Index
Numbers
1-3-9-27 formula, 65-67
401(k) plans, employee demographics and participation rates, 17
A
action, emphasizing, 211-212
age demographics, 18
agendas for meetings, 122-124
“An Alternative to Performance Appraisal” (Van Slyke), 246
analyzing survey results, 145-147
The Art of Facilitation (Hunter, Bailey, and Taylor), 128
asking questions, 40-41
assessing current state of employee understanding, 33
attitudes of employees, 4
award-winning communications, writing, 47-49
B
The Back of the Napkin (Roam), 86
Bailey, Anne, 128
benefits communication, 197-198
benefit headlines, 73-74
describing benefits for job candidates, 162
emphasizing action, 211-212
employee needs, 199
measuring effectiveness of, 212-213
objectives, 198-199
planned approach, 201
time management, 206-209
tips for clear communication, 202-204
tools, 209-210
Walnut case study, 200-210
benefits survey example, 148
Berra, Yogi, 88
billboards, 110
Bliss, Wendy, 263
Boom, Bust & Echo: Profiting from the Demographic Shift in the 21st Century (Foot), 14
breakdowns in HR communication, causes of, 3-5
Breaking Robert’s Rules: The New Way to Run Your Meeting, Build Consensus, and Get Results (Susskind and Cruikshank), 128
budgeting, 50-52
bulletin boards, 110-114
C
Carlyle, Thomas, 107
Center for Creative Leadership, 43
challenges of HR communication, 2-3
charts, 90-91
checklists
creating, 77
open enrollment checklist, 77
communication tools, 103-104
focus group participants, 25-26
chunking content, 75-78
communication
asking great questions, 40-41
award-winning communications, writing, 47-49
benefits communication, 197-198
emphasizing action, 211-212
employee needs, 199
measuring effectiveness of, 212-213
objectives, 198-199
planned approach, 201
time management, 206-209
tips for clear communication, 202-204
tools, 209-210
Walnut case study, 200-210
breakdowns in communication, causes of, 3-5
budgeting, 50-52
building around employee preferences, 34
compensation communications
common mistakes, 215-216
helping managers talk about pay, 222-225
money and motivation, 216
personalization, 225-228
providing examples, 228-229
simple language, 217-220
visuals, 221-222
what not to include, 220-221
describing communication projects, 49-50
effective writing
chunking content, 75-78
concrete communication, 81-83
conveying what matters most to employees, 70-72
emphasizing “how to,” 72-75
explained, 69-70
headlines, 73-74
plain language, 79-81
readability, 80-81
employee handbooks
avoiding legalese in, 191-192
content, 187
Davis & Company case study, 184-185
encouraging employees to use, 193
explained, 183-184
financial services firm example, 188-189
measuring results, 194
objectives, 186
organizing, 187-190
researching needs of, 186
table of contents and index, 190-191
titles, 193
writing tips, 191-192
employee layoffs, 268-278
FAQ documents, 275-277
planning, 271-273
supporting leaders through, 273-274
supporting managers through, 275-278
employee resignations, 264-265
employee terminations, 266-268
framing message
communication needs of senior managers versus employees, 56
explained, 55-57
high concept, 57-60
inverted pyramid, 61-64
1-3-9-27 formula, 65-67
goals
defined, 42
setting, 41-43
importance of good HR communication, 8
key challenges, 2-3
managing HR communication projects, 44-45
measuring, 46
planning, 46
research, 45
time requirements, 46-47
writing and distribution, 46
measuring effectiveness of, 135
benefits communication, 212-213
dimensions of communication effectiveness, 136-138
employee handbooks, 194
surveys, 138-148
meetings, 119-120
agendas, 122-124
common mistakes, 120-121
expectations, 124
facilitation approach, 126-128
managing information sharing, 125-126
“meeting in a box,” 131-132
objectives, 121
Web meetings, 128-129
objectives, 41-43
orientation programs
goals of, 168-169
importance of, 167-168
memorable first week experiences, 169-170
program format, 174-175
providing feedback, 176
research for, 169
supporting managers during, 170-172
