How to Enhance a Company’s Culture by Using Marketing Tools
Here is an unpopular assessment: companies can exist without culture. Andrus Purde, Founder of Outfunnel & an accomplished marketer, says: “Of course it’s possible to build a business with a “we don’t care about culture” attitude.
Yet, remember that in the end, you’ll need to pay the price for it. The cost for neglecting a company’s way of life is, generally: higher turnover rates & stress level, lower motivation & more continuous burnouts.
Nonetheless, building a strong company culture requires genuine effort. Andrus carries on: “I suppose, it’s better to have a ‘no culture’ attitude rather than to put a single ping-pong table, craft a PowerPoint presentation about a mission & say ‘this is our culture now’’. As a general rule, company culture is something immaterial & something that takes a ton of work”.
When asking, if marketing instruments can help construct a better culture, the natural answer is: why not? “Investigating any marketing action, it’s fundamentally characterizing a big motivator for you & passing on to the correct audience” — Andrus clarifies.
As such, marketing practices can be utilized inside a team. By characterizing a big motivator for you, you naturally define your values, which are critical for having a solid culture. With respect to passing on those to the ideal individuals, marketing channels, similar to messages or banners, can be a major assistance in inside correspondence. “In addition, — Andrus adds, — marketing teams will help you make those emails & posters look good, & that’s also important”
Step 1: Define Strategy
Return to the days when you were considering your external marketing strategy. Presently you’ll need to do likewise for your internal team. Just this time it will be simpler.
“External & internal marketing communication ought to consistently be aligned, — says Andrus, — It’s essential to utilize a similar style, language, even a similar manner of speaking”.
Without a doubt, in the event that you shuffle jokes & memes in external channels & still start your internal emails with dry & formal ” good morning, dear associates”, that is clearly very confusing.
A genuine illustration of external & internal marketing mechanics can be found in an IBM e-business campaign. In 1997, IBM underlined the way that the Internet is simply the future, & the company is the future head of e-business. They bought a spot in the Wall Street Journal to put advertisements, focusing on external customers.
They dispatched an indistinguishable internal communication campaign in their workplaces. Thus, workers turned out to be more mindful of the company’s technique & independently expanded their endeavors to e-business exercises.
One may state that adjusting external & internal marketing methodologies helps making a sensation of trustworthiness inside a company. It will, through that, increment the likelihood that team members become brand ambassadors sooner or later.
Step 2: Know What You’re Saying & Why
Both external & internal marketing have comparable objectives.
“To a huge degree, the external advertising objective is to help a business arrive at its destinations. At that point, the internal marketing objective is to ensure that team think about these goals”, — clarifies Andrus.
It doesn’t imply that you should restrict your internal correspondence to helping individuals about the number of leads they need to generate this month. Internal marketing should go connected at the hip with the company’s culture. Doing it right implies that you’re meshing the company’s values into all internal communication.
For example, Nike is consistently turning out to be internal story tellers. Rather than furnishing their teams with data & numbers, they flavor up messages with motivating stories. Like the one where Bill Bowerman, Nike’s co-founder, sets elastic in a waffle iron & concocted a model for another shoe sole.
These kinds of stories inconspicuously promote the company’s values, including innovation, imagination, & their brand names “just do it” mentality.
Step 3. Communicate as much as you can (but not too much)
It could be enticing to set up an internal channel in Slack, to occasionally post a rousing statement there & then call it a. However, marketing wise, building an internal brand requires considerably more than that. You should find some kind of balance between covering your group under huge loads of marketing materials & leaving them uninformed that you have a brand at all.
“Some companies rely on their Intranet too much, — says Andrus, — In spite of the fact that it’s a decent device, it doesn’t settle the issue of internal communication since certain individuals simply mute the chats & try not to check them. Keen companies supplement an Intranet with other disconnected & online assets, as 1:1 meetings or newsletters”.
Assuming that you’d prefer to join the “smart” bundle of companies, try to participate in regular, distinctive, eye to eye meetings.
Including marketing activities into internal company’s life adds to building a more grounded culture. On the off chance that you succeed, at that point, sooner or later, your group will absorb the company’s vision & remember it for their day-to-day work.