As promised in my last post, here are some of the key findings from the Internal Marketing Best Practice Study sponsored by the Forum for People Performance Management & Measurement.
The study was based on understanding effective internal marketing initiatives in U.S. companies in a variety of industries. These companies all recognize and reinforce the critical role employees play in achieving organizational success. As such, they share the following values:
- "People matter" - beyond the usual lip service, people really are important. So these companies focus on creating a work environment "where people feel excited & rewarded" in their daily tasks.
- "Internal Marketing drives performance" - recognizing employees are extensions of the brand, the companies focus on maximizing the employee-customer satisfaction link.
- Anyone can make a difference - all employees count and should be recognized, not just senior management.
- "Employee loyalty is critical" - companies who are "transparent" about their challenges and strategic direction can maintain employee loyalty in difficult times.
- "Culture can be a competitive advantage" - internal marketing helps preserve a strong corporate culture.
I'll share more of this internal marketing best practice study in my next post.