In Sharyn Smiths article on B&T on the IKEA effect for building brands at scale, (read full article here) she taps into a core tenet of successfully communicating and engaging employees. Simply put – involvement. This means changing mindsets and actions of corporate leaders and communicators. It means moving the conversation from “I” or “you” to “we”.
The IKEA principles for building successful brands externally also apply internally. Probably more so. Companies have yet to step up and recognise the power of employees as their greatest brand ambassadors. While much noise, focus and spend goes to external marketing – engaging with employees is relegated to being a poor cousin. Yet investing resources to engage and collaborate with employees can supercharge your brand. Treat them as adults, encourage conversation, give them purpose and meaning in what they do and they will willingly support, advocate and represent you brand. Think what that could do for your Net Promoter Score.