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Marketing to employees, workforce

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Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

News

LONDON: More than half (58%) of B2B marketers don't rate their ability to measure social media at all, according to a new survey of 150 senior marketers in the UK.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Article

This article explains the importance of forming a cohesion between HR and marketing in order to build a stronger brand.

Research Paper

This paper details how Orange, one of Europe's largest mobile network providers, got its employees to become more customer-centric and pay attention to the varying needs of specific customer groups with the creation of a 'Segment Toolkit'.

Case Study

This case study describes how O2 used research to enhance its position as iPhone market leader today and after the next iPhone launch.

Article

This event report considers how the elevation of the millennial generation into senior positions will affect business structures and how companies interact with consumers.

Article

This article highlights how changes in work-life balance are affecting consumer needs and desires and predicts how the expectations around work will change in the future.

Article

This article argues that managers need to reconsider the assumptions they make about the goals, values and motivations of their young millennial staff.

Article

This event report addresses how Reebok, the sporting apparel group, drives employee advocacy around its core brand positioning of improving fitness.

Article

This event report considers how a focus on customer experience can drive advocacy and sales.

Article

This event report considers some of the common mistakes companies make when using the LinkedIn professional networking platform.

Article

This event report shows how W.W. Grainger, an industrial supplier selling over a million products, successfully put emotion into business-to-business marketing.

Research Paper

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.

Article

This event report discusses content marketing for a professional audience, including the relative merits of different social platforms.

Article

This report describes how Disney, the entertainment giant, manages its theme parks in order to deliver immersive experiences to its visitors.

Article

This event report addresses how Intel - the technology company - is using social media to engage its current and potential customers.

Case Study

This article explains how Sainsbury's, the supermarket chain, replaced its employee research with an online community which allows employees to access information and express opinions.

Case Study

This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries.

Case Study

This article describes how Co-operative Food, the UK grocery business, changed the way its taste testing panel functioned, in order to improve its own-brand offering.

Case Study

This article explains how Premier Inn, the UK hotel chain, integrated findings from two pre-existing surveys - one for employees, and one for guests - in order to provide enhanced business insights.

Article

This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020.

Article

This case study explains how Mars, the food manufacturer, took a new approach to its marketing globally to increase growth.