The Internal Marketing Podcast

We spend so much time and resources building great campaigns for our customers, don't we? So, think about what kind of magic we can create, if we were to invest that same energy and resources into creating awesome internal marketing campaigns for our employees? Why? Because impactful internal marketing campaigns help to engage and empower employees to be better able to deliver on the brand promise...and to be powerful advocates of the company brand to our customers.In this last episode of Season 2, CEO and Co-founder of Workshop (this podcast's Season 2 sponsor), Rick Knudtson, will take us through everything you can do to  create internal marketing campaigns that win. In this conversation, we'll cover:What companies need to do first, before starting to create those campaigns;Steps that need to be included in the campaign creation process;Choosing the most effective channels for those campaigns; andMeasuring campaign effectiveness.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. And, yes, I'll be back for Season 3!! The first episode goes live on July  18, 2022.  See again soon!! ABOUT WORKSHOP  (Season 2 Podcast Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to get a ton of awesome (and FREE) content and resources about how you can create and implement internal marketing campaigns and employee advocacy programs for your company. Also, sign up for their newsletter at happymondayclub.com  

Ericsson recognized early that simply spouting marketing messages from the official company channels was not enough. Especially as part of its B2B marketing strategy, Ericsson knew that it could only be part of particular conversations, if it participated through the messages of its employees (including executive leadership), who were better able to connect with target audiences, in a way that the 'brand messaging' could not do. Being one of those brands that has been successfully doing employee advocacy for almost 10 years,  you won't want to miss a minute of this special case story episode about Ericsson, which is choked full of practical insights and takeaways.In this "Internal Marketing Case Story" episode, Anita Veszeli, Ericsson's director of social media and advocacy, breaks down:The background on why Ericsson was an early adopter of employee advocacyHow the company got started and now runs the programmeLessons learned along their decade-long journeyHow do they measure impact and success of their employee advocacy programmeThanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. ABOUT ANITAAnita is the Director of Social Media and Advocacy at Ericsson, where she has been championing social-first thinking since 2013. Having amassed more than 15 years’ experience in B2B marketing and communication, and a decade in social media across various roles, she currently enjoys a unique position with oversight of all social media, employee advocacy and influencer marketing across Ericsson’s global business.Follow Anita and check out her awesome content.https://twitter.com/anitaveszelihttps://www.linkedin.com/in/anitaveszeli/https://www.instagram.com/anitaveszeli/https://www.linkedin.com/in/anitaveszeli/details/featured/ ABOUT WORKSHOP  (Season 2 Podcast Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to learn more and download their complete guide to building an employee advocacy program for your company. 

Building a community for your brand is one of the most powerful things you can do. Imagine a group of raving fans who connect with your brand purpose on a deep level, and who advocate for your brand, especially when you're not in the room. But too many brands forget the fact that its company employees must form part of that all-important community...and a very crucial part at that.  Employees are a brand's ambassadors who know the brand more intimately than customers do. And so the all-important question is, does the internal community experience mirror the external experience?Marketing consultant, Chantelle Marcelle, helps us to understand why your employees need to be engaged as part of your brand community.  In this episode, we'll explore:Where the whole idea of community came from;What makes a strong brand community;Examples of brands who are building great communities; andThe role that employees can play in building community for the company brand.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. ABOUT CHANTELLEChantelle Marcelle is an experienced marketer who has worked with a variety of agencies and companies of all sizes, primarily with a focus on technology. She has a passion for all things marketing, including community building, growth strategy, SEO, and analytics. She's also a huge believer in developing a community-led mindset to fuel long-term growth and success. In her free time, she loves creating digital art and biking.Follow Chantelle and check out her awesome marketing content. Tip: her newsletter is awesome!!Website: https://chantellemarcelle.comTwitter: https://twitter.com/ccmarce_writesInstagram: https://instagram.com/swipe_marketingYouTube: https://www.youtube.com/channel/UCV2pz7GU54JSwQ1qYdg9DLg ABOUT WORKSHOP  (Season 2 Podcast Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).If you’re looking for more practical resources and powerful perspectives about building a great company culture, then the Happy Monday Club is the place for you! Every Monday, the team over at Workshop puts together an inspiring and uplifting list of articles from some of the world’s best workplaces, along with their latest internal marketing and communication templates, and the occasional giveaway or surprise. Join over 10,000 culture-focused leaders today and sign up at happymondayclub.com    

