Are customers and employees really that different? Might they have the same needs and be motivated by the same things? Blonde Creative believes passionately that they are exactly the same - human! And as such, the underlying desire for clear, meaningful and engaging communication is the ultimate common ground.
Here, Liz Atkin, co-director of the brand strategy and creative copy studio Blonde Creative Ltd explains how marketing strategies and sales psychology together with proven writing techniques can play a hugely valuable role for creating engagement inside the workplace just as it does for external stakeholders.
“I’m super keen to get the message across that the strategies and techniques used in marketing and copywriting can improve internal communication, provided it’s done authentically and in alignment with organisational strategy.
Most organisations fulfil two roles – business and employer. And as such have two interconnected audiences to engage – customers and employees.”
Liz Atkin has spent her career using the power of words to positively influence people and inspire action. Her own experience as CEO of an organisation transitioning through change while harbouring a toxic culture gave her first-hand insight into the way that internal communication can make or break a business.
She went on to spend 10 years working in the manufacturing industry assessing operational and workplace culture issues, advising MDs and senior managers in operations and HR, and providing solutions through lean training and consultancy.
“Since joining Blonde Creative, it struck me that I can distil my diverse experience, understanding and skills to help organisations create better connected workplaces. The need for improved internal communication is of course just one part of a much bigger picture of employee engagement, employee experience, employer brand, culture change and HR. But undeniably, at the heart of all of that is communication itself.”
Liz is so convinced of this principle that she is currently working with a publisher to write a business book ‘Refreshing Comms’ on this very topic. “The more research I carry out, the more I believe this book will support a whole array of professionals and organisations.”
Aimed primarily at senior managers of SMEs where there is typically no dedicated internal comms department, budget or expertise for a co-ordinated comms strategy, Liz has developed a workable action plan set out in the book for composing and delivering engaging internal communication that’s intentional, strategic, meaningful and consistent.
“There are several cited reasons why organisations don’t yet have an internal comms strategy in place, and conflicting views at leadership level as to where this responsibility should sit. And when there’s also absence of an employer brand to align vision and values, it can be pretty difficult to communicate with purpose and consistency.”
“Meanwhile, that leaves people managers tackling the challenge right now of how to use communication to build productive employee relationships and achieve business goals. HR departments have a myriad of other responsibilities both strategic and operational that place demands on their time, and have faced an incredibly pressured and broadened workload since the pandemic. Coupled with the changing needs and expectations of employees who are beginning to rethink their relationship with work, there’s a lot at stake. I hope that my contribution will be of value.”
Committed to Blonde Creative, where Liz and her business partner Holly Thomson help transform businesses into powerful, audience-engaging brands, the book and related services being developed will provide a perfect complementary offering for organisations looking to get their brand voice right inside and out.
Liz would love to hear from anyone who has an interest in this or would like to share their thoughts and experiences.
www.blondecreative.co.uk
linkedin.com/in/liz-atkin-4400a9250
liz@blondecreative.co.uk (m) 07514593276
