As organizations become decentralized and experience increased market reach, the demand for a comprehensive internal communications program has grown in tandem. As the need for inter-office communication rises, progressive companies channel energies to ensure their core values and brand is “evangelized” throughout the organization. How are they doing this? By tying all of their internal communications into their core values and brand.
Internal (Employer) branding and communications helps employees and stakeholders (such as sponsors/ suppliers, franchise staff, external call centers, etc.) to understand the organization's mission, vision, values, and culture. It is important for any company with multiple departments or multiple locations to have an internal branded communications strategy in place. There are many valid reasons for an internal branding communications strategy.
We have narrowed the business case need for branded internal communications to three points:
Inter-office communications is an integral part of any organization. Organizations need to communicate with each other both within their own department and with other departments and locations. It is much more cost effective to have consistent templates, imagery and communications tools for company-wide use than it is for each person or department to develop their own look, graphics, design and messaging. It saves time and resources to have branded tools readily available.
In order for a brand to resonate both internally and externally, the entire organization must understand the mission, vision, values and culture. It is inherent to the organization’s way of doing business – from customer service, direct marketing, to the treatment of your employees and partners. Development of an employer brand is key. A company’s employer brand needs to be tied with external branding, yet focused on the organization and individual. The employer brand has value and delivers commitment to the employees and stakeholders. Initiatives, policies and practices align with these values.
Consistent messaging helps develop brand engagement, which is the process of forming an emotional and rational attachment between an individual and a brand. The attachment is built through visual, written and experiential messaging. Communication vehicles such as the new-hire orientation, a corporate newsletter, emails, training videos, intranet, blogs, etc, when branded together, generate greater employee awareness and brand engagement.
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