Expert view: 10 steps to successful employee profiling

10 steps to successful employee profiling

February 23, 2015

What do you know about your employees? Perhaps you know how many people are in each location, or how many managers there are in your business?

Maybe you have a breakdown of employees by length of service, diversity, age, the area of your business they work in or even by preferred communications channel?

These are some of the ways that are used to segment internal audiences but how do you link this knowledge to what people think, believe and feel about your organisation?

Employees are busy and a sophisticated approach to internal communications is needed nowadays to facilitate conversations with different groups with distinct and different needs, attitudes and perspectives.

For organisations with a large number of employees, dividing employees into profile groups to identify shared characteristics is an incredibly useful tool.

Jane Revell
Jane Revell

Top five benefits of identifying employee groups

1.Supports the development of internal communications strategy.
2. Helps the internal communications team to advise how different employees might react to an announcement or new initiative.
3. Allows the development of targeted IC approaches that will resonate with specific groups.
4. Identifies those employees who will support certain initiatives and those who might be resistant.
5. Helps senior leaders to have a deeper understanding of employees including barriers and motivations.

Ten steps to employee profiling

1. Have a clear understanding about what you want to achieve and why by setting out clear objectives.
2. Conduct an internal stakeholder mapping exercise using a stakeholder models such as the power/ interest matrix to identify those employees with influence and interest.
3. Identify all existing data and employee insight that your organisation holds. For example employee engagement surveys, demographical information, comments on internal social media such as blogs, community pages and online forums.
4. Collate all internal feedback including employee complaints, information from pulse groups and face-to-face events and sessions as well as feedback to managers.
5. Speak to your employees and listen to feedback. Visit different sites, talk to different employees to find out more about their thoughts and attitudes towards their role, the organisation and specific projects.
6. From all the information gathered identify common themes, trends and attitudes in order to create 5-6 common employee groups to broadly describe people who work in your organisation.
7. Create a character profile for each of the groups to provide a short summary or biography that typifies the people in this group.
8. Test the employee profiles with senior leadership to establish understanding of the profiles and how to use them to connect and facilitate dialogue with different employees.
9. Use these profiles to develop a targeted and strategic internal communications plan to reach employees across your organisation.
10. Update these employee profile groups on a regular basis. You could review them annually or each time you do your employee engagement survey.

Our consultancy team at Headlines can support your organisation in creating employee profiles.

From conducting the communications audit using surveys and focus groups to analysing all employee insight to develop clear employee groups that are specific to your business.

Email carmen.lothian@headlines.uk.com or phone 01908 398 367 to have an informal chat and to find out more.