Ever written an HR message that should’ve landed, but somehow didn’t? The policy was solid, the update important, the timing right… and still, silence.
While digging through old uni stuff for blog post inspirations, I found a research paper I wrote back in 2019 during my Bachelor of Business Management. It explored how the AIDA model (Attention, Interest, Desire, Action) could be used to make job ads more effective, especially in the context of E-Recruiting.
Re-reading it, I realised just how much the world has changed in six years. Some parts haven’t aged well (remember when companies were desperately chasing talent and E-Recruiting still felt fresh?). But one thing stuck: the core idea still holds up.
AIDA isn’t just any marketing tool, it’s a ridiculously practical tool to make HR communication more intentional, engaging, and clear. And it is still relevant. Even a century after it was invented.
If you’ve ever wondered how to upgrade that email so people actually read it or you’re finally ready to build a transparent communication workflow for your employees, this post (and the AIDA model) is for you.
Because HR holds more power to shape a perception than almost any other department.
What Is the AIDA Model, and Why Does It Belong in HR?
It’s a classic from the marketing world, a communication framework built to do one thing really well: guide people from noticing a message to actually doing something about it.
AIDA stands for:
- Attention – get them to stop scrolling, skimming, or zoning out
- Interest – give them a reason to stay with you
- Desire – create a connection, emotional or practical
- Action – lead them to the next step
Let’s be clear: AIDA isn’t a strategy. It’s a structure, which is used for the classic marketing funnel. A surprisingly effective one, if used well. And for communication it sharpens your message, makes it easier to digest, and moves people in the direction you actually want them to go.
Bonus? It keeps your tone consistent with your brand, so even a policy email might get some attention.
At its core, AIDA helps HR avoid writing messages that confuse, overwhelm, or disappear into the void. Because the problem isn’t that people don’t care, it’s that we’re not always making it easy for them to understand.
How to Structure HR Communication That Employees Actually Understand
Let’s be honest: most internal comms go unread or worse, misread. You’ve probably written a message you thought was clear, only to be met with blank stares, questions you already answered, or a sea of “Wait, what policy?” replies two weeks later.
It’s not that people don’t care, but they’re overwhelmed. Between endless mails, meeting invites, and the mental load of their actual job, your comms have seconds to land before being forgotten.
That’s why structure matters. Clear structure makes information digestible, removes ambiguity, and increases the likelihood that employees will actually do the thing you’re asking them to do: read the update, click the form, follow the policy, give feedback, or just feel seen.
Let’s do a reality check. You don’t need to “sell” a “product or service, however, it sometimes feels like that. You are asking people to pay attention, care, and act. That’s what AIDA helps with:
1. Job Ads
Let’s start with the obvious one, job ads are meant to attract people and convince them to apply for the position. AIDA helps you avoid the usual generic lines and instead build interest with real, relevant information. Start with something that makes people stop scrolling (A), then explain what the role involves (I), why it might be a good fit (D), and what they should do next (A).
Instead of: “We’re seeking a motivated individual…”
Try: “Looking for a role where your ideas actually shape the work? This could be for you.”
2. Welcome Emails & Onboarding Messages
Your first message sets the tone. If it feels cold or overly formal, that’s the tone people will expect going forward. Use AIDA to welcome someone with warmth (A), give them a clear sense of what’s coming (I), highlight what they’ll gain in the first days (D), and guide them through the next steps (A).
Instead of: “Please find your logins and schedule attached.”
Try: “We’re excited to have you here. Here’s what your first week will look like and where to go if you need anything.”
3. Policy Rollouts & Updates
We’ve all heard it: “I didn’t know we had a policy on that.” The issue isn’t the policy, more how it was communicated. AIDA helps you share updates in a way that’s clear, relevant, and easy to act on.
Attention: What changed
Interest: Why it matters
Desire: How it impacts them
Action: What to do with it
Instead of: “Please refer to the attached updated leave policy.”. Try: “We’ve updated our leave policy to better support time off — here’s what’s new and how it works.”
4. Internal Campaigns
From wellbeing weeks to culture surveys, if you want people to care, don’t just announce it. Connect it to something that already matters to them. AIDA helps you build awareness, give context, make it feel relevant, and offer a clear way to get involved.
Instead of: “As part of our culture journey, we’re launching a new campaign.”
Try: “You shared what needs improving. Here’s what we’re working on — and how you can be part of it.”
5. Offboarding
Offboarding gets left behind, but it’s still part of the employee experience. The tone of your final message shapes how someone remembers your workplace. Use AIDA to leave the door open, acknowledge their time, and guide them through the final steps.
Instead of: “Your last day is Friday. Please return your equipment.”
Try: “Thanks for everything you’ve contributed. Here’s how we’ll support your transition and what’s next.”
What to Take From This
You’re writing to humans who are busy, distracted, and used to long, formal messages they stop reading halfway through. It is in your responsibility to bring the message to them and give them the chance to understand the purpose and highlight what is in it for them.
