Personalization Power: 10 Proven Tips to Captivate and Engage Employees

The Employee Turnover Problem: Why CEOs Are Worried

Everyone is talking about it. Companies are struggling to keep their top talent. It’s all over LinkedIn, the news and any business magazine you read.

Even some of the best places to work are having a hard time. In December 2024, the Toronto Star reported that top-rated companies are raising concerns about turnover. A Gallup survey found that 51 percent of U.S. employees are either looking for a new job or open to leaving. That’s the highest number in almost a decade.

Losing employees is expensive.  Training costs, salaries and benefits go down the drain when employees leave. And then there’s the time lost to training. Return-to-office demands have made it even worse. After working with corporations for over 20 years, I’ve seen the same issues come up repeatedly. Employees want:

• A sense of purpose—they need to know their work matters.

• Recognition for their contributions.

• Fair pay, flexibility, and work-life balance.

• Clear communication about company changes.

• Strong leadership that listens and responds.

If these needs aren’t met, people start looking elsewhere. And who could blame them?  Decades ago, when I started out, I was ambitious and put myself on the fast track.  I constantly upgraded my skills and read every book I could about my business.  In return, I expected quick promotions.  Sometimes, it happened; other times, I had to promote myself and find a job at a higher level elsewhere. At that time, it was quite uncommon to just up and leave a company,  and people still hoped for lifelong security with companies. 

But times, they were a’changin’.  Mergers were everywhere, and people were shocked by reality.  I see similar seismic shifts today, but with AI on the horizon and geopolitical turmoil, the shifts are much stronger and more shocking.

Why Employees Are Leaving

Lack of recognition – Many employees feel their work isn’t valued. Gallup found that only three in ten workers have received meaningful recognition in the past week. Those who feel ignored are twice as likely to quit. This is such an easy fix, yet employers pay attention to it.  I remember consulting with a government ministry where a senior manager made gold stars.  Simple cardboard covered with gold foil.  In weekly meetings, the manager awarded the star to staff who performed exceptionally that week.  It was such a simple thing, yet the employees proudly displayed their stars.  Of course, their success was duly noted in performance appraisals too.  

Pay issues – Employees leave if companies don’t offer fair salaries or raises. It’s that simple. However, keeping employees is not as simple as providing a bonus or raise.  Employees are much more discerning these days and enjoy more money, but enjoy other forms of recognition and a safe and supportive workplace.

Bad leadership – Poor management is a significant factor in turnover. Research shows that poorly managed teams see significantly higher resignation rates than teams with strong leadership. I read recently that employees don’t leave companies; they leave their managers.  Managers who offer no feedback or guidance, don’t recognize people for good work, and micromanage their teams can expect high turnover rates.

Lack of flexibility – The days of rigid nine-to-five office life are fading. Many employees want remote or hybrid options and will leave if they don’t get them. The Covid-19 pandemic proved that working from home could work for most industries.  Of course, there are exceptions. Manufacturing and agricultural sectors, for example, still need employees to be on-site.  However, most office workers have found that they can work effectively at home.  Some office workers prefer to be in the office. Some who seek advancement are convinced that proximity bias could hurt their chances.  However, some prefer to work from home.  Companies must adjust to keep their top talent.

Generational shifts – Millennials and Gen Z approach work differently. Many won’t tolerate toxic workplaces or rigid structures. A recent Deloitte study found that 48 percent of Gen Z workers would take gig work rather than a corporate job that doesn't align with their values. I’ve worked with both groups and love their spark and enthusiasm for instituting new, more modern processes.  And I’ve seen how rigid structures have doused that spark.  This is a loss for companies because they lose their upcoming stars to outdated management styles and systems.

How Personalization Can Help Retain Employees

When employees feel valued, they stay. That’s why personalization—tailoring workplace experiences to individual needs—is so effective. Companies using it report:

• Higher engagement

• Lower turnover

• Better productivity

How AI is Changing Employee Personalization

Artificial intelligence is making personalization easier. Companies are using AI tools to:

• Analyze engagement trends and suggest improvements.

• Identify and recognize top-performing employees.

