Narrator:
This is Joe. It's Joe's job to communicate benefits, pay and other HR topics to employees. Joe uses analytics to see whether employees are clicking and reading his content. A recent report tells a sad story. Employees aren't paying attention to the emails and intranet articles Joe is creating.

Joe:
Why aren't employees interested? Nothing is working.

Narrator:
Later that day, Joe goes for a walk to clear his head.

Joe:
Maybe I should think about what employees want to read.

Narrator:
He notices people are more likely to pick up magazines with compelling headlines. Then it hits Joe. Headlines are key to getting people's attention.

Joe:
I can use this technique too.

Narrator:
After some research, Joe finds that there are three elements to creating better headlines. One, focus on employees’ needs. What are employees interested in and what do they need to know? Two, make a promise. The purpose of a headline is to provide valuable content, not report on use. Three, be as specific as possible. How-to headlines are often an effective way to draw readers in.

Joe:
These three elements will take your headlines to new heights. For more, visit davisandco.com.