data-driven personas a Strategic Tool for Change and Corporate
Communication at GIZ
How data-driven personas make internal communication at a globally operating federal enterprise more precise, adaptive, and employee-centered.
The Need for Data-Driven Communication in a Globally Operating Organization
Internal communication plays a central role in the successful implementation of change processes within organizations. While traditional, segmented target audience analyses often rely on simplified assumptions about employees’ needs and communication preferences, data-driven personas enable data-driven personas more precise and dynamic modeling of organizational stakeholder groups.
The German Society for International Cooperation (GIZ) GmbH, in cooperation with the Persona Institute, has developed data-driven personas that provide a nuanced and empirically sound foundation for internal corporate communications. Implementing this methodology enables a targeted, adaptive, and personalized communication strategy.
As a German federal agency operating worldwide with a broad mandate, GIZ is committed to international cooperation because global challenges can only be solved through joint efforts. In its projects, GIZ supports change from analysis through planning to implementation and evaluation, and in doing so, regularly undergoes complex change processes itself.
Internal communication faces the challenge of both ensuring a consistent strategic communication approach and taking into account the individual needs of the various employees. GIZ had already conducted structured internal surveys, but there was no precise mapping of communication needs to clearly defined target groups.
A scientifically sound foundation for nuanced internal communication
The goal of the collaboration with the Persona Institute was to establish a scientifically sound foundation for nuanced, empirically validated internal communication.
Developing Data-Driven Personas for More Precise Communication Strategies
The persona development process involved several scientific analysis steps.
Data Aggregation & Clustering
- Analysis of existing internal survey data from GIZ.
- Conducting a supplementary quantitative study with 2,887 participants from the field of international cooperation.
- Creation of five data-driven personas based on cluster analyses, taking into account the Big Five personality model, theories of innovation adoption, and communication preferences.
Operationalizing the Personas
- Develop detailed sedcards that include communication styles, pain points, and preferences.
- Development of a target-group-specific communication matrix for each target group to more effectively tailor change and corporate communications.
Deriving practical recommendations for action
- Development of a persona playbook that outlines specific measures for internal communication.
- Development of an interactive checklist system to optimize existing content pieces specifically for each persona.
Implementation and Application in Everyday Work
- Integration of the personas into GIZ's digital SharePoint system to provide all employees with easy access.
- Providing an interactive chat tool that simulates dialogue with the personas and offers real-world use cases.
Tangible Benefits for GIZ
By implementing data-driven personas, GIZ was able to significantly optimize its communication strategy.
More Targeted Change Communication
The new personas make it possible to address all employee groups in a more personalized and needs-based manner, which allows change processes to be communicated more transparently and effectively.
Improving Efficiency in Internal Communication
The optimized communication strategies help GIZ maximize the reach and impact of its internal initiatives without unnecessary wastage.
Greater Employee-Centricity
Data-driven personas ensure that employees’ needs and expectations are consistently placed at the center of corporate communications. This fosters an employee-centered corporate culture and strengthens long-term employee retention and motivation.
“Excellent educationalstructure, extremely user-friendly—truly a great job! Top-notch advice. Hats off to this achievement!”
Just how well-targeted is your internal communication?
Find out where your change and corporate communications are falling short of your employees’ needs—and where data-driven personas offer data-driven personas greatest impact. The Persona Institute’s Persona Audit will show you.
Go to the Persona Audit →- Analysis of Your Current Internal Target Audience Approach
- Potential for data-driven personas
- Specific Starting Points for Your Change Communication
Make your internal communication employee-centric.
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