Target Audiences

Know your audience and what matters to them 

All great engagement programs start with a clear understanding of the needs of your audience. Regardless of how great a campaign is, if it doesn't meet the needs of your audience, it won't drive engagement. In some cases, it can result in audiences becoming under-engaged and uninterested in future campaigns.    

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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