Category: Company Culture

The Orchard: How Our Network of Freelancers Powers Results-Driven Marketing

At Green Apple Strategy, we’ve always believed there’s a better way to do marketing. That belief began in 2012 when we set out to build a different kind of marketing agency—one focused not just on delivering tactical marketing services, but on offering true strategic support to help businesses grow.

Today, that mindset shapes everything we do, from how we serve our clients to how we build our team. While our core team is based in Nashville, we’ve also cultivated something unique behind the scenes: a hand-selected, growing network of freelance marketing talent we call The Orchard.

Today, The Orchard includes nearly 20 creative and technical professionals, each bringing specialized expertise, fresh perspective, and a deep commitment to helping our clients succeed. While we’ve touched on the advantages of The Orchard in the past, such as the access to top-tier talent and the ability to assemble dream teams tailored specifically to the needs of each Green Apple client, we wanted to peel back another layer.

Top Industry Talent in Virtually Every Area of Marketing Expertise

One of the greatest strengths of The Orchard is its depth and diversity. Instead of relying on a fixed internal team to cover every skill set, we tap into seasoned specialists with deep experience in their field. That means clients get experts, not generalists

Here’s a quick tour of the types of talent we work with and an explanation of how they bring strategy to life for our clients:

1. Content Strategy and Development

Content is the backbone of modern marketing. In fact, 70% of marketers are actively investing in content marketing because of the long-term value it delivers. That’s why we partner with content strategists and writers who don’t just write blogs, they think holistically about messaging, voice, SEO, audience needs, and strategic storytelling.

Many of our content partners have decades of experience across industries, allowing us to build content strategies that drive engagement and support big-picture business goals.

2. Videography and Photography

We all know video can be one of the most compelling ways to connect with an audience, but it can also be expensive and complicated to produce. That’s where our creative partnerships shine. We collaborate with companies like lilDRAGON and trusted freelance photographers and videographers to deliver high-quality, award-winning content without the usual production headaches.

Our partners in The Orchard bring ingenuity and a commitment to excellence that enables us to pair the ideal visual storyteller with each project, ensuring impactful content.

3. Graphic Design

Graphic design is a key component of how brands communicate visually and emotionally. Because of The Orchard, we’re able to work with designers who specialize in everything from healthcare to hospitality, tailoring visuals to each client’s unique brand and audience. This approach helps us avoid the creative ruts that can come from relying on a single style or designer.

4. Web Development

Our selected web developers are chosen because of their ability to create memorable digital experiences that align with our clients’ goals. User experience, keyword optimization, technical performance, and accessibility are all top priorities. The developers we work with bring a strategic lens to every step of the process. It’s the perfect blend of form and function.

5. Email Marketing and Social Media

Trends change fast in email marketing and social media, but we stay ahead by working with specialists who live and breathe these platforms every day. Our Orchard partners help us apply best practices, test new formats, and keep clients relevant and visible across the channels that matter most.

6. SEO and Digital Advertising

Many agencies treat SEO and paid advertising as afterthoughts. Not us. We partner with experts who specialize in these fields, people who are constantly testing, optimizing, and analyzing performance to deliver results. This level of skill is essential to staying competitive online.

7. PR and Media Buying

From traditional media outreach to digital PR and crisis communications, our PR partners bring decades of experience and strong industry connections. They help our clients gain visibility, protect their reputations, and share their stories in ways that truly resonate. It’s just one more example of how we think beyond tactics to support long-term brand success.

What Orchard Members Have to Say

The heart of The Orchard lies in the talented individuals who contribute their unique skills and passion to our clients’ success. We often hear from our Orchard partners that working with Green Apple is different. Here’s a glimpse into their experience working with our core team:

“Green Apple Strategy exceeded all expectations on a recent video production project,” shared videographer Chase Johnson. “They were organized, proactive, and always one step ahead. Their attention to detail and communication made the entire process smooth and stress-free.”

Content strategist Jeremy Chandler added, “If I had to pick one thing that sets them apart, it’s their genuine care for client success. They go above and beyond—not just for marketing projects, but for the client’s overall business. Green Apple truly embraces a partnership mentality.”

Amanda Monroe, an email marketing strategist, shared, “As an Orchard member, I appreciate that I’m still fully part of the team, embedded in each client’s strategy. The Green Apple team provides their invaluable marketing strategy and business insights, which I can apply to my area of expertise, email marketing, and level up the client’s success.”

“Green Apple Strategy is one of the most positive, longstanding contract relationships I’ve had over the past seven years,” shared Meghan Clark, one of Green Apple’s content specialists. “The core team is skilled, communicative, and warm. Getting to collaborate with them and other Orchard members is a privilege.”

Want to Work With Us—Or Join Us?

If you’re a business seeking a fresh, strategic approach to marketing or a freelance marketing specialist looking for meaningful work with a team that values your input, The Orchard is the place where connection and creativity thrive.

Ready to learn more about how we work or think you’d be a great fit for The Orchard?

Get in touch. We’d love to hear from you.

How Understanding The Enneagram Can Help Your Customers

The modern workplace has no shortage of personality tools and diagnostic frameworks designed to help companies better understand their employees. From DISC and StrengthsFinder to Myers-Briggs and CliftonStrengths, these tools can play a vital role in helping teams collaborate more effectively, leverage their strengths, and achieve better results.

