Plain language. Chunks of text.  Relevant points.

Writing content that will be read on-screen is not the same as writing for paper. The medium has an impact on how people consume it.

Include these three attributes when you write intranet content and you’ll help your readers get what they need. And that’s what effective employee communication is about.

1. Keep it clear and simple

Plain language is a writing style that uses ordinary language and strips away word-clutter to make content easy to read and understand.  In employee communication, plain language also involves dropping jargon and the formality of corporate speak. In short, it’s the most accessible and pleasing writing style for most readers. Here are the most basic elements:

  • Focus on the employee, your audience. Be clear about what employees need to know and do.
  • Use familiar, everyday words and phrases. Avoid buzzwords and jargon. If you need to use an acronym, provide the full name the first time you use it. Don’t assume everyone knows what it means.
  • Cut extra words. If word doesn’t add value to the sentence, remove it.
  • Vary sentence length. All sentences should be as short as possible. But using both short (seven words or fewer) and long sentences creates a more natural flow and rhythm.

2. Chunks of text

Reading on-screen might be better described as “scanning”. We quickly glance over the words to see if the content is going to be valuable to us before we commit to true reading. In general, a page full of text in long paragraphs will have low-read rates because it looks like a lot of work and the reader doesn’t have a sense of the value to him/her.

Make it easy for your employees to get the information or inspiration you’re offering.

  • Keep paragraphs to five sentences or fewer
  • Add sub-headings to help readers visually grab content
  • Use bullet points
  • Graphics and images can also break text into chunks

3. Relevant points

Of course, no matter how plain the language or chunked the text is, if there’s a lot of extra “stuff” in the article, notice or page, you’ll lose readers.

This is true of any content. However, when you write intranet content, you need to be highly focused on the subject at hand and what it means to your readers. People can click away in a split second.

  • Start with the intended outcome or required action. Employees can then figure out right away how the information affects them, if at all.
  • Provide only the most critical information.  Use hyperlinks to direct employees to “nice to know” information, if they are interested
  • Include a way for employees to give feedback or ask questions.  Intranet content, more than any other content, carries with it an expectation of being able to “click” for help.

A closing thought

Don’t underestimate the value of visual appeal. While it’s not writing, graphics, good use of white space and colour choices can increase the effectiveness of web-based content.