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Strategy into Action: Identifying Employee Segments

How do you take an “all in” approach to your engagement strategy? How do you ensure that you are providing avenues to reach and engage 100% of your employees? How do you engage the disengaged?

Using audience models allows us to understand different employee segments in order to get their attention and provide avenues for them to get involved no matter their level of commitment, enthusiasm or interest. What we are trying to do is frame each initiative so we can then target specific messaging and activities to resonate with each group of employees.



Segmenting employees into relevant engagement groups allows companies to:

  • Provide more targeting and effective messaging
  • Increase rates of employee transformation and participation
  • Identify new segments and gaps in engagement programming
  • Better foster and retain sustainability advocates

There is not one model that fits every organization and even combining models can be useful for some companies. Audience models could segment employees by employee position, work location, business unit, characteristics and behaviors, worldview, passion for environmental or social issues, level of time commitment, or current engagement level.

The starting point is to segment 100% of your employees into target audience groups that are relevant to your organizational context. It is essential to thoroughly explore and identify each segment to understand key factors such as, their interests, awareness and understanding of sustainability issues, what their pain points are for not participating, what motivates them, how they want to be communicated with, etc.

Once we clearly understand each segment then we can move forward framing our efforts and programs to really resonate with our employees. With this clear understanding, it also provides a stronger position to then identify and measure the characteristics from each group and also to map out actions and strategies to move each group to the next level of engagement.

Here is an example of framing employee segments by focusing on environmental based actions at work:

Source: Environmental Employee Engagement Roadmap: How to Build a Streamlined Program That Quickly Delivers Business and Environmental Results , TD Bank, Environmental Defense Fund, Climate Corps and BrownFlynn

Source: Environmental Employee Engagement Roadmap: How to Build a Streamlined
Program That Quickly Delivers Business and Environmental Results TD Bank, Environmental Defense Fund Climate Corps and BrownFlynn

To learn more about identifying and framing your employee segments, join us on Wednesday June 1st at 12 pm EST, we will be hosting our SEEN Talks Session: Strategy into Action.

We will be talking about “engaging” the “disengaged”.  Are you challenged with engaging internal and external stakeholders who have no apparent interest in sustainability?

In this open discussion learn from your colleagues in the field –

  • Models for understanding different stakeholders so you can get their attention and involvement in your sustainability efforts.
  • Framing your efforts so they will resonate with the folks you want to engage.
  • Connect your program with your corporate strategy and priorities using Engage International’s  “Sustainability Engagement Clarifier Tool”.
2017-04-11T20:58:40+00:00 Uncategorized|1 Comment

One Comment

  1. […] In an earlier post we discussed the first steps of framing a sustainability engagement strategy, by identifying relevant employee segments for your organization. This also involves deeply understanding the characteristics, interests, knowledge of sustainability, pain points and motivations of these segments. . With this level of clarity, we can create more effective messaging and program activities that resonate with employees. You can read more here in the previous post on identifying employee segments. […]

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