A 5 Step Guide for Effective Internal Marketing Campaigns that Engage Employees

How to Understand Employee Needs and Preferences

Understanding employee needs and preferences is more crucial than ever today. Without a clear grasp of what motivates and engages your team, creating effective internal marketing campaigns can be challenging. Ineffective internal marketing can lead to disengaged employees, low morale, and decreased productivity. However, with the right approach, you can gain valuable insights that will help tailor your internal marketing efforts to resonate better with your workforce and improve productivity. Here are five steps to achieve this:

1. Conduct Comprehensive Employee Surveys

Start by gathering direct feedback from your employees through employee surveys. These should cover various aspects such as job satisfaction, preferred communication channels, motivational factors, resonance with company values, and suggestions for improvement. Ensure anonymity to encourage honest responses. Incorporate behavioural economics to understand subconscious feelings and motivations.

An analysis of the survey results will identify common trends and specific areas that need attention. Engaging an external market research company is recommended to ensure that the research is valued as independent, that accurate data is gathered and correct insights are derived from the data.

2. Utilise Focus Groups for In-Depth Insights

While surveys provide a broad overview, focus groups can offer a deeper understanding of employee sentiments. Select a diverse group of employees from different departments and levels within the company. Facilitate discussions on specific topics such as workplace culture, benefits, and communication effectiveness. The qualitative data obtained from these sessions can reveal nuanced insights to complement survey insights. Again, a specialist market research company will be able to develop the most effective discussion scripts,  impartially moderate conversations and obtain accurate evidence to inform strategies.

3. Leverage Data Analytics Tools

Employ data analytics tools to track and analyse employee behaviours and preferences. This could include monitoring performance metrics, and participation in company programmes. These can help identify patterns and correlations that indicate what drives employee engagement and satisfaction. These insights enable more informed decision-making for internal marketing strategies.

4. Segment Your Workforce

Just like external marketing, internal marketing benefits from audience segmentation. You can segment your employees into different groups based on factors like demographics, roles, and length of employment. Understanding the unique needs and preferences of each segment allows you to create more personalised and relevant marketing messages. For instance, what motivates new hires might differ significantly from what long-term employees value.

5. Continuously Monitor and Adapt

Employee needs and preferences are not static; they evolve over time. Therefore, it’s essential to establish a system for continuous monitoring and feedback. Regularly conduct surveys,  hold periodic focus groups, and keep an eye on data trends. Use this ongoing feedback loop to adapt your internal marketing strategies, ensuring they remain aligned with the current workforce sentiment.

Case Study: Enhancing Employee Engagement at a Belfast based company

A Belfast based company needed help with their workforce. Although the workers appeared to be fairly happy, the company struggled with low morale during certain periods throughout the year. Management needed clarification about the specific causes of dissatisfaction that were impacting morale. To gain a better understanding, we launched an anonymous employee survey focusing on job satisfaction, workplace conditions, and management communication. 

The survey revealed that some workers felt undervalued and lacked proper recognition for their efforts. In response, the company introduced a reward and recognition programme and implemented regular feedback sessions with management. Within six months, overall employee engagement improved, leading to a noticeable boost in productivity.

Why Partner with a Market Research Company?

Understanding employee needs and preferences is a complex, ongoing process that requires expertise and resources. This is where partnering with a market research company can be invaluable. At CARD Group Research & Insight, we specialise in providing comprehensive market research services that offer deep insights into employee preferences, and sentiments. Our tailored approach helps you create more effective internal marketing campaigns that resonate with your whole team, leading to higher engagement, improved morale, and increased productivity.

Following these steps and leveraging our expertise will enable you to transform your internal marketing efforts, creating a more motivated and cohesive workforce that drives your company towards success.

If you would like to find out more about our employee surveys, please get in touch.