A company newsletter is a common way to share important updates and keep your workforce informed of wider company directives, events, celebrate success and more. Often, the information sent out in a company newsletter is quite essential. So, companies should be continually analyzing how well their newsletters are performing. This includes looking at open rates, click rates, and how effectively the newsletter is getting information communicated to the most people.
Fortunately, company newsletter open rates are pretty high. Several large scale studies show around a 60% open rate. Makes sense, right? It is different than a marketing email–employees should see this as essential content.
However, click rates in a company newsletter only tend to be around 14% and how much employees read and retain may vary widely. And, many companies are not measuring the engagement with the content from company newsletters (up to 60% don’t use tracking tools).
Enter podcasts! A podcast might be an ideal way to improve engagement and address such challenges that accompany a typical company newsletter.
A fast-paced biotech company had a strong internal comms strategy, including a popular company newsletter. They also have an emphasis on company culture and try to include a lot of fun events and build excitement about company wins through the regular newsletters. However, being so fast-paced and employee-oriented, they understand the importance of efficiency in communications. Additionally, they have some particular groups of employees who have time (such as lab and drive time) when they could listen but perhaps not read easily.
They turned their company newsletter into podcasts in two ways. First, they did a simple audio version that they made available for those who wanted to listen. Using the Podbean Pro app, employees can listen securely no matter where they are. Second, they made a separate companion podcast that was more interactive. This covered the major initiatives or topics, with interviews or discussions. They kept these short and sweet and these soon became quite popular.
Their analytics show a high listen rate. More importantly, they have found employees who had not read the company newsletter now listen. And, the granular episode data shows listeners consumed 90-100% of the episodes. This was data they didn’t even have before! Plus, more employees now contribute to the podcast.
A large educational institution delivers a campus-wide email covering everything relevant to employees, with a companion intranet blog. One initiative they started was featuring employees from a wide swath of positions, often with non-traditional career paths or less known roles. They realized these stories could be better communicated in audio. Now, the employee voices their own story for a richer experience. They got so much positive feedback that they decided to repurpose interviews for external branding and recruitment.
Check out more corporate podcast case studies here.
The post Improving the Company Newsletter Experience: Podcasts for Employee Communications and Engagement appeared first on Podbean Blog.
Source: | https://blog.podbean.com/company-newsletter-podcasts/ |
Website: | PodBean |