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September 11, 2007
Want employees to read your publication? Make it service oriented
One way to ensure employees are reading your publication is to include content that will help them solve a problem, meet a need or answer a question. The people who really get this concept of writing for their audience—and who do it well—are those who run service magazines. These publications are literally built on the philosophy of service: "To ‘serve’ readers.” External media offers a variety of service-oriented magazines to suit all interests. Note how the following articles are written with the reader in mind:
- "Speed Cleaning: Garage Overhaul in Minutes” (Good Housekeeping)
- “How Many Stocks Should You Own?” (Money)
- "6-Minute Meals for 6-Pack Abs" (Men's Health)
- "Protecting Your Heart's Health, Decade by Decade" (Real Simple)
You can model this approach in your company’s publication by including informative, to-the-point articles that are meaningful to employees. Here are some examples:
Topic: | How to make it service oriented: | Open enrollment and changes to benefits |
- Provide tips on how employees can reduce their health care costs
- List key reasons why employees should consider enrolling in long-term disability coverage
| Safety goals and performance |
- Include a sidebar with suggestions for how employees can avoid common safety hazards in the workplace
- Explain what employees can do to help the company achieve its safety goals
| Rollout of new product |
- Use a diagram with callouts/arrows to explain key features of the new product and how it will be used in the marketplace
- Create an “elevator speech” employees can use to explain the new product to others
| New customer service strategy |
- Describe how employees can use the new strategy to enhance relations with their customers
- Share real-life stories of employees who have implemented the new strategy and explain how others can learn from their experiences
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...Latest [Smart Tips] Article
2008 Archive
Smart Tips (2007) Archive
Start off right when planning for 2008
November 19, 2007
Culture change: A lesson from doctors and patients
November 5, 2007
Use icons to communicate globally
October 22, 2007
Communicating change: Not so fast
October 8, 2007
When it comes to town halls, employees know what works
September 25, 2007
Want employees to read your publication? Make it service oriented
September 11, 2007
Use print to reach a diverse workforce
September 4, 2007
Get a seat at the table by growing your business acumen
August 13, 2007
Build managers’ communication skills from the bottom up
July 30, 2007
Make time to join the right professional organizations
July 16, 2007
Our picks for summer reading (and resources)
June 25, 2007
Make managers your partners in improving employee engagement
June 11, 2007
Help your managers communicate effectively during a merger
May 29, 2007
HR communications isn’t one size fits all
May 14, 2007
For HR communications, just in time is just right
April 30, 2007
Jump-start your writing to grab your audience’s attention
April 16, 2007
Sharing employee communication survey results
April 2, 2007
Employee communication surveys: census or sample?
March 19, 2007
What to do if you have to call a “do-over?”
March 5, 2007
Help leaders with strategy communication
February 19, 2007
Connect employees with corporate strategy
February 5, 2007
Help your leaders tame technology
January 23, 2007
Winning ideas to start your year
January 3, 2007
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