If you're looking for a good old timey flame war, be sure to catch this month's Featured Article section, where Jerry Ketel and I shed our gloves and come out swinging over the merits of youth marketing. Today it's Vox, tomorrow -- the Octagon!
Not long ago, internal marketing was as sophisticated as a fistful of balloons and a sheet cake. Now, however, companies lavish about as much attention on selling to their employees as they do selling to their customers. The reasons for that are obvious: employee loyalty is at its lowest ebb since, oh, 1776, and more professionals are choosing their workplace based on lifestyle preferences -- even if it means taking a pay cut. Workers need clear reminders that flourishing at their current job is a good choice. Creative internal marketing campaigns can help -- and you may be called upon to create one.
But here's the rub. Familiarity breeds contempt. And no one knows a company as well as the people who work there. What's more, workplace cynicism is the posture du jour. For those reasons, an internal marketing campaign can't be just a splashy cry to "rally 'round the flag, boys" -- it must come from as considered and sincere a place as (hopefully) the rest of the company's brand strategy. If an internal campaign overpromises the merits of the company, employees will go on their coffee break to laugh -- and update their resume. Ad agencies have a little homework to do. The day could come when your success is measured by your clients' employee turnover.
BTW -- The cool programs and events at PAF are supported by members just like you. This month, a big thank you also goes out to OregonLive.com for sponsoring the Career Jam. Be sure to show your support by checking out their job bank.
Cheers,
Joel Gunz
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