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

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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.

Having Trouble Hiring? Here’s How to Market to New Employees

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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 (Source). 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 seen work to help businesses stand out in a tough hiring market.

The Secret Sauce to Attracting Top Talent

1. Make Your Company “the Unicorn”: 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” employee if they’re not inspired to submit their application 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 that highlights their company culture, values, and what makes the company unique. We also developed marketing assets for career fairs and interview processes. 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 celebrated employees who exemplify the company’s values, fostering a strong sense of recognition and engagement. Beyond strengthening their internal culture, this initiative became a powerful recruitment tool. By amplifying employees’ 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.

At Green Apple, 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. 

How to Improve Remote Employees’ Morale

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Remember those “water cooler” chats that you once had with people in your office? 

You would stand in the common area and catch up on what you did over the weekend or share the scoop on that new restaurant you tried last night. Although those conversations seemed insignificant at the time, the interactions boosted morale and made your team feel connected. These moments, among others, contributed to team morale in ways that may seem difficult to maintain when you aren’t physically together. 

Green Apple has been a virtual team since March of 2020, and we’ve learned a lot along the way about keeping everyone happy, collaborative, and engaged. Based on what we’ve learned along the way, here are a few of our tips for improving your remote employees’ morale.

Create Opportunities for Connection

Keeping your team connected and communicating is crucial when working remotely. Even when you can’t be together, you can create out-of-the-box ways to bring your team members closer together. We encourage you to get creative! 

A few of the ways that we stay connected include:

  • Daily Zoom meetings to discuss work and personal topics
  • Virtual happy hours and lunches
  • Increased use of collaboration tools, such as Basecamp
  • Group text chains to share photos, videos, and stories
  • Sharing recommendations for books, podcasts, shows, and movies
  • Virtual team-building exercises

If your team is located within driving distance, and it’s safe to do so, plan team outings to help everyone have shared experiences. For some inspiration, the Green Apple team’s most recent team outings were taking a boat tour in a Kentucky cave and visiting a Tennessee vineyard. Even as a remote team, we enjoy finding opportunities to make memories together. 

Send “Happys” to Your Team

Everyone loves a surprise. Even a small gesture, such as a handwritten card or a $5 coffee gift card, can brighten someone’s day. Recently, we’ve been loving Thnks, a platform that allows you to send thoughtful gifts of gratitude with just a few clicks. Remember that even a quick message of appreciation to your team can make all the difference.

Encourage Positive Language and Kudos

We say “thank you” often and freely at Green Apple, and it’s one of the things that gives our team a positive glow. Showing gratitude to those around you doesn’t take much effort, and it fills your workday with good vibes and warmth. Some might think, “well, they’re just doing their job,” but it’s still important to thank them for what they’re contributing to your team. When people feel appreciated, they feel a stronger sense of satisfaction and purpose in their work. 

Remind Team Members to Take Time Off

When work and home collide, you may notice your team taking less time off. One of the advantages of remote work is that schedules become more flexible; however, that can turn into a disadvantage if employees begin taking fewer vacation days because they can balance work with personal matters. Encourage your team to take time to completely unplug from work so that they can come back refreshed and prevent burnout. 

Maintain an Open Door Policy

Open communication is an essential piece of the employee-morale puzzle. Encourage your team members to express their challenges and worries, as they may otherwise harbor frustration. If you feel that someone on your team is feeling down or overwhelmed and they aren’t reaching out, it could be a good time to set up check-in meetings with individual employees to give them a safe space. Even when all is well, your employees may benefit from consistent communication to ensure they’re feeling balanced and supported.

There are a multitude of ways that employers can support their remote team members. Most importantly, though, your team wants to feel connected, appreciated, and heard by you. 

Want to Improve Employee Morale?

Green Apple can build an internal marketing program that allows you to support employees while sharing your company’s message to help your team connect with your vision. Contact Green Apple Strategy today to schedule a consultation.

How to Get Your New Hire Up to Speed with Company Culture

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We all need someone in our corner. Someone to go to bat for us, to vouch for our character and pure intentions. In the business world, you need an entire team of these people on your side—your internal team.  You might be thinking, We already provide a livelihood for our employees—of course they’re on our side! Sure, money is an instrumental source of encouragement for employees; however, company culture has been proven to be the most significant influence on employee engagement and productivity.  Internal marketing is a brand-building strategy to embrace as your company strives to build brand awareness and strengthen employee trust. Remember: external marketing efforts are only as strong as the confidence and sincerity demonstrated by the employee pitching these services. Here are a few helpful ways to immerse new hires in your company culture to create a productive and cohesive work environment.

A Personalized Experience

The process of job searching, applying to a company, undergoing the interview process, and then accepting a new position, is a very personal experience resulting in life-altering effects in a person’s professional and personal life. Any given employee has different reasons for seeking a position at your company; it could be their dream job that they have used significant resources to finally reach; it could be a much-needed source of income after a time of unemployment; it might even be a complete career-pivot to a new industry in which they’ve been building confidence to take the leap. Whatever an individual’s reasons for accepting a position at your company are, it should be clear that they deserve a personalized onboarding experience, (i.e., not just a quick review of a one-size-fits-all Powerpoint to be reviewed alone in a meeting room). A new hire should be celebrated. They should be individually introduced to other team members, specifically noting who might be a direct resource to them throughout the training process.  Have a virtual team lunch, or maybe send a company-wide introductory email. Your new hire should leave their first day on the job feeling that they are part of something personal and special.

