You’ve worked hard to get a company brand and service you are proud of. You are pushing hard to look for ways to get the word out and help your target audience feel the same level of passion you do for your brand. But, are overlooking your biggest marketing asset? You just might be.
Employee Roles in Marketing Tactics
Employees of the company are the resource that every marketer should be tapping into. Your employees know the company best and work within the ranks to help produce that very service, product and brand you are so proud of. It is your employees that are your company’s best champions and most credible source for your audience
Employees today are ready to become advocates. Weber Shandwick found that half of all employees are already posting about their employers online and a quarter of all employees are brand advocates. Companies need to see the current trends of the Millennial generation – a generation heavily involved in the social tech world – and harness this to work in a consistent way and drive brand value. Your company should be creating brand advocates that produce an increase in business, better workplace results and higher levels of satisfaction.
Why Employee Advocates are Such a Big Deal
Imagine if you were online looking for advice on starting your own restaurant. You are looking into a couple companies that provide produce for restaurants. Then, your friend pipes up to tell you they worked for one the companies you were looking into. Then they explain to you more about the company: how all the produce is grown locally, and how to judge what produce is best for your restaurant. What would you walk away with after your search?
You may naturally feel a sense of pride because an employee expressed his or her feelings of loyalty and passion for the brand. You may realize the information you got was coming from someone you trust. And it helped you to make the best decision for your restaurant.
That is the power of employee advocacy.
Now, imagine how it would work if you just saw a post from that employee from time-to-time about the importance of local business. Or, perhaps the employee talks about the high level of quality expected by their employer. Maybe you will post something yourself about supporting local businesses.
The power of employee advocacy is in the un-paid, un-scripted way they can appeal to friends, family and peers. The hard part is that in order to have this powerful effect, the approach has to be candid and authentic. An employee needs to see value in what he or she says about the company is absolutely true and something he or she can stand behind. Each employee wants to feel involved and a part of something bigger.