Engaging Your Team and Telling Your Story: Marketing for Retention

This information comes from my #podcast interview with Emily Joann Wilkins ins, a marketing expert for manufacturing job shops who shared valuable insights about the importance of your company's brand. We explored a fascinating connection between workplace culture and branding. Emily’s insights revealed actionable strategies that manufacturers—and any organization—can use to enhance their brand, attract top talent, and foster a stronger workplace culture.

Here are some key takeaways and practical ideas to apply to your workplace:

1. Create a Culture-Driven Brand Message

Emily highlighted how branding rooted in culture can differentiate companies. For instance, Onyx Inc., a Pennsylvania-based company, centered its branding on “reigniting the American dream,” tying its mission to work in industrial furnaces.

Actionable Tip:

• Identify a core value or mission that resonates with your team and community. Use language reflecting your identity and purpose—something employees and customers can rally around.

2. Show the Humans Behind the Work

People connect with stories, not spreadsheets. Highlighting the individuals behind your organization creates a human connection that builds trust and engagement.

Actionable Tip:

• Feature employees in social media posts, blogs, or videos. Whether it’s sharing their career journey, expertise, or even a lighthearted moment, this approach personalizes your brand and showcases your workplace culture.

3. Engage Your Team in Storytelling

Emily shared how tapping into employees' unique talents—not just job roles—can enhance marketing efforts and create a sense of belonging.

Actionable Tip:

• Involve your team in creating content. Ask them to share their thoughts, write about their work, or record short videos explaining a project they’re passionate about.

4. Emphasize Shared Values and Impact

Employees want to feel they’re contributing to something meaningful. Companies focusing on community impact and aligning their goals with shared values create environments where people want to stay.

Actionable Tip:

• Share stories of how your organization is making a difference, such as community projects, sustainability efforts, or employee recognition programs.

5. Make Marketing Fun and Inclusive

Emily’s “stupid simple blog system” encourages teams to get creative and have fun with marketing. Whether through blogs, videos, or TikToks, the goal is to make your company’s culture visible and engaging.

Actionable Tip:

• Repurpose content for multiple platforms. For example, a behind-the-scenes employee video can become a blog post, a social media snippet, and an internal newsletter feature.

6. Connect Culture to Retention

Marketing isn’t just for attracting customers—it’s a powerful tool for attracting and retaining employees. When your culture shines through in your messaging, it draws like-minded talent who will thrive in your environment.

Actionable Tip:

• Use platforms like LinkedIn to share employee-focused content. Highlighting your culture on professional networks can help attract high-caliber candidates who align with your values.

Bringing It All Together

Emily’s approach underscores the importance of connecting workplace culture with your brand strategy. By involving employees in storytelling, focusing on shared values, and humanizing your content, you create a workplace people are proud to be a part of—inside and out.

#WorkplaceCulture #EmployeeEngagement #RetentionStrategies #CompanyCulture #WorkplaceInnovation

What strategies have worked for your organization? I’d love to hear your thoughts in the comments!