At Green Apple Strategy, two tools have become foundational for how we work and grow together: the Culture Index and the Enneagram. Each offers a unique perspective on human motivation and behavior. In this post, we’re diving into how the Enneagram, in particular, has helped shape our understanding of team dynamics and marketing itself.

What Makes the Enneagram Different?

Unlike many personality assessments that focus solely on external behavior, the Enneagram is a typology rooted in core motivations and fears. It explores why we think, feel, and act the way we do.

Over the past several years, we’ve taken a deep dive into the Enneagram, reflecting on how each type contributes uniquely to our team and the marketing industry as a whole.

Enneagram Types and the Value They Bring to Marketing

Here’s a high-level look at each of the nine Enneagram types, along with the unique perspective and strengths they offer marketing teams:

NOTE: You can also take a deeper look into each number by following the links below.

Type One: The Reformer

Type Ones are principled, responsible, and improvement-oriented. They hold themselves and others to high standards, always striving to do what’s right.

In marketing, they bring integrity, organization, and a sharp eye for detail, making them essential for marketing project management, quality control, process improvement, and ethical branding.

Type Two: The Helper

Twos are caring, generous, and relational. They’re tuned into the needs of others and naturally offer support.

In a marketing context, Twos thrive in client-facing roles, bringing warmth, empathy, and deep listening skills that build strong relationships and uncover meaningful insights.

Type Three: The Achiever

Threes are driven, adaptable, and success-oriented. They’re natural motivators and high performers who set and crush goals.

On a marketing team, Threes bring energy and vision. They’re ideal for business development, leadership, and campaign execution, always looking for ways to align marketing goals with the big picture.

Type Four: The Individualist

Fours are creative, introspective, and emotionally intuitive. They seek authenticity and meaning in everything they do.

Fours contribute unique, emotionally resonant ideas that help brands stand out. Their creativity and vulnerability bring depth to storytelling and design.

Type Five: The Investigator

Fives are analytical, curious, and independent. They value knowledge and are energized by deep thinking.

In marketing, Fives offer research-driven insights, smart strategies, and thoughtful problem-solving. They’re invaluable for creating a data-driven culture and long-term planning.

Type Six: The Loyalist

Sixes are responsible, loyal, and security-oriented. They’re vigilant and thoughtful, always preparing for what might go wrong.

On a marketing team, Sixes are your risk managers and process builders. They anticipate challenges, create contingency plans, and work hard to keep things running smoothly.

Type Seven: The Enthusiast

Sevens are optimistic, spontaneous, and full of ideas. They bring a sense of fun and adventure to everything they do.

Sevens shine in brainstorming sessions and during the creative ideation process. They’re great at coming up with your next great marketing idea or keeping campaigns fresh and relevant.

Type Eight: The Challenger

Eights are confident, assertive, and protective. They stand up for what they believe in and aren’t afraid to take charge.

In marketing, Eights make strong leaders and advocates. They bring bold thinking, clear direction, and the ability to challenge assumptions and push projects forward.

Type Nine: The Peacemaker

Nines are calm, supportive, and agreeable. They see multiple perspectives and often serve as mediators.

On a team, Nines bring cohesion and balance. They’re natural collaborators who boost employee morale and make sure everyone is aligned. That alignment can be especially important when teams are working under tight deadlines and juggling input from multiple stakeholders.

How to Leverage the Enneagram for Marketing Teams

As with any tool, the Enneagram isn’t a magic fix. But when used thoughtfully, it can serve as a powerful resource for building stronger teams and doing better work. Here are a few ways we’ve found it particularly helpful:

Cultivating Empathy

Recognizing the distinct lenses through which each Enneagram type views the world and the core values they prioritize can foster greater empathy and understanding within your team. This awareness can improve communication, reduce conflict, and create a more inclusive and collaborative environment.

Strategic Role Alignment

By understanding the natural strengths and tendencies of each Enneagram type, you can strategically align individuals with roles that best suit their inherent abilities and talents. For example, the goal-oriented nature of Threes can make them an asset for business development, while the detail-oriented focus of Ones can be invaluable for quality control and project management.

Enhancing Collaboration and Communication

Recognizing different communication styles and potential conflict triggers associated with each type can lead to more effective collaboration. Remembering a Six’s need for reassurance or a Four’s desire for authentic expression can improve team dynamics and project workflows.

Tailoring Client Interactions

Incorporating the Enneagram types of your clients (even intuitively) can provide valuable insights into their motivations and communication preferences, leading to more compelling marketing strategies and stronger client relationships.

Fostering Creative Innovation

The unique perspectives and creative approaches of different Enneagram types can spark innovation and drive new ideas. Encouraging the intuitive insights of Fours, the problem-solving abilities of Fives, and the enthusiastic brainstorming of Sevens can lead to more original and successful marketing campaigns.

Using the Enneagram to Unlock Your Team’s Inner Marketing Genius

At Green Apple, we’ve found the Enneagram to be a powerful tool. It’s helped us better understand ourselves and each other, making us a more cohesive, creative, and supportive team.

It reminds us that great marketing doesn’t come from one-size-fits-all thinking. It comes from leveraging the diverse strengths of individuals who see the world—and the work—differently.

Want help exploring how your team’s strengths can align with your marketing goals? Let’s talk.

