Key Findings on Personalized Internal Communication at Universities
- Universities face unique communication hurdles due to dispersed campuses, varied employee roles, and differing work schedules – making one-size-fits-all messaging ineffective and often ignored.
- Personalization transforms engagement, as demonstrated by Stan State, which achieved a 37% open rate and 19% click-through rate using AI-powered News Digests tailored to each recipient’s preferences and role.
- AI and segmentation enable precision targeting, allowing institutions to deliver relevant information based on department, role, location, and communication preferences, cutting down noise and inbox overload.
- Multichannel and data-driven approaches boost effectiveness, with analytics guiding message optimization, content refinement, and continual improvement in communication outcomes.
- Universities investing in personalization see measurable ROI, including time savings, increased policy compliance, improved staff satisfaction, and stronger alignment with institutional goals.
According to the Gallup 2024 State of the Global Workplace report, only 23% of employees globally report being engaged at work. For universities with diverse workforces spread across multiple departments, buildings, and sometimes campuses, this engagement challenge is even more pronounced. From faculty and administration to support staff and student workers, reaching everyone with relevant information has become increasingly complex.
Table of contents
- Key Findings on Personalized Internal Communication at Universities
- The Unique Communication Challenges Facing Universities Today
- Why Personalization Is Transforming Higher Education Communications
- Case Study: How Stan State Revolutionized Their Internal Communications
- Key Strategies for Implementing Personalized Communication at Your University
- Technology Solutions for Personalized University Communications
- Cerkl Broadcast: Purpose-Built for Higher Education
- Implementation Considerations
- Key Metrics for University Communications
- Using Data to Drive Continuous Improvement
- Calculating ROI for Personalized Communications
- Practical Takeaways: Getting Started with Personalization
- Transforming Your University Through Personalized Communication
- What’s Next
- FAQ
But what if you could ensure that every message your university sends resonates personally with each recipient? What if your internal communications could cut through the noise and speak directly to individual needs and interests?
This article explores how personalized communication in higher education institutions can transform staff engagement, streamline information sharing, and create a more connected campus community.
The Unique Communication Challenges Facing Universities Today
Higher education institutions face distinct internal communication challenges that businesses in other sectors might not encounter. University ecosystems include faculty with varying schedules, administrative staff, facilities management, student services professionals, researchers, librarians, and more – each with different information needs and work patterns.
Diverse Workforce with Varying Needs
Unlike many corporate environments, universities operate with:
- Faculty members who may not be on campus every day
- Staff spread across multiple buildings or campuses
- Employees with vastly different technical backgrounds and digital comfort levels
- Workers with varying schedules (including evening and weekend staff)
- Different departmental cultures and communication preferences
A physics professor likely needs different information than a financial aid advisor or facilities maintenance worker, yet traditional communication approaches often deliver identical content to everyone.
Information Overload and Low Engagement
Universities are knowledge hubs, generating enormous amounts of information. However, this can quickly lead to communication fatigue. According to research, many organizations still rely on one-size-fits-all messaging that fails to account for the varying needs, interests, and roles of employees. This lack of relevance often results in critical messages being overlooked or ignored.
In the case of Stan State before their communication transformation in 2018, they faced severe challenges including:
- Inbox overload with repetitive information
- No way to measure communication effectiveness
- A single newsletter approach that didn’t account for audience differences
- Widespread disengagement due to irrelevant content
Sound familiar? Many universities continue to struggle with these same issues today.
Why Personalization Is Transforming Higher Education Communications
Mass personalization (a.k.a. the ability to deliver customized content at scale) has revolutionized how we consume information in our personal lives. From Netflix recommendations to targeted news feeds, we’ve grown accustomed to receiving content tailored to our preferences and behaviors.
Yet, surprisingly, many educational institutions still use broadcast-style internal communications that treat all employees the same.
“Hyper-personalisation is the realisation (thanks to GenAI) of a promise that was heavily spruiked during the early days of the Internet. It’s the ability to market to a ‘segment of one’. Hyper-personalisation will allow us to talk to employees on their terms rather than talk at them on ours.”
Wayne Aspland, Internal, Leadership and Change Communication Expert at Content Factory
The Psychology Behind Personalized Content
When employees receive information specifically relevant to their role, location, and interests, they’re significantly more likely to engage with it. Personalization makes staff feel seen and valued, which creates stronger connections to your institution’s mission and goals.
As noted in research about mass personalization, “By tailoring messages to specific individuals based on their preferences, role, location, and interests, they receive highly relevant content that resonates with each employee. Unlike a one-size-fits-all approach, mass personalization makes employees feel seen and valued, which in turn fosters higher engagement and a stronger connection to the company’s culture and goals.”
