The tools used in internal marketing communications are similar to those used in marketing communications in general (see
chapter 5) although the more personal media shown below will be the most appropriate in this context.
Because employees work for your organisation, they are already involved and, to varying degrees, engaged.
The principles of internal marketing require the free flow of communication and managers should share as much information as
possible with all relevant parties so that they feel involved, empower and trusted. If employees understand the roles and motivations of their
colleagues they are, generally speaking, better able to work with them in a collaborative manner.
Typical internal marketing tools are as follows:
- Staff or house magazines – These may contain elements typical of a
consumer ‘lifestyle’ magazine, such as interviews with key members
of staff, and corporate news and policy is communicated in a nondidactic
- Internal printed newsletters – On bulletin boards or as desk dropped
leaflets, email attachments and so on.
Digital communications – More usual nowadays than printed
formats, these include blogs, intranets (see below), dedicated web
pages and the full range of social media such as Twitter, Facebook,
Pinterest, Instagram, Vine and so on.
- Staff meetings – The onus is on the organisers – perhaps the
marketing department together with HR – to make these as
entertaining, memorable, informative and motivational as possible.
- Team-building exercises – ‘Away-days’ or afternoons where different
teams can visit each other to find out what they do and how
- Employee awards – Most people appreciate being recognised for
a job well done. Some organisations have ‘employee of the month’
awards, but many prefer to run annual awards ceremonies, which
also allow informal socialising and networking.
- Suggestion box – It’s important to have a recognised system, either
virtual or physical, to receive new ideas from employees.
- Video conferencing – The growth of home-working, along with
rising numbers of virtual and often multinational and geographicallydispersed
teams, makes tools such as Skype, webinars and
telephone conferencing invaluable.
- Intranets and extranets – These are powerful tools in stakeholder
relationships, owing to their restricted access, the possibility of
personalisation and the fact that they are easy to access on the
move through smartphones and tablets. A restricted-access intranet
is arguably the best channel for internal communication, because
it allows the instantaneous transfer of electronically-held information
such as reports, letters, photos, videos and data, and makes the
organisational address book available to everyone. An extranet
extends the intranet capacity to suppliers and distributors.