Employees are your biggest brand advocates
Brands are recognising the importance of internal communications to ensure their employees are engaged, valued, listened to and live the company mission. Millennials and Gen Z, who currently make up 38% of the workforce, rising to 58% by 2028, rely heavily on collaboration, social connection, peer-2-peer influence and are deeply connected to brand values. It is crucial, therefore, that companies create environments where there is transparency and visibility around the internal messaging to help employees emotionally connect with the brands they work for.
All businesses need advocates to thrive, and the best ones are your colleagues, managers, suppliers and partners.” Neil Hancock, Silverbean
Develop an internal brand identity and share It
Internal branding is there to primarily motivate and inspire your employees, this in turn will naturally influence and align their behaviour around the brand. When creating and communicating an internal brand it is paramount to;
- Appoint “brand champions”. They will be responsible for living, maintaining and advancing the brand within the business. Brand champions come from across the company and it is crucial that the leadership team, especially the CEO, are seen to be actively involved.
- Continuous reinforcement of the brand values through consistent visual articulation and face to face updates is also necessary. This is not just about transferring information to employees but inspiring and enrolling them as well.
Internal branding is a corporate philosophy that focuses on bringing the company’s core culture, identity and premise to its employees as well as its consumers, and usually looks to make workers at all levels “ambassadors” or true representatives of the company and its values. (Source: Wisegeek)
Build your brand from the inside out
A consistent internal brand and communications programme will reinforce company culture, retain brand integrity, engage, inform and motivate the employees. Employees are the touchpoints to your customers and so must be fully invested in the brand to represent the company effectively. Establishing a centralised brand management portal, or brand centre, to effectively share and distribute your internal brand identity, will enable brand advocacy amongst employees. Brand communications, playbooks and guidelines should be made easily accessible in order that any internal communication is seamless and always consistent, across your entire workforce.
Companies with a highly engage workforce are 21% more profitable (Gallup).
By Anil Noorani, Managing Partner, TKM Consultants