This blog post is brought to you by Summer Camp – Zipline’s annual customer conference where store communicators come to connect, inspire, and grow. This year, 23 store operations leaders from 16 best-in-class retail brands took the stage to share their stories. Among them: Scott Thomas, Director of Retail Enablement Operations and Communications at Allbirds. Read Scott’s story about branding internal communications below.

Since its founding in 2015, Allbirds has rapidly gained a reputation for its innovative, sustainable products and commitment to doing better for the planet. With a brand built on the principles of environmental consciousness and simplicity, Allbirds has also applied these values internally to foster a strong, engaged workforce across its network of retail locations.

A key figure in this effort is Scott Thomas, Director of Retail Enablement Operations and Communications at Allbirds. Scott has pioneered a creative approach to internal communication that not only reflects Allbirds’ unique brand identity but also significantly boosts employee engagement. Here’s how Allbirds, under Scott’s leadership, has turned internal communication into a powerful tool for connecting with employees and enhancing their experience at work.

👟 The Power of Branding in Internal Communications

At Allbirds, branding goes beyond the customer experience—it’s deeply embedded in how the company communicates with its employees. Scott and his team have infused the brand’s playful and eco-conscious ethos into every aspect of their internal communications.

“We realized that branding isn’t just for customers,” Scott explained. “By bringing the same creativity and identity to our internal communications, we make them more engaging and fun for our employees.”

This approach includes creating unique logos and themes for various initiatives. For instance, their internal video platform, dubbed “Nestflix,” mimics a real TV show with an opening sequence and credits, making internal updates something employees look forward to.

🌱 Keeping Employees Engaged with Consistent Updates

Consistency is key to keeping employees engaged, and Scott has implemented a strategy that mirrors the regular updates seen on popular websites and social media feeds.

“Think about the websites you visit daily,” Scott said. “They’re always updating with new content, and that’s what keeps you engaged. We wanted to replicate that experience for our employees.”

Allbirds uses Zipline to push out these regular updates, ensuring they’re easily accessible to all employees. From messages and bulletins to physical collateral, Scott’s team keeps the content fresh and relevant, encouraging employees to stay connected with what’s happening across the company.

🫶 Creating Content That Resonates

Engaging content is at the heart of Allbirds’ internal communications. Scott and his team ensure that their updates aren’t just about business—they’re about people.

“One of our favorite segments is ‘Monday Musings,’ where our Head of Retail, Tara Stewart, shares a personal note each week,” Scott shared. “It’s a blend of business updates and personal reflections, which helps build a deeper connection with our teams.”

Another popular feature is “Meet the Flockers,” which introduces team members through fun and engaging videos, adding a personal touch that resonates deeply with employees.

💪 Leveraging Zipline for Effective Communication

Zipline is a critical tool in Allbirds’ communication strategy, helping Scott’s team ensure that their messages are not only effective but also engaging.

“We use bulletins to highlight different types of content, from contest updates to recognition posts,” Scott explained. “These bulletins are highly visible and give our employees something to look forward to.”

To further enhance engagement, Allbirds uses Surveys and Assessments to gather feedback, allowing Scott’s team to continuously refine their approach based on what resonates most with employees.

🐑 Inspiring Campaigns That Drive Engagement

One of the standout strategies at Allbirds is the use of multi-faceted campaigns that go beyond one-off messages to keep employees engaged over time.

“Our March BAAAD-ness contest was a big hit,” Scott recalled. “We created a branded logo and even a bracket system where stores competed against each other in unit sales. It was fun, competitive, and it drove business results.”

These campaigns are reinforced by consistent branding across various touchpoints, ensuring that the message stays top of mind for employees throughout the campaign.

🐦 Tips for Emulating Allbirds’ Approach

If you’re inspired by Allbirds’ success and want to replicate their approach, here are some tips from Scott:

1. Integrate Your Brand Internally: Use the same creativity and identity you use for external branding to make your internal communications fun and engaging.
2. Be Consistent and Frequent: Regular updates keep employees coming back for more. Make sure your content is always fresh and relevant.
3. Create Engaging Content: Highlight personal stories and achievements, not just business updates. This builds a connection with your teams.
4. Leverage Tools Like Zipline: Use platforms like Zipline to ensure your communications are effective and accessible.
5. Run Multi-Faceted Campaigns: Instead of one-off messages, create campaigns that keep employees engaged over time with consistent branding across all touchpoints.
6. Gather Feedback: Use surveys and assessments to understand what resonates with your employees and continuously refine your approach.
7. Empower Your Team: Involve your team in content creation and let them take ownership of projects. This brings fresh ideas and perspectives.

Scott and his team at Allbirds have shown how creative and consistent internal communication can significantly boost employee engagement. By integrating their brand into every aspect of communication, providing regular updates, and leveraging tools like Zipline, they’ve created a strategy that keeps employees informed, connected, and excited to be part of the Allbirds flock.

If you’re looking to enhance engagement at your company, consider adopting some of Allbirds’ tactics. With a bit of creativity and the right tools, you can make your internal communications as engaging and effective as the media your employees consume outside of work.

Ready to learn more about how Zipline can help you improve your internal communications? Click here to learn more.