Insider Secrets On How To Apply Direct Response Copywriting Techniques in HR Writing For Getting Your Most Wanted Response From Employees and Employers Alike!
Effective Human Resources Writing is about relations built upon trust and credibility – with the power of words!
Efficient HR is only about building systems and processes.
And here’s where conventional HR Writing fails…
Conventional HR writing is understandably tagged, ‘technical writing,’ perhaps for being so ‘un’-understandable! Mostly instructional (‘efficiency’ at work), and at best, informational, conventional HR writing is no more effective in the 21st Century.
We don’t use typewriters anymore… we use computers (‘efficiency’ at work)
We don’t use manual systems anymore… We have state-of-the-art softwares (‘efficiency’ at work)
And the list goes on… emails, smart phones, webcams, teleconferences, teleseminars, webinars, etc., (more ‘efficiency’)
But what about ‘effectiveness?’
Just as advanced shipbuilding technology coupled with lagging metallurgy doomed the Titanic, so too, efficiency-focused, state-of-the-art HR processes have been making great advances while conventional HR writing remains entrenched in the 20th century, rendering it ineffective!
For Human Resources Writing to be effective, the copy’s got to be written from the recipient’s perspective:
- Like moving from conventional to conversational
- From being merely instructional to informational
- It must be persuasive … like when introducing a new policy
- And even promotional… like when launching a new scheme
As the interface between a Business (B) and its Employees (E), HR is by default, in the best position to build trust in employees and to influence employers, with the power of words… like proposing something unconventional like… B2E copywriting!In my experience, the best tools (they’re free) are the ones I borrow from marketing – copywriting techniques – for selling HR concepts, services, training programs, schemes, vacant positions, proposals, etc.
It makes sense because there’s a lot of Marketing (persuasion) in HR and a lot of HR (Human Relations) in Marketing, the common thread being psychology.
Here’s just a sampling of copywriting techniques I’ve been using to make my Human Resources Writing effective…
- Predisposition – I predispose my audience by circulating a series of relevant newspaper clippings that support my concept or proposal before I put it up officially (hopefully, I’ve predisposed you to my concept of B2E Copywriting)
- Engaging subject lines – see the heading of this article!
- One2One copy – doesn’t this article read like a letter from me to you?
- The Hook – if you’ve read this far, you’ve been taken in hook, line and sinker;)
- Look & Feel – fonts, layout, bullets, lots of white space, ellipses…
- WIIFM – never forget that the reader (employer or employee) is subconsciously asking, “What’s in it for me?’’ Well, if that’s you, put these techniques to work for you – like I said, they’re effective and free!
Please subscribe to The Write Side Of HR! It’ll bring you ‘straight-from-the-trenches’ insider secrets on the application of direct response copywriting techniques in Human Resources Writing – especially in copy targeted at employees i.e., B2E (Business-to-Employee) Copywriting: