Take 5

What is marketing's role in your firm's internal communications, and how is it evolving?

As we continue to grow and expand, the need for clear and consistent communication becomes increasingly important. Our marketing team is responsible for crafting and disseminating internal messages that align with the firm’s overall brand and objectives. We ensure employees are well-informed about important updates, market and process changes, and initiatives happening within the firm, supporting all service lines, departments, and industry groups. As technology continues to advance, our team leverages multimedia and omnichannel strategies to improve employee reach and message efficacy. Our MarTech stack enables us to deliver messages in a more personalized and targeted manner, increasing engagement and fostering a sense of community within the organization.

Ashton Adair, marketing manager, Whitely Penn

In our firm, internal communications used to be decentralized, with departments and executives sharing updates as needed. Today, our marketing team leads internal communications, collaborating closely with HR/recruiting. Over the past year, we’ve worked to centralize these efforts through an intranet and internal newsletter, facilitating connections between departments. Now, we’re expanding these tools beyond marketing to include IT, HR and L&D, aiming to consolidate internal information sources. Soon, we’ll introduce an employee advocacy tool, simplifying the sharing of news both within and outside the firm. Our goal is to achieve a streamlined, efficient internal communication capability and dynamic external sharing.

Megan C. Artz, marketing director, KPM CPA & Advisors

My firm recently promoted a teammate to be our Director of Internal Communications. While we’re just diving in, there has already been collaboration between internal communications, marketing and HR. We are connecting tools, resources, stories and ideas. Seasoned internal communications professionals understand the need for internal storytelling, and marketing plays a role in framing those stories externally as well. For example, with most firms facing a talent shortage, marketing departments like ours are already leading initiatives to reach prospective job candidates. Many marketers are getting more serious about marketing their firm’s Excellent Places to Work designations, and as places to build careers.

Korby Boswell, marketing & growth manager, Adams Brown

Marketing plays a primary role in the development and delivery of our communication strategies. As a growing global firm, we are continuously seeking creative techniques to reach our diverse internal and external audience, with consistent and aligned messaging. Our professionals crave the information they need to be informed and connected, so we produce live (in-person or via Teams) quarterly meetings for leadership and operational updates.

These are usually followed by group lunches, trainings and/or happy hours. Transparency is important, and it empowers our employees to take ownership of their careers and show appreciation of the efforts of those around them. Our process also provides the critical face-to-face time needed to keep team members engaged.

Tanya Doescher, director of marketing, Delta Consulting Group

Marketers are thought of as being the drivers of messaging to external audiences, so taking a more prominent role in internal communications reflects the growing recognition of the importance of employee experience for long-term growth. Marketers are applying their knowledge of messaging, segmentation and personalization, and campaign creation to enhance the effectiveness of internal communications. By helping employees feel informed and connected, marketers contribute to a cohesive firm culture for in-office, hybrid and remote workers.The result is better client service and a virtuous cycle of employee and client satisfaction which leads to firm growth.

Allison Simons, managing partner, Simons Marketing

Interviews by Richard Shippee