To feel supported as they learn to use the digital workplace daily
Virtual/remote employees	Have less contact with office life and fellow employees Can sometimes feel excluded from conversations and activities Rely on technology to keep them connected to the rest of the organization	To receive targeted messaging specific to virtual/remote employees To understand the key features and functionality that make virtual/remote work faster and easier To understand how the digital workplace will improve their ability to communicate and collaborate with other employees
Unengaged employees	Prefer to read only communications they are interested in Don't take the initiative to explore on their own Won't seek out information that is not delivered directly to them Getting this audience to adopt the new platform will be a challenge	To receive personalized messaging that addresses specific topics they're interested in To be engaged quickly and effectively To understand how the digital workplace will improve their ability to communicate and collaborate with other employees To clearly see examples of how the digital workplace will improve communications, collaboration, knowledge management, and culture/engagement (see digital workplace in action)
Tech-savvy employees	Very comfortable with technology Learn by doing and exploring on their own Can follow documented instructions with ease	Quick online communications Freedom to try and play around with new technologies Content related to how to take simple processes, workflows, and activities, one step further This audience group should pick up use of the digital workplace easily Scale back training sessions to align with the skills of this target audience
Tech-challenged employees	Uncomfortable with technology Learn by doing with guidance Will find the platform more difficult to use than others	Quick communications via email or another familiar communication channel Additional technical support and/or training Simple non-technical instructions and information (layman's terms) FAQs Help Desks

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