Already in a previous column, I talked about endomarketing in Crisis times. Now I rather want to go back to the basics, review definition, and what I call, the 7 essential E’s in the process of endomarketing.
Since I hate definitions, I just want to reaffirm that endomarketing, as bombastic as it sounds, is nothing more than using marketing techniques inside organizations. What does it exist for? To help corporate communication, especially HR or internal communication areas, to achieve the desired objectives, to have a greater impact and to measure the results. What kind of results are we talking about? Well, each area will have its own and we must support it to achieve it, positioning, communicating and ensuring that the results are achieved.
Before talking about the famous 7 E’s, it is important that we remember that in all communication, since endomarketing is supported by constant communication, there are certain secrets and certain rules, first the secrets:
What is the secret of communication?
- Listen, just like in marketing, which brands do better inward and outward? To those who really listen.
And, then, what is the secret of listening?
- Empathy, without empathy, no one is going to talk to you or give you feedback if they don’t feel empathy in their interaction.
And finally, what is the secret of empathy?
- Engagement or commitment, this goes both ways and has to be authentic.
Now let’s go through the rules:
GOLDEN RULE number 1.
LEGITIMATE LISTENING TO COMMUNICATION.
If there is no listening, there is really no two-way communication.
GOLDEN RULE number 2.
THE TRUTH IS NOT WHAT THE COMPANY SAYS, BUT WHAT THE EMPLOYEE UNDERSTANDS.
Waters!, do not stay with sending messages, you have to evaluate what and how it is received.
GOLDEN RULE number 3.
THE QUALITY OF RELATIONSHIPS IS THE QUALITY OF CONVERSATIONS.
As we already said in empathy and commitment, the most important thing is to forge good relationships.
And now yes, after all this, let’s go for the 7 E’s
First E – Listen
Listen, as in the secrets of communication and in more than one golden rule, the basis is to listen so that there is communication and marketing strategies we have to listen, be attentive, probe and never stop doing it.
Second E – Understand
If we dedicate ourselves to listening we will be able to understand better and better what is wanted and how is the best way to transmit it, don’t just dedicate yourself to listening, do the debriefing understand and move forward from there.
Third E – Evolve
It is useless to listen and understand if we do not have a constant evolution of the media, of the actions, of understanding the public, of being closer and even improving in interpersonal communication and at the same time in corporate achievements and there sometimes the great difficulty. You always have to keep in mind the 4 pillars of internal communication.
Fourth E – Strategize
In internal communication and internal marketing we have to be as or more strategic than what is done outside for the consumer. We have to plan very well the objectives, the deadlines, the participants, the budget, the means, etc. Even something that was not done long before internally is to be clear about the indicators, how are we going to know if we were successful?
Fifth E – Execute
We can have a whole super creative strategy of Endomarketing, that remains gray or that does not impact, for not executing correctly. Executing well is practically everything, from there you can exceed your own expectations, or throw away months of great strategic creative work. Following up, seeing that things are fulfilled from the back and then in the production and unfolding of the campaign is quite a challenge, perhaps an art and it must be done well.
Sixth E – Thrill
Not only are stories told outside and storytelling, storydoing and all the story____ that have arisen are used, but also inside and perhaps with more reason, we need to connect emotionally to impact more strongly, with more authority and more sincerely.
Seventh E – Assess
Lastly and most importantly, it is to evaluate, as I said in strategizing and hand in hand with executing, it is always evaluating, with indicators armed from the beginning with objectivity and with the desire to always do things better. We can also do internal AB testing, review in internal digital media which concepts, wordings or images work the most and which do not and be able to evolve as already mentioned, how can we do this? Well, really listening, understanding and going back to turn this continuous improvement around.
Does your company really do endomarketing? In most companies, only internal communication is still used and often in a very vague way, very lightly and in very old-fashioned structures.
When is the time to fully employ endomarketing? Well, I know that there are always priorities in companies, but if you can do it from the beginning, rather than by position, by function and make it a priority in the company, you will save yourself a lot of problems and you will have more productive, aligned and with more sense of ownership.
Today is a good day to start.
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