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Strategic Marketing for People Functions
BUILD YOUR SKILLS IN INTERNAL MARKETING
You built it. But they didn’t come. Kevin Costner was wrong.
If you’ve ever poured time, energy, and resources into crafting a People initiative - be it a leadership program, a new EVP, or an employee engagement campaign - only to be met with a deafening silence, this course is for you.
Designed for HR, Talent, and People leaders, this six-week course equips you with the strategic internal marketing skills needed to drive real engagement. We’re not here to turn you into marketers - we’re here to show you how to develop, position, promote, and embed your people initiatives so they’re impossible to ignore.
It’s been completed by over 125 organisations and has helped redefine how People teams create impact. In this course, you will:
- Shift your mindset and attitude to become more audience-centric - because if employees don't see the value, they won't engage
- Learn how to trigger emotions and use storytelling to drive action through targeted, compelling messaging
- Deepen your knowledge of effective copywriting and design, so your communications aren't just seen but acted upon
- Master the creation of employee personas for tailored, high impact experiences and campaigns
- Understand how to build, launch and execute a strategic internal marketing campaign - and then build your own for your function following the programme (this isn't mandatory, but is highly recommended)
COURSE BREAKDOWN
Our two-hour live workshops are designed for maximum engagement and knowledge retention. We have tonnes of break out sessions and challenging discussions to ensure you are tackling these topics head on, and applying what you learn immediately.
We can’t change our behaviour if we don’t change our mindset first. So this session is tailored to challenge deep-rooted beliefs in People functions and encourage attendees to start thinking differently. We'll help you:
- Understand the impact internal marketing has on People functions
- Learn how to conduct market research
- Define your People function's product and value proposition
We often see People function's understanding of their audiences being very shallow, which results in their marketing and comms efforts misfiring and not resonating with audiences. This session is designed to show attendees how to build employee personas that are useful and practical. After this session you will:
- Understand why customer centricity is key
- Understand how to build a persona
- Understand how to use a persona
This session introduces the techniques behind a modern and effective internal marketing strategy and helps you:
- To think 'big picture' about marketing for internal audiences - no more programme by programme approach
- To empathise with your audiences in order to make marketing impact
- Understand your real, true competition
This session is designed to help you develop one of the most integral skills in internal marketing: copywriting. We'll show you how to:
- Reach audiences & grab attention with marketing tactics
- Understand and leverage the power of copywriting
- Focus on consistency in marketing for optimal results
What does it really take to develop an internal brand? And where does good design come in all this? Session five will explore:
- The importance of design in internal marketing
- The power of an internal brand beyond a logo
- The core components of a good internal brand
The coup de grace. This session shows you how all of the previous sessions work together to build out an effective internal marketing campaign. It explores:
- The six essential steps to building a marketing campaign for your People function
- When to use campaigns to market your People initiatives
- Real-life campaign examples from our projects, to establish what good looks like
Once you've completed our six week course, we want to see all your learnings put into practice (ie, ensure maximum application and retention). Using tasks and assignments that you've had over the past 6 weeks, you'll be asked to create your own marketing strategy for your function. We provide loads of tools and templates to make this as straightforward as possible - and then you'll have at least 8 weeks to complete and submit this. Of course, Ash and Han are on hand throughout to support and provide expert steer and advice.
We do this to ensure you have something really useful and tangible to take away from this course. It's not mandatory, but it is highly recommended!!
MEET YOUR EXPERTS
If you’re going to learn marketing, learn it from the best. Enter Ashley Hinchcliffe and Hannah Clark - your no-nonsense, battle-tested guides to mastering internal marketing.
With over 20 years of experience (most of it spent transforming People functions from ignored to indispensable), these two don’t just talk marketing. They live it. They’ve built campaigns that turned apathy into action, strategies that made employees actually want to engage, and they’ve fought (and won) the battle against ‘if we build it, they will come’ thinking.
They know what works, what doesn’t, and exactly how to get you from crickets to full-blown impact. Their mission? To make marketing second nature for you—so you can stop chasing engagement and start creating it.
If you want more from your People strategy - more impact, more buy-in, more measurable results - then you need more than just great initiatives. You need employee engagement.
This six-week strategic internal marketing course gives you the skills to stop pushing initiatives that get ignored and start driving real action. It’s the only course in the world designed to equip HR, Talent, and People teams with marketing mastery, so your programs don’t just exist, they thrive.
It’s bold. It’s practical. And it’s guaranteed to change the way you build, position, promote, and embed your People initiatives. If you’re serious about making your work essential, this is a no-brainer.
SIGN UP FOR THIS SENSATIONAL EXPERIENCE 🍍
FAQs
This course was designed for in-house People professionals by experts who know the game. Whether you’re a Head of People, Employee Experience Lead, Talent Manager, Internal Comms Pro, or anything in between, if you’re responsible for driving engagement, this is for you.
If you’re tired of initiatives that get ignored and want to build real, lasting influence inside your organisation, you’re in the right place.
Great question, and one that will come up often throughout the course.
This course is for you if you want to:
- Gain a clear understanding of how to apply marketing effectively within your People function
- Develop a deeper knowledge of internal marketing strategy and tactics that drive real employee engagement
- Learn practical, hands-on ways to use key marketing tools like email and design platforms
- Connect with peers in a supportive learning environment and have ongoing access to marketing specialists within a community format
We are here to make sure you get the most out of this experience and will support you every step of the way.
The strategic internal marketing course covers the essential techniques and strategies that drive real engagement in people initiatives today. Through a combination of practical workshops and asynchronous learning, you’ll gain hands-on experience applying marketing principles to your own work, guided by leading experts in the field.
This isn’t theory for theory’s sake. Every session is designed to give you actionable insights, practical tools, and real-world strategies that you can implement immediately. You’ll leave with new marketing skills, a fresh perspective on employee engagement, and the confidence to make your People initiatives impossible to ignore.
Attendance to this course costs £1,999 per person.
You can pay either by credit/debit card or invoice, whatever works for you.
An open mind, a passion for people, and a drive to make your initiatives truly matter.
That’s it. No marketing background required. No complex prerequisites. Just a willingness to learn and a commitment to doing things differently.
If you work in HR, Talent, Internal Comms, or L&D, this course is built for you. It gives you the foundational marketing knowledge you need to create impact straight away. Everything is designed to be practical, actionable, and immediately relevant to your role.
So bring your brain, a notebook, and a healthy dose of curiosity. We’ll take care of the rest.
We are only running this course twice in 2025 - March and September.
No it's not. We're going to deliver these sessions live though, so please ensure you are able to attend at the defined time. We have had people join from the likes of Australia, so if you are interested, talk to us and we can help make this work for you!
All attendees will have access to the recordings at the end of the course for the 8 weeks until their assignment is due. So if you miss a session or just want to refresh, it’s all there for you afterwards!
It’s a six-week course with a mix of live workshops and self-paced content. We get it, you’re busy. But what’s taking up more of your time – learning a few high-impact marketing strategies, or spending hours chasing engagement that never comes?
You’ll be part of an ongoing community of fellow People professionals who are using marketing to transform their work. Plus, you’ll have access to marketing specialists for continued support. You don’t just take this course and get left in the dark – you’ll have a network, resources, and a game plan to keep making an impact.
That’s unfortunate. But we won’t hold it against you.
