SDI English Edition Newsletter: K.P.I. Keep People Involved and ...

Internal Marketing Basics

Internal marketing is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase?employee engagement?with the company’s goals to focus their attention on and on-boarding them.

Employees who are enthusiastic about their company and its offerings, are likely to share that enthusiasm with their social networks. As a?result,?internal marketing can be an effective part of external?branding?and marketing efforts. However, internal marketing can only go so far since an employee’s attitude toward the organization is affected by every element of that individual’s experience working for the business. Keeping employees happy and engaged is important to external marketing efforts as well.

Internal Marketing in a Digital Program

Than, what a better occasion than during a Digital Transformation Program?

Team members who believes in and to, are inspired by the project; they represent the better advocates.?

And better project advocates are good for business, make it easier to attract and keep new internal talent for the project.?

Launching an internal marketing plan is one of the best ways to turn regular employees into project advocates. By using content, you can involve your team and cultivate a culture around your project, messaging, mission and targets.?

Having an efficient and recursive internal marketing and communication plan permit to reach people better involved to :

• Encourages Key users in every department of the company to collaborate better
• Empowers BPO’s by giving them accountability and responsibility
• Creates a common understanding of organizational goals and strategies
• Places value on the employees contribution to the company
• Helps staff not involved in the project to do their jobs with a focus in mind
• Improves employee knowledge development and project diffusion
• Integrates the organizational culture with the employees personal and professional needs
• Allows different departments to coordinate and cooperate effectively
• Information flows effectively between different departments
• Employees understand the expectations placed on them
• Ensuring that all employees know that their contributions are essential to the project’s success.
• Educating all employees about the company’s strategies.
• Reinforcing the concept that nothing will be done without doing nothing
• Diffuse target of the program and expectations

K.P.I.

Internal Marketing Means also develop K.P.I. concepts: Keep People: Involved, Included, Informed, Interested,Inspired; basically Keep People…

Internal marketing operates on the idea that employees opinions of a company are based on their experiences, with the daily business, by treating employees as “internal customers", internal marketing helps employees align with the company’s vision and operations. In turn, they provide their colleagues with a consistent and valuable experience. Internal marketing campaigns are often lead by a company’s?human resources?department, or communication department if existing, which is responsible for distributing information and providing training on the company’s objectives and strategies.

For example, Apple has a unique organizational culture that emphasizes innovation, creativity, and expertise. In order to promote this culture, they are highly selective when they recruit employees and extremely thorough when they train them. Apple realizes that the best way to promote the image of their brand is for every employee, particularly the ones who work with customers, to accurately represent that image. Anyone who has been to an Apple store knows that the employees are experts in the products they sell and are willing to answer an endless number of questions. They are smart, accessible, and knowledgeable, positively reflecting the company company as a whole.

Apple example will fit not only for the brand, but also in a project marketing strategy, having people with an innovation mindset involved in project’s team would develop an innovator mindset in the rest of the Team.?

AKA “Change Management”

Human resources professionals typically spearhead internal marketing campaigns. Since internal marketing focuses on leveraging the value of employees, strong communication between the company and the employees is crucial. Their primary responsibility will be to disseminate information about the project's goals and strategies, to provide training and support to help employees achieve those goals. So, it is mandatory that HR resources act as a collector between company and employees to create such a "good feeling" inside the whole organization to achieve project goals and success.

Diffuse to whole organization the fact and the target of the project, from the employees point of view

• Providing opportunities for advancement, professional?development?and promotion, following program target and milestones
• Acting on key user suggestions that have merit and publicly acknowledging the value of the input.
• Confirming that the project mandate and objectives are clearly described and disseminated throughout the organization.

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• Encouraging users input on projects policies, management and operation – including criticism.
• People will be trained ?about new product, services and technologies

Fostering communication and?collaboration?among employees through various methods from formalized settings and to casual areas for gathering, such as lounges, relax areas, etc; permits to reach to full platea of employees; including blue collars, sometimes not effectively informed, arriving to involve 100% of users?in the program.