What every HR department needs to know about marketing
EX is the new battleground
People trust people - not brands
What you’ll find in this article:
Why traditional advertising is dead
What is Employee engagement?
Why human connections are your most powerful marketing tool
A huge WT moment for engaging teams
Social influencers are killing it and so can you
How to create employee social influencers
Traditional advertising is dead
Traditional marketing is dead as we’ve entered an era where digitalisation, mobilisation, artificial intelligence (AI) and automation rule.
The old ways of doing business are dying, and consumers no longer buy into price wars to make their selection of products. They’re more interested in what your brand says, what it does, and what it stands for.
And this starts internally – with your employees. It’s all about Employee Experience – EX.
HR is changing - rather than focusing narrowly on engagement and culture, many leading organizations aim to improve the employee experience as a whole.
So, to keep up, you need to change your tactics.
Companies used to buy ad space in magazines and on TV hoping to cast a wide net. You can now save marketing dollars by targeting your audience on a micro level using Facebook and Google.
According to Seth Godin, today’s new economy being connection. And HR is right in the middle of this – helping their company create brand influencers.
Human connections are your most powerful marketing tool
Julie Masters, Founder and CEO of Influence Nation, reveals that our trust in humans is 65%, with only 35% of people trusting in the brand, and that 96% of what we look at online comes from human interaction, not from brand influence.
Growing staff engagement will explode your revenue
A big ‘What The’ moment for HR
This may come as a surprise to you – I certainly wasn’t expecting this. But it makes sense.
In-house influencers are the way of the future
Macy’s has it all worked out with their ‘Style Crew’. One internal influencer sold a whopping $15,000 worth of handbags in one week using her social channels. True story! Watch it here
According to an article by Brandwatch, there are currently 3.03 BILLION active social media users. And guess what. Your employees are those social media users.
Why aren’t you using them to be your influencers?
Bing! Lightbulb moment hey?
Sure, getting a mega celeb influencer to promote your brand is amazing, but what if you could get your employees to post about your products? It’s not going to cost you mega bucks, and it’s just as effective.
Proof social influencers are killing it in marketing circles
75% of influencers are 25-34 and mostly female
Influencer marketing has risen from 4% in 2010 to 32% in 2017
44% of people love sharing a PASSION they have
Instagram, Facebook and YouTube are the top 3 platforms.
Ok Jason, how do I get my employees to be influencers then?
Let’s start at the top and get the CEO involved! Ask them to start sharing regular 1-minute videos with your team. And don’t make it all formal and stuff – that’s not human.
Have a walk, answering questions, sharing visions, values, future goals, dreams etc. Just talk. You don’t need a big production with perfect lighting and your glistening pearly whites flashing – keep it real, as Taki Moore does. Click below to see how he does it :)
Humanity is the new in-thing for marketing
When it comes to marketing, social media and technology is just the tool – it’s not the solution to sales. Humans are ruled by heart.
We believe you become an influencer by sharing two things:
Generosity – offering your customers something they need, something of value to them, making them want to connect to you as you’re a giver.
Art – humans want things that are interesting, pretty and different so give them just that – give them something remarkable.
Great so what are the steps:
To suss out the employees likely to become key influencers:
Start with a survey – what do people care about and want to share
Align these with the broader vision and values of your business
Find your WOW people with a flair for being creative
Get them to create, write and record videos about your company and products - no rules!
Run these past your comms team to align messages, style and format (but not before)
Get your people to start to share the content - and watch as it explodes!
Here are some great tips on sharing stories via video.
Need help to Blend HR with Marketing?
Ad spending is going down and internal influencers are the new marketing. Is your company keeping up or are you still throwing money into a 6ft hole?
If you need help, aligning people, vision and business goals, we’ll show you how to find a universal brand voice, ensuring your employee influencers are keeping on brand and spreading the news of your company far and wide.
About the Author
Jason Knight is the founder and creative director of Moved by Design, designing brand identities and learning material for corporate HR businesses. He has spent over 15 years blending HR with marketing, which has made him a finely tuned visual communicator.