tell your customers what makes you great, but
does your employees know?
marketing department's message is critical to
the entire company. If you tell your customers
what makes you great, but employees don't know
and believe in that message, chances for the success
are minimal. While companies invest large amount
of resources marketing to customers, hardly any
attention is given for marketing to their employees.
Is it not strange?
a compelling communication, the employees are
in the dark about the promises made to customers.
How, then, can they be expected to deliver on
them? And when apart from sales, service representatives,
receptionists, design staff etc & everyone
else connected to the organization don't deliver
as promised, customer starts losing trust.
have a strong, unbeatable brand, you need employees
who understand it & are motivated to live
it daily. To develop that workforce, you'll need
an employee communication program.
A clearly articulated
Just as you have a single-minded message for marketing
to consumers, you must also have a well-defined
message for employees. The message, which is impossible
to be misinterpreted! Not just vision & mission
Internal employee communications
should be as good as outside marketing efforts.
People today are overwhelmed with communication
junk, and your employees are no exception. To
communicate effectively with them, forget routine
newsletters and easy-to ignore announcements,
and think about the same tactics that attract
consumers' attention. Think of employees as the
market and the brand as the message. Then communicate
that message in an engaging, motivating, inspiring
employees to become evangelists should be a goal
just as high on the list as motivating customers
to choose your product and company. And the benefits
go beyond maximizing the brand in the marketplace:
when employees care about and believe in the brand,
they are motivated to work harder and their loyalty
to the company increases.
HR must be on team.
If every employee is a brand messenger, the type
of employee that is hired is critical. What type
of experience do customers expect? What type of
people does it take to deliver it? Is HR recruiting
those types? HR must be sure the employee orientation
includes a brand message that let's people know
the kind of company they're joining and how they
fit into its overall goals.
Top management play very
Employees take their cues from the top. Policies
and procedures certainly let people know what
kind of company they're part of, but nothing sends
a stronger message than the actions of management.
Immediate superiors have great influence on how
employees perceive what 's okay and what's not.
Before you sell to your
customers,sell it to employees!
Marketing to potential customers sets the stage
for their experience. So it's obvious that before
you make that brand promise, you want to have
the infrastructure in place to deliver on it.
Employee communications are usually an afterthought,
if a thought at all, when in fact they should