Internal Marketing - Tips to align staff to your brand values and vision
Transcript of Internal Marketing - Tips to align staff to your brand values and vision
![Page 1: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/1.jpg)
Internal MarketingTips to Align Your Staff to Your Brand Values and Vision.
![Page 2: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/2.jpg)
Internal Marketing is the method of engaging staff with your brand values and vision by communicating internally. Internal marketing is a proven way to successfully improve employee engagement and brand advocacy of organizations’ brands which can lead to improved sales.
![Page 3: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/3.jpg)
There’s more to internal marketing than just telling staff your brand values once. It requires a communication campaign, that is; a series of messages communicated in engaging formats that will communicate the goals and aspirations of your organization in a way that will resonate with your staff.
![Page 4: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/4.jpg)
Goals of Internal Marketing
![Page 5: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/5.jpg)
1. Change Management
When you want to encourage culture change or introduce a new system or software, internal marketing can be an effective way to gain acceptance of working new practices and encourage behaviour change through effective communication.
![Page 6: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/6.jpg)
2. Build Your Corporate Image
One of the most common understandings of internal marketing is marketing to your ‘internal customers’ however it goes further than this. Building a corporate image is about building knowledge and understanding of the company’s goals, strengths and aspirations.Conveying this to staff helps them understand the company’s place in the market, your competitive advantage which leads to increased ability to communicate this to your external customers.
![Page 7: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/7.jpg)
3. Develop an Internal Marketing Strategy
Decide on and document the collaboration and commitment needed to make external marketing strategies work.
Your strategy for internal marketing should include: determine goals, agree on resource needed, create your story to help staff execute.
![Page 8: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/8.jpg)
Tips to Improve Internal Marketing in Your Organization
For your internal marketing to be effective, you need to project the ideas of your brand to your staff so they will in turn, project these values to your external staff.
Essential ingredients for improving internal marketing: motivation, coordination, information and education.
![Page 9: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/9.jpg)
1. Clarify Your Company Values and Goals
Before you think about your internal marketing strategy, you need to be certain of your values and goals as a company, most companies have a good idea of their goals but may not have them written down – this is a good place to start.
![Page 10: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/10.jpg)
2. Develop an Engaging Company Narrative
Now that you have your goals clearly laid out, you sould incorporate these into a company narrative to communicate these aspirations. Your narrative should answer the following questions:
• Why are we here?
• What can we accomplish?
• What do we need to do to accomplish this?
![Page 11: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/11.jpg)
3. Create a Communication Campaign
Think like a marketer. The best way to get your messages across to your staff are through engaging communication formats which support your company narrative. These should be repeated over time to remind existing staff and new staff about your goals and values and include them in your narrative.
![Page 12: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/12.jpg)
• Make sure you are clear on your values• Decide which of your messages need to be communicated at the
highest frequency – which are most crucial• Choose a variety of channels and formats to engage staff, for
example: videos featuring your CEO can be a very effective way of communicating important messages to staff.
• Repeat your messages through different channels to ensure visibility – some more important messages will need more
• Measure your staff knowledge of these ideas, and adjust your campaign to ensure the right messages stick.
How to create a campaign for your communications:
![Page 13: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/13.jpg)
4. Teach by Example
Practice what you preach. Your goal should be to get your staff to live your values, the best way to do that is to lead by example and ensure your management staff adhere to your rules too. It’s important that your staff members know how they fit into the narrative.
![Page 14: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/14.jpg)
5. Personalize Messages
Establish the involvement of each department with the company’s strategy and focus on relevant messages for each department. For example, sales people will need information about your products, upskilling, being knowledgeable about all products/services the company offers, and competitive strategy.
Watch this short video on our new product
![Page 15: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/15.jpg)
Staff that deal with customer information need to be trained on the steps to take to ensure they can keep that information secure.
![Page 16: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/16.jpg)
4. Use Multiple Methods
Decide on a few communication methods e.g. print posters, company wide desktop screensavers, emails, training sessions, quizzes, or videos.
![Page 17: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/17.jpg)
Screensavers are visually engaging and are an effective way to remind staff to take action
![Page 18: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/18.jpg)
5. Keep it Interesting
Create eye-catching ways of communicating your messages e.g. cartoon characters, well-known internet characters, interesting examples of big security breaches, random phishing tests, interesting facts about the impacts of security breaches.
![Page 19: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/19.jpg)
Interesting facts help communicate points and will stick in employees’ minds
![Page 20: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/20.jpg)
6. Measure Your ImpactTo ensure you are getting the most out of your campaign, measurement is essential. You should measure:- Reduction in breaches- Increased staff awareness – by quizzing staff - Readership of communications – some internal comms software
(including SnapComms) has this functionality- Survey staff to see which messages they engaged best with
![Page 21: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/21.jpg)
Information Security:as easy as ABC
ALWAYSBECAREFUL
Simple slogans can help make your lessons memorable to staff members.
![Page 22: Internal Marketing - Tips to align staff to your brand values and vision](https://reader035.fdocuments.net/reader035/viewer/2022070518/58eb88bf1a28ab99078b45dd/html5/thumbnails/22.jpg)
To learn more about how SnapComms can help you improve infosec awareness, visit our website:
SnapComms.com/solutions/employee-security-awareness
SnapComms is a global leader in internal communications software, serving 1 million users in many of the world’s largest organizations across 45+ countries including several fortune 500 companies.