Seriously. Internal marketing, as covered in Sybil Stershic's book, Taking Care of the People Who Matter Most, isn't for the faint of heart. It's a serious, comprehensive look at how to win over your employees and make sure marketing starts at home, as it should.
The book gives great advice and ideas, and demonstrates the reasoning behind the concept - something I don't think should be necessary, but is.
My publishing company, WME, published Sybil's book - three years ago! It's hard to believe three years have gone by, but according to Sybil's blog, Quality Service Marketing, this month marks her three year anniversary to being a published author.
We congratulate Sybil for pursuing her dream to be a published author, but I am so impressed by her commitment to her work and the fact that she continues, to this day, to speak, write, and support the concept of internal marketing - from a variety of perspectives. Her latest blog post, which talks about her travels since publishing her book, shows how the support of employees is far more important than many managers and CEOs understand.
Seems that internal marketing is finally catching on!
Here, at my office, I have always believed that the company is only as good as the people who work in it, not necessarily "on" it. Working on the business is an executive function and seriously important, there is no doubt of that. But, working "in" the company - the tasks the employees do - is what keeps the company in business. Clients and customers see the employees first, most of the time. If the company treats employees as expendable... the employees will treat the customers as expendable. I know this because it wasn't that long ago that I was an employee. And, most of the time, I felt expendable. It wasn't pleasant.
In Sybil's post, I was most drawn to her closing remark: "Employees want and need to feel their work matters. Together with customers, they want to know that they are respected and valued. Why is this so difficult?" MY ITALICS
Indeed. Why is it so difficult? Are you a CEO? How's your internal marketing going?