By: Sarah Kyo
Your customers might be the primary target audience that pops into your head when it comes to elevating your company’s brand and image. After all, creating a strong customer experience for your external audience is important for your business’ profitability and longevity. However, it’s also crucial to remember to develop a deep connection with your internal audience. After all, sustaining engaged employees can help you maintain high levels of customer satisfaction, enhance your organization’s reputation, and improve the company’s overall value for your stakeholders.
Additionally, promoting your company as an employer of choice to your current team can help solidify your employees’ allegiance to your organization. In turn, this could inspire them to become unofficial brand ambassadors amongst their networks, possibly strengthening the pipeline for new talent and prospective customers. When it comes to encouraging this type of company loyalty, creating a great customer experience for your own employees is key. This is where having a marketing mindset comes into play.
What is B2E
You’ve probably heard of the marketing terms B2B (business-to-business) and B2C (business-to-consumer). In both scenarios, you’re selling a product or promoting a service directly to a specific type of end-user such as another business or an e-commerce customer. To inspire these groups to take action, your marketing team designs engaging campaigns for their target audiences. Likewise, your human resources team can launch a high-quality employee engagement campaign complete with consumer-grade content experiences and a level of personalization that’s right for your employees. In fact, one of the hottest marketing areas you may not be aware of is B2E.
Specifically, business-to-employee (B2E) marketing encompasses everything that businesses do to attract and retain well-qualified staff in a competitive market. This encompasses a wide range of activities, including aggressive recruiting tactics, benefits, education opportunities, flexible hours, bonuses, and employee empowerment strategies. B2E includes core values communication that helps new hires become more oriented with their latest employer’s company culture, mission, and values. Plus, ongoing B2E campaigns can utilize employee benefits communication software to clearly inform and educate current employees regarding their total rewards, inspiring them to enroll in the right plans, become better acquainted with the company’s extensive benefits offerings, and so much more.
One notable trend is that companies that invest the most in employee experience tend to be included 28 times as often among Fast Company’s “Most Innovative Companies,” 11.5 times as often in Glassdoor’s “Best Places to Work,” 2.1 times as often in Forbes’s list of the “World’s Most Innovative Companies,” and 4.4 times as often in LinkedIn’s list of “North America’s Most In-Demand Employers,” according to the Harvard Business Review. When organizations prioritize connecting with their employees, that devotion can possibly lead to industry-wide acclaim and business success.
B2E Tools at Your Fingertips
At the cornerstone of B2E are materials and campaigns that demonstrate your employees are as important an audience as your customers. One of the most effective B2E components is utilizing an employee communications software, your employee intranet, and other internal communication outlets to ensure employees have a clear line of sight to your mission, as well as the diverse programs your human resources department has to offer. Ideally, these digital tools would offer features that allow you to manage campaigns and access analytics to gauge each asset’s performance.
Best Practices for Implementing an Internal Marketing Plan
To get started on designing a customer experience for your internal audience, establish a dedicated B2E portal that can help disseminate company information and showcase all of the benefits, programs, and other total rewards you have to offer in one centralized location. The portal can then be supplemented with reach materials and other communication pieces to reinforce the messaging. Strategically putting all of these pieces together can help create a much more cohesive experience for your employees.
Using a campaign-based approach can also motivate employees to take direct action and learn more about your various programs and offerings. Consistent communications will allow your human resources team to “meet employees where they are,” when you use multiple channels and content formats, such as email, text, posters, FAQs, or video.
B2E Marketing for Change Management
One of the best times to utilize B2E tactics is whenever you’re introducing a new development to the rest of your organization. For example, let’s say that your company is launching a brand-new Human Capital Management system to the entire organization. Process changes and unfamiliar technology can be potential hindrances when it comes to fully adopting a new program from the top down. To help your overall team become much more comfortable with this unfamiliar digital tool, you can create a multi-channel campaign with short, engaging videos, informative digital documents and infographics, and other resources on a B2E portal. On top of that, emails can help set expectations and guide your audience to consume these snackable pieces of content.
Collaborating with the CMO for a Cohesive B2E Strategy
While engaging content is important for capturing your employees’ attention, pairing it with an employee communications strategy can inspire action, support change management, and lead to measurable results. Reach out to members of your marketing and communications team to better connect with your internal audience. This is the perfect opportunity to bounce ideas off your in-house experts and strengthen your working relationship with each other. Although CMOs typically drive marketing efforts directed at the B2C or B2B audience, savvy CHROs should establish a seat at the table to develop and roll out B2E efforts.
When the CHRO and CMO work hand-in-hand, they can communicate to employees on the same level as other customer segments, aligning messages, goals, and company vision. In other words, this cross-departmental collaboration is a win-win situation for all teams involved.
Why B2E is Important
By bringing the customer experience home through the power of employee engagement solutions, you can create an engaging, vibrant experience for your employees.
From compelling content to campaign management and analytics that track which data and materials resonate effectively, a comprehensive B2E program will pay dividends in retaining your most important audience – the people who power your company.