tips for effective orientations, 173-174
ZS Associates New Employee Orientation (NEO), 176-178
communicating big picture, 240-244
company goals, 234-237
Davis & Company example, 235
defined, 233
guidebooks, 239-240
importance of, 231-232
role of managers in, 244-247
what employees want, 233
personal agendas, identifying, 42-43
recruiting communications
creating accurate job descriptions, 160-161
describing company benefits, 162
featuring employees describing their jobs, 156-159
Google case study, 157
importance of, 153-154
J.M. Smucker example, 161-162
John Deere example, 159-160
presenting clear portrait of company, 155-156
social media tools, 163-164
video clips, 164
retirement plan communications
communicating financial investment advice, 254-256
illustrations, 260
importance of, 249-250
increasing employee participation in retirement plans, 251
personalizing, 260-261
sharing employee stories, 256-258
stock options communications example, 252
tips for effective writing, 253-254
writing your own stories, 258-259
supporting managers, 130-132
survey results, 147-148
treating employees as customers, 5-6, 27
assessing current state of employee understanding, 33
building communication around employee preferences, 34
creating profile of target “customers,” 29-32
making it easy for employees to do the right thing, 36-37
visuals
charts and tables, 90-91
graphic designers, 98
icons, 95-96
illustrations, 94
importance of, 85-86
infographics, 96-97
learning more about, 88
photos, 91-94
text treatment, 88-90
typography, 89-90
Visual Tree, 87-88
communication tools, 101-102
choosing, 103-104
graphic e-mail, 106-107
pros and cons, 102
quantity of, 105
writing tips, 105-106
giveaway items, 104
pharmaceutical company case study, 117-118
posters and bulletin boards, 110-114
pros and cons, 102
tips, 109-110
value of, 108-109
social media, 114-116
table of, 102-103
company descriptions in recruiting communications, 155-156
company goals, 234-237
compensation communications
common mistakes, 215-216
helping managers talk about pay, 222-225
money and motivation, 216
personalization, 225-228
providing examples, 228-229
simple language, 217-220
visuals, 221-222
what not to include, 220-221
complexity of HR information, 4
concrete communication, 81-83
conducting
focus groups
choosing participants, 25-26
developing discussion guide, 23-25
setting objectives, 22-23
surveys, 144-145
confusion about HR issues, 1-2
content
chunking, 75-78
structuring, 65-67
Corporate Cultures: The Rites and Rituals of Corporate Life (Kennedy and Deal), 155
Cruikshank, Jeffrey L., 128
current state of employee understanding, assessing, 33
customers, treating employees as, 5-6, 27
assessing current state of employee understanding, 33
building communication around employee preferences, 34
creating profile of target “customers,” 29-32
making it easy for employees to do the right thing, 36-37
D
Davis & Company
employee handbook, 184-185
performance management, 235
Deal, Terrence E., 155
defining terms, 80
DeLuccia, Joe, 22
demographics. See employee demographics
describing communication projects, 49-50
discussion guides, developing for focus groups, 23-25
distributing HR communication projects, 46
Drive (Pink), 216
E
graphic e-mail, 106-107
pros and cons, 102
quantity of, 105
writing tips, 105-106
effective writing
chunking content, 75-78
concrete communication, 81-83
conveying what matters most to employees, 70-72
emphasizing “how to,” 72-75
explained, 69-70
headlines, 73-74
plain language, 79-81
readability, 80-81
effectiveness, measuring, 135
dimensions of communication effectiveness, 136-138
of benefits communication, 212-213
of employee handbooks, 194
surveys, 138-148
elevator speech, 57
eliminating jargon, 79-81
emphasizing
action, 211-212
“how to,” 72-75
age, 18
case study: demographic analysis, 15-16, 20-21
defined, 13
explained, 11-12
and 401(k) participation rates, 17
geography, 16-17
importance of, 12-13
key employee demographics, 13-14
salary, 19
years of service, 17
