As an \u2018external\u2019 marketer, I have to say that I hadn\u2019t given much thought to internal marketing until I started writing this article.<\/p>\n\n
My first thought was \u2026 that\u2019s not my job. But the more I dug into the subject, I realized that\u2019s not entirely true.<\/p>\n
<\/a><\/p>\n Anytime I share a new content series or blog campaign across our internal channels and encourage my colleagues to help promote it, that\u2019s internal marketing.<\/p>\n When I lead onboarding sessions for new hires or recognize my teammates for their great work as part of our performance review process, that counts too.<\/p>\n *quietly adds internal marketing to resume*<\/em><\/p>\n Here\u2019s everything else I learned about internal marketing \u2014 the benefits, the strategies that experts recommend, and a few more examples of what it looks like in practice.<\/p>\n Table of Contents<\/strong><\/p>\n What is internal marketing?<\/a> <\/a> <\/p>\n A happy workforce is the key to a successful internal marketing strategy, so employee experience<\/a> is a big factor here.<\/p>\n Every connection point that an employee has with the company \u2014 from onboarding to the exit interview \u2014 should be represented accordingly.<\/p>\n When I was a baby marketer, I couldn\u2019t really understand the difference between marketing and communication because the two terms were often used interchangeably in the field.<\/p>\n Here\u2019s how I used to simplify it:<\/p>\n Marketing<\/strong> is brand promotion. <\/p>\n Communication<\/strong> is information sharing. <\/p>\n Internal communication and internal marketing go hand in hand, but the two aren\u2019t an exact match.<\/p>\n Going back to our definition of internal marketing<\/strong> above, it focuses on the act of promoting a brand to its employees to encourage them to buy into the company\u2019s values and products.<\/p>\n For example, an internal marketing play could be giving employees free access to the company\u2019s products for personal use. That\u2019s in and of itself isn’t technically internal communication.<\/p>\n The purpose of internal communication<\/strong> is to keep everyone informed of company updates and aligned with core objectives.<\/p>\n If HR sends a company memo announcing a new process update, that\u2019s an example of internal communication that doesn\u2019t really<\/em> fall under internal marketing.<\/p>\n These are very rigid examples, but the reality is that these two processes work together and often blend into each other.<\/p>\n The main difference between internal and external marketing is the audience.<\/p>\n Internal marketing is focused on employees, while external marketing is for prospects and customers outside of your organization.<\/p>\n But the concept of promoting your brand and encouraging buy-in to your products and services is true in both cases.<\/p>\n\n <\/a> <\/p>\n Internal marketing is important because it directly supports employee engagement<\/a>.<\/p>\n And data shows<\/a> that high engagement leads to:<\/p>\n An 18% boost in employee productivity. When employees feel connected to their work, they tend to work harder. All that extra effort leads to increases in customer satisfaction and loyalty, sales, and ultimately, profitability.<\/p>\n <\/a> <\/p>\n Remember how I said internal marketing isn\u2019t my job?<\/p>\n Well, technically, it isn\u2019t. However, I do participate in (and promote) internal marketing efforts as an employee.<\/p>\n *keeps internal marketing on resume*<\/em><\/p>\n <\/a> <\/p>\n I mentioned employee engagement as a huge plus for investing in internal marketing. I talked to the experts and compiled a few more reasons to consider below.<\/p>\n\n Holly Andrews<\/a>, managing director at KIS Finance, says the best internal marketing strategies help employees feel invested in the bigger picture.<\/p>\n \u201cAn effective internal marketing strategy does more than align people with company goals. It builds a team that genuinely cares,\u201d says Andrews.<\/p>\n \u201cI remember when a new hire once said, \u2018I actually feel like I\u2018m part of something here.\u2019 That\u2019s the goal \u2014 making sure everyone feels like they\u2018re not clocking in but connecting with the brand\u2019s story.\u201d<\/p>\n Mike Szczesny<\/a>, owner and vice president of EDCO Awards & Specialties, shared how internal marketing allows him to connect with his employees \u2014 and why that\u2019s worth it.<\/p>\n \u201cAn internal marketing strategy that celebrates wins, shares behind-the-scenes stories, and highlights the impact of our work helps cultivate a crucial sense of belonging,\u201d says Szczesny.<\/p>\n \u201cThe benefits are numerous \u2014 higher employee satisfaction and retention, a stronger employer brand that attracts top talent, and a workforce that’s truly invested in our success as a company.