Jeff Smith

The Internal Brand Starts With The External Brand

Your external brand or consumer brand, lives in a competitive environment alongside thousands of other brands. In order to stand out among the competition, brands do their best to differentiate themselves from others while remaining consistent – same logo, same colors, same fonts.

Internal communications departments often use their external branding for emails, the intranet, digital signage, and the like. Internally, your communications aren’t seen in rotation with other brands. Your audience can tire of the same thing over and over because there are no other brands working in the space to break up that experience. Oversaturating your internal communications with your external brand will eventually make your efforts invisible to the workforce.

Leverage your internal brand to create a more engaging experience by developing an internal brand. By expanding and building upon your external brand, a unique branding will emerge that employees already recognize. Not only will a fresh and expansive internal brand renew their desire to be engaged with, but it also acts as a cue for them to know that those communications are meant for them only.

We suggest developing your internal brand by creating the following:

  • Employer brand rallying cry
  • Adding additional colors to the existing brand palette
  • Design motif for backgrounds and other uses
  • Building a library of original employee photography

The internal brand should be authentic, genuine, and support the external brand. A good internal brand can transform your internal communications and create a better experience for your employees.

Need help with an internal brand? Tribe can help.

Elizabeth Cogswell Baskin

The Power of Not Doing: Improve Internal Communications by Doing Less

When’s the last time you did an audit of your internal communications channels? Most large companies use a myriad of channels and continue to add more, especially with emerging technology offering new options at a steady rate. You do need a varied mix of channels, because different employees like to be consume information in different ways, but do you have too many ways you’re communicating?

In “Strategy is Deciding What Not to Do,” Tim Williams describes Steve Jobs’  decision to cancel more than 300 ongoing projects in favor of focusing on just four. “By narrowing instead of expanding, Apple started down the path to becoming the most valuable company on the planet,” he writes.

Our experience at Tribe mirrors this, although on a vastly different scale. In 2009, we made the commitment to focus only on internal communications for large brands. When prospects or current clients asked for consumer branding, a field in which we’d built our careers, we referred them to other agencies we knew would do a great job for them.

The payoff was building a deep expertise in this narrow niche of internal branding.  The more we worked with large companies on specific employee communications issues, the more we learned. We began to see the same challenges repeated across companies and industries, and were able to take what we learned solving one client’s challenges as a shortcut to solutions for the next. There’s power in choosing not to do something.

The same can be true for your company’s internal communications mix. Most internal communications departments we see are stretched mighty thin. When you added a quarterly employee magazine, did you consider retiring the weekly newsletter? Do you still print posters even though you have digital signage in all your locations? Do you maintain multiple intranet-like sites? Are you still posting stuff on Yammer even though most employees aren’t using it anymore?

Discontinuing channels that aren’t working effectively is good discipline. Not only will it allow you to focus on doing a better job at fewer things, it can improve employees’ experience of internal communications. By limiting the places they feel like they’re supposed to check, you help them process communications more efficiently and effectively.

Interested in taking stock of your portfolio of internal communications channels? Tribe can help.

 

 

 

Elizabeth Cogswell Baskin

What we know about building employee trust in the CEO

One of the best ways a CEO can build employee trust is to first demonstrate that he or she trusts employees. A recent article in the Harvard Business Review addresses this dynamic from the perspective of managers, but the same principle applies at a higher level in the corporate hierarchy and to the organization overall.

How does company leadership show trust in employees?

  1. Share information. Not just good news, but the bad news as well. In fact, sharing bad news honestly can go a long way towards increasing employee trust. Of course there will always be business information that’s not appropriate to share, and it’s fine to say that. Employees can appreciate that distinction. But if you talk about transparency, make sure you follow up by truly keeping employees in the loop on news you can share.
  2. Avoid creating a risk-averse culture. This is a big ship to turn around, if your culture is already rife with policies and attitudes intended to put as many controls in place as possible. It’s popular now for companies to promote the idea of failing fast, but there’s sometimes a contradiction presented by punitive policies. Giving employees a little more autonomy and decision-making power demonstrates trust in their abilities and their judgment. That’s a first step in having them return the favor.
  3. Promote visibility for individuals responsible for innovation. Look for examples of leaders within the company who are spearheading new product developments or initiatives and celebrate them. Mention them in town halls, encourage your communications staff to feature them in the internal publications or on the intranet. Most success stories will include bumps and challenges along the way. Telling those stories reinforces the notion that the company leadership trusted those employees enough to let them hit a dead end or two before they got it right.

Interested in building trust in leadership at your company? Tribe can help.

How Employee Experience Can Help Increase Employee Engagement

Employee experience is getting a lot of attention in the internal communications world lately. One reason may be that we continue to see studies indicating lower employee engagement, which means less motivated employees, lower retention rates and poor company performance. Companies are struggling for an answer and don’t know where to turn to next.

Looking at the employee experience can provide a fresh perspective. The term goes beyond employer brand and the employment life cycle to encompass all aspects of employees’ work lives. When organizations are able to step back and view employee experience as a whole, and to go beyond the basics to see a bigger picture, it can help frame internal communications in a new way.

As the competition for top talent increases, ping pong tables and free lunches may not be enough to attract and retain employees. Associates no longer want just office perks, they’re looking for development, training and technology that keep them growing in their careers. They appreciate companies providing support in terms of wellness programs, financial planning and volunteer opportunities. When organizations start to focus on all aspects of an associates employment, it CAN lead to more genuine, improved engagement that will be sustainable over longer periods of time.

Need help improving your employee experience? Tribe can help.