employee handbooks
avoiding legalese in, 191-192
content, 187
Davis & Company case study, 184-185
encouraging employees to use, 193
explained, 183-184
financial services firm example, 188-189
measuring results, 194
objectives, 186
organizing, 187-190
researching needs of, 186
table of contents and index, 190-191
titles, 193
writing tips, 191-192
employee photos, 94
Employee Termination Source Book (Bliss and Thornton), 263
employees
attitudes, 4
communication needs of, 56
confusion about HR issues, 1-2
employee demographics
age, 18
and 401(k) participation rates, 17
defined, 13
demographic analysis, 15-16, 20-21
explained, 11-12
geography, 16-17
importance of, 12-13
key employee demographics, 13-14
salary, 19
years of service, 17
firing, 266-268
focus groups
benefits of, 21-22
conducting, 22-26
example, 23
including open-ended question in, 35
layoffs, 268-278
FAQ documents, 275-277
planning, 271-273
supporting leaders through, 273-274
supporting managers through, 275-278
orientation programs
goals of, 168-169
importance of, 167-168
memorable first week experiences, 169-170
program format, 174-175
providing feedback, 176
research for, 169
supporting managers during, 170-172
tips for effective orientations, 173-174
ZS Associates New Employee Orientation (NEO), 176-178
photos of, 94
recruiting. See recruiting communications
resignations, 264-265
selling on value of working for your company, 28
treating as customers, 5-6, 27
assessing current state of employee understanding, 33
building communication around employee preferences, 34
creating profile of target “customers,” 29-32
making it easy for employees to do the right thing, 36-37
what employees want, 233
escalator speech, 58
expectations for meetings, 124
F
Fabiano, Lorraine, 238
facilitating meetings, 126-128
FAQs (Frequently Asked Questions), 130, 275-277
Farley, Jennifer, 95
FedEx, 156
financial investment advice, communicating, 254-256
financial services firm employee handbook, 188-189
firing employees, 266-268
five Ws and an H, 70-72
Flesch-Kincaid grade level score, 81
The Focus Group Kit (Morgan and Krueger), 22
benefits of, 21-22
conducting
choosing participants, 25-26
developing discussion guide, 23-25
example, 23
setting objectives, 22-23
including open-ended question in, 35
focused surveys, creating, 138-139
fonts, 89-90
Foot, David K., 14
framing message
communication needs of senior managers versus employees, 56
explained, 55-57
high concept, 57-60
inverted pyramid, 61-64
1-3-9-27 formula, 65-67
Frequently Asked Questions (FAQs), 130, 275-277
G
geography, employee demographics, 16-17
giveaway items, 104
goals
defined, 42
for focus groups, 22-23
for meetings, 121
setting, 41-43
Gold Quill awards, 47-49
Google, 157
graphic designers, 98
graphic e-mail, 106-107
Greenbaum, Thomas L., 22
Griese, Jeff, 176
guidebooks (performance management), 239-240
H
handbooks
avoiding legalese in, 191-192
content, 187
Davis & Company case study, 184-185
encouraging employees to use, 193
explained, 183-184
financial services firm example, 188-189
measuring results, 194
objectives, 186
organizing, 187-190
researching needs of, 186
table of contents and index, 190-191
titles, 193
writing tips, 191-192
headlines, 73-74
Heath, Chip, 79
Heath, Dan, 79
high concept, 57-60
How to Conduct Employee Focus Groups (DeLuccia, Gavagan, and Pitre), 22
How to Wow: Proven Strategies for Presenting Your Ideas, Persuading Your Audience, and Perfecting Your Image (Jones), 128
“how to,” emphasizing, 72-75
HR, reputation of, 4
Hunter, Dale, 128
I
IABC (International Association of Business Communicators) Gold Quill awards, 47-49
icons, 95-96
identifying personal agendas, 42-43
images. See visuals
importance of good HR communication, 8
increasing employee participation in retirement plans, 251
infographics, 96-97
Information Anxiety (Wurman), 78
information overload, 3
International Association of Business Communicators (IABC) Gold Quill awards, 47-49
inverted pyramid, 61-64
iStockphoto, 93
J-K
