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.

How to Write a Job Description that Attracts the Right Candidate

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Gone are the days where throwing a generic job ad out on a job posting website was the only thing you had to do to find a suitable candidate. It’s no secret that the market is flooded with job seekers. Whether these individuals are new graduates seeking initial employment or veteran professionals experiencing job insecurity due to the COVID-19 pandemic, they are seeking a job description which invites rather than intimidates. 

Writing a job description is a pivotal responsibility of an employer seeking a new hire, as it sets the foundation of future employee expectations and relationships. Job ads are proof that the process of hiring a new employee is a dialogue rather than a one-sided appeal—your company should put forth a concentrated effort to market their workplace as a desirable opportunity that offers rich professional experiences.

In this article, we will discuss the importance of writing a job description that is clear, attractive, and honest in order to attract a candidate whose experience and values perfectly align with those of your company.

Reflect on the Needs of Your Company

With a million other day-to-day responsibilities, we completely understand the temptation to simply copy and paste a generic job description from the internet rather than spending the time and energy to write one from scratch. But, wait! A job description shouldn’t just be a flavorless, one-size-fits-all document, it needs to be tailored to your company’s current needs and future goals. It’s well worth the energy to internally reflect in order to come to a mutual understanding of how a new hire would fit into the inner workings of your company. 

A great place to start? Your current employees! A great idea is to interview several key employees, and ask them what their daily responsibilities and routines look like and how those align or vary from the job description they were initially hired to fulfill. Evaluating this information may lead you to some surprising discoveries; you might find that the position you set out to fill would be redundant, pushing you to completely revisit your needs from a new perspective.

Avoid Limiting or Discouraging Language

It’s an unfortunate truth that there is a large pool of job applicants who will only apply to a job if they meet every single one of the requirements listed in the job description. Although it is your goal to only receive applicants who are qualified, there should always be a slight amount of wiggle room. 

Sure, you are seeking a candidate who has a qualified educational background, as well as applicable professional experience. But, most of all, you need a candidate who is committed to the role, compatible with your company’s values, and driven to grow and bring new ideas to the environment. Before you write a required amount of years of experience, reflect and be certain that this particular role requires it. 

Additionally, take great care to avoid limiting language that could discourage women and minorities from applying. Always include a statement that encourages applicants from these groups to apply such as, “Our company is committed to diversity…”. 

Storytelling to Attract the Perfect Candidate

As you craft a job description, keep in mind that this is a document that will be revisited for years to come during employee reviews, so make sure that the language is clear and the expectations described are accurate. Our best piece of advice: potential candidates should be able to envision a day in the life of working at your company after reading the job description.

Are you looking for a strategic, full-service marketing firm centrally located in Nashville? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.