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Getting Them to Show Up - How to Use Internal Marketing to Drive Employee Involvement

Internal marketing is about selling the brand of the company to the employees and part of creating the culture of the firm. Internal marketing and campaigns are often overlooked or executed in a haphazard manner to where internal clients miss the message. When employee engagement is strategically planned, the overall impact is more powerful and leads to higher employee involvement and overall satisfaction in the company.

But how do we as marketers do that for our company? Well first, you need planners from different parts of the company: someone from HR, marketing, and a representative of the people makes for the best team to collaborate on events. And then you get started. Kinda.

Planning really can’t commence without having a universal message to be the driving force behind the planning. Why are you doing this? What is the take away from this engagement? If you don’t have a specific goal in mind here are some ideas:

  • Align the external with the internal: Sometimes our employees don’t always know what the message is to our external clients. So flip the script and market to your employees with the same message. By aligning the two you make that message something employees live and breathe.
  • Work Hard, Play Hard: We tell our clients and prospective recruits that we “work as hard as we play” (or some deviation of this saying). And between deadlines and new projects, we always up hold our “work hard”, but often times the “play hard” gets missed. That’s where a fun internal campaign can make up for that.
  • Target Campaign: Maybe it’s as simple as a food drive or maybe a corporate anniversary, but there are times when a targeted campaign is effective for specific events.


For anyone who has Googled how to do something, this is the part we fast-forward to – how do I do this? Sadly, there is no magic “Top Five Things to Do” bullet list because there are many avenues that can be customized depending on a variety of things such as time, intent of the message, man-power, or money. But here are some good starting points:

  • Planning: Now you have a message, let’s make a plan! If you’re planning for a year or for a short-term targeted message, planning allows you to coordinate messaging with all the tools in the marketing tool box: graphics, social media, blogging, etc. Then create a schedule to see how events and tasks work with the bigger picture. Need graphics or collateral materials designed? Need a leave behind or giveaway ordered? Did we schedule a release for the 1st of the month and that’s a Saturday? All of these things will drive the execution of your message.
  • Get ’em Outta Their Chairs: One of the biggest struggles I’ve had with internal events is getting people to participate. If we can build anticipation about an event, then we draw them into the event and honestly that’s half the struggle. Even if they don’t participate, they might have just as much fun being a spectator.
  • Mix It Up: Competition is a healthy thing, especially with highly driven people, but not every event needs to be a battle-royale of wit or brawn. On that note, not every event needs to be a potluck or catered. Social events are just as engaging as volunteer events. Providing a variety of events keeps people engaged.
  • Let the People Speak: Sometimes it’s beneficial to arrange to get feedback through a survey. You will always hear the voices of the extremes. They love or they hate, but what about the people who are meh about the event. Try using an anonymous survey service, like SurveyMonkey, to get an idea of what the people like. We are often victims of our own groupthink, so doing a little crowd-sourcing allows you to back up what you think the people want and don’t want.

Potential Pitfalls

Like many endeavors there are pitfalls. Sometime being aware of them will help you work around them, but more often than not they are unavoidable.

  • Beware of Overkill: Even in internal marketing there is “too much of a good thing.” If we overindulge on message or concept, there is a chance of burnout from your audience. Your funny, company battle-cry can quickly be accompanied by eye rolls and groans because it’s been used too much.
  • Lack of Turnout: Like I mentioned above, turnout is always a problem. It’s not just the technical staff who are busy. Everyone has deadlines and tasks and goals to meet, and that might not include playing games at the Halloween carnival. Don’t be discouraged. A little FOMO generated by post-event hype can drive participation in your next event.
  • Criticism: There will always be criticism. They didn’t like the food vendor. The room was cold. It was too hot. The trivia questions where too hard or too easy. We know that everyone has an opinion and we should turn our cheek to criticism, but there are times when criticism is actually just someone wanting to be a part of something. Recently my firm celebrated Pi Day with a selection of pies from a local bakery. The day before someone asked if there would a gluten-free option. I had completely overlooked this part of the planning. I ran, well it felt like, all over the Valley to no avail and ended up making a gluten-free pie that night. I did this because this was a person wanted to be a part of an event, but through my poor planning, was not able. I was able to see past this criticism of my planning to an opportunity to include someone.


While we know that more goes into the culture of a firm than pot lucks and parties, a well –structured internal campaign can help drive the message.

Sara Reynolds
Marketing Coordinator, Wood, Patel & Associates, Inc.

Sara has been in the A/E/C industry for more than a decade and has been a SMPS member for the three years - ever since joining Wood, Patel & Associates. She is a mother to two boys (ages 9 and 5) and her free time is consumed by lacrosse, Cub Scouts, Legos, and sharing the refereeing duties with her husband. She enjoys good whiskey, a good book, and good conversation. 


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