What do people today want from their work? A sense of belonging. A meaningful connection to the work they do. A sense of purpose. The Great Resignation has laid bare to see what we all feel—it’s not just about the money.
Many brands are walking around without a soul. Where there is no soul, there is no brand personality. Where there is no brand personality, there is nothing to attract talent, inspire team members, or engage stakeholders. Often, that’s because brands tend to focus on the wrong places when trying to encapsulate who they are. Your soul doesn’t come from your products or services—it comes from your people.
Inspire Agency’s core values include “place people first.” Our greatest success stories are working with clients that align with this value, because when you put your people first, that’s when you can discover your brand’s culture and can showcase its personality and soul.
Corporate communication puts a face and voice to your brand. It brings your personality and soul to the forefront. It makes your organization authentic, relatable and unique in a crowded and competitive landscape. Your brand personality is what attracts highly sought-after candidates and keeps your teams vibrant and committed.
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Everybody wants to toot their own horn and celebrate achievements as a team, and they should! Sharing your team’s wins with your people is an important element of a corporate communication strategy.
But as in life, a great corporate communication strategy is about more than wins and losses. It’s about conveying the experience of your brand, the culture it cultivates, and the people it inspires to your employees and key stakeholders. Your culture should consistently impart across all kinds of communications within your organization, from employee emails, newsletters and meetings, to phone calls, corporate decks and letters from your c-suite.
At Inspire Agency, we tackle these essential communication functions as we do with all our projects—through the Inspire Way of Inquire, Infuse and Inspire.
We don’t blindly apply the best practices that we’ve refined through our years of experience. We take the time to learn about you, your culture and your personality, and then infuse what we’ve learned into a clear and measurable strategy with key performance indicators (KPIs) that inspires your employees and your investors. And we never rest on our laurels, continually measuring results and refining tactics to get the greatest return on investment from your time and budget.
problems that effective corporate
communication can solve
Corporate communication is critical to engaging the people already on your team and the talent you want to attract. Your company needs to stand out long before talent even begins looking for a job—particularly given the rapidly changing future of work.
In the fall of 2021, the National Federation of Independent Business reported 51 percent of small businesses had job openings they couldn’t fill—far above the historical average of 22%. And that’s in spite of 42 percent of small business owners reporting raising compensation, and 30 percent saying they planned to raise wages in the next three months. As we said, it’s not just about the money.
If this sounds like recruiting instead of marketing … you’re half right. Recruiters are marketers! The same way you want to emphasize your brand personality, culture and people to your clients and customers, talent acquisition and retention relies on amplifying a company culture that attracts talent over time and gives people that sense of belonging, connection and purpose that makes them want to stay.
What kind of message are you sending your team? Is there a unifying theme? An underlying purpose? Or is it perfunctory reporting?
Your internal corporate communication should reflect the personality and culture that you want to convey to the wider world. That’s why The Inspire Way always starts with “Inquire.” We take the time to really get to know you and your organization, so that we can amplify your sense of purpose and mission.
Then, we create an enterprise-wide strategy that engages your entire team. That means identifying and harnessing loyal team members to serve as brand ambassadors both within and outside the walls of your organizations. When employees boast about the companies that they work for, it carries far more weight than if a company does it.
Corporate communication can be a virtuous circle of recruitment, retainment and growth. When you can cultivate an authentic people-centric culture, your employees become your best marketers! Some eye-popping statistics:
Brand messages are re-shared 24 times more frequently when distributed by employees through employee advocacy versus the brand. (Business2Community)
79% of firms surveyed reported more online visibility after the implementation of a formal employee advocacy program, and 65% reported increased brand recognition. (Hinge Marketing)
Content shared by employees receives 8 times more engagement than content shared by brand channels. (Social Media Today)
Leads developed through employee social marketing convert 7 times more frequently than other leads. (Marketing Advisory Network)