Last week I shared examples of how Marketing can start to build better relationships within the firm. In addition to this general outreach, it’s important to get employee buy-in and cooperation for each marketing program you implement. Here are several tools of engagement you can use.
Before launching any marketing initiative or program ...
- Share the rationale and goals behind this initiative with employees – clearly explain what you're trying to do and why.
- Communicate how Marketing’s efforts in relation to the program help support the firm’s overall mission and strategic plan – reinforce the message "we're all in this together" instead of contributing to the perception that Marketing creates extra work for people.
- Get employee input, and be sensitive and responsive to how their work will be affected by this program.
- Provide the necessary training (and any incentives, if appropriate) so staff can effectively support the initiative.
Once the initiative is up-and-running ...
You can’t just let it run its course and forget about it. As part of your monitoring efforts:
- Stay in touch with what employees need to keep the program’s momentum going.
- Share interim results and any fine-tuning that needs to be done and why.
- Recognize and reinforce employees’ support of the initiative.
And when the program is over ...
- Share final results and “lessons learned” – for example, what worked & why (to replicate success in the future ) and what didn't work & why (what to avoid and what to improve the next time)
- Acknowledge employees’ individual and collective efforts in supporting marketing and organizational goals
- Solicit employee feedback on how to improve future initiatives.
Employees who deliver on the brand promise can make or break Marketing. That’s why we need to consider employees “upfront” when planning and implementing any marketing initiative – so they’ll work with us, not against us.