Did you ever notice how some companies make their employees hype about their working place with so much enthusiasm? They post updates about the company on social media, wear branded T-shirts with pride and talk to the customers with passion. Such energy does not occur accidentally. It is normally the by-product of what is termed as internal marketing - a concept that is ignored most of the times but can put a significant difference.
Marketing targeted at customer is not a new concept to the majority of us, as there are advertisement campaigns, social media marketing campaigns, promotions, etc. However, what about the workforce within the organisation? Unless they know or trust the vision of the company, so will customers. Internal marketing comes in at that.
We would like to simplify it.
What is Internal Marketing?
Internal marketing involves treating the employees as internal customers. In as much as companies strive to maintain the satisfaction of their external customers, they should also take care of their employees by communicating, motivating and supporting them to ensure that all the people are working towards the same direction.
It does not deal with making individuals recite company slogans. Rather it is about ensuring that every employee realizes:
- What the company stands for
- Why their role matters
- The relevance of their contribution to the larger picture.
Employees will automatically become brand ambassadors when they feel that they are valued and informed.
The reason why internal marketing is so important.
Some years back, I was working in a small technology company. The first day did not have an introduction, a welcome kit, and did not show me what exactly the company was all about. People were all going about their jobs. Week after week I was like a stranger. I did not know where my job fitted in and who to ask questions to.
Then, I entered another company in which the situation was just the reverse. On the first day the HR team has been very warm, my manager has elaborated on the company vision and even the senior leaders have found time to meet the new hires. We used to have weekly in-house newsletters, contests, and question and answer. In a week, I felt that I was part and parcel.
That is the strength of internal marketing. It makes one feel like a community and a common purpose, and this results in increased participation and improved outcomes.
The following are some of the reasons why it is important:
The employees are turned into Power Brand Ambassadors.
Satisfied and well-versed employees share information about their firm online and offline with positive comments. Their passion generates confidence in them among their prospective customers and in some cases even more than any advertisement done with payment.
Better Customer Experience
Employees are able to provide better service in case they are aware of the values and goals of the company. Imagine a restaurant, when the kitchen staff and waiters are aligned, then the customers have a better time eating.
When staffs feel a sense of belonging to the firm, they will not tend to move on. Internal marketing creates emotional connections and the employees become proud of remaining.
Growth in Organisational Culture.
A working internal marketing strategy will be able to create positive culture where individuals support one another and act according to the mission of the company.
Easy Ideas on How to practice Internal Marketing.
Internal marketing is beautiful in that, it does not require a huge budget. Consistency and sincerity is more important. The following are some of the easy ways that companies could put it in place:
Keep the employees informed about the news via the newsletters, emails, or even WhatsApp groups. Win some shares, update products, future plans, and group euphoria on minor achievements.
Onboarding New Employees Appropriately.
The initial days establish the mood. Good reception, the clear introduction of the vision of the company, and the availability of resources may make an indelible mark.
Promote Feedback and listening.
The internal marketing is not a one-way communication. Promote the open dialogue of employees. People can be made to feel heard through regular surveys, suggestion boxes or even through town-hall meetings.
Reward and Recognise Contributions.
It is morale building to applaud successes, whether big or small. It can be as little as a thank-you e-mail, a name drop at a meeting, or a feature on the company intranet.
Make Learning Accessible
With such learning opportunities, it is evident that the company is concerned about growth. It may be in form of internal workshops, mentoring or online classes.
Align Leadership Messages
Leaders who talk with credibility and reliability develop trust. The marketing internally must begin at the top.
Real-Life Case Study: Internal Marketing the Right Way.
A good example of internal marketing, which I have seen, was of a popular Indian e-commerce brand. The CEO makes brief friendly video messages weekly instead of writing long memos. These videos are forwarded to the whole team, including tech developers and delivery employees.
It is a light, but motivating tone. He discusses difficulties, successes, and objectives. This basic routine has ensured that the employees feel part of it and are motivated even during the times they work remotely.
The other one is a small bakery in my neighbourhood. The owner constantly shares the behind the scenes videos with the staff and then uploads them. Employees come up with ideas of new flavours and their names are quoted in marketing campaigns. Due to this, they discuss the bakery with pride and the customers take up the energy of this.
Internal Marketing and Technology.
Technology has a significant role in internal marketing in the modern digitalized world. Companies use:
- Slack or Microsoft Teams Internal social networks.
- Intranets or portals to the employees.
- Game based learning systems.
- Internal updates in the form of short videos and reels.
These applications render communication quick and interesting. Free apps such as Google workspace or just a simple WhatsApp broadcast can be used by even small businesses and inform everyone.
Some of the Things to be Wary of.
However, although internal marketing may seem easy to do, not all companies avoid generic mistakes:
- Burying the employees with information that is not meaningful.
- Top-down communication, no respect to the employees.
- Conducting it as a one time event rather than as a process.
- Too formal or robotic and people are put off.
The trick is to make it human, authentic and regular.
Final Thoughts
Internal marketing is not a nice-to-have but rather a potent tool and it is the one that enhances people and business. Employees are bound to become natural brand enthusiasts when informed, respected and inspired. And that is infectious passion.
It does not matter whether you are running a big or a small business; you should begin by and with your people. Keep in touch with them, articulate, and engage them in your process. You will be surprised by the results.
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