The Human Factor in Marketing

The human factor is the most important factor and this we cannot control! A second important factor is a product of the first: The message the company is sending. Is there a direct connection between the message sent in advertising and our unconscious reaction? Between marketing and that what employees talk about over lunch or what is said when a group of friends meet? Between marketing and the morale within the company? Between marketing and the company identity?

An employee is a representative of his company 24 hours a day, 365 days of the year. What he says and does, whether consciously or unconsciously, rubs off on the impression that the environment has of the company he is employed by. There is a reason why companies with a good reputation can employ good personnel easier than others with not such a good reputation!

Let Your Employees be The Message

In smaller companies – and especially in their growth phases – internal conveyance of the identity is a decisive factor in marketing. Every employee is a messenger whose potential should not underestimated, whether for possible customers or future employees and investors. Regardless of whether you are in the process of obtaining the best or most qualified employees, or trying to convince investors of the stability of the company, the behaviour and attitude of your employees is crucial. Trust, especially for smaller companies is a vital necessity. Customers, investors and employees judge products and services in connection with the reputation of the company offering them.