I started my PR career in an integrated marketing agency, promoting the products of multinationals in Japan. The celebrity-studded events, opinion polls and social media campaigns were rewarding and fun but I ultimately turned to the field of Employee Engagement.

Why? I was intrigued by the opportunity to make a positive contribution to the workplace experiences of employees and business outcomes of clients. Because the reality is that a company’s employees are its most natural base of advocates for its value proposition, brands and services. Yet, all too often, there is a huge gap in how we communicate with them as employees versus as consumers, even while the lines between external and internal communications continue to blur.

So, it makes good sense to bring the outside “in” as you plan and implement your next employee engagement program. Consider:

  • identifying your influencers;
  • taking a fresh look at your tone, content and channels; and
  • identifying ways to treat your employees like VIP customers.

See below for more details on five approaches companies can borrow from consumer marketing to surprise, delight and engage employees and, as a result, break through the clutter, drive engagement and better business results.

Meghan Barstow is a senior vice president, Employee Engagement.

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