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Learn how to create a must-read employee newsletter.
Author: Leigh Wilkins
Last updated: 10/08/24
When you hear the words “employee newsletter,” what emoji comes to mind? Unless you’re part of your company’s hard-core “rah-rah crowd,” I’d guess your response is along the lines of 🥱, 🙈 or perhaps a non-committal 😑. But at WG Content, it’s an entirely different vibe when our employee newsletter hits inboxes every other Friday at 9 a.m. In fact, I’d put the enthusiasm level at a solid 🥳. And I’m not just saying that because I’m on the editorial team. Our newsletter’s open rate is a whopping 97%.
Why do our employees drop what they’re doing to read the latest issue of the WG Content Round-Up? I think it’s because the newsletter embodies who we are as a company. Its articles and other features reflect our values: Empowered, Curious, Kind and Fun. They’re written by and for employees and are a bi-weekly mini-celebration of what makes our company unique. The Round-Up creates a feel-good loop that tells employees, “You matter.”
From a business standpoint, the Round-Up reinforces our internal branding efforts. It isn’t the only platform to do that — various company initiatives, Teams channels, in-person and virtual events, and WG Content merch also play a role. But the Round-Up offers an immersive experience in company culture that employees can enjoy twice a month every month. Priceless!
We didn’t have a newsletter when I started working at WG Content in late 2019. With just 17 employees, most of whom lived in the Cincinnati area, it didn’t feel like we needed one. But as our company grew (34 employees in seven states as of this blog post), we needed ways to keep building on our values and protecting our culture to keep WG Content going strong.
Culture is our CEO Christy Pretzinger’s highest priority at WG Content. She’s built a company where everyone feels appreciated, respected and recognized for their contributions. A place where employees can develop supportive relationships that help them grow professionally and personally. And an environment for people who want to do meaningful work while having a rich personal life. In short, a company where people know they matter.
But, as Christy has said many times, “The culture can’t just flow from me — employees have to own it, or it will fall apart.”
The Round-Up has become a great way for employees to “own it,” whether they serve on the newsletter team, submit photos or suggest a story idea. Our company culture shines through because every element of the newsletter’s production is rooted in our values.
In May 2021, Senior Content Writer and Editor Dama Ewbank and I heard some internal chatter about the need for a company newsletter. We volunteered to lead the effort and spent about a month planning with other employees. Dama and I presented our concepts to the leadership team. Then, we introduced the newsletter during an all-company Teams meeting.
The first issue, in July of that year, was well-received. We added Senior Content Writer and Editor Hannah Barker to the team a year later. Marketing Coordinator Katie Snyder ably handles design and distribution with help from HubSpot.
Each writer is responsible for about eight issues a year. WG Content leaders give us incredible creative license to craft each issue. They don’t ask for an outline or tell us what to put in the newsletter. Dama, Hannah, Katie and I typically communicate via a Round-Up Teams channel where we share ideas, ask for feedback and give updates (“Can somebody swap issues with me?” “Does this gif work with our vacation memories article?” “Who’s got the pics from last week’s Happy Hour?”) We help each other out, but we don’t meddle.
Ten days before each issue drops, the writer responsible for that issue sends a Forms survey to all employees. The survey always includes three questions:
We’ll often include a wild-card question, too. Noteworthy examples include:
The critical message to employees in these surveys is, “We are curious about you and want to highlight what matters in your world.”
The writer incorporates survey answers into three recurring features: “Company Kudos,” “In the Know” and “Calendar Alerts.” Some surveys solicit a 75% response rate (requests for pet photos yielded the most submissions). We invite employees to submit photos to the newsletter using a dedicated email account.
We typically add an article that features an employee — one way the newsletter reflects the WG Content value of kindness. Themes include:
Kudos are another way to spread kindness. Each one- to two-sentence entry (submitted via the survey) celebrates an employee contribution or stand-out effort. Kudos feel good to give and receive. They remind us about the importance of showing appreciation for each other.
In the (virtual) WC Content Round-Up newsroom, we want every issue to provide an endorphin rush. That’s why we place a premium on fun and avoid becoming routine at all costs. Extra-fun features have included:
For added entertainment, Katie always finds goofy gifs to accompany our “birthdays and workiversary” section.
Your employee newsletter will be as unique as your company. But incorporating the following ingredients could help ensure success, whether you’re refreshing an existing employee newsletter or cooking up a new one.
Now, it’s time to see what you can do with your employee newsletter. Giddy-up! 🤠
Looking for a partner to support your internal communications strategy? WG Content can help you refine your strategy and develop materials that connect employees and reflect your company’s values and culture. Contact us to get started.
This blog was updated on October 10, 2024. It was originally published on June 14, 2023.
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