J.M. Smucker, 161-162
jargon, eliminating, 79-81
job descriptions, writing, 160-161
John Deere, 159-160
Jones, Frances Cole, 128
Joy, Bill, 101
Kennedy, Allan A., 155
Krueger, Richard A., 22
L
LATCH, 78
layoffs, 268-270
FAQ documents, 275-277
planning, 271-273
supporting leaders through, 273-274
supporting managers through, 275-278
leaders, supporting through layoffs, 273-274
Lester, Paul Martin, 86
life events, communicating, 195-196
long-term disability plan (case study)
high-concept treatment, 59
inverted pyramid, 63-64
1-3-9-27 formula, 66-67
M
Made to Stick (Heath and Heath), 79
making it easy for employees to do the right thing, 36-37
Managed Disability Program, 36
managers
communication needs of, 56
helping managers talk about pay, 222-225
role in employee orientation, 170-172
role in performance management, 244-247
supporting, 130-132
supporting through layoffs, 275-278
managing
HR communication projects, 44-45
measuring, 46
planning, 46
research, 45
time requirements, 46-47
writing and distribution, 46
meetings, 125-126
performance. See performance management
time, 206-209
measuring effectiveness, 46, 135
dimensions of communication effectiveness, 136-138
of benefits communication, 212-213
of employee handbooks, 194
surveys
analyzing results of, 145-147
benefits survey example, 148
buy-in and participation, 143-144
communicating results of, 147-148
conducting, 144-145
focus, 138-139
methods, 139-140
survey fatigue, 142-143
survey questions, 140-143
“meeting in a box,” 131-132
meetings, 119-120
agendas, 122-124
common mistakes, 120-121
expectations, 124
facilitation approach, 126-128
managing information sharing, 125-126
“meeting in a box,” 131-132
objectives, 121
Web meetings, 128-129
message, framing
chunking content, 75-78
communication needs of senior managers versus employees, 56
explained, 55-57
high concept, 57-60
inverted pyramid, 61-64
1-3-9-27 formula, 65-67
Millennials, 12
Miller, Arthur, 110
Miller, Eric, 90
Moderating Focus Groups: A Practical Guide for Group Facilitation (Greenbaum), 22
Monsanto, 162
Morgan, David L., 22
N-O
not-for-profit organizations, 52
objectives
defined, 42
for focus groups, 22-23
for meetings, 121
setting, 41-43
odd numbers, memory retention and, 75
onboarding. See orientation programs
open enrollment checklist, 77
open-ended question, including in focus groups, 35
organizing
content, 187-190
message
chunking content, 75-78
inverted pyramid, 61-64
1-3-9-27 formula, 65-67
goals of, 168-169
importance of, 167-168
memorable first week experiences, 169-170
program format, 174-175
providing feedback, 176
research for, 169
supporting managers during, 170-172
tips for effective orientations, 173-174
ZS Associates New Employee Orientation (NEO), 176-178
P
paper supplies, 50
participants of focus groups, choosing, 25-26
participation in surveys, obtaining, 143-144
percentage of benefit costs, 51
percentage of salary costs, 51
communicating big picture, 240-244
company goals, 234-237
Davis & Company example, 235
defined, 233
guidebooks, 239-240
importance of, 231-232
role of managers in, 244-247
what employees want, 233
personal agendas, identifying, 42-43
personalizing
compensation communications, 225-228
retirement plan communications, 260-261
photos, 91
employee photos, 94
stock photography, 92-93
Pink, Daniel, 216
planning
benefits communication, 201
HR communication projects, 46
layoffs, 271-273
meetings
agendas, 122-124
common mistakes, 120-121
expectations, 124
facilitation approach, 126-128
managing information sharing, 125-126
“meeting in a box,” 131-132
objectives, 121
Web meetings, 128-129
policies
bringing policies to life, 194-195
defined, 182
employee handbooks
avoiding legalese in, 191-192
content, 187
Davis & Company case study, 184-185
encouraging employees to use, 193
explained, 183-184
financial services firm example, 188-189
measuring results, 194
objectives, 186
organizing, 187-190
researching needs of, 186
table of contents and index, 190-191
titles, 193
writing tips, 191-192