If you are interested in more insight for how to write Job ADs with AIDA, and how to improve your HR comms check out Part 2 (writing better job ads) and Part 3 (real HR comms examples with breakdowns).
Why HR Communication Fails (And How AIDA Can Fix It)
Anyone, in any role, can use AIDA as a writting tool. It helps you write more clearly, with intent, and in a way that actually makes sense to people.
Whether it’s a job ad, an email, an internal post, a training doc, a company update, or a policy rollout; AIDA helps you check if your message works.
Use it to ask:
- Am I catching attention?
- Am I making it relevant?
- Am I explaining why it matters?
- Am I guiding what happens next?
Attention – How do I make people pause, even just for a second?
Ask yourself:
- What would make someone notice this in the middle of a busy day?
- What’s the one line that would make someone say, “Wait, this is relevant for me”?
- Am I naming the topic upfront, or hiding the lead?
Examples:
Instead of: “Just a reminder” → Try: “Three big changes starting Monday”
Instead of: “In today’s update” → Try: “Why our onboarding needs a reset”
- “Important shift in how we approve leave, starting from next week.”
- “New team roles: here’s who’s doing what (and why).”
- “We need to talk about how feedback is (not) working here.”
- “Heads up: This change will affect how you log hours.”
- “Big update for anyone onboarding new hires.”
Interest – Why should they keep reading?
Ask yourself:
- Am I writing this from their point of view or mine?
- What specific challenge, change, or need does this relate to?
- Have I given people a reason to care, without overexplaining?
Examples:
Instead of: “We’ve updated the system” → Try: “No more double-logins! Here’s what’s changing”
Instead of: “This affects your role” → Try: “If you manage a team, read this part closely”
- “Right now, every team uses a different process and it’s creating confusion.”
- “You’ve told us onboarding is inconsistent. This fixes the gaps.”
- “If you manage casual staff, this directly affects your workflow.”
- “We’ve been getting questions about this for months. Here are the answers.”
- “This might seem small, but it’s one of the top reasons people miss deadlines.”
Desire – Relevance: Why does this matter in the bigger picture?
This is where you help people see the value.
Ask yourself:
- What problem does this solve, or what tension does it ease?
- How does this connect to something they actually care about (e.g. clarity, time, autonomy, support)?
- Can I make this feel like a meaningful change?
Examples:
- “This new format will save us 3 hours of admin each week.”
- “You’ll finally have a clear view of who’s responsible for what.”
- “No more back-and-forth emails. Just one link, one process.”
- “It’ll take 10 minutes now and save you hours later.”
- “This shift gives more autonomy to teams and less micromanagement.”
- “You’ll get better visibility into what your team needs, before it becomes an issue.”
Action – What should someone do after reading this?
Ask yourself:
- Is it crystal clear what happens next?
- Did I name who’s responsible and by when?
- If no action is needed, did I still give closure or context?
Examples:
- “Save this doc and refer to it for all future check-ins.”
- “Managers: please discuss this in your next team meeting.”
- “No changes required on your end, just keeping you in the loop.”
- “Please complete the new form by Friday and send it to HR.”
- “Start using the new template from next week, see the link below.”
- “You don’t need to do anything yet, we’ll keep you posted.”
So, next time you communicate, reflect on:
- Did I say what this is about right away?
- Did I explain why it matters to them?
- Did I make the benefit clear?
- Did I explain what to do next or say that no action is needed?
Top 20 AIDA Mistakes In HR Communication And How to Avoid Them
Now that we’ve covered what AIDA is, how to use it, and how it affects your brand and HR comms. Let’s talk about where things usually go wrong. So you can avoid these traps.
Attention
- Overselling in the opening. “This will change the way we work forever!”
Why it’s a problem: When the opener promises more than the content delivers, people feel tricked or start ignoring comms altogether.
Instead: Be direct. “We’re updating how leave is requested, the new steps apply from Monday.” - Vague subject lines or headlines. “Important update” or “A quick note”
Why it’s a problem: The reader doesn’t know what the message is about or whether it applies to them, so they skip it.
Instead: Get to the point. “Casual staff: new time-off approval process.” - Tone mismatch right from the start. “Hey fam 💥” …followed by policy reminders and deadlines.
Why it’s a problem: It makes the message feel scattered and less credible. Tone should support and not undermine your message.
Instead: Choose a tone that matches both the audience and topic, then stay consistent. - Being too clever or abstract. “Let’s talk about visibility, agility, and possibility.”
Why it’s a problem: People don’t know what you’re actually saying. It sounds like fluff and fun, but does not support useful communication.
Instead: “New performance goals are live, here’s what changes for your team.”
Interest
- Jumping straight to tasks. “Please complete the attached document and return by Friday.”