• Personalize training and career development plans

For a deeper look at AI-driven personalization, read my post, AI-Powered Personalized Communication: The Future of Employee Engagement.

10 Ways to Personalize Employee Engagement

1. Use Employee Names in Meaningful Ways

People notice when their names are used in a way that feels personal.

Instead of generic email greetings, mention employees by name when recognizing their contributions. A short message like, “Sarah’s idea saved us 15 hours this week—great work, Sarah!” makes a stronger impact.

Salesforce takes this further by spotlighting employee achievements in daily Slack updates. Employees say this helps them feel valued.

2. Tailor Communications to Different Groups

Not all employees need the same information. Companies that segment their communications see better engagement.

Consider adjusting messages based on:

• Job roles—engineers don’t need the same content as sales teams.

• Locations—employees in different regions may require different updates.

• Experience levels—new hires need onboarding information, while executives need high-level updates.

Google personalizes its internal newsletters for different teams, which has led to an open rate of 85 percent.

3. Find Out How Employees Prefer to Communicate

Employees who aren’t engaging with emails may prefer updates in another format.

A simple survey can help identify whether people prefer email, video, or team chat updates. HubSpot introduced short weekly video updates after employees said they preferred them over long-written memos. This change led to a 40 percent increase in engagement.

4. Make Leadership More Personal

Employees connect better with leaders who communicate in a natural, conversational way.

Instead of sending formal corporate memos, encourage executives to:

• Share personal stories

• Record short video updates

• Use clear, direct language

Microsoft CEO Satya Nadella frequently shares candid updates about company culture. Employees say this approach has helped build trust.

5. Recognize Employees in a Personal Way

Generic praise feels meaningless. Recognition should be specific and tailored to the individual.

Some ideas:

• Handwritten thank-you notes

• Public recognition in meetings or newsletters

• Awards based on individual contributions

At Zappos, employees can nominate peers for recognition awards, leading to a stronger culture of appreciation. In employee surveys, 92 percent say they feel valued.

6. Offer Personalized Career Growth Opportunities

Employees are more likely to stay if they see a clear future in their organization.

Companies can personalize development opportunities by:

• Using AI to recommend relevant training programs

• Offering mentoring based on individual career goals

IBM has implemented AI-driven career planning, which has helped reduce turnover by 20 percent.

7. Help Managers Personalize Team Interactions

Managers play a key role in employee engagement. Give them the tools to personalize their approach:

• Templates for customized feedback

• Structured but flexible recognition programs

At Atlassian, managers use “team health monitors” to assess morale and tailor engagement strategies. This approach has improved collaboration across teams.

8. Customize Onboarding for New Hires

A personalized onboarding experience makes new employees feel welcome.

Consider:

• Role-specific training modules

• Personalized welcome kits

• Assigning new hires a mentor or “buddy.”

Glassdoor says companies with strong onboarding programs see 82 percent higher retention rates.

9. Let Employees Customize Their Workplace Experience

Giving employees control over their digital workspace can improve engagement.

• Personalized dashboards on company intranets

• AI-driven recommendations for career development

Google allows employees to customize their learning modules, increasing satisfaction and engagement.

10. Act on Employee Feedback

Personalization isn’t just about sending the right messages—it’s also about listening.

• Run anonymous surveys to understand concerns

• Hold feedback sessions where leaders respond directly

• Follow up with visible changes based on employee input

Adobe introduced “Focus Fridays” after employees requested uninterrupted work time. The result was a 15 percent increase in productivity.

Why Personalization Works

Companies that prioritize personalization see measurable improvements:

• Salesforce increased training completion rates by 30 percent with customized learning paths.

• HubSpot improved employee satisfaction by 20 percent by allowing schedule flexibility.

Final Thoughts: Start Small, Build Big

Personalization doesn’t have to be overwhelming. Small changes—like using names more meaningfully or adjusting communication styles—can have a significant impact. Over time, these efforts create a culture where employees feel seen, heard, and valued.

How is your company personalizing employee engagement? Let’s continue the conversation— drop a comment below or connect with me on LinkedIn. © 2025 CommsPro. Some rights reserved. This content may be shared with attribution and a link to www.commspro.ca.