HR’s role in audience segmentation: How employee segmentation can help HR create tailored programs for its different employee groups
| Pages | 16-19 |
| Date | 01 January 2007 |
| DOI | https://doi.org/10.1108/14754390780000951 |
| Published date | 01 January 2007 |
| Author | Annie Waite |
| Subject Matter | HR & organizational behaviour |
16
16 Volume 6 Issue 2 January/February 2007
CASE STUDY ONE: Mayo Clinic
Segmenting a demographically diverse audience
The Mayo Clinic – academic medical center with sites
in Rochester, MN; Jacksonville, FL and Phoenix, AZ –
is committed to using diverse forms of communication
to reach its 48,000 staff. Here, Amy Davis, section
head of employee communications offers an
explanation of how the company segments a
demographically diverse audience.
Although many organizations today are switching
from paper-based communication methods, to purely
online communication methods, this wouldn’t suit us
because of the different needs of our various audiences,
Davis says.
Davis works in conjunction with Tripp Welch,
section head of HR research, collating data through
staff surveys. One of the key surveys at Mayo Clinic is
the bi-annual staff satisfaction survey, but Welch’s team
also carries out workforce research on an ongoing basis
with other projects such as new hire surveys and exit
surveys.
“From these surveys we’re able to examine staff
satisfaction levels and study the results demographically,”
Welch explains. “We can then establish the different ways
our employees communicate, such as where and how
they like to receive their communication. For example,
we learn which messages should come directly from the
CEO and which from supervisors.”
Edited by Annie Waite, Melcrum Publishing
HR’s role in
audience
segmentation
How employee segmentation can help HR create
tailored programs for its different employee groups
This collection of case
studies and advisory
steps is taken from
Melcrum’s recent
research report
“Mastering Audience
Segmentation” and
provides an overview of
how HR and
communications can
work together to shape
the way an organization
communicates with its
different employee
groups.
FEATURES AT A GLANCE
,
,
,
,
HR’S ROLE IN AUDIENCE
SEGMENTATION
THE IMPACT OF CULTURE AND
CLIMATE ON CHANGE
MERGING WITH CONFIDENCE
AT LOGICACMG
MEASURING THE FINANCIAL
IMPACT OF HR
IMPROVING RETENTION WITH
A RECOGNITION OVERHAUL
,
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