Internal marketing is just as important as external marketing when it comes to motivating and engaging employees into the company and their work.
Don’t forget to market your company’s mission and vision to your most important allies – your employees. Internal marketing, when done right, ensures that your employees are providing high-quality service to your customers and helping the company grow and prosper.
In internal marketing, employees are treated as “internal customers” who need to know the company’s vision inside out and communicate that to the outside world. Not only should you embrace internal marketing to ensure a better communication flow and align employees with the company’s mission, you should invest in it to make sure your employees are conveying your company message to their networks in the best possible way.
How does internal marketing support employee engagement?
It aligns the company with employees
Internal branding bridges the gap between promise makers (marketers) and promise keepers (employees). When employees are well informed and engaged with the brand guideline and overall goals, they will also support branding on every level. This can take place in the form of providing access to relevant content or facilitating other ways of knowledge sharing in the company.
It builds a connection between the people and what they sell
Internal marketing is a way to build an emotional connection with the product or service employees sell, which matters a great deal in terms of how engaged they are with their work. If everyone within the company is motivated to sell/market/develop the product they work with, business will will likewise be positively impacted. Consider, for example, telling stories about how your business was formed and what are some of the key lessons learnt along the way.
It will build trust among your employees
Marketing a shared vision and reducing silos will make employees feel trusted and more confident in their work. You will want to boost knowledge sharing and avoid Information silos, which are harmful for prioritizing work, motivation and the ability to see the bigger picture. When information is not shared, it also acts as a signal to them that they are not allowed to contribute.
Start by outlining or revisiting your internal communication strategy and then consider how you can use technology to weave internal marketing to your employees. Keep in mind the overall mission that you want to communicate and what the employees' roles are in making it happen.
Approach internal marketing as a way to inform employees, engage them closer to the company and making sure they can sell the company vision to customers, as well. Make sure to socialize and spread the effort – all departments have a stake in the matter.