Even before the COVID-19  pandemic, employees had already begun to decide that they'd rather work for companies that are making a positive impact on the world. They also wanted to be a part of companies that had similar values to their own. Now, more companies are also realizing the crucial importance of engaging employees in a way that inspires them to deliver on the brand promise.How? By engaging employees and creating an emotional connection to the brand purpose. In this episode, leadership consultant and executive coach, Deborah Mersino, who also has more than 25 years of marketing experience, will share some interesting insights about:What a brand purpose is, and how it differs from the company mission and vision;How companies should be using their brand purpose;Why engaging employees in the brand purpose is important to strategic success; andPractical examples of companies who have successfully engaged employees around purpose.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. ABOUT DEBORAH MERSINODeborah Mersino, a leadership consultant and executive coach, is problem solver known for her ability to deliver formidable insights and ambitious results. As co-founder of Mersino Consulting, LLC, she partners specifically with leaders of nonprofits, not-for-profits, b-corps, and socially responsible businesses throughout the United States to foster minimal politics, minimal confusion, high productivity, high morale, and low turnover to “Elevate Good in the World.” In her leadership consulting and executive coaching with presidents, CEOs, executive directors, and other leaders, she provides proven tools, methodologies and frameworks that benefit leaders, teams, and organizations in maximizing organizational health.Deborah can be reached at Deborah@MersinoConsulting.com or on LinkedIn.  ABOUT WORKSHOP  (Season 2 Podcast Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).If you’re looking for more practical resources and powerful perspectives about building a great company culture, then the Happy Monday Club is the place for you! Every Monday, the team over at Workshop puts together an inspiring and uplifting list of articles from some of the world’s best workplaces, along with their latest internal marketing and communication templates, and the occasional giveaway or surprise. Join over 10,000 culture-focused leaders today and sign up at happymondayclub.com .Thank you for listening. The next episode will be published on January 24, 2022. 

It's been found that public trust in established institutions and companies is at its lowest level...especially on social media. The consumer now craves authentic communication from brands, which can't be achieved using the old advertising (and even content marketing) playbook. The best way for company brands to authentically connect with its target audience is through its most powerful ambassadors/advocates, its own employees. Happy and engaged employees, who are empowered to build their personal brands, want to share the great news about the company they represent; and that type of authentic sharing is invaluable for company brands that, ultimately, benefit from increased brand equity. From the CEO, like Richard Branson, Elon Musk and Oprah Winfrey, to frontline employees in customer service, there is significant value in companies who choose to create a culture that empowers everyone to build a personal brand.International image consultant and best-selling author, Jon Michail, will be a part of this episode's discussion, where we'll be exploring:Why employee advocacy is better than traditional influencer marketing;What companies need to do to create the right environment to engage and empower their teams to become brand ambassadors/advocates; andHow leaders can make the shifts necessary, to create a branding win-win  for both the company and its employees.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share this podcast with anyone in your network whom, you believe, will find it valuable. ABOUT JON MICHAILJon is an award-winning image consultant and personal branding pioneer, publishing his first book "Life Branding" in 2002. He's had an eclectic career spanning from being a designer with the Christian Dior brand to manufacturing, distribution and retail to sports management, business consulting, VC and joint-venture creation spanning four continents. He is the Founder and Group CEO of Image Group International. Established in 1989, Image Group International is recognized as Australasia’s leading personal brand image advisory, with representative offices in New York and Southeast Asia (http://www.imagegroup.com.au/).You may follow and connect with Jon on LinkedIn (https://www.linkedin.com/in/jonmichail-personalbrandingcoach/) or Twitter (@jon_michail).You may also read his recent article, How To Leverage Your Employees’ Personal Brands To Grow Your Business Equity, on Forbes.com, via the URL below.https://the-internal-marketing-podcast.simplecast.com/episodes/episode-16-how-employees-personal-brands-can-build-the-company-brand-with-jon-michail ABOUT WORKSHOP (Season 2 Global Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to learn more and download their complete guide to building an employee advocacy program.  The next episode will be released on January 9, 2022.

