When it comes to the digital space, a business can’t keep up nowadays in such a competitive market without immense employee engagement. According to Gallup research, highly engaged employees contribute to better business results, with 21% higher profitability and 59% lower staff turnover. But how does it work?
By leveraging the correct marketing practices, companies can greatly involve employees in the workflow to make them feel not just like office plankton but brand creators. This is where employee engagement marketing comes into play.
In this post, we will shed some light on how literate marketing performance can impact employee involvement, aligning marketing strategies with internal corporate objectives. Let’s take a closer look at the leading tactics that organizations use to enhance workforce efficiency and create a positive work atmosphere that drives business success online.
How Do Employee Engagement and Marketing Intersect
Involved employees become brand promoters, sharing the company through positive word-of-mouth across the web, including social media channels. By uplifting employee engagement, business owners harness the staff power needed for marketing success. The simplest way for them to do it is by cultivating a sense of brand ownership and pride among the workforce.
No less essential aspects are supportive leadership and a favorable work environment. That way, every single employee will have enough enthusiasm and motivation to maximize marketing efforts and feel as if they are a critical part of the firm’s prosperity.
With engaged employees, you can get an exceptional customer experience, which in turn, positively affects brand perception. Furthermore, employee-created content will provide unique insights and use cases as well as raise brand visibility and credibility across social networks.
When it comes to internal marketing, employee engagement fosters active staff participation in promoting campaigns. Haiilo experts state that it also builds an emotional connection with products or services employees sell, positively impacting revenue as a result.
How Can Marketing Be Used to Increase Employee Engagement:
1. Encourage Employees to Create Content
If you want to make a brand more relatable and human, one of the most powerful practices is encouraging employees to create content. Content marketing works as follows here. By allowing staff members to express themselves through blog posts, videos, podcasts, how-to guides, and so on, you allow them to not only share valuable expertise but to also literally be brand promoters, which concurrently increases target audience exposure and a feeling of personal pride.
What is a use case of employee engagement marketing via content? For example, the company can provide a separate platform (bio or team profile page) for employees to share their content. That is to say, you enable specialists in different fields to contribute to the voice of the brand and industry conversation. However, even if employees are well-versed in a specific area, it doesn’t guarantee massive traffic to the site or the top of the SERPs.
To understand what the target audience is interested in and streamline the content accordingly, it is advisable to take advantage of automated solutions like the keyword suggestion tool by SE Ranking. With its rich keyword database and accurate metrics, like difficulty, volume, search, intent, etc. every employee has the ability to pick the best-suited competitive keywords to craft the content around.
As a result, the optimized content for the particular query can drastically increase where the page is housed on the SERP. And when employees discover their posts on top search results, it will not only boost their individual sense of pride but also reinforce recognition within the organization. This will motivate them even more to work in the brand's favor.
2. Using Employee Influence
Gone are the days when a highly effective marketing technique was to involve influencers with a large following to advertise products or services. Influencer marketing is currently moving in a downward spiral since customers have realized that influencers are not always trustworthy sources of information.
As surveys show, 65% of people feel no trust in social media influencers. Of course, there are still influential people that can make a profit for businesses, but more and more companies are starting to look for other ways to express their brand message. And employee engagement marketing can handle this with flying colors.
Instead of costly, influencer-focused campaigns, you can benefit from employee-produced content marketing. There is nobody who knows the inside of your business more than the people working on it day by day. That’s why they might deliver incredibly compelling and authentic content. In addition, sharing content from employees will put a human face on your brand that will increase credibility in the eyes of consumers.
Publishing via staff’s social media, professional communities on LinkedIn and Twitter, and so on directly reaches a much wider public than your official channels alone. As a result, you will get impressive brand awareness and massive lead flow.
3. Get Employees Involved in Product Launches
Incorporating workers into the launch of new products is another practical employee engagement marketing tactic. Typically, if staff is implicated in product ownership, they tend to take pride in its advancement. Such pride serves as a driving force for a successful launch.
Having product launch campaigns around social networks can be the best method to get employees involved and create a pre-launch buzz that only intensifies audience excitement about the product and the company in general. However, workers’ beliefs in the launched products is decisive here. When they have conviction in the brand, it will be highlighted through their publications promoting and giving positive feedback on their place of employment.
No matter the number of pre-planned posts professional marketers generate, they simply can’t cover the number of followers and customers as sincere, employee-crafted content. If your workers trust your products, then their surroundings will too. All you have to take care of at this stage is a suitable content marketing strategy. You should develop content your employees yearn to spread across social media and do so effortlessly. Include product-related infographics, videos, e-books, podcasts, free downloads, and webinars and the results won’t keep you waiting.
4. Employee Advocacy Reward
Don’t know how to create a positive company culture? Try to get your staff more interested in the brand, making them boast about their workplace. An employee advocacy reward can change things dramatically. With this regard, employee engagement marketing should comprise the following fruitful techniques:
Thank People for Their Efforts. When workers hear heartfelt thank yous, they will understand they are appreciated and that what they are doing is truly meaningful. Thus, employees will be more willing to contribute to the company’s top results.
Give Awards. Recognizing an employee or team that performs well in a specific term or exceeds expectations is critical. There is nothing more pleasant than a well-done job converted into a present. You may present different types of awards, such as trophies, certificates, corporate gifts, and so on based on your branding and company values.
Recognize with Perks and Rewards. Material awards are definitely nice, but sometimes special perks and rewards like a bonus time off, stunning parking space, or a ticket to a closed industry event are valued more. No matter what option you decide on, try to make the gift personalized. It will show employees their contribution to the company is priceless and inspire them to work even harder for the brand’s growth.
5. Leverage Marketing for Teamwork And Communication
Creating a comfortable company culture that makes employees want to stay and fosters positive attitudes is the last but not least crucial point of effective employee engagement marketing. Use tools for managing digital content and communication, like message boards or social media accounts for projects, to encourage dialogue, connections between departments, and leadership development. Additionally, implement collaboration tools, such as social intranets or communication platforms, to enhance employee interaction and communication.
No matter how smoothly your marketing processes for team cooperation go, they are meaningless without respectfulness, reliability, conflict management, and two-way feedback within the organization. If each employee is empathic, ready to help their colleagues, and understands individual diversity, then the overall workflow will achieve its set goals.
Employee engagement marketing is a potent approach that combines marketing efforts with internal corporate intentions to directly involve employees in brand building. There are different practices for motivating workers to contribute to the organization's growth. Business owners can encourage employees to contribute to content production, use their social media influence, involve them in product launches, ensure advocacy rewards, and leverage marketing for team cross-communication and collaboration.
Whatever strategy you decide on, be sure that it will work out. We highly recommend starting with employees' active participation in developing content. This is a win-win tactic that makes the brand more relatable to the target audience and aids workers in positioning themselves as experts in specific fields.