7 Powerful Reasons Why Professional Services Need B2B Email Marketing Technology to Engage Employees.
By Nick Chater, Strategic Account Manager, Concep
Talent Management is especially important in the context of professional service firms as businesses rely heavily on their human assets to deliver competitive advantage. As firms adapt and transform to compete, good communication with employees becomes critical. Engaging your team and having metrics to measure engagement is key to delivering strategic change. It is why employee engagement is firmly on the executive agenda in most firms today. Put simply, if you invest in marketing technology for B2B communication but don’t invest in B2E (Business-to-Employee) communication, you’re missing out on an opportunity to increase engagement, employee advocacy and retain talent - and compete effectively.
Here are 7 ways our clients are using Concep’s email marketing platform to do just that:
#1 Better, Faster Onboarding of New Talent
The first 3 weeks of employment for a new member of staff are critical. Once the initial welcome and induction period is over, new starters are more likely to lean on informal networks in the workplace and ask colleagues about correct processes and procedures. That’s when old habits creep in. A carefully designed workflow will help deliver up-to-date information, in a timely way, so as not to overwhelm someone who is new to the job. Workflows can be set up to support the entire employee lifecycle from recruitment - where CVs can be uploaded by the recipient and stored - through to professional development, performance reviews and employee feedback.
#2 Higher Engagement at Internal Events
Most firms we work with use our event workflows for client events. An increasing number of clients are benefiting from using our event workflows to organise and manage internal events too. It helps them organise slick, professional meetings with confirmation of attendance, auto-reminders, questionnaires on dietary or presenting requirements, and even deliver documentation in digital format, including pdfs. This will ensure that your team are engaged ahead of the event, and are prepared to attend key meetings, internal conferences, or training programs, or take part in change processes, or Partner and stakeholder retreats.
#3 Ensuring Compliance
In businesses that are subject to regulation and compliance, using an email platform will enable you to create a two-way dialogue around compliance issues. You’ll be able to deliver critical information in multimedia formats and use the survey tools to test individuals’ understanding. More importantly, the email campaign report will provide detailed information on who has clicked or completed the compliance training. When you are communicating new regulations, processes or other business-critical information, you’ll be able to see at a glance who has read it, engaged with the content – and when. You’ll also be able to run a report to provide Partners, Team Leaders or Line Managers, so that they can follow up as required.
#4 Easier Employee Programme Roll-out
One of our clients recently launched a new Employee Benefit scheme. While the content was set up and stored on their intranet, their Internal Comms team set up a well-designed, multi-page email – and information hub - that looked, for all intents and purposes, like a microsite. It contained video, articles and links to documentation and surveys. Employees received an email and were able to access all the relevant content in one place. This is particularly useful if you have partners, fee earners or consultants out of the office and who rely on their smartphones for office communication. Another client has set up an Employee Recognition Programme that engages staff on a monthly basis to nominate colleagues who have been going the extra mile. Having a flexible survey solution embedded into the email platform means that staff satisfaction surveys and feedback don’t have to rely on third party systems. By setting up workflows, you’ll be able to remind employees that haven’t yet completed the survey and see at a glance who you most engaged employees are.
#5 Easier Segmentation, Targeted Messaging
In large, matrix organisations with different practice areas – and potentially different geographies - sending out blanket communication to all employees can have a detrimental impact on engagement. Using an email marketing platform enables you to segment your employee communications, creating differentiated and targeted messaging that will ‘land well’ and ensure your call to action has the best response. If you need to boost response from a particular group of people, you can re-target them tweaking or personalising your messaging, to improve your internal campaign’s performance.
#6 More Personalisation, Increased Accountability
If you are like me, you’ll remember at least one occasion when “yet another email from Corporate” lands in your inbox. These are the emails that tend to sit unopened when you get really busy. People respond to people; emails sent from an email marketing platform can be personalised and sent from a line manager or with a personalised message from a practice partner or another key stakeholder. It’s a good way to increase open rates and engagement. Communication will feel more personal and more relevant, leading ultimately to greater accountability from the recipient. It’s also a great way to know if business-critical information is getting through to the right people
# 7 Access to People Analytics
Using an email marketing platform for your B2E communication has a huge advantage over Outlook: data and analytics. You’ll be able to measure what communication is going out and who is reading it. You’ll have evidence that leadership and executive communication is being cascaded – and read by the right people. You’ll know at a glance who are your most engaged team members and what messages they are engaging with. More importantly, you’ll be able to quickly see where the gaps are - and do something about them. You’ll have data to help you decide if you need to change how you do your internal communication so that they are relevant and meaningful.
Despite the proliferation of collaborative work platforms and apps to facilitate team communication, email continues to be the primary mode for communication in the workplace. By using fully responsive email templates firms can provide engaging and inspiring communication that can be easily accessed from a smartphone.
For most firms who are already investing in a B2B relationship marketing technology to communicate with clients, it represents a small investment that will have a huge impact. The bottom line is: if you want strong relationships with your clients, start with building a strong relationship with your employees.
If you are looking for ways to communicate more effectively with your teams, roll out a new employee or change programme, get in touch.