Speak louder for the folks in the back!
A brief HR Professional's guide to nailing Internal Communications
HR Professionals as Marketers
Let's face it: as HR pros, we're often the bearers of news - good, bad, or just plain confusing. Whether it's rolling out a new benefits package or announcing a company restructure, our success hinges on how well we communicate.
Good communication isn't just nice to have; it's the secret sauce that makes our initiatives stick and keeps the corporate machine running smoothly. We’re not just telling the story, we’re selling it.
“Facts tell, stories sell.” -Bryan Eisenberg.
Think about it - when was the last time you heard someone complain, "Ugh, I just feel so over-informed about what's happening in our company"? Never, right? That's because clear, effective communication is like oxygen in the workplace - you only notice it when it's not there.
Now, here's a thought that might blow your mind: every HR initiative is essentially a change management initiative. Cue dramatic music 🎵
Okay, maybe it's not that mind-blowing, but it's true! Whether we're tweaking the dress code or overhauling the entire performance review system, we're asking people to change something about their work life. And guess what? The same principles that big-shot change management gurus like John Kotter, or Prosci’s ADKAR model talk about? They apply to our day-to-day HR communications too.
So, how do we make sure our messages don't just echo in an empty conference room? In the next section, let's walk through six key questions that'll help you craft communications that stick, using a real-world scenario.
6 key questions to ask yourself
Imagine you're tasked with announcing a new flexible work policy. Exciting stuff, right? But also potentially confusing and anxiety-inducing for some. Here are some questions you need to ask yourself -and answer through your communication actions:
What's the primary objective of this communication? In this case, it might be: "To inform all employees about the new flexible work policy and generate enthusiasm for its implementation." This sets the tone for everything that follows. We're not just dumping information; we're aiming to excite and engage.
Who's the target audience, and what's their current context? "All employees, ranging from those who've been begging for more flexibility to those who might be resistant to change. Some are worried about reduced face-time affecting their career prospects." Understanding your audience, and empathizing with them, helps you address their specific concerns and tailor your message accordingly.
What specific action(s) do we want the audience to take, and by when? "We want employees to read the policy document, discuss options with their managers, and submit their preferred work arrangements by the end of the month." Clear, actionable steps with a deadline. No room for "Oh, I thought that was optional..."
Why is this important for the organization and for the audience personally? "For the company, this policy will improve work-life balance, potentially increasing productivity and retention. For employees, it offers greater control over their work environment and schedule." This is where you really sell it. Make it clear why they should care, and how this impacts them personally and professionally.
How can we make this message clear, memorable, and actionable? "We'll use a mix of communication channels: an all-hands meeting for the initial announcement, followed by team-specific info sessions, and an FAQ document. We'll also create a catchy slogan: 'Flex for Success!'" Get creative here. The medium is part of the message.
What's next? "After the initial announcement, we'll hold department-specific workshops to address unique concerns. We'll also launch a dedicated intranet page for ongoing updates and have a 'Flexible Work Champions' program for peer support. In three months, we'll conduct a survey to gather feedback and make necessary adjustments." This creates a predictable sequence of actions, building confidence and reducing anxiety about the change.
By answering these questions, you've laid the groundwork for a communication strategy that informs, engages, and motivates. You're not just telling people about a new policy; you're inviting them to be part of an exciting change.
Very important: Your message should answer all these questions from the perspective of your audience and with the context available to them.
Wrapping it up
Remember, great internal communication isn't about having all the answers. It's about asking the right questions and using those insights to craft messages that resonate. It's about speaking louder for the folks in the back, sure, but also speaking clearer for those in the front, and more engagingly for those in the middle who might be zoning out.
So next time you're staring at a blank document, trying to figure out how to announce the latest HR brainwave, take a deep breath and run through these six questions. Your colleagues (and your stress levels) will thank you.
Now go forth and communicate like a boss! 💬🚀