Attracting Emerging Talent: How HR & Marketing Work Better Together

handshake during interview with young candidate

Graduation season is upon us. It’s a time buzzing with fresh energy and brimming with potential. But graduation season isn’t just exciting for students—it’s a golden opportunity for businesses, too. If you’re a B2B company, this time of year is your chance to connect with the next generation of professionals ready to dive into the workforce.

But attracting and retaining new employees isn’t easy, especially for small to mid-size B2B businesses trying to compete with larger or more well-known employers. While recruitment strategies have traditionally been left to HR, we believe there’s a big opportunity for marketing to step in and make a real impact.

How Marketing Principles Can Transform Employee Recruitment

At Green Apple, we’ve worked with businesses across all kinds of industries to improve employee recruitment efforts with marketing. From shaping culture messaging to creating standout recruitment campaigns, we’ve seen firsthand how marketing and HR can work together to make recruiting a whole lot more effective—and a lot more fun.

Here are a few of the strategies we’ve found to be game changers.

1. Show Off Your Culture (Because It Really Matters)

Today’s emerging workforce, particularly Millennials and Gen Z, places a significant emphasis on company culture. A recent Handshake report found that 67% of Gen Z graduates prioritize company culture over starting salary.

Company culture is not just about perks or free snacks. Today’s graduates want to know what your team is like, what values you stand for, and whether they’ll feel supported and inspired at work.

That’s where internal marketing and storytelling come in. Use your marketing channels—like social media, blogs, or even your website’s careers page—to give people a peek behind the scenes. Show real employees. Share authentic moments. Highlight what makes your team special.

Client Case Study: Our friends at Maxwell Roofin g have built an incredible company culture, and it’s been a major advantage when it comes to hiring. We worked with them to develop a full strategy around this, including videos, blog posts, and branded content that highlights what life at Maxwell is really like. We even helped bring their values into their physical workspace, creating an environment that’s just as welcoming as their brand.

2. Let Purpose Drive the Conversation

For many young professionals, a company’s commitment to social responsibility is a crucial factor in their employment decisions. They want to work for organizations that align with their values and contribute positively to the wider community. Marketing can play a vital role in highlighting these initiatives in a genuine and impactful way, showcasing your company’s commitment to making a difference.

Client Case Study: We collaborated with First Acceptance Insurance (FAIC) to develop an employee-driven marketing strategy to create a stronger sense of connection across the company and attract new talent. A key component of this strategy was celebrating the employees who embody FAIC’s values and contribute to its positive work environment. The campaign spotlighted real employees, highlighted the company’s community efforts, and showed what makes FAIC a great place to launch a career.

3. Stand Out at Career Fairs

Career fairs, university recruitment events, and industry trade shows remain valuable platforms for connecting with potential candidates. But in a sea of booths and business cards, it’s easy to get overlooked. If you want to attract the best candidates, you need to make your brand memorable.

This is where marketing shines. With the right materials and messaging, you can turn a simple setup into an experience that gets people talking.

Client Case Study: A local commercial repair company wanted to up their recruitment game at local job fairs and trade schools. Our team worked with them to develop a comprehensive career fair campaign that included visually appealing booth designs and interactive elements, branded materials that showcased career trajectories, and the implementation of targeted social media campaigns to promote their participation at specific events.

4. Build Your Talent Pipeline Before Graduation

Why wait until graduation to connect with future employees? Building intentional relationships with students through internship programs, mentorship opportunities, or university partnerships can give your brand a head start. These initiatives allow you to nurture talent over time, so when it’s time to hire, you already have a pool of engaged, educated candidates who understand and value your company. And marketing’s strategic planning and communication capabilities are essential in designing and promoting these initiatives.

Client Case Study: We helped Charter Construction launch a strategic internship program that goes beyond just summer help on the jobsite. Together, we developed a full recruitment strategy aimed at attracting top students from target universities. From valuable mentorship opportunities to hands-on training experiences, the program positions Charter as a top choice for students interested in the construction industry.

Want to Build a Stronger Employer Brand? Let’s Talk.

Recruiting top talent in today’s market takes more than a great job description—it takes a thoughtful strategy. At Green Apple, we love helping businesses think beyond the job post and develop recruitment campaigns that resonate with the next generation of professionals.

If you’re gearing up for graduation season and want to attract emerging talent in a meaningful way, let’s connect. From employer branding to recruitment marketing strategies, we’re here to help you think strategically and grow your team with confidence.

Learn more about our strategic planning services or contact our team today to get started.

Struggling to Hire? Think Like a Marketer to Attract Top Talent

Hiring employees is more challenging than ever—especially in competitive markets and industries. In fact, 90% of employers say it’s hard to find skilled candidates, and 76% of recruiters say it’s the biggest challenge they face. Businesses are starting to realize that the way you market to potential employees is just as important as how you market to customers.

At Green Apple, we’ve helped companies in all kinds of industries tackle their hiring challenges. We’ve used our marketing expertise to create recruitment strategies that bring in top talent while staying true to each company’s culture and values. Here are a few best practices we’ve used to help businesses stand out in a tough hiring market.

The Secret to Attracting Top Talent

1. Highlight What Sets Your Workplace Apart

It’s no secret that every company believes they’re a great place to work. But what truly sets your business apart? What makes you different from other companies fishing in the same talent pool? You can’t hire “unicorn-level” employees if they’re not inspired to submit their applications first. Identifying and communicating your differentiators effectively can be the key to standing out.