There can no longer be any separation between your company's internal messaging to employees, and its external messaging to your customers. Platforms, like social media, make it easy for employees to share information with their networks...which likely includes current and prospective customers. This means that your employees are key stakeholders who can help or hurt your goals to build the brand and drive growth.Your internal and external messaging, therefore, have to be aligned; and that alignment best happens when the marketing and internal communications functions have a solid strategic partnership. In this episode, we'll be 'flipping the marketing conversation from external to internal' with Arlene Amitirigala, and share how internal comms. and marketing can partner to win at engaging employees and empowering them to become advocates of the company brand.We'll be discussing:The roles of internal comms. and marketing;Why these two functions need to work more closely together;Practical examples of what a successful partnership between them can look like, and what it can achieve; andPitfalls to avoid when these functions work together.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share this podcast with anyone in your network whom, you believe, will find it valuable. ABOUT ARLENEArlene Amitirigala is a global Communications Specialist with expertise in internal communications, behaviour change, employee engagement and building a culture of inclusive leadership. She has worked for over two decades in marketing and communications. Her career journey spans several senior roles in the private and public sector in her native Jamaica where she worked across various sectors including tourism, export promotion, and information, communication & technology. She later led corporate communications for Diageo’s Latin America and Caribbean regional business before moving to London to lead engagement and employee communications across Europe and Great Britain. Born in St. Andrew, Jamaica, Arlene studied journalism at the undergraduate level. Her academic qualifications include a Master’s in Communication for Social and Behaviour Change from the University of The West Indies, a postgraduate certificate in Global Marketing Communication and Advertising from Emerson College, and an MBA with distinction from the Solvay Management School in Belgium. Arlene has lived and worked in several different countries; she now resides in Toronto, Canada, from where she provides communication consulting services to a range of clients and hosts The Change Diaries Podcast on Apple podcasts and Spotify.Connect with Arlene here:www.linkedin.com/in/arleneamitirigala/www.trulyarlene.com ABOUT WORKSHOP (Season 2 Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to learn more and to download their complete 7-step guide to running an impressive internal communications audit. An audit is the very first step of any great internal communications strategy. Even if your team hasn’t formally put together a plan in the past, your organization has developed channels, patterns, and processes organically, and it’s crucial to understand how information is flowing. Starting with an audit can tell you where you might be missing the mark with current communications, including gaps in information, misunderstandings, overlooked teams, and ignored channels. 

The Great Resignation has shown that compensation and benefits are not the only things that people are using to evaluate which company they should work for.  Quality of life and working with a company that shares their personal values have now become an important part of the 'checklist' that job hunters use in their decision-making process.In this episode, we're flipping the marketing conversation from 'external' to 'internal' with Nate Guggia, who will break down:Why company leadership needs to care about their employer brand;Popular strategies companies are now using to build a great employer brand, through employee brand advocacy;How employees sharing valuable content online is an efficient and effective way to build an employer brand; andWhat companies can do to engage and empower their employees to get started.Thank you for listening; and please consider sharing this episode with anyone who would find it valuable. The next podcast episode will be published on Friday, December 10, 2021. ABOUT NATE GUGGIANate Guggia is the co-founder of Before You Apply (beforeyouapply.com), a content platform and creative studio that specializes in helping companies give candidates an insider's look at their teams and culture. Before You Apply has special expertise creating content for highly technical audiences in extremely competitive markets that helps companies and talent teams hire fast.You can follow Nate on LinkedIn  ( https://www.linkedin.com/in/nateguggia/ )Every year Nate talks with hundreds of marketing, people, and recruiting leaders. He uses a newsletter to distill what he's hearing. You can subscribe to his newsletter, Nate is Learning, which can accessed from https://nateislearning.beforeyouapply.com/ ABOUT WORKSHOP (Season 2 Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams). Head on over to useworkshop.comAlso, If you’re looking for more practical resources and powerful perspectives about building a great company culture, then the Happy Monday Club is the place for you! Every Monday, the team over at Workshop puts together an inspiring and uplifting list of articles from some of the world’s best workplaces, along with their latest internal marketing and communication templates, and the occasional giveaway or surprise. The Happy Monday Club newsletter is designed to help you create a positive, supported, impactful culture at any company size. Join over 10,000 culture-focused leaders today, and sign up at happymondayclub.com  