Incorporating Storytelling in your Company Culture

Write down your company’s origin story and share it often. Your employees need to know why leadership is passionate about the work they do, why the quality of their work matters, and why the primary motivating factor of the success of the business is not just monetary. The heart of most every business is the well-being and happiness of the customer—their satisfaction and confidence after conducting business with your company.  Engaging with and improving the lives of other people should always be the foundation of your company’s vision and mission statements. These statements, along with the company origin story, should be regularly referenced within employee onboarding, employee reviews, company-wide email, and social apps.

Employee Trust = Employee Engagement

It’s a no-brainer that the more an employee feels seen and valued, the more engaged they become with the company goals, often becoming brand ambassadors as they speak about the job they enjoy at the company that supports them within their daily interactions.  So, how do you establish this beneficial symbiosis between employee and company? Communication! Specifically, creating multiple two-way channels of management-employee communication is key.  New hires should be able to immediately identify the multiple channels of communication to leadership that are available to them. These channels could take many different forms including:
  • Regular quarterly reviews in which feedback is encouraged
  • Weekly check-ins, especially during the first 6 months of employment
  • Encouraging communication via social apps such as Basecamp or Slack
No matter the mode of communication in place, feedback should always be encouraged during the employee onboarding process. This is a fool-proof way to immediately establish trust with new employees. Internal marketing might initially sound like an extra step or a redundant effort, but we assure you that creating a company culture in which employees feel valued and proud is worth the time and effort. Not only will internal marketing efforts improve productivity rates, but employee retention and satisfaction rates will be organically shared on employee social media and daily interactions. Are you looking to make an internal marketing plan for your business? Contact Green Apple Strategy today to schedule a consultation.

Should I Hire an Internal Marketing Team or Outsource to a Local Agency?


Marketing is crucial to the success of a business. It helps you meet your sales goals, increase your brand awareness, and tell your story. Though many understand the importance of marketing’s role in growing a business, few are sure of how to go about it. Should you hire an internal team, or should you outsource to a local agency? For the most robust, effective marketing strategy, we recommend outsourcing. Let’s talk about why.

In this article, we’ll cover a few reasons to consider outsourcing, including:

  • Staying ahead of the curve
  • Getting more out of your marketing budget
  • Having a comprehensive marketing team without searching for employees
  • Focusing on your core business operations

With an outsourced marketing agency, you can…

Stay Ahead of the Curve

A marketing agency lives and breathes innovative tools and effective strategies. They are working daily to research new methods, test the effectiveness of a tactic, and identify the best way to connect with your audience. Not only do agencies stay ahead of the latest trends, but they also invest the time into learning about your internal operations and your target audience’s expectations and needs. 

Agencies live in the marketing mindset, whereas internal teams are living inside of your industry’s world. When you outsource your marketing, you know that you’re working with a team that will identify your vision, build a strategy, monitor that strategy continually, and do everything in its power to deliver results. 

Get More Out of Your Marketing Budget

Can you believe that hiring an external marketing team could actually make your budget stretch further? When you think of it in terms of overhead, you can skip hours of searching for an internal employee and the countless dollars you would spend hiring, training, and managing that new person. 

Having an agency on retainer also ensures that your marketing strategy will not be put on hold when someone leaves your team—allowing you to continue growing even during times of turnover. Finally, consider the continual training costs necessary for professional development, such as conferences and classes, and industry organizations’ membership costs.

All in all, agencies bypass your overhead costs and provide you access to a diversely talented and well-trained marketing team that always has a finger on the pulse. 

Have Access to a Comprehensive Marketing Team without Hiring 

An agency removes the need to hire someone to fill every role—content, digital marketing, graphic design, photography, web development, and so on. You will have access to each of these skills, all in one place. It’s as simple as that. In Green Apple’s case, we approach each new client strategy by handpicking a team of marketing professionals to fit your business’s specific needs. We serve as a full-service, one-stop-shop for all things marketing, and you’ll find that it takes the stress off your plate. Rather than piling marketing tasks onto your to-do list, you know that an agency is already five steps ahead of you. 

Focus On Your Core Business

Your business’s core operations are where you want to spend your time. If you’re a roofing company, for example, you don’t want to spend your days wading through marketing tasks, nor should you have to. When companies have the internal capacity to tackle their core focus, that’s when they reach their highest potential. An agency identifies that potential and makes sure that your marketing aligns appropriately. You, on the other hand, focus on what you know and what you love doing. We take care of the rest. 

Are you ready to take your business goals to the next level? Contact Green Apple Strategy today to schedule a consultation. To have marketing insight sent straight to your inbox, sign up for our newsletter—The Core.