Leveraging the Echo Chamber for Internal Branding

By Meagan Hardcastle, Social Media Specialist, Open Sky Communications

In public relations, we are so used to talking about our communication with the outside world, outside our business. But, how do customers perceive us? How do competitors perceive us? How do potential employees perceive us? Communication within the workplace is important too. We’re talking about company culture. To better understand company culture and internal communications beyond perks, incentives and swag, let’s jump into some terminology and expand on the idea behind the echo chamber.

The best way to describe the echo chamber is the concept that positivity is contagious. On the reverse, so is negativity. Quite literally, an ‘echo’ refers to the repetition of an idea or feeling. Imagine yourself in an office. You’re likely there now. You may spend 8-12 hours a day in this space working, talking, strategizing, coding top-secret government projects. Whatever it is you do, you’re influenced by the environment you’re in. You spend the majority of your day in this ‘chamber’. We are more of an influence on those around us than we realize.

Picture this, it starts raining. A perfectly sunny day tainted by some bad weather. “I’ll be fighting traffic in the rain the whole way home,” they say. “This screws with my plans after work,” they say. One person’s reaction can echo to the entire office, whether good or bad. We can offset each other with pleasure or displeasure. It’s contagious.

How does this apply to internal communications?

The echo chamber is an opportunity to internally brand your business. The best employees believe in the brand they are building. Successful company cultures prioritize not only effective but also courteous communication to “transmit an atmosphere of safety and respect.”

With a twist on traditional PR strategy, here are some suggestions to develop an internal communication strategy:

Messaging: Are your employees aware of the goals, product solutions and innovations regarding the company? Give them something to be proud of – develop a mission statement so that all goals are aligned. Are you rebranding? Share why with all departments, not just within marketing. Employee alignment with strategy is key.

Press Releases: Distribute a monthly newsletter with shout outs to employees who stood out or made a major contribution to a team project or who brought in donuts one day just because. Celebrate the internal success too. The mood that is happening internally will be translated into the product too, like a cake made with love.

Interviews: Create an open forum for your employees to ask questions to executive management, suggest ideas to their team, be an active participant in the company. Mobilize the army inside. A culture of feedback encourages employees to give and receive feedback, fostering better performance and company engagement.

Addressing your internal communication strategy turns your employees into brand ambassadors. It’s an effective way to build your brand from the inside out and create a positive company culture.

Take the next step. Engage in a positive echo chamber.