When you think about marketing, you probably think about reaching outward toward external prospects and customers. It’s a standard and time-honored approach to growing and sustaining a business. But what about investing those same resources in marketing inward toward employees? If you haven’t considered it, now might be the time.
In today’s market, employees are less engaged, more likely to leave, and more difficult to replace due to a widespread talent shortage. It’s a tough time to keep people happy in the workplace. Many people are still remote, coworkers and managers are less connected, and the tight labor market makes it easier than ever to look elsewhere. This is where marketing can come in. The same marketing strategies that engage prospects and keep long-standing customers happy can be applied to your people on the inside.
Inspired by the HR Dive article, “Engage Your Employees Like a Marketer”, we’ve pulled together a few creative ways to increase engagement using classic marketing techniques.
Communicate. A lot.
Marketing is all about building relationships—and that starts with clear, frequent, and useful communication. Regular communication goes a long way, especially in uncertain times. It’s important to understand employee concerns and regularly communicate with your people. Hold regular meetings to share company news and encourage one-on-ones with employees and managers. From newsletters and emails to town halls and in-office signage, there are lots of ways to keep people informed.
Increase employee recognition
There’s nothing like walking into your local coffee shop and being greeted by name and asked if you’ll have your usual. Recognizing individuals (whether they’re customers or employees) is a top driver of engagement—and a great way to build loyalty. Recognition can be relatively informal (a shout-out in the weekly meeting) or more involved (an award ceremony for top performers). When employees feel seen and appreciated for the work that they do, they’re more engaged with their company.
Create belonging
Ask any marketer—feeling like an insider builds loyalty. That’s why so many businesses have VIP programs and sell or give away branded items. Companies can foster that insider status with employees—after all, they already have a head start. Giving out company swag is a great way to create the sense of a common bond. Another fun tactic is creating limited edition items to celebrate unique occasions or accomplishments. Employees feel recognized and like they’re part of a team.
The Wrap-up
While a branded hat or a monthly newsletter can’t solve all your retention troubles, it’s a great place to start. Ultimately, you need a consistent, holistic approach that reaches everyone at the company, no matter their level or how long they’ve been there. And if you’re looking for more tips around retention, check back in with the blog and follow us on LinkedIn, Instagram, Facebook, or Twitter for more.