Effective HR communications is a lot of things. It’s often behind the first impression your company gives to recruits and new employees (the welcome mat) or the door that closes on the way out on their last day of work. HR communications is also a platform for employee engagement. HR communications can help humanize the company by being that helping hand to help navigate through work life. People want to work for a company that cares for its employees and HR communications can be the string to tie all of the pieces together. Having an HR communications plan in place is key to harnessing all the people-oriented programs companies have to offer their employees.
Without effective HR communications, it can be like the “Wild West” where every HR team sends out their own communications whenever they want (often with inconsistent style and content full of jargon). Those messages can get lost in the shuffle, unseen by employees. An overarching HR communications strategy that aligns with company priorities creates a more holistic approach to HR programs, helping their messages cut through the clutter with a stronger voice.
Without effective HR communications, it can be like the “Wild West” where every HR team sends out their own communications whenever they want (often with inconsistent style and content full of jargon). Those messages can get lost in the shuffle, unseen by employees. An overarching HR communications strategy that aligns with company priorities creates a more holistic approach to HR programs, helping their messages cut through the clutter with a stronger voice.
Here are some key points to keep in mind when developing an HR communications strategy:
- Establish an HR brand that complements the company brand. Communications should have a consistent look and feel for materials so they are easily recognizable as coming from HR. This also includes consistent key messages to build connections and connect the dots for associates about why this matters or why they should care.
- Build synergy with other corporate initiatives. Look for opportunities to integrate key HR messages into companywide communications tools as well as regular meetings and events where appropriate.
- Arm leaders with key HR messages. Managers need to be able to explain key programs or updates to their teams. Employees often look to their managers for HR-related information.
- Lose the jargon. Many HR programs like benefits and compensation are ripe with industry lingo. It can be tough to increase employees’ understanding and value perception of what the company offers when this information can be tedious. Look for ways to make it more interesting. For example, use storytelling with real employees showing how they use a benefit. Make it visual with video and infographics to explain key points.
- Centralize HR communications on the intranet or external site. People want their HR info — especially benefits and compensation information — when they want it, not necessarily when you send it out. That’s why it’s essential to give them easy access to this information. Family members are a secondary audience who are often involved in benefits decisions. Making this information readily available at home is helpful with this in mind.
- Think like an employee to guide how you develop your HR communications — and organize your information accordingly. I think of it as the employee life cycle. What are all the major touch points in this life cycle — from recruitment to onboarding to retirement? Communications should be targeted to employees in each stage of the life cycle. Similarly, arrange information according to these stages on the intranet and/or external website.
- Meet regularly with each area of HR from benefits and compensation to organizational development. This not only helps when creating a communications strategy for the year but also with ongoing communications or to stay in the loop when new opportunities arise.
- Tap into employees to “beta test” your communications. Create an ongoing “focus group” of key employees at different levels you can lean on for input on communications before you send them out. Does the messaging and look and feel resonate with them? What could be more clear? Do they have ideas or do they hear questions from other employees that need to be addressed?
