How managers can boost staff buy in for change
How managers build staff buy in for organisational change
Learn how managers can use internal marketing to boost employee engagement and drive successful change. Listen for practical strategies and insights.
How can managers use internal marketing to engage employees during change?
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What this episode covers
Many leaders struggle to get staff to care about company changes, resulting in stalled initiatives and disengaged teams. In this episode, Kerry-Ann Stimpson, CMO of JMMB Group and host of the Internal Marketing Podcast, explains how internal marketing can play a crucial role in making employees feel connected to the brand and change efforts. She shares practical insights on improving employee experience, working with managers, and measuring what truly changes after leadership actions. If you want to move beyond surface-level engagement and address where change efforts get stuck, this discussion offers clear ideas and real-world advice.
Who this is for: General managers and senior operators responsible for leading teams through change and seeking practical ways to increase staff engagement.
Key takeaways
- Internal marketing is essential for creating emotional connections that boost employee engagement and brand advocacy.
- Managers are often where engagement issues get stuck, so leadership must support and follow up on change initiatives.
- Starting to improve employee engagement requires understanding the employee experience and addressing friction points in decision-making.
- Partnerships between marketing and HR can strengthen communication and build stronger employee engagement.
- Regularly assessing what has changed after leadership spends on engagement helps identify bottlenecks and improve outcomes.
Struggling to get staff buy in for change? This episode explores how managers can sell change to their own teams using internal marketing strategies. Learn how to drive engagement, create emotional connections, and turn employees into brand advocates for smoother organisational change.
What you will learn
- Understand the impact of internal marketing on successful change management
- Apply strategies to improve employee engagement and boost team morale
- Leverage emotional connections to increase staff buy in for new initiatives
- Recognise the link between employee experience and organisational results
Kerry Ann Stimpson, CMO of JMMB Group and host of the Internal Marketing Podcast, shares her expertise in marketing strategy and employee engagement.
Episode highlights
- 0:00 Intro
- 1:49 Diving deeper into internal marketing
- 4:39 Partnership opportunity to build engagement
- 6:55 Employee experience, what needs to be done
- 10:50 How did Kerry end up in internal marketing?
- 16:46 How to start improving employee engagement
- 22:26 The Internal Marketing Podcast with Kerry Ann
- 24:44 How Kerry wishes to write a book
- 27:35 Outro
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Get the Quick-Win PackQuestions managers ask about this episode
How can I make employees care about a company change?
Focus on internal marketing to create emotional connections between employees and the brand. Communicate clearly, involve managers, and address employee experience to build genuine engagement.
What role do managers play in employee engagement during change?
Managers are often where engagement problems get stuck. Leadership must support managers, check progress, and remove obstacles to help teams embrace change.
Where should I start when trying to improve employee engagement?
Begin by understanding the current employee experience and identifying decision-making friction points. Address these areas to create a smoother, more engaging environment for staff.
How do I measure if my leadership actions improved employee engagement?
After implementing changes, revisit managers' bosses to ask what has changed. This follow-up helps identify bottlenecks and ensures accountability for engagement outcomes.