Nurturing Staff to Boost Word-of-Mouth Advertising
One of the most critical components of your digital marketing strategy in Washington, DC is to ensure that your staff are properly nurtured and appreciated. Your digital marketing agency must know how to train your staff to become advocates for your company's brand and culture. However, you must partner with the Human Resources department in order to ensure that their engagement and positive feelings toward the organization are high.
The Human Resources department is one of the central organizational structures that is primarily responsible for building, managing, and monitoring human capital - They must partner with the digital marketing department. This HR department impacts a large variety of the firm's cultural and behavioral modification practices through recruitment, initial training, monitoring capital inputs and outputs, and behavior modification.
Google: Exemplar for Word of Mouth Advertising
Google Inc. is a search engine company and an internet advertising platform, but it is also a group of staff members. Google has been regarded as one of the most innovative Information Technologies companies in the world due to their IT and HR practices. Frequently ranked #1 as one of the best places to work, Google offers slightly lower financial incentives for staff when compared with it's largest competitors, but they are highly effective at attracting the best talent.
These talented programmers then become personal brand advocates, marketing their company through word-of-mouth. The reason that they do this is because when people ask, "Where do you work?", they typically respond with: "I work at Google, and I love it!". This form of casual conversation propagates throughout the market, and Google subsequently becomes known as a great place to work! Naturally, a company with that reputation develops that public image not through online advertisements, but through natural, word-of-mouth marketing!
The reason for their success has been attributed to their responsiveness to the underlying Maslowian needs. First, Google provides staff with the opportunity to spend 20% of their work-time developing unique and innovative personal projects that are not a component of the regularly scheduled work-flow. Through structuring periods of time for creative work, the company has developed a variety of new and unique products that have come to define the company as a leader in the information technology revolution. Products that have been produced include Gmail and Adsense, two widely used tools that have increased consumer engagement and enhanced the company's digital foot-print in the global market. The company has also provided staff with access to on-site child-care, a 24/7 gourmet kitchen, and excellent health benefits.
Therefore, if you model Google's HR practices, your digital marketing strategies in Washington, DC will be amplified due to the positive word-of-mouth communication that occurs during normal human socialization.
HR Analytics: Practical Tools for Word-of-Mouth Marketing
Google is also known for it's unique approach to the internal and quantitative analysis of HR related decisions. Through the application of unique algorithms that analyze and interpret recruitment, on-boarding, decision-making, and retention strategies, the organization strives to ensure that HR related decisions are data-driven. Simply put: Google has implemented the same tools, which digital marketing agencies in Washington, DC have used in order to conduct research on consumers. These tools have simply been directed inwardly, toward the company's culture, rather than externally, toward the broader marketplace.
The company also implements a variety of non-anonymous employee surveys, wherein staff may provide feedback to managers, monitors the types of rewards that staff would prefer to receive (i.e. the ideal incentive), and developed additional personalized retention strategies.
Through implementing these strategies, your company may also apply word-of-mouth advertising in order to complement it's digital marketing strategies in Washington, DC.