Client Example: One of our long-time partners, Maxwell Roofing, needed to elevate their employee recruitment efforts to support their growth. In 2024, we helped them create a dedicated video to highlight their company culture, introduce their values, and explain what makes Maxwell Roofing unique. We also developed marketing assets for career fairs and interviews. These tools made their recruitment strategy more engaging and memorable, helping them connect with high-quality candidates.

2. Let Your Team Do the Talking

Let’s face it: every company’s website claims it’s a “great place to work.” But candidates often look for proof beyond the polished language. Allowing your employees to share their experiences and perspectives can add authenticity and credibility to your recruitment efforts.

Client Example: When we partnered with First Acceptance Insurance Company, we helped them launch the “FAICForward” initiative. This program celebrates employees who exemplify the company’s values, rewarding and honoring standout team members. Beyond strengthening their internal culture, this initiative became a powerful recruitment tool. By amplifying employee voices, they showcased an authentic culture that resonated with job seekers looking for a supportive and values-driven workplace.

3. Fishing for Talent? Build a Pond.

Sometimes, waiting for the right candidates to come to you isn’t enough. Especially in industries like construction, where competition for skilled workers is fierce, creating your own opportunities to attract top talent can make all the difference.

Client Example: We partnered with Charter Construction, a leading commercial concrete contractor in Nashville, to revamp their internship program. By developing a more robust and engaging program, they not only attracted top talent from college career fairs but also integrated interns into their company more effectively. This proactive approach helped them stand out as a company invested in developing the next generation of construction professionals.

Recruitment Success Starts with Good Marketing

Hiring exceptional employees is no small feat, but approaching recruitment like a marketing campaign can yield great results. By focusing on your differentiators, leveraging employee stories, and building intentional pipelines, you can attract the talent your business needs to thrive.

We’ve seen firsthand how marketing strategies can intersect with HR to create meaningful recruitment campaigns. If you’re struggling to find or attract the right employees, we’re here to help.

Learn more about our strategic planning services for employee recruitment and engagement, or contact our team to schedule a discovery call.

Why Corporate Social Responsibility Should Be on Your Radar in 2025

Corporate social responsibility (CSR) is an important concept for every business to consider in 2025. Over the past decade, many companies have adopted socially responsible policies. One report found that 92% of S&P 500 companies published reports charting their efforts related to CSR and sustainability in 2020. That figure was less than 20% in 2011, indicating huge growth in this area. In addition to helping the community through beneficial services and products, this approach also serves as a powerful marketing strategy and brand differentiator.

Large businesses aren’t the only ones benefiting from creating a corporate social responsibility platform. Many small and mid-sized companies have found creative ways to adopt a socially responsible approach to positively impact others in ways that go beyond jobs or service creation.

During a recent Green Apple Lunch & Learn, our very own Olivia Cooper shared her thoughts on the importance of corporate social responsibility platforms. Here are a few interesting insights she shared that might be helpful for your business to consider this year.

What is Corporate Social Responsibility?

Essentially, corporate social responsibility is a concept in which businesses value activities that benefit society on a local, national, or global scale. It’s an approach in which businesses are equally concerned about bettering society as much as they are profitability and other business functions.

Approaching business with a socially responsible mindset has become an important priority for many of today’s consumers, investors, and employees. According to an Aflac survey, 70% of Americans believe it’s either “somewhat” or “very important” for companies to make the world a better place, while just 37% believe it’s most important for a company to make money for shareholders. With this in mind, it’s easy to see why every business owner and marketing manager could make the case for integrating corporate social responsibility.

Why is Social Responsibility Relevant for Marketing Your Business?

Here are a few specific ways a corporate social responsibility platform can impact your marketing efforts:

CSR can help you recruit and retain top talent.

Attracting talented and motivated people is essential for your bottom line. A CSR strategy shows a company is compassionate and treats all people, including employees, well.

A survey of nearly 25,000 people aged 18-35 revealed that 40% believe making an impact is one of the most important criteria they consider when choosing a career opportunity, and 55% of employees would choose to work for a socially responsible company, even if it meant a lower salary.

CSR can help attract investors.

Corporate social responsibility has become an increasing priority for investors as well. 73% of investors state that efforts to improve the environment and society contribute to their investment decisions. 41% of Millennial investors put significant effort into researching a company’s role in improving society and the environment before deciding to invest.

CSR shows consumers you care.

A CSR strategy can help you improve your reputation with consumers — earning their trust and loyalty. According to a 2015 survey by Nielsen, more than 50% of consumers are willing to pay more for a product or service if the business prioritizes sustainability.

Consumers admire businesses that take positive steps toward improving the world. A commitment to corporate social responsibility might earn their trust and attention over another business offering similar products or services.

How to Create a Social Responsibility Platform that Works for Your Business

Being socially responsible can mean a lot of different things for various businesses. If you’re interested, here are a few ways you can adopt a social responsibility platform:

Ethical Responsibility — This approach is committed to the ethical treatment of all stakeholders, including leadership, employees, investors, and suppliers. ABLE is a local business here in Nashville that is one of our favorite examples.
Economic Responsibility — This approach isn’t about maximizing profits. Instead, it’s about positively impacting whoever is most important to your business.
Philanthropic Responsibility — This is a corporate responsibility platform that is built on using profits or business functions to make the world a better place. TOMS shoes has been a long-time example of this type of social responsibility.
Environmental Responsibility — This is a commitment to positively impacting the world by adopting an environmentally-friendly and sustainable approach to business. Blueland is one of our favorite eco-friendly brands making a difference in the world.

