Reimagining employee newsletter strategies

At Ragan’s Employee Communication and Culture Conference earlier this year, Mary Beth McCloy, director of corporate communications at Goddard Systems LLC, gave a presentation on how communicators can reach deskless workers and franchisees more effectively with newsletter campaigns.

McCloy acknowledged the challenges of getting franchisees to engage with her team’s.

“These are not our employees,” she said. “They do not have to read our communications. They’re not always interested in listening to what we, the geniuses up at corporate, want to tell them.”

She conceded a similar issue with deskless workers, telling the crowd that due to the nature of their work, they’re not always an optimal audience for traditionally emailed newsletters.

“Deskless workers get their updates where?” she asked the audience. “On their phones. Or even worse, word of mouth.”