5 Reasons Unified Internal and External Communications are Essential for Strong Employer Branding

Imagine your company's brand as a living, breathing entity. Every interaction, from customer service calls to social media posts to employee onboarding, shapes its identity.

This is why building strong employer branding is crucial. However, many companies struggle with a common challenge: disconnected internal and external communications. We often see this with our clients as well, where communication breakdowns between internal comms and external comms teams create confusion.

This disjointed approach leads to a disengaged and disharmonious brand experience, ultimately hindering your efforts to attract and retain top talent. In fact, according to Gallup, low engagement teams typically endure turnover rates that are 18% to 43% higher than highly engaged teams.

The good news? A unified approach can have significant benefits. In this blog post, I’ll be exploring 5 reasons why internal and external communications need to work together seamlessly to build a powerful employer brand.

1. Unified Brand Message: Integrating Employee Value Proposition (EVP)

Imagine a company that boasts a vibrant social media presence, constantly promoting its innovative culture and commitment to employee well-being. However, internally, employees feel undervalued and overworked. This mixed messaging creates confusion and undermines your employer brand.

According to Hubspot, 69% of surveyed employees think it’s extremely/very important that their employer has a brand they’re proud to support. A consistent and authentic brand message incorporating the Employee Value Proposition (EVP) is critical to overcoming this challenge.

An effective EVP outlines what employees can expect from their employer and what the employer expects in return. By aligning your EVP with both internal and external communications, you create a unified message that resonates with current employees and attracts top talent. 

This integration helps ensure that the values and promises communicated externally are experienced by employees internally, improving trust and credibility.

Building a strong employer brand goes beyond just having a consistent message. A unified internal and external communications strategy can unlock significant benefits for your organisation.

2. Enhanced Employee Engagement Through Authentic Advocacy

Employees are your biggest brand advocates. When they feel informed, valued, and empowered to share their positive experiences, it creates a ripple effect.

A unified communications strategy ensures employees understand the company's mission, values, and impact. This generates a sense of ownership and pride, leading to increased employee engagement.

According to Forbes, employees who feel their voice is heard are 4.6 times more likely to feel empowered to perform their best work. Employee engagement is further boosted when employees see the alignment between what is promised (EVP) and what is delivered.

When they experience firsthand the benefits and culture promoted externally, it validates their decision to be part of the organisation, leading to increased motivation and advocacy. Creating open communication channels and encouraging employees to share their stories, can help leverage their enthusiasm to amplify your employer brand message externally.

3. Crisis Management

4. Improved Customer Experience

The impact of a collaborative communications strategy goes beyond your internal team and employer branding efforts. It creates a positive ripple effect that benefits your customers and overall business strategy.

Customers today expect a seamless and consistent brand experience across all touchpoints. When both comms teams work together, it ensures that your brand messaging and values are reflected not just in your employer branding efforts, but also in your customer interactions.

For example, if your company emphasises a commitment to sustainability, both your internal communications (e.g.,employee training on eco-friendly practices) and external communications (e.g., social media campaigns about green initiatives) should reflect this value. 

Also, when employees are engaged and aligned with the company’s values and mission, as highlighted in the EVP, they are more likely to provide authentic and positive customer interactions. 

This creates a virtuous cycle where satisfied customers enhance the brand’s reputation, which in turn reinforces employee pride and engagement.

5. Strategic Alignment

Building a Cohesive Communications Strategy

Now you understand the importance of a unified communications strategy for a strong employer brand, let's explore some practical tips on how to break down communication silos and create a more collaborative approach.

Foster Leadership Buy-In

A unified communications strategy requires leadership buy-in from the top down. Executive leaders need to champion the importance of collaboration and transparent communication across all departments. This sets the tone for the entire organisation and encourages a shift in mindset.

Establish Clear Communication Channels

Create clear and accessible communication channels for both internal and external audiences. This could include:

• A centralised communication platform for company-wide announcements and updates.
• Regular internal meetings or town halls to open information sharing and discussion.
• Dedicated social media channels for employee advocacy and external brand messaging.

Cross-Departmental Collaboration

Encourage collaboration between internal communications and external communications teams. Regularly scheduled meetings or brainstorming sessions can help develop a cohesive brand message and identify opportunities for joint initiatives.

Employee Advocacy Programs

Empower employees to become brand ambassadors by creating an employee advocacy program. This allows them to share positive stories about their work experiences and the company culture, amplifying your employer brand message authentically.

Invest in Communication Tools

There are various communication tools available that can facilitate collaboration and information sharing. These could include project management platforms, communication apps, or social media listening tools.

Metrics and Measurement

Track the success of your unified communications strategy by implementing key performance indicators (KPIs) such as employee engagement scores, brand sentiment analysis, and social media analysis. This data can help you identify areas for improvement and refine your strategy over time.

The Power of a Unified Voice

A strong employer brand is no longer a luxury, it's a necessity. By encouraging your internal and external communications to join forces, you can break down barriers, empower your employees, and create a powerful and consistent brand message that resonates with both internal and external audiences.

Integrating your EVP also helps articulate the unique benefits and values your company offers employees, making it a cornerstone of your employer branding strategy. 

Remember, a unified voice speaks volumes. It ultimately positions your company as a desirable employer and a trusted brand.

If you're looking for ways to enable your team in this journey, check out our employee advocacy solutions here at Tribal Impact.