Real Results from Personalized University Communications
The impact of personalization on engagement metrics is undeniable. When communication is relevant and timely, open rates, click-through rates, and overall engagement increase dramatically.
For example, after implementing personalized News Digests, Stanislaus State University achieved:
- 37% open rate for faculty and staff communications
- 19% click-through rate, indicating deep engagement with content
- 68% of recipients personalizing their content preferences
- 34% of employees revisiting content after initial viewing
These figures represent substantial improvements over traditional, non-personalized communication approaches.
Case Study: How Stan State Revolutionized Their Internal Communications
California State University, Stanislaus (Stan State) provides an excellent case study in transforming university communications through personalization.
The Challenge: One-Size-Fits-No-One
Before their communication transformation in 2018, Stan State struggled with:
- Email overload and inbox fatigue
- No analytics to measure communication effectiveness
- A generic newsletter approach that didn’t address different audience needs
- Low engagement with important university updates
With two distinct audiences, faculty/staff and students, across multiple departments, effective communication had become nearly impossible with traditional methods.
The Solution: AI-Powered Personalization
Stan State implemented AI technology to power their mass personalization program, creating customized News Digests for both staff and students. Key elements included:
- Automated, personalized News Digests tailored to each recipient
- Content preference options allowing employees to customize what they receive
- Flexible delivery times and frequency settings
- Real-time engagement tracking and analytics
- A searchable content archive for easy access to previous communications
- Seamless integration with existing university systems
Transformative Results
The impact was immediate and significant. After sending over 1 million personalized News Digests, Stan State achieved:
- Higher open and click-through rates
- Reduced email volume and information overload
- Time savings for the communications team
- Data-driven insights to continuously improve content relevance
- Greater awareness of university initiatives and announcements
“Stan State now saves time, reduces email overload, and improves internal communications by delivering the right content to the right people at the right time,” notes the case study documentation.
Key Strategies for Implementing Personalized Communication at Your University
Ready to transform your university’s internal communications? Here are essential strategies to consider:
1. Segment Your Audience Effectively
Effective segmentation is the foundation of personalization. Consider dividing your university staff based on:
- Departments or academic units
- Roles (faculty, administration, support staff)
- Campus location
- Employment status (full-time, part-time, contract)
- Information needs and preferences
- Technical comfort level
Each segment should receive information relevant to their specific context and responsibilities.
2. Create a Content Strategy with Personalization in Mind
Rather than creating a single message for everyone, develop a content approach that:
- Tags content by relevance to different audience segments
- Creates variations of messages for different groups
- Allows for personalized elements within standard communications
- Balances university-wide information with role-specific content
For example, when announcing a new campus initiative, consider how it affects different departments and create tailored messaging that highlights the most relevant aspects for each group.
3. Embrace Multi-Channel Communication
Different staff members prefer different communication channels. Some possibilities include:
- Email newsletters and digests
- Internal communication platforms
- Department-specific intranets
- Mobile apps and notifications
- Digital signage in staff areas
- Virtual town halls and meetings
The key is allowing employees to choose their preferred channels while ensuring consistent messaging across all platforms.
4. Implement AI-Powered Content Delivery
Artificial intelligence has transformed what’s possible in personalized communication. Modern AI solutions can:
- Analyze user behavior to improve content relevance
- Automatically tag and categorize content
- Recommend articles based on previous engagement
- Optimize send times for maximum engagement
- Identify trends and patterns in communication preferences
As demonstrated by Stan State’s success, AI-powered systems can dramatically improve communication effectiveness.
Technology Solutions for Personalized University Communications
When selecting technology to power your personalized communication strategy, several key features and considerations should guide your decision.
Look for solutions that offer:
- Advanced audience segmentation tools
- Content personalization capabilities
- Multi-channel delivery options
- Analytics and reporting features
- Integration with existing university systems
- User preference management
- Mobile accessibility
- Content archiving and searchability
Cerkl Broadcast: Purpose-Built for Higher Education
Cerkl Broadcast offers specialized features designed specifically for higher education institutions:
- AI-powered News Digests that automatically personalize content for each recipient
- Dynamic segmentation capabilities for precise audience targeting
- Real-time analytics to measure engagement and optimize communications
- Seamless integration with existing platforms like Microsoft Teams, SharePoint, and common higher education systems
- User-friendly content management for communications teams of any size
The platform has proven particularly effective for universities with diverse workforces and complex communication needs, as evidenced by the Stan State case study.
