The purpose. The paper is aimed at identifying the ways of expressiveness manifestation in employee magazines. Such magazines are published by a company to provide personnel with information about corporate activities to build its reputation with staff. Methodology and Approach. Descriptive, interpretive methods, as well as methods of continuous sampling, generalization of material and textual and linguistic analysis were used to analyze the issues of the employee magazine “Agenda” of the multinational corporation “Volvo” for 2013-2014 in order to identify the textual features of the media texts to explain why they are written the way they are. Results. Employee magazine focuses on connotative verbal means, high-impact storytelling, illustration and imagery. Both verbal and non-verbal means, as well as communication technologies are used to emphasize expressiveness in the media texts to shape personnel’s loyalty to the company. Theoretical and Practical implications. This research helps to supplement the theoretical material about the ways of expressing expressiveness. The results of the analysis can be used in preparing materials for employee magazines.