Personalizing Employee Advocacy Campaigns with Ambassify’s Segmentation Features
Employee Advocacy is not and never has been a one-size-fits-all strategy, and approaching it that way does not suffice if your goal is to drive actual results. Different employee groups have varying interests, expertise, and levels of engagement with employee advocacy initiatives. Which is why, to drive meaningful participation and keep motivation high, organizations must tailor their campaigns to specific segments of their workforce.
That’s why Ambassify offers unique Segmentation Features to target your campaigns to specific audience segments, enabling companies to deliver personalized employee advocacy experiences that resonate with diverse employee audiences.
What is Audience Segmentation and How Does it Work?
Segmentation in Ambassify relies on three main features:
- Groups (for people management)
- Custom Properties (for people management), and
- Tags (for campaign management).
1. Groups
Communities can be divided into multiple groups, and admins can use these groups to restrict the audience of a campaign when creating it. Segmented audiences is a powerful feature in Ambassify that allows you to target campaigns and messages precisely to the interested or relevant audience segment.
For example, you might ask your employee advocates what topics or types of content they are most interested in, and create groups based on their preferences—think about vacancies, marketing materials, video content, culture-related content, etc.—or you can add them to groups based on their team—Marketing, Sales, HR, etc.
2. Custom Properties
You can also create properties on member profiles specific to your use case. In addition to groups, you’ll be able to drill down on a specific segment using Custom Properties in your audience filter.
3. Tags
Admins can also assign multiple tags to campaigns. Tags allow a manager to organize their content in logical groups, making management easier. Additionally, a manager can choose to expose a Tag to members, giving members control over the topics they want to view.
Key Benefits of Personalized Targeting
- Higher Engagement Rates. When employees receive content that is relevant to their interests and professional background, they are more likely to engage and share it. Personalizing your ambassadors’ experience will never be a waste of time, it can also lead to higher motivation, long-term retention and commitment to the program, and higher activation.
- Stronger Advocacy Impact. Personalized campaigns ensure that the right messages reach the right people. Whether that’s based on the employees’ specific interests or departments, if employee advocates receive tailored content, they will be more likely to share it and interact with it, which, in turn, will make your employee advocacy efforts more effective.
- More Meaningful Employee Experience. Employees feel valued when they receive tailored content that aligns with their expertise and preferences. Showing you’re putting effort into making their employee advocacy experience unique—and curating the content itself—will foster a deeper and more authentic connection with your employees, increasing retention, engagement, and internal satisfaction.
- Optimized Communication Strategy. By segmenting employee advocacy campaigns, companies avoid overwhelming employees with irrelevant content, leading to better participation rates. This also makes sure that the relevant information and content always reaches the right people, making communication seamless and more effective altogether.
How to Use Ambassify’s Targeting Features Effectively?
1. Onboarding Employees Based on Key Attributes
Ambassify enables companies to categorize employees using various filters, and to leverage our segmentation options to their maximum e.g. categorize employees based on key attributes and properties—for example, job roles and departments, geographical location (useful in case of a multi-country deployment), language, content preferences, etc.
Doing this from the beginning will make the process less overwhelming, and you will ensure that all member data is up-to-date and aligned. This will make it a lot easier to target specific campaigns to the right audience segment.
2. Delivering Tailored Content
Once segmentation is in place, organizations can create customized content for each audience group. When segmenting your audience, the sky's the limit (or almost): think of what your organization needs and the overall strategy and then personalize the content based on those criteria.
For example, companies with multi-country deployments can localize content for each geographical area, updating topics, cultural references or nuances, and, of course, language preferences. Or you can launch department-specific initiatives to support your teams in their individual endeavors. The choice is yours.
3. Measuring Impact and Optimizing Future Campaigns
Ambassify’s analytics provide insights into how different employee segments engage with employee advocacy campaigns. Companies can track engagement rates across different employee groups, the most effective content formats per segment, and even compare advocacy participation trends over time. By continuously analyzing these metrics, organizations can refine their targeting strategies to maximize engagement and impact.
Summary
Ambassify’s Segmentation Features enable organizations to create employee advocacy campaigns that are not just broad-reaching but highly personalized and impactful. By segmenting employees, delivering tailored content, and analyzing engagement data, companies can ensure that their advocacy programs drive meaningful participation and business results.