This blog Floor wrote specifically for Frankwatching. In case you missed the blog there, feel free to read it here. It's pretty handy, if we do say so ourselves.
What is internal marketing?
Marketing but for your internal organization. That may be a bit short of the mark but it's what it boils down to. By optimizing your offer as an employer for employees, you keep them happy and loyal. But that's not all, you also have to tell them. After all, otherwise they won't know what you have to offer and they may not know how cool it is.
So internal marketing is nothing but marketing to your internal employee. Because he may be cheesy, but it remains true: to win externally is to start internally.
The 4Ps applied to internal marketing
Marketing for your internal organization still sounds very vague, of course. That's why we like to use McCarthy's well-known 4Ps to give you something to hold on to:
- Product
- Location
- Price
- Promotion
You can apply these perfectly to your offer for employees. And no, it's not just about salary but the whole package.
Product: the work
The product you offer is the work. The job. The thing that employees come to do in exchange for salary and related fringe benefits. It is important to keep the work attractive to all employees. To match their needs. Because people who are happy with their work stay longer and contribute more to the survival of the organization.
Now of course this is not so simple because it is very personal what a person needs. Whereas one person might be happy with very systematic work that can be done quietly, without too many distractions. Think for example of financial work where accuracy is essential. On the other hand, others are energized by working with many different people and freedom. Think of account managers who are responsible for their own region. And then, of course, those needs can change over time. For example, due to changing home situations or lack of challenge at the moment when you can do your job ‘with your eyes closed’.
So keep talking to employees about their needs and adjust your offerings accordingly. Just like you keep talking to your customers about their wishes and adjust your product accordingly. And at some point, are the wishes too far apart? Then it's time to say goodbye and find people who will be happy with your offer.
Location: the workplace
Place is logically the place where you offer the work, that is, the workplace. This can be the office, the workplace, your store, etc. By providing not only a functional and safe work environment but also a nice place where people like to be, you motivate people to actually be there. A nice place encourages contact among colleagues, inspires and contributes to work happiness. After all, many people spend some 40 hours a week at their workplace.
But what then is a fine workplace? A workplace where there is enough space for colleagues to meet each other, apart from their own workplace. Think of an inviting coffee corner, with really good coffee (think freshly ground beans and fresh milk for the cappuccino-lovers). A place with quiet areas. Because open-plan offices may be very transparent, but being able to make a quiet phone call without colleagues right next to you is sometimes also very nice. But also a place where you can open a window and let the sun shine in.
With the workplace at ‘the office,’ we are not there yet. Because ‘place’ for many office jobs these days also means ‘working from home’. For many people, working from home provides a better work-life balance, which in turn is very important for (work) happiness. So thinking about a good home-working arrangement also fits within this P. Do you want to make a difference here as an employer? Then facilitate not only the opportunity to work from home but also a responsible workplace. Think: good desk and ergonomically sound office chair.
Price: the benefits package
The price of your product, in this case, is the benefits package. That which you offer in exchange for the labor of your people. Obviously, this must be good. In other words, at least a competitive salary, in some cases maybe even more. After all, you want to retain talent. Difficult to determine how high this is? Then use Netflix's maxims:
what can the employee get elsewhere?
what would we pay to attract someone else to this place?
what would we pay to retain someone if there was an offer from another employer?
In addition, you can make your offer more attractive with good fringe benefits. You can also let employees put together this package (in part) themselves. After all, not everyone is interested in the same things. Do this, for example, with a personal budget. Employees can use this budget for extra days off, training, a new bicycle or extra pension, for example.
Promotion: keep employees involved
Make sure employees know what course of action is being taken. Internal communication is essential in keeping employees engaged. In turn, engaged employees feel valued and can better contribute to the growth of the organization. Deploy multiple channels to reach everyone and package your message in different ways. This way you make sure that everyone, in their own way, stays well informed. So use an intranet, send out a newsletter, organize employee meetings, create a video, etc.
Tip: make use of interactive video to keep employees informed of all developments in a fun and effective way.
Balance is the key to success
As with ‘regular marketing,’ internal marketing needs to balance the entire offering. You can offer such a nice workplace and challenging work. If people are not paid well for it, it will remain attractive to switch jobs. The reverse is also true, of course. A great benefits package alone will not buy you loyal employees.
In short, ‘do’ internal marketing and you'll find that employee satisfaction rises and thus it automatically becomes easier to attract new talent to keep up with the organization's growth.