Not everyone needs a social responsibility platform, but it’s an important concept to consider for your brand. Finding a way to incorporate social responsibility into your business has the potential to completely transform your business (and the lives of others) for years to come.

Company culture social responsibility

Listening to Your Team: Strategies to Boost Employee Engagement and Morale

team collaborating and working together in conference room

In today’s competitive business landscape, employee engagement and satisfaction are no longer just HR concerns. They are critical marketing factors that can significantly impact your brand’s reputation and customer experience. Studies show that companies with highly engaged employees outperform their competitors by 147% and are 21% more profitable (Source).

A positive internal culture doesn’t just improve employee satisfaction; it also creates a ripple effect that enhances your brand and positively impacts customer interactions.

At Green Apple, we understand the power of a strong company culture. We encourage our clients to think beyond the traditional marketing lens and consider how employee engagement shapes brand-building efforts. A few weeks ago, we shared how marketing can play a powerful role in supporting employee recruitment and retention. Today, we’re shifting the focus to explore how those same marketing strategies can also drive employee engagement and boost morale across your team.

Key Strategies to Boost Team Engagement and Morale

1. Bridge the Gap: Marketing and HR, Together

Too often, marketing and HR operate in silos. To truly understand your employees, you need to break down these barriers. Marketing should actively support HR by crafting campaigns that connect employees to the company’s mission, values, and goals. When marketing approaches employee engagement strategically, it strengthens morale and builds a sense of belonging across the team.

2. Tune In: The Power of Listening

We’ve all heard the saying, “The customer is always right.” But what about your employees? Ignoring customer feedback can hurt a business, and the same goes for employees. Show your team their opinions count by asking for input, paying attention to their feedback, and making it clear you value their voices.

Regular employee surveys and sentiment analysis tools are valuable for gathering honest insights. These can include quick pulse surveys, annual engagement surveys, or even informal feedback sessions.

3. Leverage Data-Driven Feedback Tools

In today’s digital world, tools like employee sentiment analysis, social listening software, and feedback platforms provide invaluable insights into how employees feel. Leveraging these tools allows companies to move beyond assumptions and make data-driven decisions about culture and engagement.

4. Create Opportunities for Employee-Led Initiatives

Employee engagement doesn’t only come from top-down directives; it also thrives when employees are empowered to lead initiatives. For example, volunteer time off has become a cornerstone of our culture at Green Apple, which was born out of an idea from one of our team members.

Encouraging employees to develop and lead programs such as corporate social responsibility, community involvement, team-building activities, or wellness initiatives can make employees more invested in the company’s success.

5. Share Success Stories and Celebrate Wins

Positive recognition is a cornerstone of engagement, yet it’s often overlooked. Celebrating employee achievements—whether personal milestones, team accomplishments, or contributions to company success—boosts morale and strengthens team connections. Marketing can support HR by developing and sharing these stories internally and externally to showcase the people behind the brand.

Whether through internal newsletters, a company blog, or social media shoutouts, sharing success stories reinforces a culture of appreciation.

Employee Engagement in Action: Client Success Stories

At Green Apple Strategy, we’ve seen firsthand how effective employee engagement strategies can transform businesses.

Case Study #1: Maxwell Roofing and Sheet Metal

At Maxwell Roofing and Sheet Metal, fostering a culture of engagement is as critical as ensuring the quality of their services. We’ve partnered with Maxwell Roofing to enhance their recruitment and employee engagement efforts. Our teams collaborate on strategies designed to boost morale, helping Maxwell attract new talent and retain current employees by fostering an environment where everyone feels valued. This partnership emphasizes the importance of consistent communication and listening to the team, resulting in a stronger and more united workforce.

Case Study #2: First Acceptance Insurance Company

When First Acceptance Insurance Company sought to solidify its corporate values, its leaders recognized the importance of making the process employee-led. Green Apple Strategy supported this goal by rolling out employee surveys and feedback requests across the company. Listening to hundreds of employees allowed First Acceptance to create a values campaign that genuinely reflects the entire company’s perspectives and aspirations. This approach resulted in a set of values that employees feel deeply connected to, helping them feel aligned with the company’s direction and mission.

Create a Culture That Attracts and Inspires

A strong internal culture is a company’s most significant competitive advantage. Not only does it attract top talent, but it also enhances a brand by making the business a place people want to work for and with. Employee engagement isn’t just a “nice-to-have”—it’s a vital component of long-term success and brand recognition.

If you’re ready to align your recruitment, employee engagement, and brand-building strategies, Green Apple Strategy is here to help. Our team would love to partner with you to create a strategic plan that builds a vibrant company culture. Reach out to learn more about how we can support your journey toward an engaged, motivated, and successful team.

Building a Stronger Brand from the Inside Out: Part One

employee team working together at a table over computers

Small and mid-size businesses are facing growing challenges in hiring and retaining top talent. With a tight labor market and rising employee expectations, building a strong brand from the inside out has never been more important.