explained, 181-183
life events, 195-196
posters, 110-114
importance in benefits communications, 210
pros and cons, 102
tips, 109-110
value of, 108-109
Procter & Gamble, 156
profiles of target “customers,” creating, 29-32
Q
qualitative research, 12. See also focus groups
questions
asking, 40-41
writing, 140-143
R
Ranly, Don, 73
readability, 80-81
creating accurate job descriptions, 160-161
describing company benefits, 162
featuring employees describing their jobs, 156-159
Google case study, 157
importance of, 153-154
John Deere example, 159-160
presenting clear portrait of company, 155-156
social media tools, 163-164
video clips, 164
recycled paper, 50
refrigerator journalism, 73
reports, creating, 147
reputation of HR, 4
research
for employee handbooks, 186
for HR communication projects, 45
creating, 147
resignations, 264-265
retirement plan communications
communicating financial investment advice, 254-256
illustrations, 260
importance of, 249-250
increasing employee participation in retirement plans, 251
J.M. Smucker example, 161-162
John Deere example, 159-160
personalizing, 260-261
sharing employee stories, 256-258
stock options communications example, 252
tips for effective writing, 253-254
writing your own stories, 258-259
Roam, Dan, 86
Rules for Radicals: A Pragmatic Primer for Realistic Radicals (Alinsky), 12
S
salary, employee demographics, 19
selecting. See choosing, 25-26, 103-104
selling employees on value of working for your company, 28
senior managers, communication needs of, 56
service journalism, 73
Shutterstock, 93
sidebars, defining terms in, 80
signs, 110
Sinha, Prabha, 177
social media, 114-116, 163-164
Solis, Brian, 114
Sorel, Edward, 259
stock options communications example, 252
stock photography, 92-93
stories, telling, 82-83
structuring content, 65-67
supporting managers, 130-132
surveys
analyzing results of, 145-147
benefits survey example, 148
buy-in and participation, 143-144
communicating results of, 147-148
conducting, 144-145
focus, 138-139
methods, 139-140
survey fatigue, 142-143
survey questions, 140-143
Susskind, Lawrence E., 128
T
tables, 90-91
talent, recruiting. See recruiting communications
Taylor, Bill, 128
telling stories, 82-83
tenure, employee demographics, 17
terminations, 266-268
terms, defining in sidebars, 80
typography, 89-90
visuals, 88-90
Thornton, Gene, 263
time management, 206-209
time requirements for communication projects, 46-47
titles of employee handbooks, 193
tools, 101-102
choosing, 103-104
graphic e-mail, 106-107
pros and cons, 102
quantity of, 105
writing tips, 105-106
giveaway items, 104
pharmaceutical company case study, 117-118
posters and bulletin boards, 110-114
pros and cons, 102
tips, 109-110
value of, 108-109
social media, 114-116
table of, 102-103
treating employees as customers, 5-6, 27
assessing current state of employee understanding, 33
building communication around employee preferences, 34
creating profile of target “customers,” 29-32
making it easy for employees to do the right thing, 36-37
typography, 89-90
U-V
unit costs, 51
Van Slyke, Erik, 246
Veer, 93
video clips as recruiting tools, 164
Visual Tree, 87-88
charts and tables, 90-91
in compensation communications, 221-222
graphic designers, 98
graphic e-mail, 106-107
icons, 95-96
importance of, 85-86
infographics, 96-97
learning more about, 88
photos, 91
employee photos, 94
stock photography, 92-93
text treatment, 88-90
typography, 89-90
Visual Tree, 87-88
W
Walnut benefits communication, 200-210
Web meetings, 128-129
worksheet, high-concept, 60
writing effectively, 46
award-winning communications, 47-49
chunking content, 75-78
concrete communication, 81-83
conveying what matters most to employees, 70-72
emphasizing “how to,” 72-75
explained, 69-70
headlines, 73-74
plain language, 79-81
readability, 80-81
Wurman, Richard Saul, 78
Y-Z
years of service, employee demographics, 17
Your Attention, Please (Brown and Davis), 95
Zoltners, Andris A., 177
ZS Associates New Employee Orientation (NEO), 176-178