<img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=1616154&amp;fmt=gif">

Services

EVG_Purpose_Unternehmenskommunikation-1
28. October 2022

Evernine Group reveals how to integrate purpose into your corporate communications

28. October 2022
EVG_Purpose_Unternehmenskommunikation-1
evernine editorial team

There was one major theme in all sessions at the 2022 Communications Congress in Berlin: companies need to offer the market, customers and their own employees guidance in this changing world. The Munich-based full-service agency Evernine Group, which was also represented in Berlin as a presenting partner, also sees the necessity of this topic. On this occasion, Alexander Roth, CEO of the Evernine Group, gives three tips on how companies can proceed to give their own brand story more purpose.

The term purpose addresses the meaningfulness that makes it clear to the immediate environment of a company, consisting of customers, employees and applicants, why it has a meaningful raison d'être. The seemingly inconspicuous term nevertheless makes many corporate communicators prick up their ears. This is because the focus is on bringing more meaningfulness to PR, but also to marketing campaigns or the company's own newsroom. The communications consultancy Evernine Group has carried out numerous successful customer projects and knows the most effective method for developing purpose.

 Employees as drivers (bottom up)

As a first step, the communications company advises putting together an internal working group. Ideally, this group should consist of employees from a wide range of job areas within the company, who then work out what makes sense and drives the company. Here, the full-service agency recommends choosing employees who are the most reliable, regardless of age or standing in the company. This is followed by the development of a theme house, which follows the “stand for something not for everything” method and provides the strategy for future content, campaigns and channel formats. According to the Evernine Group, the majority of the working group should set the tone when it comes to the question of gender.

 The mouthpiece with its finger on the pulse

 

EVG_Purpose_Sprachrohr-2048x819
It is particularly important to absorb the impulses of employees who have a strong presence in the digital world (Image source: Adobe Stock / Shawn Hempel)

Millennials are those who use the internet the most, even if they are still considered underrepresented in companies. The communications consultancy therefore recommends aligning language formulations and the topic plan with the interests of this generation and taking aspects such as imperfection, transparency and honesty into account. Companies should be more willing to want to achieve something than to say that they already are. Inconsistency can also be part of the communication strategy.

As the generation circle around millennials is the loudest, companies should urgently pay attention to the right language. According to the marketing experts at the Evernine Group, traditional boomer language is no longer appropriate when it comes to purpose. Well meant is the opposite of well done. Especially in the media and channels that are relevant in the business environment.

 Skillful integration into brand marketing (top down)

 

hr_navigator_alexander-700x689 (1)
Alexander Roth, CEO & Co-Founder of the Evernine Group (Image source: Evernine Group)

Sustainability, diversity and CSR are some of the most popular topics for companies. Whether these or other values, corporate communicators should integrate them into the topic plan so that integration takes place in external communication. In this situation, the Evernine Group advises changing bottom-up strategies to a top-down strategy that includes everything from the company pitch and topic integration in the newsroom to important core projects. Additional support is provided by the management and HR marketing, which always provides new impetus.

“I have the feeling that more and more company managers have the topic of purpose on their agenda; not only because we increasingly have a job market determined by applicants, but also because customers are placing more value on meaningfulness. And that includes in the B2B environment,” says Alexander Roth, CEO and co-founder of the Evernine Group.

Source cover picture: Adobe Stock/peterschreiber.media

consult consult consult consult consult

0%