There are 287 million internet users in the United States
. It’s safe to say, then, that most people, if not everyone, in your organization use the internet on a regular basis. As your employees spend more of their time online, you have more opportunities for engagement. Now you can use the same techniques digital marketers use to build your company culture, connect with workers and promote positive employee relations. But how you do it? Here are several ways to connect employee communication and digital marketing
Why Should You Communicate With Employees Online?
As an HR and labor relation pro, you know the drill. Sometimes communicating with employees is a challenge — you feel like no one’s listening. You probably get questions from workers that you’ve already answered. Did these employees just forget what you told them? Or were they even listening in the first place?
Consider thinking of your employee communications like digital marketing. This approach allows you to get your message across in an innovative way. Workers are more likely to retain important info, and you can foster positive employee relations. Digital marketing is a powerful tool that lets you engage with workers in your organization. It’s “an umbrella term for all your online marketing efforts,” says software development and marketing company, HubSpot
. This term encompasses methods like Google search, email, websites, online video and social media.
How Can You Use Digital Marketing to Engage Employees?
HR pros are using digital marketing techniques today to target employees and create a UnionProof culture. One type of digital marketing method, email automation, for example, lets you send automated marketing messages to staff about relevant and timely topics. Automation can also be a powerful tool for onboarding new employees, with just the right amount of information delivered at just the right time. Automated emails can include links to video messaging, downloadable resources, company handbook, and more. Later, you can also educate employees on right-to-work laws, authorization cards, dues and other information specific to your UnionProof culture
. You can communicate your union-free philosophy and inspire workers to take specific actions.
Another aspect of digital marketing, social media, can help you build your culture of engagement by featuring positive employee relations stories from inside the company. Create your online presence as an employer of choice with benefits for new hires, a new hire orientation video, and current industry and legal updates that resonate with employees at your company.
Unlike traditional advertising, digital marketing lets you track your communications with employees. Discover, for example, whether staff read your emails or liked your social media posts. “Digital analytics play a crucial role in nearly every enterprise’s digital marketing strategy, not only for tracking and measuring website traffic but for tracking and measuring other digital channels, as well,” says Marketing Land
. “With the explosive growth of social media, video, and mobile, the importance of understanding the contributions and relationships of these channels to website traffic and conversions has increased significantly.”
Traditional vs. Digital Marketing
In the past, HR teams sent employees paper-based communications like newsletters. These took a long time to complete, and there were no guarantees that employees would even read them. Digital marketing methods, on the other hand, increase the likelihood of staff reading your messages. Research shows that the average person checks his or her email 15 times
and spends 35 minutes on Facebook
every single day.
Therefore, digital marketing is a great way to promote labor relations. You can update your Instagram and Twitter feeds with the latest developments in union avoidance, for example, or attract more people to your organization with search engine optimization (SEO).
What Are the Best Digital Marketing Techniques?
You can incorporate various methods into your digital marketing strategy. Here are some techniques that you can use.
- Promote your company’s objectives and values on social media with the right hashtags. Who knows, someone with hundreds of thousands of followers might see your message and post it on their page.
- Advertise events that promote union-free workplaces on your website or blog. It’s just like pinning an ad on your office noticeboard, but employees are more likely to take notice of your message. Encourage your social media followers to like, share and comment on your content, too.
- Use pay-per-click advertising to increase the number of people who visit your website and blog. This type of search engine marketing increases the visibility of your organization and its core values on websites like Google and Bing.
There are other digital marketing methods, too. Content marketing, for example, lets you incorporate information about your company and its union-free philosophy on your blog. You can create compelling content — what it’s like to work for your company, for example — and post information about employee orientation and staff training.
lets you send short marketing messages to mobile devices — perfect if you need to notify employees quickly. This is an effective communication tool: Collectively, Americans check their phones 8 billion times per day
Live online events
are just as effective. Webinars, for example, let you communicate union-free practices and HR-related topics to audiences around the world. All you need is a computer or mobile and an internet connection.
Finally, online video
is a powerful tool for employee communications. Use it for orientation and training.
Still haven’t incorporated digital marketing into your workplace? Using marketing methods like SEO, social media, email automation, live events and video promotes your company culture, improves communications and lets you engage with employees on a much deeper level.