Employees are the most valuable asset an organisation has. Their cumulative skills, expertise, and experience are irreplaceable. They are what sets a business apart from its competition in the dynamic business world.
To grow, therefore, businesses must begin their charity from home and invest in their human asset. How can they do this? Internal marketing.
What is Internal Marketing?
Internal Marketing is the promotion of a company’s mission, goals, products, and services to employees within a company. It seeks to increase brand loyalty among employees. Employees that support the brand are more likely to be inspired, work more, share their enthusiasm with customers, and represent the company as loyal brand ambassadors.
The company not only benefits this way, but it enjoys employee retention and reduced absenteeism. Want your employees to turn into ardent supporters of your vision? Invest in internal marketing, it can revolutionise your business!
6 Key Benefits of Internal Marketing to Drive Employee Engagement
• Stronger Alignment With Company Goals
Entrepreneurs start a business with a vision. That vision can only be realised if all employees are informed and engaged with the brand guidelines and objectives.
Internal marketing helps align employees across all departments—from management to HR and all other team members—with the company’s vision. As such, all workforce can be focused on the strategic direction of the organisation.
• Enhanced Employee Advocacy
Who better to represent you than someone who comprehends and concurs with your vision? When internal marketing is done right, your communications initiatives will improve employee satisfaction, foster corporate loyalty, and raise employee engagement, all of which contribute to a more successful firm.
As a result, they begin to feel naturally proud of their work, which boosts job satisfaction. In turn, your staff members become enthusiastic brand ambassadors on social media and other communication channels.
• Higher Productivity
Strong corporate cultures produce happier, more productive employees. Engaged employees are also more inclined to be creative, innovative, and efficient. Research reports a 17% increase in employee productivity after well-curated internal marketing strategies are implemented.
Some of these include adequate pay, benefits and incentives, promotion of work-life balance, team-building activities, and so on. Higher employee satisfaction naturally gives way to higher profitability.
• Enhanced Customer Interactions
Customers like to do business with companies they trust. If your mission is aligned, they can tell that your company is consistent and genuine. What better way to enhance the sense of consistency and authenticity than internal marketing? It fosters a company culture where all employees have the same focus on a straightforward vision.
• Improved Company Cohesion
A good internal communication strategy allows open dialogue and participation in shaping organisational leadership and policies. It also allows employees to express activism without fear of reprisal. That promotes employee collaboration and communication.
It also eliminates information silos. When working toward a clearly defined mission, employees can understand their expectations and long-term objectives well, encouraging employee cohesion.
• Reduced Employee Attrition
Employees are less likely to search for better opportunities when they feel appreciated and that their work matters. Moreover, when a company retains its employees, it’s more likely to attract top talent, meaning it will reduce its recruitment expenses.
Internal Marketing Strategies
1). Brand Education
You need to help your employees comprehend the company’s background, vision, mission, and objectives. It is the only way to make them feel that they are part of something greater. One way of doing this is educating new employees as they join the team.
You can use presentations, graphics, videos, and pamphlets to let them know how you started the company and where you foresee its future. You could also make them feel like they’re already part of the team by giving freebies like pens, water bottles, t-shirts, and others.
Remember, however, that it doesn’t end there. As you refresh and restrategise throughout the growth of your business, keep all members of the team up to date with all recent developments as the company responds to internal and external factors influencing the business.
2). Integrated Communication Apps
Effective internal comms are essential today, especially as more people work remotely. Employees need to share information freely, quickly, and effectively. It promotes staff alignment, fosters trust, and increases everyone’s sense of worth.
It also increases response time to emergencies, and the company’s ability to set and achieve goals. Apps can also provide effective ways to gauge involvement. It’s easy to identify who has downloaded an app and who uses it the most. You can therefore identify the top brand ambassadors for your company.
3). Employee Appreciation Programs
An effective internal marketing campaign can be built on a strong employee appreciation program. This is especially true for businesses with fewer employees. Team members feel valued and appreciated when they are recognised for their efforts. Research actually shows that appreciation programs boost employee performance by 14% so this one goes a long way!
Appreciation programs come in many forms. They can be presents, awards, bonuses, handwritten messages from managers, employee award ceremonies, and even company-wide emails that recognise outstanding employees. For larger companies, managed incentive programs will come in handy.
4). Employee Training and Development
Training and development services help your organisation develop a workforce that has the required skills, values, and knowledge to achieve the company’s goals.
It can involve outsourcing professional career coaches or the company’s managers and leadership teams. The human resources team has to increase participation and raise knowledge of the advantages of training through a marketing campaign.
5). Team Building Activities
Of all the internal marketing strategies stated, this one is not entirely focused on the business. Sure, team building is great because it fosters cohesion. But you also need it because it allows your employees to breathe, for their own good.
Employees feel like you empathise with them when you give them some time off to relax, laugh, and have some fun. Simply choose an informal setting where they can be comfortable, share ideas, ask questions, and play!
Internal Marketing KPIs to Track Your Progress
So how can you gauge the progress of your internal marketing strategies? Here are 3 key performance indicators (KPIs):
1). Employee Productivity
You can measure productivity before and after implementing an internal marketing strategy to evaluate its efficiency. One of the most popular methods for gauging employee productivity is to divide a company’s overall income for a certain period by the entire number of employees.
Although simple, it can be a good place to start when gauging productivity. Other indicators of employee productivity include:
• Average task completion rate
• Profit per employee
• Employee capacity.
• Utilisation rate.
• Overtime per employee.
2). Employee Retention
Employee retention refers to the proportion of workers that stick with a company for a specific amount of time. To calculate, divide the number of employees who stayed during a specified period by the number of employees at the start of the period and then multiply by 100. Generally speaking, a retention rate of 90% or higher is favourable.
Keep in mind that it may take a long time to witness the results of internal marketing. It might take weeks, months, or even years. By monitoring retention, you will know how employees feel about their work. Evaluate exit interviews as you keep an eye on turnover rates to check for any patterns that may justify why your employees are leaving.
3). Online Interactions
After implementing communication apps, you can track how often your employees interact with one another. You could also look at their social media to know how they feel about their work. Do they represent the brand?
While it can be challenging to keep an eye on these online conversations, they can provide you with a clear picture of how your staff feels about your organisation. Employees that are engaged and satisfied are more inclined to post some employee experiences and accomplishments.
Your company’s success depends on several variables, including loyal customers, driven staff, executives with a forward-thinking attitude, top-notch goods and services, and many others. Of these, employees are one of your biggest assets. They contribute to the company’s success and help build its reputation.
They are involved in every aspect of a business and are key in promoting a company’s vision, objectives, culture, and mission statement. To help them align themselves to the essence of the business, you need comprehensive internal marketing strategies. These aid in fostering an emotional connection between the company and its employees, boosting employee brand loyalty, productivity and cohesion.
Hire Jam & Co to Help You with Internal Marketing Strategies!
When executed properly, internal marketing makes sure that your employees are bringing their best skills to the table. It helps them give your consumers a high-quality experience, boosting sales and profitability. Internal marketing is however a job best left to the experts.
Luckily, Jam & Co is here to help. We are genuine, bold, strategic, and excellent. Let us enhance your internal brand. When you choose to work with Jam & Co, you are choosing more than a regular agency—you’re choosing a partner that cares about the reputation of your business and the well-being of all its employees.
Please call us today on +612 8054 4563 or leave an enquiry.