Many companies see the importance of marketing their business externally—but what about team members?

From blue-collar workers to C-suite executives, the anthem of companies today is: we can’t recruit and retain good people. With this in mind, we confidently believe that internal marketing is possibly one of the most overlooked—yet critical—aspects of fostering attractive company culture, filling the right seats, and ultimately growing your business.

Why why’s and what’s of internal marketing

In our most recent webinar, we urged businesses to realize that their most valuable asset is often neglected—their website. However, team members may be your most valuable—the best marketing bleeds from the inside out. Marketing to your team will inherently affect how clients experience your business. But equipping team members with authentic belief in your mission, goals, and values doesn’t automatically happen when they sign the dotted line. You need internal marketing to reap the benefits of positive company culture and keep good talent. However, it requires a different approach than external marketing.

Internal marketing is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and foster brand advocacy.

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Marketing from the inside out

If you are a relatively small business, hiring someone dedicated to internal communications may not be in the cards—this doesn’t mean it isn’t possible (and makes it even more critical to hire the right people.) We also know that hiring and training people is expensive, so cultivating an attractive company culture that employees want to stay part of makes these extra efforts worthwhile. Starting with the basics is better than not at all. Here are a few examples:

  • Mission and goals education — As an EOS (Entrepreneurial Operating System) company, we intentionally carve out time to discuss our mission and goals (with a great emphasis on asking team members what they think short and long-term goals should be.) But without setting aside time to explain the “why” behind them, employees lose sight of the mission altogether. So, to pepper in and remind your team of these, work on smaller projects (such as crafting an informative infographic and asking employees to input what your business’s goals mean to them, in their own words). Alternatively, call people out for exemplifying said goals—either in a team meeting or Slack channel.

  • Make space for collaboration — This is essential in the new era of remote-first work environments. Whether it be an organized weekly or bi-weekly team meeting, making space to gather and discuss both work-related and non-work-related topics will ensure the company’s “bones are good” (and the house won’t fall when the bones are good.) If one of your business values is Arm in Arm, simply offering this space is meaningful and shows that your business takes the values seriously. To spice it up, consider occasional trainings, asking employees to contribute or come up with specific ways they can work together to see a project to the finish line.

  • Notice the little things — Creating a communications team will suffice if hiring a permanent, full-time HR department or internal communications manager isn’t possible. This team can be specifically in charge of recognizing birthdays, anniversaries, or other life events such as moving and accomplishments. These small acts of kindness encourage valued team members to stay when it would be otherwise easy to go, for an extra $1 – $2 per hour down the street.

The internet (and intranet)

What do you do when you have a larger team? For example, we have a client with all local employees, but they are still scattered and split between field and office workers. To maintain company-wide communication and collaboration, the client realized an intranet was an ideal model. An intranet is a communications network exclusive to employees, allowing you to increase retention and productivity in a centralized location.

We recommend transforming lifeless intranets into virtual cities of valuable information and connectedness. For example, create a weekly or monthly rhythm to offer employee recognition and appreciation, advertise in-person or virtual events, and provide short video content (think values and mission again.)

While some communication is meant for team members’ eyes only, appropriately weaving celebrations (anniversaries or hires) and what your company’s values mean to the team will accompany your external marketing. It’s beautiful when worlds collide.

Your internal marketing partner

Our marketing makes your marketing easier. Let the Red Mallard team equip you with internal-focused content so you can focus on your business and your key players. Contact us today for a free discovery conversation.

For more discussions around content marketing, subscribe to the Red Mallard Marketing Podcast on Apple Podcasts or Spotify.

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