Still, 25 percent of survey respondents said they will provide both print and electronic versions to meet the needs of different employee segments-an important consideration. When creating newsletters, it’s important for HR or communication staff to work with business leaders to define their objectives, get their buy-in and ensure that content is outcome-oriented.Īccording to CEB, more organizations are turning to newsletters delivered electronically (e-newsletters), and many are indicating that they plan to make this switch. It discovered that most companies publish multiple distinct internal newsletters to cater to business- unit-specific needs. Begin with “a basic communications strategy and plan that defines your goals, the audiences you need to reach and the topics you want to share or have input on.”ĬEB’s research points out that a one-size-fits-all solution is not likely to work. “It sounds obvious, but you must have a clear objective of what you want employees to know and understand,” said Johnson. PeopleResults, a consulting firm based in Irving, Texas. It starts with a strategy, explained Patti Johnson, CEO and founder of That, of course, is often easier said than done. Yet, connecting with employees requires disseminating content that they will be interested in, say HR and communication experts otherwise, the time, effort and expense required to produce these communications regularly are a wasted effort.īenz Communications, an HR benefits communication strategy firm based in San Francisco, said, “Company newsletters are most successful when they are about what matters to employees-not what matters to the company.” But organizations are not really interested in communicating “fluff” to the workforce, however compelling that fluff might be.ĬEB Communications research has found that the most effective newsletters marry the content-delivery preferences of employees with the content goals of leaders to effectively influence worker behaviors. In communication circles the thought of including birthdays, baby pictures and bowling scores in company newsletters is generally out of the question and even laughable.
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