Internal Marketing is one of the most powerful axes of the communication strategy and involves promoting the brand’s values to employees, usually the work of the Human Resources Department. Its aim is to increase attachment to the company, building loyalty and, above all, trust in its values and products.
This strategy is different from Endomarketingthis concept uses marketing tools to sell the company’s image to employees, treating them as a target audience. The intention is to persuade and engage them, making them brand ambassadors.
São duas estratégias igualmente válidas e que podem ser usadas em simultâneo. O tópico de hoje foca-se em ações específicas de marketing interno. O endomarketing fica para o próximo post…
Why is it important to activate internal communication?
There are several reasons for this:
- maximize the feeling of belonging;
- strengthen the company’s culture;
- increase productivity;
- reduce the effects of possible crises;
- reduce turnover;
- improve all Human Resources indicators.
All of this spills over to the outside world, since employees are your first channel of communication.
Ways to Generate Internal Interaction
Games
The concept of gamification has never been so fashionable. The game mindset is so valid in the business world that this concept has been transferred to companies. Healthy competitiveness is a way of increasing relationships between teams and conveying training content.
It’s also a way of evaluating the success of the training, everyone’s roles and individual and team performances, all while having fun playing.
Game View
Corporate Vision
You can create your own game or use platforms such as Kahoot which allows you to create extremely interactive games to engage teams digitally.
These types of games are not teambuildings, since the latter tend to be activated only once, with specific objectives. Gamification is a long-term process, with several battles for the conquest of a war.
1 – Grupos Privados
Whether from WhatsApp ou Facebook, os grupos privados são uma forma de trocar de ideias, pedir opiniões, incentivar, partilhar novidades – pode até vir a ser Viral ! Funcionam tão bem because são tools que, garantidamente, os funcionários já usam a título pessoal.
Realize what kind of communication results and understand that this should be an informal channel, which means that you shouldn’t “massacre” it with business objectives. Also, don’t demand or demand answers.
2 – Newsletters
As they tend to be a more formal channel, it makes sense for them to send specific content just for employees. Topics to improve skills personal and technical skills; news from the business area and that fit in with your corporate culture, make perfect sense.
Even so, it’s important how you convey the content. Which article would you rather read: “training to be a better salesperson” or “a list of Netflix movies to sell more”? The answer is simple.
We’ve explained how and where to create newsletters here.
Use, but don’t abuse! Don’t forget to analyze them to understand what they want to read.
3 -Happy-Hour
What if every month employees were given an hour to socialize? No, we’re not talking about “going for a drink”, but about stimulating contact in a planned way.
In medium-sized and large companies, it’s common for people from different sectors to have no contact with each other, even though their departments depend on each other. This can cause embarrassment. By getting in touch, individuals form bonds and their cooperation improves.
More important
Don’t forget to analyze the data and really listen to what the employee says.
There are dozens of ways to improve internal communication, but the most important thing is to realize that you need two sides to communicate. Otherwise, it would be called “internal transmission”. Message received?
