Why Employees are the Best Brand Ambassadors
No one understands a company better than its employees. But in a world where 80% of the global workforce is deskless, it’s not always easy to make them feel connected and a part of the organization. When people are dispersed and on-the-move, it’s a challenge to maintain those relationships. And this connection is a required part of building a strong brand.
When employees feel connected, engaged, and empowered within their roles, their passion for working goes far beyond the daily responsibilities, extending into their own social circles. They feel proud to talk about the company they work for and are excited to share the value of what their employer brings to the world. And the results can profoundly impact your business goals. When companies implement Dynamic Signal, they report a 39% increase in company and brand awareness as well as a 106% increase in reach of social media campaigns. However, in order to do this successfully, companies need to ensure employees are on-message and aligned with the company’s own brand messaging.
This is why it’s so important that you give employees a platform to share that wealth of inspiration alongside clear guidance. Giving employees an easy way to express themselves on social media and share approved company information can reinforce company culture and boost brand equity in an authentic way.
Consistent Leadership Communication
The best way to activate your employees as brand ambassadors starts at the top. When leadership effectively communicates and engrains its company core values and mission into daily operations, employees can truly feel connected to the company on a deeper level.
Employees feel empowered when they’re engaged at both an individual and company-wide level. Getting them the right communication is critical to this. It’s important to train executives and management on what your brand messaging is – and do it regularly – so that they can continue to reiterate that to their teams. Though upper-level roles may have greater influence internally, employees have greater influence externally. According to the 2020 Edelman Trust Barometer, regular employees (54 percent) are trusted more than CEOs (47 percent).
Employees offer a unique perspective about a company, especially when they work across different roles, locations, etc., and contribute to expressing company culture both internally and externally. In some ways, you’re turning every employee into a salesperson for your company, which makes it even more important to know what they’re saying.
This not only requires your executive teams to stay consistent in their communication to employees, but it’s also essential that you build a sustainable system reinforcing it.
Developing the Infrastructure
Using a platform like Dynamic Signal can give companies an easy way to encourage employee advocacy and employee ambassadors. Today especially, everyone is turning to online resources and social spaces where they can connect and learn more about companies.
If you’re hosting virtual conferences, these are great opportunities to activate your workforce, expanding your reach to potential customers. In order to do this successfully, you need the right technology to connect your employees.
Consulting firm Mercer created an unprecedented amount of brand awareness at the Davos 2018 World Economic Forum using Dynamic Signal. During a week-long campaign, a team of nearly 200 employee advocates generated almost $60,000 in earned media value. Mercer’s total share of social media voice was 4x of their eight primary competitors.
With Dynamic Signal, you can keep your entire workforce informed and engaged with mobile-optimized, personalized content that fosters richer connections between employees and your organization. Build trust and transparency with authentic communication from your executive team. Ensure visibility into relevant announcements around corporate initiatives. Dynamic Signal helps you improve your employer brand by making every employee feel more connected.