Invertising: When Internal Marketing Becomes Your Ally
You might have come across the term "invertising," but do you truly understand its implications? Essentially, "invertising," a blend of "internal advertising," refers to marketing techniques applied to internal communication. Rather than promoting a product or service to external customers, the aim is to "sell" an idea, culture, or in our case, a digital transformation project to your employees.
Why integrate marketing concepts and practices into your internal communication plan?
- Proactive Adoption: Unlike external marketing, where need often precedes the solution, digital transformation in businesses is typically driven by management, sometimes leaving employees skeptical of its relevance. Invertising steps to showcase and persuade about the transformation's utility, anticipating objections and demonstrating that the change answers needs employees might not yet recognize.
- Personalization: With invertising, it's feasible to segment your internal audience based on their roles and attitudes toward the transformation—identifying detractors and promoters. By tailoring your message to each group, especially addressing specific concerns of detractors and bolstering the enthusiasm of promoters, you ensure more targeted and effective communication.
- Enhanced Engagement: Invertising employs various dynamic and interactive communication channels, moving away from traditional internal methods that sometimes lack pizzazz. By incorporating videos, events, and other lively content, employees’ attention is better captured, strengthening their commitment to digital transformation.
- Results Measurement: Tools and metrics used in marketing to measure campaign performance can be adapted to assess your internal communication's effectiveness. This allows you to tweak your approach in real time based on your team's feedback.
Tangible Benefits of Invertising
- Resistance Reduction: By using marketing persuasion tactics, employees are more likely to embrace and adopt new technologies without resistance.
- Innovation Culture Creation: By framing digital transformation as a value-added, rather than a burden, you foster a culture where innovation is prized and pursued.
- Employee Retention: Employees feel acknowledged and appreciated when you effectively communicate the transformation's advantages and reasons. This strengthens their connection with the company and reduces turnover.
- Community Building: Banking on invertising not only boosts engagement but also promotes the development of a genuine community around the digital product. This strategy encourages discussions, experience sharing, and mutual support among employees. Having a solid community eases adoption because employees feel backed and integral to a collective movement, making the digital shift a collectively rewarding experience
Incorporating invertising into your digital transformation strategy acknowledges that the success of such a project depends as much on people as on technology. It embraces a contemporary view of internal communication, where each employee is regarded as an internal customer to be persuaded and pleased. And let's not forget: a convinced employee is a valuable ambassador for your project among peers!