Effective internal communications is at the heart of achieving business goals and it’s something that shouldn’t be taken lightly. It’s a critical aspect of employee engagement, which in turn improves performance, employee retention and well-being. When information flows more freely throughout an organization, employees are more aware of what’s going on in the company and any decisions that might affect them.

Working in internal communications, you might not think that traditional marketing principles apply to what you do—but they do! A number of marketing principles can be applied to internal communications to improve how you get your message across to a variety of audiences.

Understand your audience. You wouldn’t launch a marketing campaign without customer personas and you shouldn’t try communicating with your internal audience without a firm grasp of who they are. When you understand audience segments, you can differentiate your internal communications strategy.

Tailor your message. When you know your customer personas, you can tailor your message to each. Just like marketing isn’t a one-size-fits all solution, neither is internal communications. Knowing who your audience is and what information is important to them can help you get the messaging right. Language and jargon are also important considerations when tailoring your message.

Use multiple channels. When selecting your channels for communication, go back to your personas and think about how each persona likes to receive information or has the ability to receive information. For example, if you have factory employees, they likely don’t have regular access to email throughout the day and print communications, no matter how archaic they might seem in today’s digital world, could be a better way to communicate with them. Millennials might prefer channels like social media, whereas baby boomers might prefer more traditional methods.

Stay consistent. Even though you should tailor your message to your audience, it’s still important that the core message stay consistent. Also, you should be communicating regularly with employees, even if that communication comes in multiple ways and in slightly different formats.

Effective internal communication does more than engage employees—it can help motivate, inspire and energize your team. What marketing principles are you integrating with your internal communications strategy? Share with us!