Intranet Development – Doing It Right

An intranet site is a powerful tool that is too often underutilized and underrated--a repository of dull, corporate communications visited by necessity. Consider, however, the intranet's higher mission: In addition to providing quick access to company information, this online resource can be leveraged to inform, direct, and motivate.

Recognizing this untapped opportunity, building an intranet that engages and compels is essential and worth the investment of thoughtful planning and execution. Here are some best practices that can guide your site evolution:

Get consensus early on the priorities. Tap the relevant influencers and probe them on scope, content, tone, and the most critical challenges. Reaching a shared understanding of the site's goals is vital.
Develop the short- and long-term strategies. The strategy is the foundation for success, so ensure the plan aligns with your company's communications mission. The strategy would confirm the target audience(s), the site structure, budget, communication responsibility, approval structure and timeliness. For example, you'll need to decide whether to begin with the basics (HR information, internal resources) or wait to launch with more expansive content.
Pick the best platform. Often, technology and platform decisions have already been made and will require your expertise to make it work. If not, take the time to investigate the options carefully to determine what best fits your needs and long-term goals. There are increasing options and each platform has its benefits.
Consider the phased approach. The intranet is a dynamic, robust communications tool, or at least it should be. But you don't have to begin with bells and whistles. You can build something basic and enhance the site as users suggest new information channels. Promote each stage of development, however, so people recognize the site as an ever-expanding and valuable channel.
Adopt a dynamic design. To attract and keep the reader's interest, use high-quality graphics and be careful to make the text readable against the background. Use stock photography sparingly (those images can dull the senses) but use pictures of actual employees. Apply branding guidelines consistently on every page.
Have clear navigation. Select menu labels that resonate with employees. Be judicious when using external links since you don't want the reader to stray too often. Pay close attention to the Search terms and provide search capability.
Create content that focuses on people (more than just on programs or products). Use punchy headings accompanied by pull quotes and/or statistics that draw in the reader. Keep the text short, with the addition of links to Learn More. Videos, becoming standard fare, can be compelling if they "break the boredom barrier" and are not too long. Infographics also build interest and may be more budget-friendly than videos.
Monitor and measure. Beyond counting the eyeballs, discover what content resonates and spurs employee action and interaction. The right metrics (e.g., number of active users, top search terms) will chart your progress and guide the site's evolution.
Solicit feedback. Although you will get plenty of unsolicited opinions, actively seek input by responding to comments and asking all varieties of stakeholders to weigh in.
Consider hiring experts. An outside communications firm, brought in at the start of the project, can suggest best practices, support the development tasks, validate your decisions and show how to fully super-charge this powerful tool.