Article | February 17, 2021
In today’s world, brand marketing goes much further than marketing campaigns and advertising.
When it comes to brand advocates, we typically think of social media influencers and the more traditional brand ambassador. However, what better brand advocate than your very own employees?
Matthew Hayes, managing director of brand agency Champions (UK) plc, explains the importance of using employees as brand advocates and the benefits to both the brand or business and its staff.
What is a brand advocate?
A brand advocate is somebody that shares the same values and ethos as a brand, representing them in a positive light, often helping to increase brand awareness and even sales.
Typically speaking, a brand advocate is often a social media influencer, a brand ambassador or there is some sort of mutual, or contractual agreement in place.
However, who are the most powerful spokespeople for a brand or business? The people who work there, of course. These people are often the living embodiment of the brand and front-line representatives that can make or break that brand interaction.
It may not be the most traditional concept or the one we necessarily think of first, but it definitely makes the most sense. Particularly in a time where employee retention and communication are so important.
Brand advocates are a way to drive organic and authentic traffic to a brand or business. Whilst the Internet and social media are incredibly powerful tools for raising brand awareness, nothing quite beats word-of-mouth marketing.
In 2016, a global study found that 50% of employees share something on their own social media channels about their employer. And given that social media has upped the ante over the last few years, I expect this figure to be significantly higher in today’s climate.
So, with that in mind, brands should be working towards improving their internal communications to create a better relationship with employees, promote their vision and mission, and raise brand awareness through organic brand advocacy.
Brand advocacy builds brand love
When done correctly, brand advocacy can build brand love and there are a number of ways to do that.
Whilst many brands focusing their attentions to external communications, however, many neglect or overlook the importance of internal communications and training.
Internal communications are a phenomenal way for brands and businesses to collectively communicate with their employees. Whether this is done via training courses or conferences, internal Intranet or even an email newsletter, this can help improve employees’ knowledge of the business, the brand and the products or services.
Not only that, but internal communications help boost staff morale, providing them with motivation and detailed information ensuring they are involved and up to date with all aspects of the business.
They also provide a sense of togetherness, connecting employees through a series of shared visions, missions, goals and objectives.
Here, is where consumer and employee sentiment is key. Consumer sentiment has always been an important variable in businesses, allowing owners to forecast production, plan ahead or adjust their output depending on popular opinion – and the same goes for employees, too.
And if brands aren’t entirely sure how to turn their attention to employee sentiment, the first step to make is investing in a brand audit or brand value proposition. These can help to educate and ensure stakeholder and employee perceptions are aligned, as well as making sure people are communicating the same messages, vision, mission and values of the brand.
A brand vision is simply intent. The vision should support and reflect the long-term business strategy and help guide the future. And a brand mission, is a statement that communicates the purpose and objectives of a brand.
And with the vision and mission of the brand in mind, it is important for brands and businesses to consider both employees and consumers to ensure values are shared across the board.
Employees are key
Employees are a pivotal part of any business. And quite simply, without them, businesses wouldn’t be able to function. It is the employee’s business just as much as the employers, so it is only right for them to play a part and get involved.
We are beginning to see more well-known brands implementing this strategy and using their employees as a face of the brand, rather than just working their magic behind the scenes. Disney are a great example of this as its employees have been the embodiment of the brand and its ethos for years.
The likes of Sass and Belle, Lindex and Zoella are all putting staff at the forefront of their brands, getting them just as involved as main stakeholders.
Sass and Belle, for example, have a website filled with images of their employees and often share quotes and content from them, too. This in turn, creates a more personal and emotional bond between the brand and the consumer, as the brand is no longer faceless.
Similarly, in 2015, Lindex launched an underwear campaign and instead of tapping into their network of professional models, they used their own employees and have continued to do so. Again, this improves their position in the market by appearing more relatable and creating that all-important emotional connection.
And Zoella often shares content, crediting employees for their ideas, allowing them to take part in social media takeovers and truly getting them involved. By doing so, they are adding personal and humanistic elements to their branding – and it’s paying off, too.
In doing this, the brand achieves an even wider reach as employees share the brand’s content across their personal channels, get to know their online connections and create organic relationships with potential consumers themselves.
Not only that, but this creates reputation, making brands come across as a desirable employer and recruiter, as well as helping to retain current staff and employees.
Listening to new ideas, accepting criticism and being transparent is also paramount. Your employees may well be your consumers too, and as they say, the customer is always right.
After all, employees are the ultimate representative of a brand, and Amelia Neate, Senior Manager at Influencer Matchmaker says, “It’s important to remember we’re living in a social age where employees are becoming micro-influencers in their very own right.
“For example, Emily Rose Moloney started out as an employee for ASOS and now, working as a fashion influencer, is promoting them on her social media channels, with her Instagram account gaining almost 80k followers.”
What employees think of a brand or business they work for speaks volumes. And employees help to drive brand awareness, so empowering them through a plan of brand advocacy is a sure-fire way to achieve great results.
So, next time you are seeking to boost stats and see results, consider the power of your employees and come together to create your very own culture.
Lead by example, work together and invest in your employees.
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