Before we start diving into employee advocacy, we would like to tell you the story behind the popular strategy. With the rise of social media, employees have more influence than ever on the image of your organization. How can you turn today’s employees into brand ambassadors? And how will you make sure that they will connect their own ‘personal brand’ to your organisation?
Apostle developed a tool that thrives on using personal branding of employees for your organization. This way you create more involvement, marketing efforts and reach amongst your employees. Which eventually leads to more sales! In this blog we will tell you more about this phenomenon.
In the past, the name of a company played a big role. But due to the fast changing nature of marketing related efforts, the focus has shifted to the image that your company reflects to the outside world. But how do you portray a positive image towards your potential clients and employees? Employee advocacy plays an important role in this.
The people behind the scenes play a very important role. Who can better tell your story than your own employees? We live in a time where influencers and ambassadors are extremely popular. They are the new superheroes. That is why it is essential to ask yourself the following question: how can I turn my employees into brand ambassadors? And how will I ensure that they will tie their own ‘personal brand’ to this?
We will dive a little deeper when it comes to personal branding and the commonalities between employee advocacy. Everyone has a unique personality and specific knowledge to work with. The way someone presents their unique characteristics, is what we call ‘personal branding’. It gives others a sense of who you are and what you represent. When employees commit to your company, it is a unique opportunity to create an authentic and credible image amongst the target audience.
Every organization wants to be visible and interesting to its potential customers and employees. Personal branding is invaluable in this regard. Are your employees the ones sharing inspiring content? Then your organization will also be viewed in that way. When employees are enthusiastic, they pass it on in their own personal network - a simple, but effective marketing method!
The bigger role of employees in promoting a brand is also referred to as "employee advocacy". For this to be a success, everyone must have the right goals in mind. It is important that employees have a clear picture of the brand identity. So: what message do you want to communicate as a company to the outside world? If that is clear to everyone, the company can profile itself successfully on social media and start using employee advocacy. Provide fun and inspiring content; employees like sharing something they are extremely proud of. Think about a nice product or a well-written blog. Your company can also profile itself well with a company party or a catered company lunch. Employees who feel personally connected to the company like to share something they are proud of.
Based on personal branding and employee advocacy, Apostle has developed the 'social shift method’, in which employees become more involved in the 'branding' of a company. With this we help you and your company in deploying the right people step-by-step to promote your company.
Your employees are given specific tools to identify themselves as a brand ambassador and social influencer for your company. With this a large group of employees will become active ambassadors for your company within six months. Social media is by far the best medium for this. Because every employee has a unique network, the reach of the organization increases and naturally leads to a positive development on the corporate front.
Given the power of social media, Apostle has developed its own tool. This allows employees to easily send and share messages on social media. By actively involving employees in external communication, their internal involvement in your organization grows. Moreover, your reach increases and your social media will be actively used.
Apostle helps you and your employees share authentic and relevant content. It offers a controlled environment with an editorial function for employee advocacy. Messages can be categorized and sent to relevant target audiences.Not only that, the Apostle tool gives you insights into your reach and usage statistics. You can also make use of our gamification features and get insight in the implementation process.
Via the app, employees can easily share messages planned by the organization within their own networks. They can also submit messages for publication themselves. By doing this they grow into ambassadors for your organization and contribute fundamentally to the objectives in the field of marketing, sales and recruitment.
For this approach to be efficient, the entire company needs to be represented in the best possible way. It is therefore advisable to appoint a pilot group consisting of employees from all layers of the organisation. They will lead the way in the field of social media. Employees will encourage their department and are responsible for providing input—ensuring that plenty of authentic content comes from within the organisation.
To keep the right goals in mind, it is essential to hold regular meetings with your pilot group. A monthly editorial meeting is a great way to achieve this. During these meetings, you can discuss where improvements are needed. The so-called key performance indicators (KPIs) are also discussed.
KPIs are variables that are used to measure the performance of a company, brand or product. This measures the success of a company or specific activity, in this case employee advocacy. The following variables are important for the Social shift method:
So, how will we implement the Social shit method with the app? Every company is different. A pilot will take approximately 6 months, an investment for the future. We will personalize and customize the method for your organization. In order to achieve this, we will take the following steps:
The combination of employee advocacy, personal branding and social media is the ideal way to put your company on the map. With Apostle it is very easy to involve your employees in external marketing activities. Contact Apostle and embrace the employee advocacy tool that will help you implement this strategy.