At Green Apple Strategy, we believe that a company’s internal culture is directly tied to its external brand. We’ve had the privilege of working with businesses in a variety of industries—both B2B and B2C—on how they can align their marketing and HR efforts to enhance employee engagement and retention. In this blog post, we’ll explore how employee recognition and recruitment marketing can strengthen a company’s internal culture and external brand.

Employee Recruitment and Retention: Strategies for Lasting Success

1. Get Creative with Recruitment—Think Beyond the Traditional Talent Pool

The future of recruitment calls for looking beyond typical candidates. Recent college graduates, career changers, and even passive candidates are valuable additions if approached with the right message. Think about ways you might partner with universities, host networking events, or use social media platforms like LinkedIn and Instagram to engage younger talent.

Client Example: We recently helped Charter Construction enhance recruitment efforts by launching an internship and mentorship program to attract top talent from local universities. We’re also exploring co-op opportunities to provide students with hands-on experience, opening a new pipeline of future employees excited about careers in construction.

2. Celebrate Company Culture and Create ‘Stickiness’ with Employees

Employees need a reason to stay—and company culture is often that reason. Companies with a robust culture have up to 72% higher employee engagement than those whose cultures are misaligned or need improvement.

It’s important to celebrate your culture by creating experiences that build community, like wellness programs, team retreats, or peer-recognition platforms. A workplace where employees feel valued and engaged is more likely to retain current employees and attract others.

Client Example: Earlier this year, we partnered with First Acceptance Insurance Company to develop the #FAICForward campaign, a nationwide initiative that highlights employees who embody company values. This campaign not only reinforces FAIC’s unique culture but also strengthens employee engagement by celebrating everyday contributions.

3. Recognize Employees in Meaningful Ways

Recognition goes far beyond handing out certificates or offering a free lunch. Employees want to feel seen and appreciated in ways that align with their values.

A Gallup study found that recognition programs are one of the key drivers of employee engagement, but only 23% of workers say their company does it well. To create an effective recognition program, consider ways to create personalized rewards, career development opportunities, paid volunteer time off, or public recognition that reflects your team’s hard work.

Client Example: Crain Construction excels at recognizing employees through thoughtful gestures. From monthly “kudos” lunches on job sites to public shout-outs on social media, their consistent focus on recognition fosters a sense of belonging and celebrates the hard work behind their 90-year legacy.

4. Align Recruitment Marketing with Your Brand Identity

Successful recruitment requires effectively communicating your brand identity to potential employees. Showcase your company’s values, purpose, and culture in job postings and on career sites. Include employee testimonials, behind-the-scenes videos, and information about benefits that align with candidates’ priorities, like flexibility or mental health support.

Client Example: We collaborated with Maxwell Roofing to integrate their values into a variety of recruitment efforts, including the creation of a branded office space that reflects their identity. We also created a recruitment video featuring members of the Maxwell team, which has helped attract candidates who align with the company’s culture and mission.

Questions to Help You Get Started

Here are a few questions to help you assess and improve your employee engagement and recruitment strategies:

What do our employees value most about working here? Survey your team to find out what they appreciate about your workplace. Build on those strengths to retain talent.

Do our recruitment efforts reflect who we are as a company? Ensure your job postings and outreach campaigns communicate your culture and values authentically.

Are there areas where employees feel unrecognized or undervalued? Regular feedback helps you understand where recognition efforts might need improvement.

Are we using the right channels to reach the talent we want? Evaluate whether your recruitment efforts are aligned with where your ideal candidates are active (e.g., social media, university job boards).

Need Help Engaging Employees or Attracting Top Talent?

A strong internal culture not only attracts top talent but also strengthens your external brand by making your business a place people want to work for and with. If you’re ready to align your recruitment, employee engagement, and brand-building strategies, contact Green Apple Strategy today. Our team would love to partner with you to create a strategic plan that supports your long-term success.

Creating a Ripple Effect: The Art & Science of Internal Marketing

In the fast-paced world of business, where competition is fierce and customer expectations are constantly evolving, it’s easy for companies to become so focused on external marketing that they neglect the importance of internal marketing. But the truth is, your employees are your most valuable asset, and investing in internal marketing can have a profound impact on your overall success.

Internal marketing is the process of selling your company, its mission, and its values to your employees. It’s about creating a culture where everyone feels connected to the brand and passionate about its success. When employees are truly invested in a company, they become brand ambassadors, spreading enthusiasm and loyalty both inside and outside the workplace.

At Green Apple Strategy, we’ve seen firsthand the power of internal marketing. It’s not a buzzword; it’s a strategic approach that drives results. We’ve implemented internal marketing initiatives for our own team and our clients, and the outcomes have been consistently positive.

Why Investing in Internal Marketing is Essential

Investing in internal marketing is essential for several reasons.

Internal marketing builds a strong and positive company culture.

When employees feel valued, understood, and aligned with the company’s mission, they’re more likely to be engaged, productive, and satisfied with their jobs. This leads to higher employee retention rates, reduced turnover, and increased morale.

Internal marketing drives business growth.

Statistics show that engaged employees are 38% more likely to have above-average productivity. When employees are passionate about the company and its products or services, they’re more likely to go the extra mile for customers. This can lead to increased sales, improved customer satisfaction, and ultimately, a stronger bottom line.

