Hyper-Personalised Internal Comms

Internal communications used to be about reach: making sure everyone got the message. But in 2025, reach isn’t enough. Employees are overloaded with messages and under-connected to meaning.

At Miles Advisory, we’re seeing a new standard emerge across high-performing organisations: hyper-personalised internal communications.

This isn’t about adding first names to newsletters. It’s about designing internal comms that are as targeted, relevant, and engaging as your best external marketing campaigns. Why? Because employees are your most important audience – and they expect more.

The traditional model of internal comms was one-size-fits-all: a weekly email, a quarterly update from the CEO, a few intranet announcements. But the modern workforce is diverse – in function, generation, location, language, and tech preferences.

In 2025, the best internal comms strategies are:

• Segmented: Different messages for different audiences, based on role, team, or context

• Behaviourally informed: Triggered by moments that matter (onboarding, promotions, wellbeing check-ins)

• Interactive and data-driven: Feedback loops built in, with analytics guiding tone, timing, and format

According to Gallagher’s 2025 UK State of Internal Comms Report, 72% of employees say they’re more likely to engage with internal content when it feels tailored to their role or priorities.

The business case is strong:

• Engagement – When comms are relevant, people pay attention and act

• Alignment – Clear, timely, role-specific messaging helps teams align to strategy faster

• Trust – Personalised updates build credibility and show leadership is listening

• Retention – Employees who feel understood are more likely to stay

And yet, many organisations are still broadcasting the same messages to all 500, 5,000, or 50,000 employees and wondering why response rates are low.

Hyper-Personalisation in Practice

Here’s what leading organisations are doing differently:

• Segmenting internal audiences like marketing segments customers

• Using employee journey maps to plan comms for key milestones

• Leveraging AI and automation to trigger timely, relevant updates

• Creating comms personas to guide tone, format and platform choice

• Connecting data sources (HRIS, pulse surveys, Teams/ Slack activity) to inform strategy

Some are even embedding internal comms roles into functions like finance, operations and tech, ensuring messaging is relevant at a local, team and topic level.

While tech enables personalisation at scale, the goal isn’t robotic precision – it’s deeper human connection.

It’s about making people feel:

• Seen in their context

• Valued for their contributions

• Clear on what’s happening and why it matters to them

The irony? More personalised comms = more inclusive culture.

The Bottom Line

As the pace of change accelerates, internal communications are no longer just an operational function, they are a critical

culture tool. In 2025, employees don’t want more communication. They want the right message, at the right moment, in the right tone for them.

At Miles Advisory, we help clients move from noise to nuance, designing comms strategies that reflect the complexity of modern workforces while strengthening connection, trust and performance.

If you’re ready to elevate your internal comms game, we’d love to help.