Internal branding and employee engagement

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  • 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.

  • Todays Discussion Topics

    Promise(customer)

    Positioning(competitive)

    Purpose(employee)

    Personality(expression)

    1. Internal Brand Strategy

    2. Measuring Employee Engagement

    3. Internal Communications Strategy

    4. 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. Gallup

    2. 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 Weve Seen Work

  • #1 - Lasting Messages. Lasting Media.

  • Examples

  • Examples

  • Examples

  • Examples

  • Examples

  • #2 - Interactive Storytelling.

  • #3 - Encourage Co-Creation.

  • #4 - Repeat.

  • THANK YOU

    jmlicki@mlicki.com // 614.486.0286