August 15, 2005

Make HR Communication More Compelling

When Davis & Company conducts employee research, we frequently get feedback that employees are dissatisfied with the communication they receive from Human Resources. Employees expect HR to be focused on their needs (after all, the function is called “human” resources). So employees are disappointed when HR communication seems corporate-centric, inaccessible and irrelevant. How can HR professionals and the communicators who help them change this dynamic? Here’s a start.

No matter how wonderful your HR programs are, they won’t be successful if you don't communicate about them in a way that gets people’s attention, provides essential information and moves employees to action. So you need to step back and take a fresh look at your overall communication approach.

There are four components to look at in your approach and messages: content, tone, delivery and timing. To get honest assessments of these components, use internal resources or work with a consulting firm to gather feedback in the following areas:

Content

• Is the content clear and easy to understand, and does it explain the impact or actions required for employees? Or is it policy jargon and corporate speak?
• Is the content honest and straightforward?

Tone

• What are the tone, attitude and posture of the HR communications “voice”?
• Do messages embrace and support employees, or do employees feel scolded or harassed?

Delivery

• What are the multiple channels that an employee can receive messages from HR? How would the most geographically distant employee receive your message?
• What percent of your messaging helps employees do their job—or manage their lives—better, faster, smarter, etc.?

Timing

• How often are you communicating and why? How timely is your messaging?
• Are messages too early, or too late for employees to see the impact?
  

Be conscious in all your HR communication efforts. For each message you send to your employees, they will have a visceral response—whether it’s interest or boredom, excitement or sadness. What do you want that response to be? Effective message content and practices—messages with clear content, appropriate tone, delivered effectively on a timely basis—will go a long way to strengthen the link between employees and HR, and will ensure you’re getting the responses you want.