Why I’m More Hopeful
Throughout my career there were times I felt like a tiny voice in the management void.
As an early advocate of internal marketing – a strategic blend of Marketing and Human Resources that focused on taking care of employees to take care of customers – I found companies bought into the concept but not its practice. A typical response: “It says right here in our annual report that employees are our most valuable asset, so we don’t need your services.”
Despite encountering executives unwilling to invest in internal marketing, my passion for employee-customer care kept me going. Perseverance also led me to business leaders who recognized internal marketing’s value and wanted me to help them do more.
My new favorite equation
Now I’m more hopeful than ever about internal marketing for two reasons:
- Thanks to the focus on the employee experience as a key competitive differentiator, there is continuing interest in applying internal marketing (also referred to as employer branding).
- I’m especially happy to share I’m no longer a voice in the wilderness as building a brand from the inside out is being embraced by a new generation of marketers that include Ron Johnson, co-founder and managing Director of Blueprint Creative.
Ron has taken my internal marketing approach of blending Marketing and HR further: he advocates a stronger, more formal integration of the two functions in “The Bhranding Equation: Branding + HR = Bhranding” that is reflected in his quote:
“Customers will never love a business that is hated by its employees.” Ron Johnson
My new favorite business book
Ron is also the author of Tighten Your Shoelaces: How the World’s Leading Companies Defend and Grow Their Brands During a Crisis (and How You Can, Too!), a book I recommend.
Along with explaining his Bhranding Equation, Ron shares real-life examples of how companies protected and strengthened their brands when faced with the global pandemic and other business, social, economic, and environmental crises. This book is insightful and easy to read as Ron writes in a way that makes readers feel as if he is speaking directly with them. I see “Tighten Your Shoelaces” becoming a classic that will stand the test of time in both crises and non-crises situations.
As internal marketing has evolved into Bhranding, it’s gratifying to know a new generation is carrying employee-customer care forward.
[Photo credit: image by Silvia from Pixabay]