The ‘art’ of the employee annual report

Expedia shows how you can tell a story with workers’ photos and testimonials—and a lot less text

The best way to improve employees’ understanding of how the company works and how they fit into the big picture is to produce an employee annual report.

Unlike an annual report to shareholders, a marketing piece that focuses on financial results, an employee annual report concentrates on issues that are front and center for employees. These include job security, health benefits, the company’s direction and ethical issues.

Just like the shareholder annual report, however, an employee report should have clear, measurable business goals.

When Expedia, Inc., of Bellevue, Wash., decided to create an employee annual report, it turned to San Diego-based Parallax Visual Communication.

“We listened, absorbed the Expedia culture, and suggested focusing the report on the question, ‘Where do you want to go?'” says Jonathan Hanwit, Parallax director of client services.