Total containment has forced companies to rethink the way they work; some have been able to fully continue their activity, putting all their employees in teleworking, while others are in total cessation of activity (technical unemployment). Building and maintaining a good relationship has become more and more difficult. Today we are going to focus on the importance of involving an internal marketing strategy in order to be successful in teleworking.
The containment total has forced companies to rethink the way they work; some have been able to fully continue their activity, putting all their employees in teleworking , while others are in total cessation of activity (technical unemployment). Building and maintaining a good relationship has become more and more difficult.
Today we are going to focus on the importance of involving an internal marketing strategy in order to be successful in teleworking.
What is internal marketing?
Internal marketing is marketing focused on the internal organization of an entity. It is a variation of marketing aimed at the employees of a company in order to inquire about their expectations and in order to encourage them to become motivated players in the company's strategy.
What is the goal of internal marketing?
The main function of internal marketing is to manage human resources by giving them marketing information.
The goal of internal marketing is "to make the employees of the company like its brand and its mission so that they have no trouble convincing customers". In other words, making internal communication a tool that can not only inform people, but also persuade, engage and retain employees.
History of internal marketing:
Internal marketing results are derived from diverse marketing concepts. Marketing is Once it comes, it can have an impact on organizational performance. Resources Therefore, humans are likely to be related targets. In the 1980s, marketing was more focused on Especially considering various organizations The protagonist acts as an official partner. Somehow More specifically, internal marketing comes from the following literature: Service Marketing. Not limited to one-off but long-term transactions: "trust" lies in the center of the relationship. According to Bitner, "internal marketing has become the priority in service documentation, because service products is a performance in itself, and the
This implementation of the marketing policy stems from the conscience of the manager, saying that it is The basic principle of effective external marketing. Internal Marketing Can Successfully Replace Quality Improvement Plan, Which Provides Any Business That Gets A Competitive Advantage. It remains to be seen what internal marketing will look like with any type of organization. But this analogy suggests a number of questions to discuss. Although we can go back centuries The evolution of the economic activities of the company, we There is a big difference in the personnel problems. Indeed, it only starts from the Industrialization and Automation Production scene, they really took an interest in it.
Internal marketing logic:
1. "Internal quality of service" policy
According to this method, improving the quality of internal service (work atmosphere, reward system, training, etc.) will increase employee satisfaction, thus increasing employee loyalty and productivity. . Customers sensitive to these changes (more stable and efficient employees) can in turn be more beneficial to the company (increased purchases and retention). This virtuous circle encourages us to use tools similar to those of external marketing. In terms of quality, towards employees, adopt a positive approach (study the needs of employees, adapt to “the offer”, investigate). Satisfied...)
2.Reinforce internal product awareness
Or brand, expertise and appreciation of the product Number of company employees: according to this method, the Marketing tool (especially in the field of communication) Promote product knowledge and recognition Can not only target customers, but Also target staff (usually takes specific action). The latter will therefore be more able to know and appreciate the company's products with customers,
To the public. This policy is also possible Improve internal consistency, identity,
Culture (brand and product and its history section).
What is teleworking?
Teleworking is a professional activity carried out in whole or in part remotely from the place where the result of the work is expected. He is opposed to on-site work, that is, work carried out on the premises of his employer. Teleworking can be done from home, a telecentre , a satellite office or nomadically (different workplaces depending on the activity to be carried out), as part of salaried work, but also from shared workspaces ( coworking ), as part of independent teleworking
How to promote teleworking in your company?
Telecommuting cuts costs
Telecommuting is not only good for employees, but also for employers. It can save costs for both parties. On the staff side, this saves time and money (for those traveling by car). For employers, the benefits are higher: first, because it reduces infrastructure costs. For example, if an employee is not at his desk but at home, he will not consume electricity or heat, these are all business savings. But there are also indirect costs (delay, stress, health, etc.).
Telecommuting: it's good for productivity
All studies have shown that telecommuting is beneficial in increasing productivity. First of all, because it saves a lot of stress and avoids wasting time in the morning transport. Employees can work earlier, save time and gain autonomy. It also prevents them from being constantly disturbed by staff because of collaborators, sometimes unnecessary meetings and all the unforeseen events of office life.
Teleworking makes the company more modern and innovative
Teleworking is today one of the best ways to attract young talent. The survey shows that the most qualified young people are willing to sacrifice their wages for a company that offers flexible working hours and telecommuting. In this way, you can ensure that you attract the best innovative and highly skilled talent. In addition, telework has entered the era: the 2017 labor law made this method easier to adopt and encourage.
What is a brand ambassador?
A brand ambassador is someone who values your business positively around them. In most cases, these people are customers or people recruited on social networks.
In this list, you must add your employees. um yes! Since they work for you, they are bound to talk about you around you: with their friends, family and even strangers online! Your employee ambassador will also receive many accolades: just as they know you inside out, we will find that they are qualified to prove that you are a cool company.
What is an employee ambassador for?
Having employee ambassadors for your brand represents a significant competitive advantage! In all cases it will bring you:
A gain in visibility. Your employee ambassadors are highly likely to express themselves on the web, their personal blog or their social networks. This therefore increases the exposure of your brand. Indeed, the audience of your employees is probably not the same as yours. An employee ambassador who shares your news on his personal accounts will therefore reach people to whom you potentially do not have access, thus offering you additional visibility
A gain in credibility and authenticity. People are generally more inclined to be influenced by an employee's speech rather than your brand's official speech (however honest it may be). The fact that your employees praise the merits of your company therefore reinforces the commitment and the confidence of consumers in it.
Better chances of recruiting the cream of the crop. Imagine two posts with similar missions. One is offered by a company whose employees praise it everywhere. The other by one of which we know nothing of the internal life. In place of a candidate, which would you choose? If you take care of your employees and they communicate about them, it will necessarily make the best talents want to join your teams.
Tips for converting your employees into ambassadors:
Tips for Making Your People into Ambassadors More importantly, you need to know that employees are more likely to retain disadvantages than advantages associated with the company. Therefore, it may seem difficult at first glance to turn all your employees into obsessed ambassadors. To get there, you will need to get involved and convince them to support your business! Need some inspiration? Here are some tips: Make your employees happy
To make your employees happy, you can provide them with:
Good working environment (bright open space, a place where you can sit on the sofa to work, a place with modern and beautiful furniture ...)
Rest or rest equipment (beautiful living room, ping-pong table, pinball machine, etc.)
Free food and drinks, or at least a good canteen
Possibility to work remotely or participate in personal projects
from time to time Facilities for work and personal life (daycare, shuttle, laundry, etc.) and much more.
Work in the spirit of the "corporate community"
In order for your employees to want to say good things about your business, it is necessary to show them that you care about them and that they can count on you. They also need to be able to communicate easily with you and vice versa. In other words, you must expose the mystery of their relationship with the hierarchy: study the concept of "corporate community". And make sure you maintain a good atmosphere among colleagues. To strengthen this cohesion, you can for example:
Organize evenings, breakfasts, company aperitifs ...
Organize “cool” corporate accommodation: vacations, ski or beach weekends, etc.