Employees are the most untapped and underutilized communications channel utilized in the customer experience. We say this based on 20 years of experience. Seeing firsthand, the disconnect between the corporate story being shared through marketing channels and the story being shared by employees across the organization.
The key to creating internal brand ambassadors that are on message is ensuring employees have an emotional connection with your company’s story. Employees that connect with your corporate message are inspired to bring that story to life throughout the customer experience.
And it’s the CMO or marketing executive’s job to create this emotional connection. Just like it is their job to ensure prospects and customers emotionally connect with the company’s story. As humans, we have an instinctual need and desire to engage with the world around us through stories.
So we have to ask. What’s your company’s story?
Do your employees know what are the core messages they are supposed to use in customer conversations?
Do they believe in the story?
If you want to capture the hearts and minds of employees so they can bring your company’s story to life – you’ll have to create mindset and behavior changes throughout the organization.
What will it take activate this critical marketing channel and create lasting change?
First, you must get leadership onboard. Executives must understand that delivering a clear, compelling and consistent message across the organization requires sustained effort and commitment from the leadership team.
Next, CMOs and marketing executives must be empowered to drive cross-functional change across customer-facing areas of the business. This is critical to ensure customers have a consistent experience in the connections and conversations they have with employees each and every day.
You might ask why is this the CMO’s responsibility? Why not HR? Well, because marketing owns the corporate message. While they must work with leaders across various departments, including HR, marketing must be the one that leads the charge in bringing the story to life throughout the customer experience – from the inside out.
So, if you’re a CEO or C-suite executive, it’s time to take back control of your message. 
It’s time to speak directly to your constituents in your true voice. No more filters. No more translators. Schedule a briefing with our experts to learn how we can help you deliver a true, authentic message that will move your business forward.
That’s Your OnMessage Minute.
