Internal Marketing- Portraying the Intrinsic Image
Posted in Marketing & Strategy Articles, Total Reads: 899
, Published on 01 August 2015
When we think about marketing, it’s usually about wooing the customers to buy a product or to opt for a service. However, success to a company is not merely dependent on the attitude and behaviour of these customers who are external to the organization but more on those within: the employees. In today’s hugely monopolistic, competitive environment having a motivated and involved workforce can prove to be a significant point of differentiation for your company and brand. This fact is being well recognized by the entire business community as a whole; the service industry in particular. The fact that a large chunk of business in the service industry is dependent on the way frontend employees interact with the customers makes them a critical factor to ensure growth and profitability.
Internal marketing is defined as the way in which the company can motivate and encourage its employees to be more involved and participative in their deliverables, thereby work as a team and contribute effectively towards the company’s goals.
Need for Internal Marketing
The need for an effective internal marketing framework within the company is being felt more than ever for the companies with many of them introducing internal marketing function as one of their verticals to attach a sense of importance to it.
• Branding Mechanism
For a large organization e.g. multinational companies in IT domain with the likes of TCS, Infosys, Capgemini etc., the employees have the potential to be brand ambassadors for the company. As such, aligning them to the company’s goals and mission and hence infusing understanding and appreciation of what the company stands for.
• Engagement of employees
As an employer you would want your employees to associate with the company at a more personal level, transcending the professional or formal way of functioning. A wave of positive and encouraging feel from the management through the internal marketing mechanism can ensure a strong association of the employees with your brand.
• Impact on deliverables
With positive vibes and a sense of belongingness to the company, the employees with have greater motivation in catering to the customers, listening to their queries or complaints with patience and diligence. The employees will move beyond the boundaries of designated responsibilities and get more involved in cross functional activities.
Internal Marketing components
In a contemporary organization we can propose three platforms for effective interaction with the employees.
The intranet can be the biggest tool for connectivity in this case. Effective use of the intranet with the formation of specific communities e.g. innovation community, quality management community, project management community etc. can play a great role in involving the employees in activities of their interest or passion. Such platforms will also facilitate the knowledge dissemination among the employees of the company with employees learning from each other.
The management at different levels need to encourage interaction among the employees, be it a face to face meeting, a group discussion, a team outing or corporate events. Such interactive platforms encourage the employees to work in a more collaborative manner. The management needs to consciously push in the company’s business consciousness so that the same can be permeated to the employees during such interactions. Further such platforms foster a sense of being in a ‘professional family’ amongst the team members which dramatically increases their productivity.
With the employees of the company having a high level of involvement in Facebook, Twitter and LinkedIn, social media marketing as a form of internal marketing does prove to go a long way in inculcating an attitude of being service oriented and customer considerate among the employees. Employees can be encouraged to join online forums and pages wherein the company can engage the employees in a very personalized manner (e.g. sharing of pictures, personal wishes to employees etc.).
Figure: Internal marketing components
Internal marketing has come a long way from being mere guidelines for the customer service executives while handling the customers to a complete package using which a company can communicate its brand effectively to its employees. It serves as a means to integrate the employees to the mission, vision and strategies that the company embodies in its path to growth.
This article has been authored by Ashish Baruah from TAPMI