Marketing Deep Dive: 👥 Company Culture as Marketing

Howdy marketer!

Let’s talk about workplaces today.

Why do companies have a vision and mission?

It brings together every employee to achieve a common goal. 

But if the environment of the company is toxic, no amount of work would lead to a good result. In fact, 38% of employees consider quitting just because of the culture. (Source)

What to do then? 🤔

Simply improve the internal culture, right?

Hard stat: companies with strong cultures have a job turnover rate of 13.9%, compared to 48.4% otherwise! (Source)

And if you do this well, your employees become your brand advocates. 

This is a sweet, but subtle marketing tool known as “internal marketing”. And honestly, it’s hard, but worth it.

Today's Treasure Trove

• Two Major Types of Internal Marketing

  • Employee Engagement

  • Employee-Generated Content

• The Real ROI of Culture as Marketing

• Practical Steps to Build a Strong Culture

• Wrap Up

Two Major Types of Internal Marketing

You know when you step into a coffee shop and see the baristas behind the bar smiling, dancing, and having fun while making coffee? It just makes the entire experience so much sweeter – it’s infectious.

You can’t help but also feel the positive vibes – just because they’re so engaged with each other and what they’re doing.

The way employees feel about their jobs, the energy they bring, and the way they talk about their work has a direct impact on how customers perceive your brand. 

Two major types to achieve this are:

Employee Engagement

No one likes working a job that feels meaningless. 

Yeah, the job helps to pay bills, but most people want to be part of something bigger than just showing up for a paycheck. 

There’s a research study I absolutely love that examines this “Sisyphus” effect. In short, folks were given legos and diagrams to build. When they finished one, they brought it to the administrator and were paid a small amount. Then they could choose to do more. 

Now here's the thing. When the admin put the completed figures on a table, folks kept doing them. BUT, when the admin simply disassembled the lego blocks as soon as the builder turned it in, they quit much earlier.

It didn’t come down to money – purpose ended up being a much bigger incentive!

When a company gives its employees a sense of purpose - beyond hitting sales targets or meeting KPIs - they show up differently. 

They can be more engaged, passionate, and likely to talk about their work positively outside of work.

H-E-B, the Texas-based grocery chain, is a phenomenal example of this. 

The store encourages employees, called “Partners”, to take ownership of their roles, make customer-focused decisions, and participate in problem-solving.

Programs like Fit to Lead ensure managers are not just great leaders but also role models for employee well-being.

And the positive experience translates directly into customer experience. (“I love my H-E-B” is something you’ll regularly hear in Texas)

Employee-Generated Content

Okay, so you’ve solved the internal culture problem – the employees have a good environment and the customers can feel it in their experience.

But we live in a digital age, and keeping this positive culture on the inside doesn’t get the brand too far. 

So, employees sharing their experiences at work through blogs, videos, or social media posts help the company in several ways:

• It builds authenticity and trust

• It attracts aligned employees

• It enhances brand reputation

Innocent, the beverage brand, is amazing at this. 

It frequently features its employees in its content, through standalone and collaborative posts.

Who wouldn’t want to spend a workday like that, right?

Campaigns like this help to humanize the brand, and show the BTS in a very relatable manner.

The Real ROI of Culture as Marketing

When customers buy a product or a service, they’re experiencing the brand. 

And that experience is shaped by employees – even if you’re not in the retail or hospitality industry!

No amount of advertising can mask a culture that makes employees miserable. 

Think about brands that are known for their exceptional customer service. 

Chick-fil-A, for example, has built a reputation for friendliness and efficiency. 

It’s not because they have better chicken – it’s because their well-trained employees consistently deliver a positive experience. 

Studies have shown that companies with highly engaged employees outperform their competitors in productivity, customer retention, and overall profitability. Read more here.

Customers can sense when a brand’s culture is strong. They can also sense when employees don’t care. And in an era where online reviews and social media can make or break a business, internal culture isn’t something companies can afford to ignore.

And I firmly believe that us as marketers are key influencers within our companies for creating a positive culture.

Practical Steps to Build a Strong Culture

So, how do companies create a culture that serves as a competitive advantage? Here are a few steps:

1. Prioritize Hiring for Culture Fit 
   Skills can be taught, but attitude and mindset are harder to change. Hiring employees who align with the company’s values makes it easier to maintain a strong culture.

2. Empower Employees 
   Give employees the freedom to make decisions that prioritize the customer. Trust them to do what’s right rather than micromanaging them.

3. Err on Being Outspoken 
   Speaking up can be scary, but lead the way and point out an issue, or even make a joke.

4. Create a Sense of Identity 
   Develop shared language, traditions, and values that employees connect with. Make work feel like a community, not just a job.

5. Recognize and Reward 
   Employees who feel appreciated are more likely to be engaged. Recognition doesn’t always have to be monetary; sometimes, a simple “thank you” or public acknowledgment goes a long way.

6. Get the Fancy Things 
   Your coworkers have a crazy idea? Want a neat new tool? Love surprises? Whatever it is, go out of your way to make it happen and don’t cheap out.

7. Always Be Curious 
   Lean into curiosity about your coworkers, direct reports, and managers. Be interested in what they’re interested in and listen…A LOT.

8. Lead by Example 
   Culture starts from the top. Leaders who embody the company’s values set the tone for everyone else.

9. And Yes, Lots of Memes
   Post memes publicly, share them privately, whatever – just make others feel seen and have a laugh.

Wrap Up

Internal culture is not something you can fake with slogans or PR campaigns – it has to be real. 

When employees believe in what they do, customers can feel it, and it hurts.

And when customers have a great experience, they become loyal advocates for the brand.

Companies that invest in their people and build cultures rooted in customer service don’t just create better workplaces - they create stronger brands. 

And in the long run, it will set your brand apart.

✌️,

Tom from Marketer Gems