Internal marketing and employee engagement can be an effective brand building strategy. Employees are not simply cogs in a company wheel – they are often influencers and can make for highly effective brand ambassadors. Having a brand purpose can foster this level of employee passion and engagement. It is important to realise that the way a business markets itself not only impacts on consumers but also influences how it is perceived by perspective employees.

Definition

Internal marketing involves marketing to employees, which refers to any marketing communications efforts designed to appeal to prospective employees within the workforce, and internal marketing communications.

Key Insights

1. Senior management and employee involvement is a critical part of a successful brand purpose

Most marketers are aware of the importance of having a brand purpose – a clearly defined reason for a brand’s existence that goes beyond sales and profits, has a distinct societal benefit, and, at least in theory, provides a framework for every strategic business decision. Despite the potential payoff, many companies have struggled to bring brand purpose to life internally. One key to success lies in directly involving senior leaders in the development and framing of the purpose, rather than presenting it as a marketing initiative. For employees, create a sense of empowerment by enlisting them in the development of the purpose, and use the tools of marketing – from focus groups and surveys to integrated, targeted messaging and inspiring experiences – to ensure that every division understands how their work fits into the big picture.