Why it’s a problem: There’s no context or reason. If people don’t understand the “why,” they deprioritise it or ignore it.
Instead: Start with one line of framing. “To reduce payroll delays, we’re updating how hours are submitted.” - Assuming interest instead of earning it. “Here’s the new onboarding workflow.”
Why it’s a problem: Without linking it to a real pain point, change, or challenge, it reads like more admin.
Instead: “New hires told us onboarding felt rushed and this update makes it smoother for you and them.” - Making it about the company, not the reader. “We’ve implemented a cutting-edge HR platform to optimise compliance.”
Why it’s a problem: It’s written from the org’s view. No one outside management / leadership cares how or what cutting-edge (it) is.
Instead: “You’ll now use one dashboard to request leave, update details, and view payslips all in one place.” - Skipping the reason behind the message. “Annual reviews must be completed by July 15.”
Why it’s a problem: Without naming the reason or purpose, this feels like a deadline with no value.
Instead: “So we can plan for team development, reviews need to be completed by July 15.”
Desire / Relevance
- Listing features without showing the benefit. “Our intranet includes a policy library, a company calendar, and workflow tools.”
Why it’s a problem: You’re naming features, but people don’t see how it helps them.
Instead: “You can now find all HR policies, team updates, and forms in one place. No more digging through old emails.” - Not showing what’s in it for the reader. “We’ve launched a new training platform.”
Why it’s a problem: So what? If the benefit isn’t clear, no one engages with it.
Instead: “Want to upskill without blocking out full days? Our new platform offers bite-sized learning you can do between shifts.” - Using buzzwords instead of real value. “We empower our people to thrive.”
Why it’s a problem: Sounds good, means nothing. It’s vague and won’t land.
Instead: “You’ll get access to quarterly training, mentorship sessions, and internal mobility options from day one.” - Making something sound mandatory but meaningless. “All staff must complete the engagement survey by Friday.”
Why it’s a problem: It sounds like another task on their list with no reason to care.
Instead: “Your feedback directly shapes next quarter’s workload planning. Please complete the survey by Friday to have your say.”
Action
- Ending with nothing. Just finishing the message with no instruction, no CTA, no “what now.”
Why it’s a problem: People don’t know what to do with the message, so they do nothing.
Instead: “Managers: discuss this at your next team meeting. Questions? Ping Zoe in #ops.” - Overloading with multiple tasks. “Download this form, read the policy, book a time, send confirmation, and prep your report.”
Why it’s a problem: People freeze or miss half the steps.
Instead: Break it down. “Start with step 1: read the updated policy. The rest will follow.” - No clear deadline or ownership. “This should be done soon.”
Why it’s a problem: “Soon” means nothing. People delay or forget.
Instead: “Please complete the handover doc by Wednesday COB. Owners: department leads.” - Using vague opt-in language when it’s not optional. “If you’d like to participate, feel free to submit your response.”
Why it’s a problem: People assume it’s optional and will miss the point if it’s critical.
Instead: “All department heads are required to submit responses by Friday. This is part of the Q3 planning cycle.”
Across all stages
- Writing the same message for everyone. Sending the same message to execs and casual staff about a tech rollout.
Why it’s a problem: The same structure doesn’t land equally. Context, tone, and level of detail need to shift.
Instead: Adapt the framing, even if the core info stays the same. Execs get overview + impact. Staff get instructions + support. - Overusing “we,” ignoring “you”. E.g “We are proud to launch our new platform. We believe it reflects our commitment.”
Why it’s a problem: Sounds like a press release and is disconnected from the reader.
Instead: “You’ll be able to access rosters, payslips, and training materials all in one place.” - Tone doesn’t match the seriousness of the message. “Just a heads-up!” (about redundancies or policy breaches)
Why it’s a problem: Downplaying serious content erodes trust.
Instead: Use a neutral, respectful tone when the stakes are high. Let the weight of the message match the delivery. - Using AIDA like a plug-and-play template. Writing every message like a 4-part funnel, even when it’s a one-line update.
Why it’s a problem: It feels forced and wastes time when not needed.
Instead: Use AIDA as a lens, not a rule. When the message is simple, keep it simple.
The Takeaway
What I love about AIDA is how versatile it is. It’s a simple framework, but it instantly sharpens the message and shifts the focus: What am I actually trying to say? What matters most here? Asking these questions helps you to understand the matter, clarity and supports a better writing process.
Every HR message (internal or external) shapes how people see and feel about your company. And with something this simple, you can increase the chance they actually listen.
If you like to find out more about AIDA and HR comms, just jump straight to Part 2 and 3 of this series and learn about how you can write Job Ads, Onboarding mail, Policy roll outs and more, so they actually get read.
Yes, AIDA comes from marketing. But it’s one of those tools that just makes your HR comms work better. And creating better workplaces isn’t a solo job. No one can carry everything alone, so why not borrow knowledge from other departments and use tools that already prove their worth?
