When it comes to your health and wellness messages, each of your employees likely has his or her own health habits, motivations, frustrations, and goals. Before you craft your first piece of wellness content, be sure you understand who makes up your audience and what information each subgroup may want and need.
The expectant mother in the accounting department probably wants something different than the soon-to-retire sales manager or the new hire fresh out of grad school.
Ask yourself: What personalities and demographics do I need to reach with my health and wellness message?
If someone in your human resources department keeps aggregate demographic information on the company’s workforce, see if you can get a copy of the summary. If your organization doesn’t track demographic numbers, you can either conduct a formal survey or informally spend time thinking about the various employee groups your wellness content will serve.
Information you want to capture/consider:
- Number of women/men
- Marital status
- Highest levels of education
- Positions within the company
- Living situations – rent or own home
- Family situations – children or no children, pets or no pets
Once you know with whom you are communicating, use your audience profile to create an editorial calendar that includes topics that meet the wants and needs of your various audience subgroups.
If you want to use a survey to create your audience profile, read this article on how to craft an employee interest survey.