Bad employee reviews of a company can do as much damage as poor customer reviews.Why? You won't be able to retain and attract top talent; you won't be able to consistently deliver on your brand promise to your customers; and employees won't be motivated to advocate for the company brand. This is where company culture comes in. Toxic company cultures can help to make or break a company brand. And, culture is not just HR's job. Everyone owns culture and, you guessed it, marketing should play a huge role in culture-building as well.Transformative HR consultant, Tiffany Castagno, joins me in this episode to share:Why marketers even need to care about the company's culture;How culture can help or hurt employee engagement; andHow marketing can help to create a strong company culture.I invite you to subscribe and share this podcast with anyone whom, you believe, would benefit.ABOUT TIFFANY CASTAGNOTiffany is a Transformative HR Curator of Culture and the CEO of  CEPHR. You can follow her awesome content on LinkedIn (https://www.linkedin.com/in/tiffanycastagno/); or check out her company website at http://www.cephrconsulting.com/. Also, check out her book "Can a Zebra Change Its Stripes?" (https://www.amazon.com/Change-Stripes-Brunos-Amazing-Adventures/dp/173477018X).ABOUT WORKSHOP  (Season 2 Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).If you’re looking for more practical resources and powerful perspectives about building a great company culture, then the Happy Monday Club is the place for you! Every Monday, the team over at Workshop puts together an inspiring and uplifting list of articles from some of the world’s best workplaces, along with their latest internal marketing and communication templates, and the occasional giveaway or surprise. Join over 10,000 culture-focused leaders today and sign up at happymondayclub.com! Thank you for listening. The next episode will be published on November 24. 

For brands that are serious about encouraging employees to build both the company brand and the employees’ personal brands, through employee advocacy; marketers need to empower employees to get started and gain momentum, with generating and sharing content.At the heart of employee advocacy is employees’ ability to develop and share valued-added content with their network. That is where most employees shy away. In this episode, Camille Trent, Head of Content at Dooly (and one of my content marketing faves on LinkedIn) will share tips taken from her own personal experience about how employees can:1. Get started in creating content...it isn't as hard as you think; and2. Improve their ability to create valuable content on social media.ABOUT CAMILLECamille Trent is the head of content at Dooly (Dooly.ai), where she helps revenue teams close more deals, faster. When she's not writing and planning content, she's hanging out with her pup and two favorite redheads. Or she's trying to coach the Portland Trail Blazers to victory from her couch.  Follow Camille on LinkedIn - http://linkedin.com/in/camillehansentrent ABOUT WORKSHOP (Season 2 Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to learn more and download their complete guide to building an employee advocacy program.  Thank you for tuning in to Episode 2 of Season 2. Do share this podcast with anyone who'll find it valuable.The next episode will be released on November 12, 2021.

It's a fact that the most efficient and cost-effective way for companies to build their brands and drive revenue growth is through employee (brand) advocacy, especially on social media.Chris Walker and his Refine Labs team of employees are well-known for the value-added content that they each provide, via their personal accounts on LinkedIn...and that content doesn't have to be related to their industry either. That's right! As its CEO, Chris believes that Refine Labs has benefitted significantly from his and his employees' personal presence on social media...aka employee advocacy. According to him, most of his company's growth opportunities have come through those very same activities on LinkedIn.In this episode, Chris will share:His company's winning experience with employee advocacy;Why more company's should be doing employee advocacy online; andThe first steps that a company's leadership and marketing function can take towards creating a winning employee advocacy culture of its own.Want to see how Chris and some of his team 'walk the talk', via their respective personal accounts on LinkedIn? Go follow them! Here are the links to their personal LinkedIn profile pages here:Chris (CEO) - https://www.linkedin.com/in/chris-walker-41597028/Megan (COO & CCO) - https://www.linkedin.com/in/meganwhitebowen/Sam (VP of Demand Gen) - https://www.linkedin.com/in/samkuehnle/About Chris WalkerChris Walker is the Founder and CEO of Refine Labs, a progressive demand generation agency that challenges the status quo in B2B marketing. Refine Labs executes tactics that align with how consumers actually buy, instead of generating fruitless leads. Before launching Refine Labs, Chris led marketing at two B2B firms where he built the foundation of his unique perspective on demand generation. Chris also hosts the State of Demand Gen podcast (here's the link - https://podcasts.apple.com/us/podcast/state-of-demand-gen/id1511588213), where he shares tangible advice and tactics alongside today’s top B2B marketers. About Our Sponsor for Season 2 - WORKSHOPWorkshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to learn more and download their complete guide to building an employee advocacy program.  Thank you for tuning in to Episode 1 of Season 2. Do share this podcast with anyone who'll find it valuable.The next episode will go live on October 29, 2021.