\u201d<\/p>\n He continues, \u201cAt the end of the day, our people are our greatest asset, and an internal marketing strategy that makes them feel valued and part of something bigger pays dividends.\u201d<\/p>\n For Remy Smidt<\/a>, brand strategist at Fazer, one of the biggest benefits of internal marketing is alignment from top to bottom.<\/p>\n \u201cIf you walked into NASA during the \u201960s and asked what they were up to and why they were there, everyone would say, \u2018to put a man on the moon,\u2019\u201d says Smidt.<\/p>\n The bottom line is that everyone knows what the business is working toward, is engaged and excited about the mission, and understands their part in making it happen. That\u2019s the result of good internal marketing.<\/p>\n <\/a> <\/p>\n I also<\/em> talked to the experts to tease out a few internal marketing strategies that they use at their own companies. Here are five of my favorites.<\/p>\n Each new hire has a different learning style and set of responsibilities, so make sure your onboarding process<\/a> reflects that.<\/p>\n As Hnatiuk notes, promoting your mission and culture code during onboarding is also a great way to get employee buy-in from the start.<\/p>\n As an incoming marketer at HubSpot, I completed a general get-to-know-the-company onboarding track and a team-specific blog and marketing onboarding track. The format was a mix of videos, live sessions, and independent research.<\/p>\n It was comprehensive, engaging, and just what I needed to feel invested as a new employee.<\/p>\n Employees want to understand their role in your brand\u2019s story as you progress through each chapter together.<\/p>\n Sounds corny, I know. But I\u2019ve left jobs in the past because I didn\u2019t feel like I was actually contributing to the end goal.<\/p>\n I couldn\u2019t understand why the work I was doing was worth it (and nobody was telling me why, either), so I disengaged.<\/p>\n Building your brand\u2019s story into your internal marketing strategy and reminding employees what you\u2019re working toward builds transparency and trust<\/a>.<\/p>\n Speaking of \u2026<\/p>\n Here\u2019s where internal communication meets internal marketing.<\/p>\n Keeping your employees well-informed is a special yet indirect form of promotion that inspires your employees to become your biggest ambassadors.<\/p>\n Your internal marketing strategy should clearly outline your communication channels and outreach process to allow you to easily share timely and relevant updates with your teams.<\/p>\n And don\u2019t forget that communication is a two-way street. Be sure to create ways for employees to reach out about problems and issues or with feedback and suggestions.<\/p>\n As Glaser said, transparency builds trust. And the first step is effective communication.<\/p>\n I love this one.<\/p>\n Sharing your company values during onboarding is great, but it shouldn\u2019t be the only touch point. As Stelle says, all of your internal marketing messages and materials should reinforce your mission, beliefs, and North Star.<\/p>\n Employees can easily advocate for your brand if they know what they\u2019re advocating for and why.<\/p>\n I\u2019m a big fan of asking people what they want instead of trying to guess. I\u2019m willing to bet big money that the companies who give their employees pizza parties instead of tangible benefits aren\u2019t asking the right questions.<\/p>\n Send employee feedback surveys<\/a> often and ask specific questions about your internal marketing activities. What do they like? What do they want to see more of? What isn\u2019t resonating with them?<\/p>\n Then, use these insights to refine and improve your strategy.<\/p>\n <\/a> <\/p>\n OK, onto the fun part. I\u2019m giving you a peek behind the curtain at some of my favorite internal marketing plays as a HubSpotter.<\/p>\n This one\u2019s probably a given, but HubSpot\u2019s Culture Code<\/a> is SO good. It started out as an internal document and, in the true spirit of transparency, has been publicly available for years.<\/p>\n
\n Who is responsible for internal marketing?<\/a>
\n Why is internal marketing important?<\/a>
\n Benefits of Internal Marketing<\/a>
\n Internal Marketing Strategies<\/a>
\n Internal Marketing Examples<\/a> <\/p>\nInternal Marketing vs Internal Communication<\/h3>\n
Internal Marketing vs External Marketing<\/h3>\n
Why is internal marketing important?<\/h2>\n
\n Up to 43% less turnover. Nice. <\/p>\nBenefits of Internal Marketing<\/h2>\n
You\u2019re building a team that (actually) cares.<\/h3>\n
You\u2019re cultivating a sense of community at work.<\/h3>\n
You\u2019re creating greater brand alignment.<\/h3>\n
Internal Marketing Strategies<\/h2>\n
1. Personalize the onboarding process.<\/h3>\n\n
2. Use storytelling to engage employees.<\/h3>\n\n
3. Create transparent communication channels.<\/h3>\n\n
4. Integrate values into daily actions.<\/h3>\n\n
5. Send regular employee surveys.<\/h3>\n\n
Internal Marketing Examples<\/h2>\n
The Culture Code<\/h3>\n