Turning an employer brand into a practical writing system
A writing guide that translates brand strategy into everyday decisions about employee news, benefits messages and social content.
The communication need
Give teams a shared approach to communicating with employees, candidates and the wider employer brand audience.The deliverable
A detailed guide covering voice, inclusive language, benefits positioning, headlines, calls to action and business terminology.Practical application
Do-and-avoid examples show how to replace vague announcements with specific information and a useful next step.Value of the work
A reusable reference that connects the employee value proposition to the messages people encounter every day.Selected guidance from the source
Know your audience and target accordingly.
Ask: What do they need to know, and why does it matter?
The guide pairs that principle with concrete actions: “Complete the training by July 31,” “Take the quick poll” and “Share your anonymous feedback.” It also recommends linking descriptive phrases rather than asking readers to “click here.”
From vague to useful
One example contrasts a generic “It's a wrap!” announcement with guidance to identify the event, explain its value and name the people or learnings that make a replay worth watching. Other examples address headlines and blurbs that truncate before the reader reaches the important information.
Benefits with context
Benefits messages connect a specific program with an employee's stage of life and the broader wellbeing offer. The guide discourages assumptions about family structure or life experience and gives writers practical inclusive-language standards.
Selected excerpts and summary of the source guide. The delivered writing system is featured here; no adoption or efficiency metric is claimed.
Original guide in Google Drive (access may be required)
