You’ve probably heard of marketing terms like B2B or B2C. However, the term B2E doesn’t appear much in those marketing waters. Yet, these are activities that can help your company significantly just like B2B or B2C. What is B2E, how to do it and why is it worthwhile?
What is B2E?
While B2B or B2C targets your clients, B2E stays in your business – because it’s directed at your employees. B2E (business-to-employee) involves activities that aim to make your employees happy, motivated and engaged in what’s going on in your company. Here you will find initiatives such as recruitment and retention, professional development, benefits, working time or employee health. Internal communication and employee engagement play a vital role in B2E.
Why does B2E matter?
Not only does B2E make employees happy in the company and not be tempted to leave for a competitor, but it also makes them better able to engage with customers, which ultimately benefits the company. This is because if an employee is familiar with the core values and vision with which they are aligned, they can transfer their enthusiasm to clients.
What methods to use to keep employees happy?
To make the most of B2E and prevent an increase in turnover in your company, consider the following:
- Benefits
- Education
- Fair pay
- Flexible working hours
- Comfortable environment
To make sure employees know about all these benefits, it’s important to have an easy-to-access, user-friendly tool in internal communications where they can easily find information. That’s why digital platforms are the most common modern tool in B2E. These provide employees with quick and easy access to all the information and tools they need at work and support their engagement in the running of the business.
Communication portal in B2E services
Benefits, important forms, company news or contacts to colleagues. All of this information is crucial for employees and it should be a priority for you to make it easy and quick for them to find it when they need it. That’s why a communication portal is an invaluable companion that gives everyone what they need right now. In what areas can the portal improve B2E?
Onboarding as a key phase
The very onboarding of a new employee can significantly impact how they feel about the work environment, and should therefore be a central part of your B2E strategy. After all, it’s the first months where a lot of company-related information needs to be conveyed. Thanks to the communication portal, he can find all the necessary documents or attachments anytime, anywhere, so he doesn’t have to have a desk full of information papers waiting for him on the first day. In addition, the communication portal offers new faces a directory of all existing employees, so they don’t have to worry about the embarrassment of getting someone’s name wrong.
Transmission of information and news
Due to its flexible nature, the communication portal can be used to pass on new information to employees in a variety of ways. The classic way is short texts accompanied by photos, but you can go further – you can make videos, record podcasts or even create a company magazine. In one place, employees can find company benefits, information about taking holidays or company goals in various forms. These practices will make employees feel engaged in the company and informed at all times and in all circumstances.
As part of being well-informed, don’t forget to share your company strategy and goals with your employees. In your communication, also focus on CSR, Corporate Social Responsibility, which includes economic, social and environmental areas. Share with them your CSR activities and give them a closer insight into your plans and intentions. Communicate with employees both the successes and the failures of your company. In short, set up an open approach that brings your company closer to people and contributes to better engagement.
Feedback
It’s always good to know how you’re doing and what employees think about how the company is performing. So, in B2E, it’s important to take feedback, be willing to reflect on it and then take responsive action to improve employee satisfaction.
Work can be combined with fun
A B2E strategy doesn’t have to be just about work-related issues. For example, you could run a competition to win exciting prizes or benefits, or share videos and photos from a company event such as a Christmas party or birthday celebration to increase employee motivation and engagement.
Evaluating the results
As with B2B or B2C marketing, you can evaluate your efforts. You can track the number of downloads of the communication portal app, the number of responses to articles, or how much engagement there was in contests. You can easily find out what topics are close to which employee group or if the communication portal needs to be promoted more among employees.
Plusco Communication Portal
The Plusco communication portal can also be used for your B2E strategy and will serve you in all the above mentioned areas. It is available both in a web browser and as an iOS and Android app, so employees can keep it close at hand.
With a large number of modules, it covers the diverse needs of employees and forms a key element in a B2E strategy.
You can choose from three options based on your needs and company size.
Get started with your B2E strategy as soon as possible and ensure the satisfaction of the most important people in your company – your employees.