Internal Branding. Who’s responsibility is it to look after it?

Who looks after the internal brand? HR or Marketing?

Let’s start with the different roles/responsibilities:

HR’s responsibility is to create and maintain a positive employee experience. This is essential for a strong internal brand. It requires developing and implementing HR policies and programs that align with the company’s values and culture.

Marketing has the responsibility of developing and communicating the company’s overall brand identity. Managing internal marketing campaigns means educating and engaging employees about the company’s brand and promoting the company’s culture and values.

So who’s responsible?

Ideally both. Ideally collaboration.

How then?

Employee Onboarding Program: Bringing new employees into a company’s brand, culture and values is a must-do task. Some of the below points could be a part of the program.

  • employee orientation sessions
  • brand ambassador programs
  • employee engagement surveys

Develop and communicate internal marketing campaigns promoting brand values and culture: Try some of the below.

  • Employee newsletters
  • intranet articles or team chat announcements
  • Shared social media posts

Employee rewards and recognition programs: Recognize and reward employees for living the company’s brand values.

  • Employee spotlight awards
  • Peer-to-peer recognition programs
  • employee of the month programs