When we think of marketing, we typically are thinking of its application to potential customers. What we’re forgetting is that marketing to customers is only half of the battle. Those same marketing techniques for external lead generation can also be used in application to our own employees down the corporate hallway. Many of the common marketing tools that we’re accustomed to using can work doubly within the walls of our company, and the result is potential for an increase in employee satisfaction and a reduction in costs.
Human resources deals with many of the same issues that a marketing analyst would: management of a complex product involving culture, environment, and reward elements while controlling factors such as costs, needs, and delivery components. Your employees are your front-line for getting your brand’s platform across to potential customers. Investing an equal amount of time marketing internally can cause a chain-effect that ripples all the way down to the farest-reaching customers touched by - you guessed it - your employees.
There are many marketing tactics that can work doubly within your walls as they do outside. Here are a few tactics that you can apply to your employees:
- Align Values: Aligning your values with the values of your customers is part of gaining their trust; the same goes for your employees. Communicate clearly and simply your values to your employees. Your values are the guiding principles or beliefs that set the tone and boundaries for the work you do. By identifying value misalignments between your brand and the employee, you can help get everyone ‘on the same page’, and this helps to build a trusting and loyal relationship between employee and company.
- Ensure Continuous Improvement: When your marketing efforts to customers fails to continually improve, you typically feel the pressure from owners and stakeholders because the profits will begin to falter. When it comes to employees, stressing the importance of continuous improvement has an equally important effect on the outcome of the success of the target group: your employees. It’s an ongoing process that should be worked into the very fabric of your HR department.
- Listen: Marketing to customers is typically a response to customer demands. It’s why trends are so important, and it’s why we pay marketing researchers to scan social media sites for popular topics, hashtags, and the like. We’ve found that simply listening can play a huge role in our responses. When it comes to our employees, listening to their struggles, concerns, and excitement can help to determine where the company lies in regards to its relationship with the staff members. Listen, and you’ll find that you can learn a lot about the perception of your company from your own employees. You can also address issues quickly by taking note of common themes that may arise.