‘Evolve’ your communications to get across employees
Advances in technology and communications go hand-in-hand. The use of technology continues to expand and eventually will be universal. According to the Pew Research Center, nearly 90% of Americans are online and roughly 77% own a smartphone. Even if you think your work force is not tech savvy, there is a good chance employees are consuming information online.
With increased use of the internet, e-mail, social media and texting, it is easier than ever to reach people online. While this presents new ways to deliver employee communications, it does not come without challenges. As technologies evolve, communications must as well.
Think about your own reading habits. If you still read magazines, when is the last time you read an article word for word? What about online articles? Has the way you read articles changed over the last 10 years? For me, the answer is a resounding “yes.” Not only do I consume almost all content online, rarely do I read every word unless it’s a book — and even then, I tend to skim.
Why is that? First, life is busy. I am pressed for time between work, family and anything else I try to fit in between. If you’re like me, there is information coming at you from every direction. While this “information overload” can be overwhelming, it also makes it easier to stay current on events and other areas of interest (for example, that latest pair of shoes you looked at online).
How does this relate to employee communications? We work hard on those employees communications, and we expect employees to read every word. The truth is, they don’t. And when employees don’t “get it” or take the action we want, we are tempted to provide more information. The better option is to provide short, sound-bite information that is to the point.
So what web analytics tell us about content? Web site visitors typically stay on pages for just a minute or two. If you are sending communications via e-mail or posting on your intranet, you’ve got a minute or two to get your point across. How do you make that happen? Try these three writing techniques for online audiences.
Give people what they expect: Use a headline that matches your content or people will quickly move on. For an e-mail, the subject line is as important as the headline and will determine whether your e-mail is even opened. These can be descriptive or enticing, depending on the message.
Cut to the chase: Assume your reader is in a hurry — most people are. Make it easy for the reader to scan content to quickly get the gist of the message. You’re not limited to a 140- character tweet, but you want to keep the message brief. Eye-tracking research has shown that people scan online content in the pattern of the letter “F.” Keep these tips in mind to make it easier to pull out key pieces of information: (1) Break up your paragraphs using subheads or bullets; (2) Use bold to call out key points, but use it sparingly; and (3) If you want to include more information, include links to additional documents or online resources.
Say it once and say it well: You have probably heard the saying that to get your message through, you need to share it seven times in seven ways. Often, I see communications where the writer attempts to do that in just one communication piece, which is confusing. Break through by using a variety of communication channels and crafting the messaging in the way that’s most appropriate for that communication, not repeating the same content. Focus on clearly stating the key message once and reinforcing it in a call-to-action at the end.
You probably didn’t read this whole article, and that’s okay. I hope you were able to scan through it and get the point. As communications are presented on a screen, changing the way you craft messages is key. That’s not to say that electronic communications are the only method to get your message across. Other methods, like print and on-site communications, are still useful. Keep in mind that in all communications, now more than ever, getting quickly to the point is critical.