Write better content, get better outcomes.
Rookies and seasoned communicators alike can use these tips that require no extra time.
Maintain an active voice
Employee communication written the active voice is better making information and context clear and engaging. Too often, we neglect this basic rule of good writing because we get wrapped up in the what of the content and “positioning” that content.
Quick reminder about active versus passive voice:
- With the active voice, the subject of the sentence performs the action. For example: The team met the target. Here, the subject is “team”, the action is “met”, the object is “the target”.
- Written the passive voice, that sentence becomes: “The target was met by the team.”
Visually, you can see the first option uses more words without adding value. Read it aloud and you’ll hear how the active voice creates a brighter, more direct tone.
(Not so) Fun fact: The more you qualify/soften/sidestep/downplay information, the more you will end up using the passive voice.
Be honest with “because”
We know that employees who know the reason why something is happening (or being asked of them) are more comfortable with the news (or request). And, the more comfortable they are, the more likely they are to act constructively (or comply). That’s why “because” is an important word in employee communication.
But… only if the “because” is true. If it’s not, or you’ve tried to go around reality, people know it.
We can never forget that the employee audience is, in fact, made up of segments. Someone, maybe many someones, know the real deal. If they see that reflected in the content, they will gain/maintain respect for the author/organization. If they don’t, that’s a nail in the coffin of their engagement.
Make employees say “yes”
No matter what you create — email, video, poster, article, podcast, flyer — you want employees who need to understand the content to silently say “yes”. The flip side is that those who don’t need to know will say no and move on. You’re not wasting their time and they’ll appreciate it.
An easy way to help employees know if the content is for them, is to start with a question.
Examples:
- Do you use the Better Accounting System?
- Are you interested in what senior management did on their strategic retreat?
- Have you ever wondered how the warehouse team keeps track of all our products?
Bold with care
It’s standard practice to use bold font for important information, especially dates and consequences. The reader’s eye is drawn to those words and, hopefully, their meaning sticks.
However, if you overdo the bold, the effect is lost.
Which is easier and more enjoyable to read? This:
Our third quarter results were outstanding. We exceeded target for the second consecutive quarter, this time by 3%. This puts us in good shape for achieving our goals for the year.
We see these positive results because of your teamwork and diligence. Sales are up 12% compared to this time last year and we have 230 more customers.
None of this would be possible without everyone doing their part each day.
Thank you!
Or this:
Our third quarter results were outstanding. We exceeded target for the second consecutive quarter, this time by 3%. This puts us in good shape for achieving our goals for the year.
We see these positive results because of your teamwork and diligence. Thank you. Sales are up 12% compared to this time last year and we have 230 more customers.
None of this would be possible without everyone doing their part each day.
Bullets
Of course, bullets are the easiest way to make content easy to absorb. Bullets work because:
- Each offers only one point
- They keep text tidy
- People remember lists better than lines of text
