Employee Coms

So much time is spent talking about audience engagement; and as marketers we often use the word “audience” to mean “customer.”  So much time and effort is spent trying to identify appropriate prospects and then doing what it takes to capture their attention, we often forget an audience who, if engaged, can generate a significant increase in the bottom line performance of almost any company.  Who are these people?

Your employees.

So often overlooked and very often ignored – most employees in most companies often feel disassociated from their employer’s balance sheet.  Sales and production goals are (very often) dictated and abstract, received without any kind of context to the work-a-day world in which most employees operate.

That’s why internal communications programs can do more than just improve morale.  Properly designed and implemented, they can work wonders when it comes to  improving operational performance.

To create the kind of marketing R.O.I. we’re talking about, managers need to think about profitability over top-line sales.  Improvements in operational efficiency can yield better margins (meaning more profit) on the same or lower sales.  Increased awareness of product and service offerings can lead to increased sales to existing customers (through the cross-selling of services) leading to both sales gains and profitability gains through reduced ramp-up times.

Internal communications programs that get employees on board when it comes to spotting new business opportunities can also result in bumps in top-line sales gains, too – although of all the employee-directed campaigns, this appears to be the most difficult to implement.

I would be interested in hearing your success stories (and your disasters) for future stories here at Brand Central Station.

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