Tag Archives: internal comms

Want A Newsletter Staff Will Actually Read?


Let’s be honest; too often, newsletters are dull, dense and difficult to read. They consist of a few bits of internal comms ‘news’ lumped together with minimal consideration by someone with little copywriting experience.

These are the newsletters that get deleted before even being opened (we’ve all done it, haven’t we?).

But the thing is, research shows that employees actually want newsletters. Yup. Newsletters still have a place in the hearts and inboxes of your staff.

But only if they’re enjoyable, easy-to-understand and accessible. So how do you make that happen?


Good copy counts

One of the biggest differences between a newsletter that’s interesting and useful (and effectively creates employee engagement) – and one that’s ignored, is good copywriting.

Just like you wouldn’t engage with a magazine article or blog post that was badly written, you wouldn’t do so with a badly written newsletter.

Unless you have talented writers within your internal comms team, with newsletter writing experience, it makes good business sense to ask a freelance copywriter. Preferably one who knows internal comms.

They can ensure your newsletter copy generates employee engagement and fits in with your company’s values and tone of voice.

But it’s not just about words

Your newsletter should, of course, read brilliantly but don’t be afraid to include videos, infographics and images, too. These make it visually stimulating and increase employee engagement even further.

Avoid information overload

With cluttered facebook and twitter newsfeeds, on top of hundreds of emails a day, text messages and TV adverts, employees are overloaded with information as it is.

To be effective, your newsletter needs to cut through the noise. Be concise. Don’t waffle on about things that aren’t genuinely interesting or relevant.

If you need to include dry or ‘boring’ information, be brief.


It also helps to personalise your newsletters. ‘Dear Peter’ is much nicer then ‘Dear employee’. Nobody wants to feel like they are just a cog in the wheel, and an internal comms newsletter is a way of making sure nobody in your company does.

Is it working?

Measure the amount of opens and clicks your newsletter gets, as well as which sections employees really engage with. This will help you hone in on what works best.

Do all of the above and you’ll be well on your way to a newsletter employees love – and love to share.

5 Ways to Create Captivating Internal Comms Content

Once upon a time internal communications was the lesser known (and lesser loved) cousin of HR and PR. Today, forward-thinking companies big and small know that great employee engagement can inspire, motivate and unite. But it’s not enough just to churn out any old content and cross your fingers for results.

It requires time, effort and expertise.

To help, here are five short cuts to creating internal communications content that will inspire your people – and make them want to share it.

1. Tell a story
Never underestimate the importance of including a human interest angle in your content. An anecdote or personal case study creates instant engagement and can help with understanding – but make sure it’s concise and relevant. If you go overboard it quickly gets boring.

2. Invite comments
So your content has created employee engagement. Hooray! Now what? Extend the value of your internal comms by inviting discussion and ideas with a comments box feature, an intranet forum or a group get-together. Include questions to spark further engagement and ask employees to share their ideas on how they can implement what they’ve learned.

3. Use the right tone of voice
Whatever kind of internal comms project you are working on, tone of voice should never be far from your mind. Of course, it depends on the type of business you work for. But it also depends on the type of content. Announcing serious changes or even redundancies requires a carefully considered tone of voice that will differ from the one you might use to share plans for the office Christmas party. It’s worth having tone of voice guidelines in place to help with this.

4. Try something new
Tried and tested approaches to internal comms and employee engagement, like newsletters are all well and good. But don’t be afraid to think of alternative ways to get through to your employees. Holding a corporate event? Capture some of the highlights and turn it into an internal blog post. Has one of your team just been on a course? Share their top five insights in an easy-to-understand ‘listicle’.

5. Write like a pro
Good internal comms content should flow easily and grab attention, deftly moving readers along. Use short, enticing headlines, snappy quotes, questions and calls to action. Take your time and read it out loud when you’re done – how does it sound? Make sure you have time to edit, at least twice. There’s no short cut to creating copy that generates that all important employee engagement. And if your internal comms content isn’t hitting the mark, it’s worth investing in the expertise of a professional freelance copywriter, who’ll be able to help with internal communications that really work for you.


Create Must-Read Content from Corporate Events

From large multi-region conferences to smaller internal comms workshops, corporate events are a great way to inspire, inform and engage staff.

But all too often, once the event ends, employees get back to their 9-5 and the connections and learning are lost. And where is the value for those who couldn’t attend?

These are common problems for employee engagement and internal communications teams – but they don’t have to be for you.


Make Events Work Harder

By using compelling copywriting, you can avoid these issues. With the right words – and the right creative copywriter – you can maximise the value of your corporate events, and your employee engagement.

Instead of a stand-alone occasion, your event can become a springboard for interesting content, reminding attendees of what they learned, and sharing valuable insights with those who couldn’t be there.

How does it work?

Before your event takes place, set up a meeting with your copywriter to brainstorm ideas based on the topics and structure of the event.

Book your copywriter to attend the event so they can sit in on the presentations and take note of conversations during workshops.

Your copywriter can also interview the speakers from your event separately to get more information about their specialist subject, or to ask for their tops tips on tackling a particular issue within the workplace.

Maximising value

If you take this approach, the opportunities for internal comms content from corporate events that really stimulates employee engagement are huge.

It could be an in-depth article with quotes from speakers. Maybe it’s a short, punchy collection of learnings from a workshop. Or what about a listicle of the top 10 highlights of the day?

All of these can be published as part of a newsletter, on the intranet or turned into a special series of blogs.

Style matters

Of course, it’s important that the copy reads well, has the right tone of voice and reinforces the essential messages from the day, as well as your strategic internal comms / brand messaging.

But get all this right (or find a freelance copywriter with the skills and experience to work with you) and you’ll gain deeper insights from events, create more shareable content and make sure employees who can’t attend feel really involved.