Why is B2E so important?
Taking a B2E marketing approach can help you hang on to valuable employees, says Audience.
Business-to-Business (B2B) and Business-to-Consumer (B2C) models are often described as two contrasting services. Where B2B is a process of creating products and services geared towards other businesses, B2C is the process of creating the same, but for consumers.
It’s widely recognised that the B2B and B2C buying journey is rapidly changing due to the young managers demanding more consumer-branded experiences. Due to this, businesses are adopting a new marketing approach called, you’ve guessed it, Business-to-Employee (B2E). B2E really is what it says on the tin. It refers to strategies taken by a business that focuses predominantly on its employees.
It’s not just about attracting talent, it’s about retaining a skilled workforce, keeping them satisfied, and transforming them into true brand ambassadors. B2E aims to retain. Some companies are already doing a fantastic job, but others require a complete refresh of recruiting, inducting, training courses, team networking, and delivering ‘perks of the job’ style experiences to keep their employees engaged, and value them as much as their customers.
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