April 2009

By Roger Jewett, CEO, Twist Marketing

If you’re not marketing to your employees, you should be.

One of the best management insights I ever learned was at a customer service workshop I attended many years ago. The speaker reminded us that our employees are, in fact, our most important customers. It was that simple.

Since employees are interacting with customers every day, it’s wise for employers to treat their staff the way they want customers to be treated. This is simple, but great, advice. If we treat employees with respect and integrity, they become ambassadors of positive karma, which they then pass on to customers.

I’ve embraced this concept ever since and have taken it one step further. Since our employees are customers, then we, as the employers, should be marketing to them!

Why? For two reasons.

First, similar to customers, we need to remind them why they should keep buying from us. It’s important to reinforce the things you are doing to create a great workplace—things that they may eventually take for granted.

Second, if you are not marketing to them, someone else will. Even in a down economy, proactive employers are searching for talented employees. You need to remind them why they want to stay with your company.

The good news is that it doesn’t cost anything. And you may already be doing it. Here are four simple ways to market to your employees:

1. Work hard to create a great workplace - This is equivalent to putting your money where your mouth is. Nothing speaks louder to an employee than action. The act of doing says so much about your commitment to your team. Doing the right things to improve your work environment is a powerful way of marketing to your team.
2. Listen to your employees - The forum doesn’t matter. It could be a one-on-one meeting, a suggestion box, an online survey, or an employee council that meets regularly with the CEO to represent employee views. The key here is that the act of listening is a powerful marketing tool. This doesn’t mean you must implement all suggestions, but the process of listening and considering demonstrates that you value and respect your team’s input.
3. Get passionate about communication - Every touch point with your employees is an opportunity for marketing. Memos, emails, employment contracts, staff meetings and face-to-face meeting are a few examples. Use these vehicles to remind your team of the unique aspects of your culture that make your organization a great place to work. Create reasons to communicate. Your employees will appreciate knowing what is going on.
4. Live your values - All leaders are on stage 24/7. Employees will gain respect and trust for employers who do as they say and live the values of their organization. This sends a subliminal, but powerful, message to your team, especially when the economy goes sideways. Employers who stay true to their values when they are forced to make tough decisions gain the trust, respect, and loyalty of their team.

The Twist: Subtle marketing to your employees keeps them engaged and causes them to spread positive energy to customers and prospective employees. And the best thing is, it doesn’t cost a cent!