Implementation Considerations
When implementing a new communication platform:
- Start with a clear strategy and specific goals
- Involve stakeholders from different departments in planning
- Plan for adequate training and support
- Begin with pilot groups before full rollout
- Establish baseline metrics to measure improvement
- Create a feedback loop for continuous enhancement
Remember that technology is an enabler, not a complete solution. Success depends on combining the right platform with thoughtful strategy and compelling content.
Key Metrics for University Communications
To truly understand the impact of your personalized communication efforts, you need robust analytics. Here’s what to track:
Focus on these essential indicators:
- Open rates by department, role, and content type
- Click-through rates on specific content
- Content preferences across different segments
- Time spent engaging with communications
- Feedback and survey responses
- Information retention and awareness
- Platform adoption rates
Using Data to Drive Continuous Improvement
Analytics shouldn’t just produce reports, they should inform action:
- Identify high-performing content types and replicate their success
- Spot disengaged segments and develop targeted improvement strategies
- Test different approaches and measure results
- Refine segmentation based on engagement patterns
- Optimize send times and frequencies for maximum impact
Stan State used these data-driven insights to continually refine their approach, resulting in consistently high engagement over time.
Calculating ROI for Personalized Communications
While measuring the direct financial return on communication investments can be challenging in higher education, consider:
- Time saved by communications staff
- Reduced meeting time needed to clarify information
- Improved awareness of important policies and procedures
- Enhanced compliance with university requirements
- Increased participation in optional programs and initiatives
- Higher staff satisfaction and retention
These benefits combine to create significant value for universities investing in personalized communication.
Practical Takeaways: Getting Started with Personalization
Ready to begin your personalization journey? Here are actionable steps you can take now:
Quick Wins to Implement Immediately
- Audit your current communications: Catalog all regular messages and identify opportunities for segmentation.
- Survey your staff: Ask about communication preferences, information needs, and current pain points.
- Start basic segmentation: Begin dividing messages by department, even before implementing new technology.
- Test personalized subject lines: Experiment with role-specific email subjects to measure impact on open rates.
- Create content variations: Develop different versions of important announcements for different audience segments.
These steps can yield improvements while you develop a more comprehensive strategy.
Building a Long-Term Personalization Roadmap
For sustained success:
- Secure leadership buy-in by demonstrating the value of improved engagement
- Form a cross-departmental communication committee to guide strategy
- Establish clear goals and metrics for your personalization efforts
- Develop a phased implementation plan with clear milestones
- Budget for appropriate technology and resources
- Create a feedback mechanism to continuously refine your approach
Remember that personalization is a journey, not a destination. Even small improvements can yield significant benefits for your university community.
Transforming Your University Through Personalized Communication
In today’s information-saturated environment, generic broadcast messages simply don’t cut through the noise. University staff expect the same level of personalization they experience as consumers: content that speaks directly to their needs, interests, and responsibilities.
By implementing personalized internal communication strategies, higher education institutions can:
- Significantly improve staff engagement and information retention
- Reduce communication fatigue and message overload
- Create stronger connections between employees and the university mission
- Make critical information more accessible and actionable
- Save time for both communicators and message recipients
As demonstrated by Stan State’s successful transformation, the right approach to personalization can revolutionize how your university communicates internally, creating a more informed, engaged, and connected campus community.
What’s Next
Want to dive deeper? Download our full guide: “The Impact of Personalization on Internal Communication Engagement and Effectiveness”, for comprehensive strategies, additional case studies, and step-by-step implementation guidance.
FAQ
Personalized internal communication tailors messages to individual staff members based on their roles, preferences, locations, and interests. For universities, this approach ensures that faculty, administrators, and support staff receive relevant information that resonates with their unique needs. It reduces information overload, improves engagement, and fosters a stronger sense of connection to the institution’s mission.
Universities can start by segmenting their workforce into groups based on roles, departments, and locations. Using AI-powered tools like Cerkl Broadcast, they can automate the delivery of tailored content through email digests or other channels. Additionally, collecting feedback and analyzing engagement metrics helps refine the strategy over time.
AI-powered tools enable universities to automate content personalization at scale. These tools analyze user behavior to recommend relevant content, optimize delivery times, and provide real-time analytics to measure engagement. Benefits include increased open rates, reduced email clutter, and improved awareness of university initiatives.
Personalized communication makes staff feel valued by delivering relevant and timely information tailored to their roles. This approach boosts engagement by reducing message fatigue and ensuring that critical updates are not overlooked. Engaged employees are more likely to stay informed, participate in initiatives, and feel connected to the university’s goals.
