LLoads of business leaders use blogs internally to reach out to their employees – especially when their people are geographically dispersed.
But how do you entice people to read your words?
I've written hundreds of blogs on behalf of Directors/Managing Directors. It's always been one of my favourite things to do in the 'communications mix'. So, after years of putting pen to paper, or fingers to keyboard, here are three tips I've learnt along the way.
1. Remember, people are inherently nosey
Give your people a little personal information each time you blog or vlog. I'm always amazed how often I must strong-arm a senior leader into revealing a little of who they are – they're far too keen to dive straight into business.
Everybody is nosey, it's a universal fact, so play to it. Not only is it more interesting for the reader, but it also makes you seem more human, it breaks down hierarchical barriers, and it gives your people something to strike up a conversation with you about.
Don't get me wrong, there's a balance to be achieved in terms of how much you reveal and what you talk about. Snippets are great, lengthy paragraphs are not. It's like being on a first date - you want to hear a little about the person sat opposite you, but if it's all about them, it can be a real turn-off.
And whilst I recommend you have an opinion, certain subject matters are off limits – for example, religion and politics.
Finally, remember who you're talking to and what's going on in their world right now. If your employees have just been told there'll be no pay rise this year, they don't want to hear about your weekend yachting in the South of France.
2. Break it up
Present somebody with a wall of words and they'll close the screen in an instant. Instead, break up your blog with lots of headings. It allows you to divide what you want to say into nice, digestible chunks for the reader and allows them to hone in on the bits they're interested in.
You can be informal or even playful with the headings if that reflects your personality or indeed the culture of the organisation. For example, 'Latest gossip' or 'What's keeping me up at night' or 'How I'd score my week out of ten'.
Finally, I always recommend using a repetitive structure, with at least a couple of the headings being the same in every edition, so people get used to the rhythm of your blog.
Of course, pictures are a great way to smash through a wall of words too. Photographs of you with your employees will increase readership because 'Sally in the office will tell Fred in the field, that Peter's mugshot has been communicated to all and sundry, so go take a look!’.
Brand images or logos to support campaigns are also good to use within your blog as it shows you're supporting the cause.
3. Give them a hook to look
The most successful blogs I've written for senior leaders have always provided a hook. People are too busy with their own in-tray of work to bother reading what "management" have to say. So, give them a reason to read your words.
Internal competition results and thank you's work beautifully in my opinion. Accompany them with prizes and I can guarantee readership will soar. Most people like their name in lights and their efforts to be recognised. So, if your blog features a regular recognition slot, not only will it get people reading, but it will also get people talking too. Likewise, if you're running an internal competition, why not use your blog as the vehicle for finding out the results?
In summary
- Be your true, authentic self.
- Use more than just words.
- Hook 'em in.
And of course, any good communications professional will help you with all three.
