Employee engagement depends on many factors, and the internal newsletter can impact several of them.
Let’s start with the basics. Engagement can be seen in 2 ways: the implication of the employees in his/her missions, and his/her attachment to the company. An engaged employee will be more motivated, more willing to go the extra mile and take initiatives. He will also be less likely to leave his current company.
The global engagement level is therefore partly linked to productivity. There is therefore a real benefit for companies to enhance it. Several drivers will play a role, such as:
● working conditions and the attention given to the employees’ wellbeing
● recruiting candidates whose values are aligned with the company’s values
● highlighting employees and their successes through internal communication
The internal newsletter also has a role to play. Because it arrives directly in the mailbox of the employees, on a regular basis, it is the ideal media to convey engaging content.
The internal newsletter, a favored media to boost employee engagement
During the creation of an internal newsletter, several aspects should be considered in order to encourage employee engagement.
1) Ensure the same access to internal communication across the company
In order to reach a high level of engagement, a company must take care of its employees. It ensures notably that everyone has access to the latest news and important information. It therefore meets their expectations regarding transparency around the strategy and the major decisions that are taken.
This is all the more true today when an increasing number of employees are working from home on a regular basis, adding to the isolated or disconnected employees. The internal newsletter represents in such a context a concrete and immediate link between the employees and the company.
2) Broadcast accurate news to maintain the engagement of the employees
The engagement depends a lot on the employees understanding the missions of their company. If they are aligned with its long-term objectives and with its values, they will have at heart to contribute to its success.
Knowing this, it is important to include the following topics while drafting the summary of the newsletter:
● the latest news
● the mid- and long-term strategy (and its concrete application, such as important upcoming projects)
● the values of the company (and the way they are enacted)
Nurturing the employee engagement is also about showing them how the company is doing, and telling them where it is headed.
3) Encourage the employees to take part in the life of the company
Being able to take part in the company’s life, feeling heard is also a source of engagement. An employee who knows that his voice is taken into consideration will commit even more to his work and to the improvement of his daily life.
The newsletter plays an essential role in this collaborative dimension. Indeed, it is its role to relay:
● internal surveys and polls
● their results and how those will be used
● quizzes and contests
It can also highlight cross-functional discussion tools, like a chatting app or discussion streams on the ESN. It is here about bringing the attention of the employees to the tools they can use to give their opinions and take part in daily evolutions.
4) Putting forward successes and the ones responsible for them
Acknowledgment is another powerful engagement drive. Through recognition, people feel appreciated and valued. It is therefore an important aspect to take into account when putting together the editorial line of the newsletter.
In this view, the objective is to broadcast on a regular basis:
● the successes of different teams
● promising projects
● staff portraits
The ideal way to do this is by using formats that give the microphone directly to the employees.
Enhance the employee engagement by offering them a tailor-made media
However, the internal newsletter can play its role as a source of commitment only if it is read. In order to ensure its attractivity, it is essential to measure its performance, and adjust the editorial line if needed so that it can truly answer the needs of the employees.
It is also important to optimize the frequency and the timing of the newsletters. They need to land in the mailboxes at the right time, and not too often so that employees do not get annoyed by an excessive amount of internal emails.
