While often overlooked as “the people who work for the company,” employees are the most significant marketing asset that a brand can have. Employees can be a brand’s most prominent advocates, yet they’re often an untapped territory. We couldn't agree more!
The above is a statement from (link below) Link Humans, its actually a really interesting piece on a subject we are very much aligned with, which is that of a companies ability to 'tap into' employee power on social media as part of a transformation strategy.
If done within a managed strategic framework we can evidence immense results, if done in an uncontrolled way, it can have exactly the opposite effect, why?
So, lets imagine you've read the article in the link provided, you say, WOW, what a great idea.
You get all the key people (you will always start with the folks you can direct, not always the right ones for the task btw) for an ideation session to come up with a brand campaign about how unique and fantastic your accounting software is, and how it knocks the competition out of the ball park.
So you have your plan in place, everyone goes off and starts to connect on LinkedIn (other social networks are available) with your target audience, and then your team 'start to sell'..........
The result over a period of time is that what you thought was your target audience is now so pissed off with being bombarded by people in your company, they go with your competitor just to shut you out.
Employee Advocacy is part of a much wider 'Social Media' strategy, it isn't simply a marketing tactic.
Without the right training, mentoring and coaching by professionals, Employee advocacy can be one of the most destructive things your company can do.
Both personal and company branding are intrinsically aligned, they differ of course but they are symbiotic.
Get it right, and you will probably never even think about advertising again.
We are active 'practitioners' of what we do, we already know and can evidence the ROI of a robust and internally aligned 'Social' strategy.
Part of that evidence it that you are reading this blog, just like many others - including your competitor!
We also don't do outbound pushy, salesy marketing, so if you would like to explore more, please contact the author of this blog.
Some of your employees might hold more online reach and influence than your CEO – perhaps even more than your own brand! However, regardless of their influence or reach, your employees can all help you achieve your brand goals and KPIs.