Internal marketing enables you to empower employees to proudly advocate for your brand.

Research shows that employee-generated content is more trusted by consumers than traditional marketing materials. By equipping your employees with the knowledge and tools to share your brand story, you can significantly boost your online reputation and attract new customers.

Internal marketing is becoming more important, especially for younger generations in the workplace.

As the workforce becomes increasingly younger, with Millennials and Gen Z making up a larger percentage of the labor force, the need for strong internal marketing becomes even more critical. These generations value purpose, authenticity, and a positive work environment. Investing in internal marketing can help you attract and retain top talent from these demographics.

Effective Employee Marketing Campaigns

To create a truly impactful internal marketing strategy, it’s essential to implement creative and engaging campaigns. Here are a few examples of successful initiatives:

1. Creatively Reinforcing Brand Values in Tangible Ways

Employees are more likely to embody a company’s values if they see them reflected in the workplace. We recently worked with a client, Maxwell Roofing, to create a branded office space that showcased their core values. By incorporating visual elements and messaging throughout the office, we helped reinforce their brand identity and inspire employee pride.

2. Employee Surveys and Feedback

Listening to your employees is essential to understanding their needs, concerns, and ideas. Conducting regular employee surveys can provide valuable insights into company culture, employee satisfaction, and areas for improvement. We recently helped a client implement an employee culture survey that generated a wealth of data to inform future internal marketing initiatives.

3. Volunteering and Paid Time Off (PTO)

Giving back to the community is a powerful way to build employee morale and foster a sense of purpose. Many companies offer paid time off for volunteering, but going the extra mile can make a significant difference.

At Green Apple Strategy, we’ve made volunteer PTO a core part of our culture, participating in team volunteer activities and encouraging employees to get involved in other volunteer efforts of interest to them.

4. Fun and Team-Building Activities

Fun activities outside the office can significantly enhance team cohesion. Whether it’s attending a comedy show or hosting industry-specific events like golf outings, these experiences create bonds that translate into better collaboration and morale in the workplace.

5. Employee-Generated Content

Empowering employees to share their thoughts and experiences can be a powerful way to build brand awareness and authenticity. Encouraging employees to contribute to your social media channels or company blog can help humanize your brand and create a stronger connection with your audience. For Olive + Leo, our hospitality-focused sister company, inviting employees to share their travel experiences through Instagram has not only enriched our content but also strengthened our brand’s connection with customers.

Need Help Elevating Your Internal Marketing Efforts?

Internal marketing isn’t just about improving workplace culture—it’s about empowering your team to amplify your brand’s message both internally and externally. Start investing in your employees today, and watch as the ripple effect positively impacts your entire business.

If you’re looking to improve your internal marketing strategy, Green Apple Strategy can help. We can work alongside you to identify the right strategy and help you create a strong internal culture that leads to happier, more engaged employees, which in turn leads to better customer experiences and improved business outcomes.

Remote Work (Summer Edition): Proven Tips to Stay Productive from Green Apple Strategy

The past few years have seen a dramatic shift in how we work. Remote work has become increasingly common across industries, and for good reason. It offers flexibility, freedom, and the potential for a better work-life balance. This flexibility is a game-changer, especially during the summer months when schedules shift and wanderlust sets in. Kids are out of school, vacations are calling, and the sunshine beckons us outdoors. However, increased travel and flexibility don’t have to cause a decrease in productivity.

Think about it: working remotely allows you to explore new places, gather fresh content inspiration, and prioritize your well-being by taking breaks that prevent burnout. Those are all factors that can lead to a more productive you!

The question, however, is how to maintain that productivity while basking in the summer sun (metaphorically or literally). At Green Apple Strategy, a full-service marketing agency based in Nashville, we’ve embraced remote work for years. Our team is a hybrid bunch, with members working from home offices and coffee shops across the globe. Through these experiences, we’ve gleaned valuable insights on maximizing remote work productivity during the sunny season.

Summer Hacks for Peak Remote Work Productivity

In this article, we’ll share some of the best practices we’ve learned to stay productive during the summer months. Hopefully, our tips will help you make the most of your remote working schedule.

Embrace the Opportunity to Get Outside

One of the unanimous favorites from our Green Apple team is to get outside. Remote work grants you the privilege of experiencing the energizing benefits of nature while still crushing your to-do list. Imagine crafting a killer social media strategy while listening to the gentle lapping of waves on a beach vacation. You may find inspiration for your marketing while working from a local park or outdoor cafe. Take advantage of the beautiful summer weather and create a work environment that invigorates you.

Plan Your Week for Peak Performance

A little planning goes a long way when it comes to maximizing remote work productivity. Knowing your meeting schedule in advance allows you to plan your location for the week. Let’s say you have a Zoom call scheduled early on Tuesday. Perhaps you want to work from a co-working space on Monday, a coffee shop on Wednesday, and then head to a local park for some focused work on Thursday. Planning empowers you to take advantage of remote work’s flexibility and create a workweek that fuels your productivity.

Take the Opportunity to Rest and Relax

Remote work can be a double-edged sword. While it offers incredible flexibility, it can also blur the lines between work and personal life. Remember, numerous studies show that employees who take vacations are actually more productive upon their return. So, don’t be afraid to unplug and recharge. Go for a hike, have a picnic in the park, or simply relax with a good book. Embrace the summer leisure and return to your work feeling refreshed and ready to tackle any challenge.

