The challenge: Internal communicators know their work matters, but they struggle to prove it. Leadership sees messages sent, not business results, so communication budgets and influence stay small.
The big idea: “The Five Tenets of the Workforce Champion.” This is a practical model for turning employee communication into action, built on five tenets:
- Prove Impact
- Personalize at Scale
- Make Communication Actionable
- Close the Execution Gap
- Use AI to Empower Every Employee
Each tenet is its own campaign chapter, so the story keeps building over time.
Tenet 1: Prove Impact. The first chapter traces communication through a three-step value chain, from Activity to Action to Business Outcome. It connects that chain to the results leaders care about most: retention, safety, compliance, and productivity. Those topics were chosen because they’re what the target audience researches most.
Channels: Microsite, landing pages, syndication, ebook, guide, blogs, email, social, and paid ads, launched as an intro followed by tenet-by-tenet chapters.
My role: Campaign strategy, including work on the five-tenet framework, messaging, and the writing behind the ebooks, guides, blogs, and promotional materials.
Sample content links
Intro to the Tenets of the Workforce Champion
Tenet 1 of the Workforce Champion
