Engaging, fun and social content can help increase the readership of an employee newsletter, but don't lose sight of your communications objectives. By keeping your content relevant, you'll ensure employees keep reading your company newsletters.
Similar to those of any internal communications channel; reach, readership/cut-through for important messages, reader engagement and influencing attitudes and behaviors.
Breaking down silos. Employee newsletters can also be a good way to break down silos within an organization by allowing you to share the activities and news from one division across the wider organization.
Reducing email overload. Employee newsletters provide the means to aggregate mass email messages and reduce email overload for employees. The newsletter can contain notices such as; planned IT outages, marketing updates, HR communications and so on that would otherwise fill up inboxes as separate emails arriving at different times.
Reinforcing other communications. Appropriate newsletter articles can serve to reinforce and promote information and messages in other communications channels such as the intranet.
Employee Newsletter with User Generated Content
Successful employee newsletters typically have engaging, fun and social content balanced with relevant business news and insights.
Think about the busy reader. Articles should be presented to the reader as concise summaries or teasers which, if appropriate, allow employees to navigate to more detailed content (within the newsletter, on the intranet or elsewhere).
Search functionality. Allows employees to find articles from the current or past editions.
A casual tone is usually appropriate for a staff newsletter. Plus regular features and interactivity in the form of reader feedback, quizzes and surveys, and if possible, user generated content, can encourage readership.
Organizational changes and other important news
Product updates and developments
Innovation in the industry
Updates on current initiatives within the business
"Did you know?" from subject matter experts
Information on benefit plans and wellness programs
Latest survey results
"Housekeeping" updates such as; use of meeting rooms, car parks etc.
Updates and news. E.g. what's new on the intranet, performance updates, IT and systems updates etc.
Regular message from the CEO. This means that employees don't have to visit his or her intranet page or blog separately.
Even bad news can be appropriate for a staff newsletter. When spoken about honestly and openly in a newsletter article can compel staff to get behind and support an organization.
Summary of key internal staff vacancies
User Generated Newsletter
To increase readership and engagement, an employee newsletter should contain fun and engaging content as well as business content.
Promotion and reviews of staff social events
"Overheard / on the grapevine" articles
Competitions / announcing competition winners
Health column - how to tips
Staff special offers such as discounted gym membership, restaurant offers etc.
Humor - Funny signs, typos, memories, license plates - run competitions
Promoting fun events such as loud shirt day etc.
Themed articles to coincide with events in the wider community such as; earth hour / non smoking day/ charity events etc.
Fun content can support business objectives too, E.g. stories about how staff are demonstrating the new brand values.
When employees become actively involved with their newsletter they are typically more likely to read what they and their peers have contributed. Open up the newsletter as much as possible to employee involvement.
Run a competition to name the newsletter
Reader feedback on articles / letters to the editor
Survey staff results covered in the newsletter
"Day in the life" of / "interview with" featured employee(s)
Welcome new hires to the business and farewell those leaving
Roving reporter / man on the street - e.g. "if you could be a superhero who would you be?"
Quizzes with small prizes such as movie tickets and restaurant vouchers
If possible, implement a way for employees to submit newsletter articles themselves
Achievement, employee recognition, congratulations, kudos - this is even better if submitted by employees e.g. a "thank a colleague" section.
Some internal newsletter formats allow employees to submit articles directly into defined category headings (with or without editorial approval). User generated internal newsletters can dramatically reduce the effort required to produce an internal newsletter, they effectively 'write itself' with little management
After all your hard work, an employee newsletter may still end up buried and unread in an employee's inbox. Be creative about how it is delivered.
Here are some ways the SnapComms communication channels can help:
Deliver the Newsletter via Scrolling Desktop Ticker
Article readership is a great way to establish what types of content work (and what doesn't) for your internal newsletter. Monitor readership, survey readers and continuously improve your newsletter until you have a great internal communications and engagement tool.