Internal branding and employee engagement

IABC: Professional Development Conference

Building Brand Ambassadors in Your Employees

Your Workforce May Be Destroying You

18%

48%

33%EngagedNot EngagedActively Disengaged

Source: Gallup Consulting.

World-Class Organizations “Out-Engage”

7%

26%67%

EngagedNot EngagedActively Disengaged

Source: Gallup Consulting.

And Outperform

More Profitable More Productive

Average CompaniesHighly Engaged Ones

16% 18%

Source: Gallup Consulting.

Today’s Discussion Topics

Promise(customer)

Positioning(competitive)

Purpose(employee)

Personality(expression)

1. Internal Brand Strategy2. Measuring Employee Engagement

3. Internal Communications Strategy4. Internal Communications Tactics

1.0 Internal Brand Strategy

The Framework for Internal Branding

Mlicki Brand Framework

Promise(customer)

Positioning(competitive)

Purpose(employee)

Personality(expression)

Logical

Emotiona

l

Motivating Differentiating

Example: American Express

Positioning.For the moderate to wealthy consumer, we offer world-classservice and personal recognition. Every time.

Personality.Exclusive, premium, signature, personalized, accomodating.

Promise.The consumer comes first. Always.

Purpose.Live life to the fullest.

2.0 Employee Engagement

How to Measure It

What is engagement?

What Drives Engagement

Autonomy Mastery

Purpose

Source: “Drive” by Daniel Pink

Questions to Ask.Group into areas of focus, skills and desires.

Industry Consultants

Promise(customer)

Positioning(competitive)

Purpose(employee)

Personality(expression)

1. Gallup2. Engagient

3. DIY or DIFM

3.0 Internal Communications

Strategies to Increase Engagement

Mlicki Framework for Internal Communications

Culture Clarity

Consistency

#1 - Have a Plan.

#2 - Utilize Phases.

#3 - Be Integrated.

4.0 Internal Communications

Tactics We’ve Seen Work

#1 - Lasting Messages. Lasting Media.

Examples

Examples

Examples

Examples

Examples

#2 - Interactive Storytelling.

#3 - Encourage Co-Creation.

#4 - Repeat.

THANK YOU

[email protected] // 614.486.0286