Colleagues as consumers
Channel: The Chartered Institute of Marketing - CIM
Date: 2022-06-14

All too often businesses invest in marketing but use that talent and resource pointed at an external market – creating products, solutions and messaging aimed at the customer. The result is that employees complain they are the last to know, see things on external digital channels or even hear them from customers themselves. So how can businesses adopt their communications approach so that they treat colleagues as consumers?

The award-winning Northumbrian Water approach to health and wellbeing, Living Well, was developed in a unique way using a blend of internal marketing and human insight. Facing a critical health challenge, with a backdrop of Covid and increased demand on supply, the organisation needed to meet the wellbeing needs of a varied workforce, reaching all colleagues. 

This session focuses on the internal marketing and insights driven approach used to build the solution and the impact achieved. We’ll share examples of how and where the professions could collaborate and provide insight into the successful collaboration project within Northumbrian Water between Corporate Communications and HR that improved colleague wellbeing and connectivity.

Speaker: Dr Elouise Leonard-Cross CPsychol, MCIM – Head of People Strategy & Experience at Northumbrian Water Group