Använd årsredovisningen i employer branding kommunikationen

saraTommie

 

Idag har jag och min kollega Tommie Cau talat på Hallvarsson & Halvarssons Årsredovisningsseminarium. Vi pratade om hur man kan växa värdet av årsredovisningen och hur man når fram till en målgrupp som man kanske inte i första hand tänker på: talanger och jobbsökanden.

Årsredovisningen som kommunikationsplattform

Årsredovisningen är en stabil grund till en hel del kommunikation. Det är en aktuell rapport över tillståndet i ett företag, godkänd av ledningen och styrelse. Den innehåller en massa information som är relevant för massa intressenter: hur ser affärsmodellen ut, hur går det rent ekonomiskt, hur ligger man till gällande hållbarhet, hur många anställda har man och var jobbar dom osv.

Talanger är särskilt intresserade av hållbarhet

För jobbsökande så är specifikt information om hållbarhet, etik och jämställdhet viktigt. Man vill ju veta att det företaget man ska söka sig till har bra värderingar och ett vettigt förhållningssätt till omvärlden.

Men vad händer när man publicerar årsredovisningen. Allt som oftast läggs den ut som en pdf på företagswebbplatsen och sen pushar nån ut länken till pdf:en på företagets sociala kanaler.

Nej – en arbetssökande kommer med störst sannolikhet INTE att klicka sig vidare in på årsredovisningen i pdf-format och leta upp information som kanske är relevant. Vill man få maximal utväxling på innehållet i årsredovisningen så måste man istället se till så att man omvandlar innehållet så det blir mottagligt för målgruppen.

Förenkla budskapen

Man behöver förenkla innehållet. Lyft fram det viktiga, portionera ut information, använd visuella hjälpmedel som bilder och infografik för att visa upp viktiga budskap, siffror och citat.

Skapa innehåll i olika format i olika kanaler

Många företag har börjat med att producera 1-2 minuters video med VD-ordet eller en sammanfattning av året. Nu är nästa utmaning att producera videos på 30 sekunder för Instagram eller 10 sekunder för Snapchat.

Lyft fram de goda nyheterna

Årsredovisningen är en ärlig produktion. Den berättar om både toppar och dalar och ger en rättvisande bild av läget. För den här målgruppen är det dock bra att lyfta upp sånt som går bra. Har jämställdheten i styrelsen ökat? Jättebra – berätta det på Twitter. Har man halverat koldioxidutsläppen sen förra året? Strålande – lägg en post om det Facebook.

Gör medarbetarna till ambassadörer

Skapa innehåll som medarbetarna vill dela i sina sociala nätverk. Människor delar innehåll av särskilda anledningar:

– Man får chansen att känna sig smart.
– Man kan underhålla någon.
– Man kan hjälpa någon.
– Man får status och erkännande.
– För att underhålla relationer.
– Man stöttar saker man tror på.
– Man känner sig stolt.

Nästa år hoppas jag se allt mer företag som tänker på målgruppen jobbsökanden och som anpassar innehållet i årsredovisningen för att även möta deras informationsbehov och kanalvanor.

/Sara

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