Most firms offer robust perks, benefits, and resources to their associates. Investments range from Employee Assistance Programs (EAPs) to concierge services, coaching, and professional development platforms like WorkBetter. But how many associates are aware of each resource or benefit you offer? This is where having an internal marketing and communications strategy becomes crucial. It ensures the firm extracts the most value from its investments by effectively communicating these benefits to employees.
An internal marketing strategy maximizes resource utilization, boosts engagement and morale, and ensures associates feel more supported. When employees are fully aware of and understand the benefits available, they are more likely to use these resources, maximizing the return on the firm's investment. Additionally, showcasing the firm's offerings demonstrates a commitment to employee well-being and professional growth, fostering a positive work environment. As associates take advantage of these resources, they feel more supported, further contributing to their development and well-being.
How to Implement an Effective Internal Marketing Strategy
Engage Marketing Expertise: Start by engaging someone with marketing expertise. Your firm may already have an internal communications team or similar function. The key is to integrate this function more effectively into your talent management strategy. If you don't have this expertise on your team, consider adding or developing a team member who can take on this role. An experienced marketing professional will identify different marketing channels. They can also consider how to market to different segments within the firm and tailor messages to meet each segment's particular needs and interests.
Break Down Silos: An internal marketing program should present a cohesive story to your firm. This involves breaking down silos between departments to ensure that each marketing pitch aligns with others, taking full advantage of potential synergies and efficiencies.
Feedback and Adaptation: Continuously gather feedback from employees about the effectiveness of your internal marketing efforts. Use this feedback to adapt and improve your strategies, ensuring the message is clear and impactful.
To summarize, a well-executed internal marketing strategy can transform employee benefits and resources into powerful tools that enhance engagement, morale, and overall firm success.
By: Kandice Thorn, Founder, WorkBetter for Lawyers
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