I’m reviewing an internal policy document for a major organisation. Sure, I could simply change the language and spice it up a bit* but I’d like to use it as a marketing opportunity.
The policy is the usual legalese with lots of acronyms and passive language. Here’s a taste:
“It is the policy of XYZ organisation that all XYZAUs should ensure that laptops, computers, networks…”
and my eyes glazed over.
That wouldn’t be such a problem if the intention were that no one reads it.
However, the reality is quite different.
This policy is important, both for the organisation and the employees. It sets out employee obligations and rights (or lack thereof) so it’s critical for both parties that this policy is easily understandable. Employees need to understand what they need to do to comply with the policy and to avoid disciplinary action. The organisation needs to know that its employees have read and understood the policy to avoid security breaches and further repercussions.
I’ve reviewed the document and written a snappy summary, using active language and examples of what happens when you do this or that. My aim is to draw readers into the rest of the document.
Now, that’s pretty much my goal when I’m writing any marketing material. We need our casual readers to delve deeper because they’re interested.
My thoughts right now are that I should treat the readers (employees) as potential clients and put a call to action on every page. We can enhance the brand message and get engagement at the same time.
For this particular (ICT security policy) document, I’m thinking of something similar to:
“We rely on you and all users of the [organisation] network and devices to help maintain security, protect information and to use our systems and devices honestly and fairly…
Find out more about how you can help.” <Link to examples of best practice, and behaviour that gums up the works>
I’d love to be able to incorporate a little multiple-choice quiz (and award redeemable points) but that’s probably taking things a bit too far. Still, if I can walk my readers through the policy feeling that they’ve contributed and not wasted their time, then I’ll be delighted.
What are your thoughts?
Do you believe that all policy documents could be treated as marketing opportunities?
Have you managed to engage employees long enough to wade through compulsory policy reading? Let me know.
* I can do it. I know I can.