Internal Communication PainsLearn how personalized communication in higher education can improve staff engagement, reduce overload, and foster a connected campus. Download our free guide!
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Start communicating smarter. Download your free guide to personalization in internal communication now!
Access NowAccording 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.
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.
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.
Unlike many corporate environments, universities operate with:
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.
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:
Sound familiar? Many universities continue to struggle with these same issues today.
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
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."
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:
These figures represent substantial improvements over traditional, non-personalized communication approaches.
California State University, Stanislaus (Stan State) provides an excellent case study in transforming university communications through personalization.
Before their communication transformation in 2018, Stan State struggled with:
With two distinct audiences, faculty/staff and students, across multiple departments, effective communication had become nearly impossible with traditional methods.
Stan State implemented AI technology to power their mass personalization program, creating customized News Digests for both staff and students. Key elements included:
The impact was immediate and significant. After sending over 1 million personalized News Digests, Stan State achieved:
"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.
Boost employee engagement by implementing personalization in internal comms
Ready to transform your university's internal communications? Here are essential strategies to consider:
Effective segmentation is the foundation of personalization. Consider dividing your university staff based on:
Each segment should receive information relevant to their specific context and responsibilities.
Rather than creating a single message for everyone, develop a content approach that:
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.
Different staff members prefer different communication channels. Some possibilities include:
The key is allowing employees to choose their preferred channels while ensuring consistent messaging across all platforms.
Artificial intelligence has transformed what's possible in personalized communication. Modern AI solutions can:
As demonstrated by Stan State's success, AI-powered systems can dramatically improve communication effectiveness.
When selecting technology to power your personalized communication strategy, several key features and considerations should guide your decision.
Look for solutions that offer:
Boost employee engagement by implementing personalization in internal comms
Cerkl Broadcast offers specialized features designed specifically for higher education institutions:
The platform has proven particularly effective for universities with diverse workforces and complex communication needs, as evidenced by the Stan State case study.
When implementing a new communication platform:
Remember that technology is an enabler, not a complete solution. Success depends on combining the right platform with thoughtful strategy and compelling content.
To truly understand the impact of your personalized communication efforts, you need robust analytics. Here's what to track:
Focus on these essential indicators:
Analytics shouldn't just produce reports, they should inform action:
Stan State used these data-driven insights to continually refine their approach, resulting in consistently high engagement over time.
While measuring the direct financial return on communication investments can be challenging in higher education, consider:
These benefits combine to create significant value for universities investing in personalized communication.
Ready to begin your personalization journey? Here are actionable steps you can take now:
These steps can yield improvements while you develop a more comprehensive strategy.
For sustained success:
Remember that personalization is a journey, not a destination. Even small improvements can yield significant benefits for your university community.
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:
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.
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.
Boost employee engagement by implementing personalization in internal comms
What is personalized internal communication, and why is it important for universities?
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.
How can universities implement personalized communication effectively?
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.
What are the benefits of using AI-powered tools for internal communication in higher education?
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.
How does personalized communication impact employee engagement in universities?
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.
Boost employee engagement by implementing personalization in internal comms
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