What does the future of the employee magazine look like?

Two theses form the starting point of the research conducted by the communications agency Neidhart/Schön, which is part of the Neidhart + Schön Group:

• The employee magazine remains a relevant instrument of internal communication.
• It will continue to be printed in the near future, but supplemented with digital offerings that promote dialog.

Print on the test bench

Employee communication is a strategic task that pursues a two-way communication process between the company and its employees. The goals are information, transparency and motivation. In its various manifestations, employee communication should enable both parties to be heard, perceived and appreciated.The employee magazine represents an important instrument for this. A format that for a long time was an established and popular means of communication in printed form is now being put to the test as a result of digitization and changes in reading and communication habits.

In conversation with professionals and experts

In a multi-stage approach, Neidhart/Schön analyzed and discussed the employee magazine with leaders from the Swiss communications scene. This included findings from a survey of Swiss medium-sized and large companies in January 2018 and an extensive literature research. In addition, a roundtable event on February 27 in collaboration with the trade association Perikom, where aspects of the employee magazine were explored in depth in a workshop setting with six creators. And finally, a seminar on March 27 with experts on the subject of employee magazines.

Accessible for externals

The magazine's target groups are employees of the Solothurn hospitals, former employees and referring physicians. It is also available in all clinics. Patients and visitors can also read it. The print magazine has a circulation of 7,500 copies (exclusively in German). The most important objectives of the print magazine: It creates trust and credibility by placing the employees of all levels, locations and areas at the center of the reporting and by presenting the topics in a realistic manner. It promotes internal communication and dialog across hierarchical structures. It promotes internal relations and creates contacts between the individual locations, areas and departments of the Solothurn hospitals. It cultivates the working atmosphere and promotes a common corporate culture and identity. And it positions Solothurner Spitäler AG internally (employees) and externally (the public) as a progressive employer that communicates openly and is open to criticism.

Digital offerings planned

Challenges are the distribution of the Solothurn hospitals over several locations, individual clinics with different traditions and a heterogeneous readership (professional training and activity).With the further development of the magazine, interaction and dialogue opportunities are to be created. The corresponding goal is formulated as follows:... "lets employees actively participate in the company and creates opportunities for them to provide input and meet their own needs." Offers for digital communication are planned for this purpose.

More information

Neidhart/Schön's "Content Snack" newsletter of March 2 lists the results of research on the topic of "Employee magazines: Quo vadis?". The corresponding website can be be called hereNot only can the survey results be downloaded as a PDF (eight A4 pages with numerous useful tips). The website also contains a collection of links to further information on the subject of employee magazines.Under the title "Employee communication quo vadis", Neidhart + Schön organized a final event on the subject on March 9 as part of the "Communication Compass" workshop series, with three specialist presentations.