Using internal marketing to boost benefits engagement

Your employees are your company's most valuable asset and your first customers. When they feel informed, valued and connected to the company's mission, their satisfaction and productivity improve. This is the core of internal marketing — promoting your company's values, goals and brand to the people who work there. It's a powerful approach that transforms employees into enthusiastic brand ambassadors. So, how can you build a program that achieves these results?

Why internal marketing matters

A strong internal marketing strategy is about more than just sending out company-wide emails. It involves creating a positive work environment where communication flows freely and employees feel genuinely appreciated.

Think about it: When your team understands the "why" behind their work and feels like they are part of something bigger, their engagement naturally grows.

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According to a Gallup poll, highly engaged business units see a 78% reduction in absenteeism and an 18% increase in sales productivity. This data shows that investing in your team's experience pays dividends. Your efforts to build a strong internal brand directly translate to a more motivated and stable workforce.

How to build your internal marketing plan

To create a successful plan, you need to communicate your company's vision and values in a way that resonates with your team.

Share successes

If you don't let your employees know about your company's successes, they could feel like they're bailing out a sinking ship. Keep people on board and engaged by regularly highlighting team wins, project milestones, company achievements, individual contributions, and so forth.

However, it's important to do so tastefully. Focus on the steps to creating a communication plan that sounds motivating, not braggy.

Be transparent

Keep employees in the loop about company news, even if that news isn't pleasant. And when you do share about challenges, follow up with the company's plan to address them and move forward stronger. This part of internal marketing is all about giving employees the tools to be truly informed advocates for the brand.

Offer growth opportunities

Offering clear paths for professional development is one of the proven retention strategy tricks that will help employees feel supported and look positively upon your company's ethos.

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Gather feedback

Just like an aspect of external marketing is getting product or service feedback from customers, an aspect of internal marketing is getting company feedback from employees. Actively solicit employee opinions through surveys, suggestion boxes, regular check-ins, open-door policies and so forth.

The result: A more engaged workforce

Ultimately, good internal marketing makes for happy employees because it fosters a culture of trust and mutual respect. When you market your brand to your employees just as you would to your customers, you build a loyal, happy, and productive team. This creates a positive cycle where happy employees deliver exceptional service, which in turn leads to happy customers. In short, a strong internal brand is the bedrock of a thriving organization.