Employers should think more broadly when approaching segmentation in their employee communications, a pensions specialist has said.

Anthony Hodges Consulting (AHC) said that gender segmentation, and even regional segmentation, should be considered when it comes to employee communications and engagement.

Karen Partridge, AHC chief business development officer, said: "There is a trap, when approaching communications with the workforce, which employers are falling into by dividing their employees only on the basis of age or salary brackets.

"In doing so, they are significantly limiting their engagement opportunities and the potential success of any communications campaign."

She said that large organisations in particular adopt a 'head office centric' view, and this strategy may not fit across other parts of the company in other regions.

Partridge added: "Local practices, economies and events can impact on how people feel about their financial situation so it is crucial that employers have this in mind."

Employers should also consider how people access the information that resonates with them, Partridge said, as engagement is so much more than materials.

She said that audience analysis and research is "vital" before any communication campaign.

First published 24.04.2014

monique_simpson@wilmington.co.uk