Going on and on about consumers can be fun, but it keeps us from recognizing, or at least remembering to recognize, how important employees are to this puzzle we call “marketing.”
I stumbled across a couple of stories yesterday from the site of a consultant by the name of Miri McDonald, who has her act quite together on the topic of employee communications.
McDonald reported on internal-communication practices from Frito Lay and Molson Coors, companies so large it almost seems ludicrous to think they might provide learning to more than a handful of other businesses. But that, my friends, is the difference between best practices and case studies (yes, another call back to a post here from earlier in the week). Best practices are always good, and always accepted from any company of any size in any industry.
In her posts, McDonald outlined a million tactics each company uses to keep employees up to date on company happenings, as well as to maintain alignment on goals and objectives. But rather than look at this as consumer marketing being applied to internal “consumers,” I want to flip this around using some of the ideas McDonald cited.
Intranet portals with instruction on how to use various tools
Funny you don’t see this often enough on the consumer side. Forms and commerce applications are designed for Einsteins, leaving end-consumers in a jam – do I click here or there? What is this field asking for? Can I hit the “back” button?
Podcast stations to listen to leader messages
Amazing how underutilized audio assets still are on end-user sites. If I use iTunes as a hint, something tells me that people aren’t averse to streaming and downloading good audio content.
Molson Coors’ “Pub talk,” where leaders use plain language
The example given in McDonald’s article was the term “core competencies” – why not use “things we do well.” Why are end-users forced to slog through messages that include terminology like “software architecture fabric”? (I’m talking to you, Hewlett-Packard!)
Internal communications programs need one more module built into them: “Making Sure We Apply What We Do Internally, To Our Customers.” A good reminder that, ultimately, customers are the only reason we all come into work everyday.