At first glance, it might seem as if human resources and marketing departments have different, even contradictory, goals. But, in considering the ultimate objective of both groups — delivering a specific, detailed message to a targeted audience — applying what’s known as “targeted communication” is a tool that can be used to ensure that crucial information gets where it needs to go.

Targeted communication is a popular tool in the world of marketing, but it is only just beginning to be broadly utilized by human resources departments. Although its impact can be most easily measured on internal efforts, it may come as a surprise how the combination of these two seemingly separate departments can have tremendous impact on external business.

By using targeted communication in conjunction with the efforts of the human resources department, businesses can ensure everyone, from the C-suite to the front lines of customer service, is on the same page, internally and externally. This level of buy-in can take time to establish, but once it is in place, the dividends are enormous. By aligning the message from top to bottom, a company can be well-positioned to expand its reach and burnish its brand, while also enjoying internal cohesion.

Defining targeted communication. The concept of targeted communication is as simple as it sounds. Targeted communication is the act of finding the right audience for a particular message, which helps ensure the desired message is received. By targeting messaging, companies can potentially increase sales, reduce wasteful efforts and build strong brands.

The benefits of targeted communication for human resources. One area where human resources can deploy targeted communications? Open enrollment! During the often complicated and time-consuming benefits enrollment period, HR can tailor specific messages to particular groups of employees, highlighting different aspects of a company’s benefits offerings in order to drive interest and potential increases in enrollment.

Using analytics to aim accurately. Analytics can also be used to help determine the efficacy of HR messaging. By surveying what messages are being consumed by what segment of the work population, targeted communication can help reduce messaging fatigue among employees, and also help HR provide messages to key influencers or certain segments of the work population. New hire communications can also benefit, with specific messages carefully deployed to those team members just brought on board.

Strengthening your brand. Allowing HR and marketing personnel to join forces can help strengthen a company inside and out. Some of the benefits of targeting communication about company initiatives, for example, can help foster a healthy internal culture, make the external brand stronger and, ultimately, result in a potentially sizable impact on a company’s bottom line. With everyone buying in to a specific message or set of messages, a company can reap the benefits.

Enabling transparency. A stronger brand can also yield a more transparent internal culture. Employees that are aware of initiatives and what a company has to offer, in the way of benefits, can feel more invested and engaged in a company. This can positively affect a company’s bottom line and its external reputation, and also attract future employees.