Communicate Your Plan and Availability

Collaboration is vital in any creative environment, especially when your team is geographically dispersed. Summer vacations can throw a wrench into communication routines, so being proactive is essential. Let your team know your availability well in advance. Utilize project management tools to keep everyone on the same page, and don’t hesitate to schedule quick check-in calls to maintain momentum on projects.

Don’t Underestimate the Power of Human Connection

While remote work offers many benefits, it can also lead to feelings of isolation. Remember, camaraderie is an important part of the work experience. As you create your schedule, consider planning a co-working day with a colleague once a week. This is a great way to break up the routine, brainstorm ideas, and enjoy each other’s company.

Fun fact: during the summer months, the Green Apple team makes a conscious effort to schedule more team outings and social events. These experiences build a stronger work culture and encourage each team member to feel supported and contribute their best work.

Don’t Just Work: Thrive.

Remote work offers a fantastic opportunity to embrace a flexible and fulfilling work style. Here at Green Apple Strategy, we’re grateful for the chance to work this way, and we’re passionate about helping others maximize their remote work experience.

Want to learn more about our culture and what makes Green Apple Strategy a great place to work? We invite you to learn more about our approach to marketing and what it’s like to work at Green Apple.

The New Word of Mouth Marketing: Unleashing the Potential of User-Generated Content

Word of mouth has always been one of the most popular and reliable referral tools. However, in today’s digital age, we can quickly access information about any product or service with a quick online search. What’s the best air fryer for a large family? How should I style my new shoes? What’s the best beach to visit for summer vacation? All the answers are just a search engine query away.

Yet, with all this knowledge at our fingertips, research still shows that we are more likely to make a purchase if it is recommended by a friend, a family member, or another person we trust.

Brands have found a way to create word-of-mouth referrals in an online environment through user-generated content marketing (UGC). The ever-increasing popularity of platforms like Facebook, Instagram, and TikTok, among others, has positioned user-generated content as a pivotal force in the future of social media. Read on to discover why your brand should implement a strategy for finding and sharing user-generated marketing content and how to achieve success.

Benefits of User-Generated Marketing Content

Increase Engagement and Reach

By creating user-generated content—such as unboxing videos, testimonials, or product reviews—real customers can actively engage with a brand rather than just being a spectator on the sidelines. UCG can also work to create a community around the brand as enthusiasts react and comment on the shared authentic content. Brands should also be active participants in the conversation by responding to posts in a meaningful way.

Showcase Authenticity

Today’s consumers are smart. They can tell when content is genuine and when it is fabricated. 93 percent of marketers agree that consumers are more likely to trust content created by customers instead of content created by a brand. Honest content created by real people, like your employees, customers, and brand ambassadors, will become your brand’s modern-day word-of-mouth marketing.

Save on Costs

User-generated content is much more cost-effective than partnering with an influencer and can have better results! Depending on the influencer, hiring one could cost millions of dollars. However, sourcing and sharing user-generated content is much more cost-effective. For instance, if you run a campaign that offers prizes for creating content about your brand, your time and financial investment will be lessened since the ideation, creation, and execution will be done by your audience.

Increase Conversions

User-generated content offers a way to get authentic endorsements from real people, which will go a long way, with 50 percent of millennials relying on recommendations from family and friends before making a purchase. The content acts as social proof that your product or service meets or exceeds expectations while allowing potential customers to see their contacts engaging with your brand.

What’s also noteworthy is how seamlessly user-generated content works with social commerce. Social commerce refers to purchases made directly from social media apps. Nearly 80 percent of people say that user-generated content influences their purchase decisions. User-generated content creates a natural funnel for customers to move from viewing favorable reviews to purchasing the product, all without ever leaving their social feed.

Best Practices for User-Generated Marking Content

Share the Content

One of the best ways to encourage user-generated content is to share it! Uncover UGC by searching hashtags and finding content that mentions your brand. You can also ask your customers to share their experiences with your product or service through a giveaway, contest, or campaign. Some brands even creatively include the request on their packaging.

Whatever way you choose to gather content, be sure to share it! Doing so encourages a sense of community and motivates others to create content, too—opening the door to unlimited, authentic content.

Always Ask Permission

Yes, share the content, but before you do, be sure to get approval from the original creator, letting them know you will give them credit when you share. Usually, customers will be thrilled to be featured, but checking first helps establish a trustworthy relationship. Plus, it keeps you out of hot water with customers who don’t want their content shared.

Embrace Diversity

Millennials and Gen Z expect the brands they support to embrace diversity, equity, and inclusion. Sharing user-generated content on social media allows you to do just that. Employees, customers, and brand ambassadors all come from different backgrounds, races, religions, genders, geographic areas, and experiences. While it could be complex to showcase a vast range of diversity in a traditional marketing campaign, sharing user-generated content makes it feasible for your brand to represent all of its enthusiasts.

Partner with a Marketing Agency

There are many moving parts to developing and implementing a successful social media strategy. It’s an essential aspect of marketing your business, but giving it the proper attention needed for success can be difficult. That’s why our team is here. Green Apple can work alongside you to seamlessly provide the help you need. We’ll strategize and implement, as well as measure results, optimize your ROI, and scale as you grow. Reach out to learn more about how we can help boost your brand.