Over the past few months, more people and publishers have shifted their focus to employee advocacy. Even online trading platforms such as Nasdaq are informing companies why employee advocacy matters. You might think of employee advocacy as a trend but is as old as the concept of social media marketing. Companies have realized that empowering employees to engage on social networking platforms is crucial to their success. Employee advocacy leans towards the aspect of social marketing. Beyond marketing, employee advocacy influences other aspects of the business as well. For example, a robust employee advocacy program can promote the growth of the back-end components of a company. Below are five ways advocacy builds brand reach.
Facilitate Meaningful Interaction
Marketers often put faith in their social media marketing strategies because they trust the ideas, recommendations, and thoughts of their followers and peers. That’s what makes a social media marketing strategy so powerful. A brand message shared by employees is likely to reach more customers than when shared via the official brand social marketing platform. Beyond brand promotion, social networks are a great way to increase customer engagement. Social media platforms such as Facebook facilitates closer to face-to-face interaction through video links. Employees will probably perfect the art of customer engagement if allowed to harness the power of social media. Moreover, employees can use the same character that shines through in their social networking strategies to improve engagement with prospects. In fact, engaging employees on Twitter or Facebook is closer to one-on-one interaction with potential customers.
Build Brand Loyalty
Putting faith in your employees will empower them to become responsible and act on behalf of your brand. It’s crucial to give them an opportunity to engage with customers online. Employees feel valued when you allow them to share resources and third-party content on social media networks. Workers feel more connected to the company’s initiatives when given the trust and purpose of the brand. As employees become accountable for their social media engagement, they become more dedicated to your brand and efforts. Of course, this is a great way to drive your company’s productivity. Highly engaged employees are likely to increase your sales. Employees often feel enthusiastic and connected to a brand when allowed to share work-related content on social media. Customers value employee posts more than official social ad. Twitter, LinkedIn, and Facebook have created a new world of advocacy where brands can connect with tech-savvy workers. Employees are among the top and most trusted brand ambassadors. In fact, employees are the key marketing assets that brands should tap to boost their social reach. Content shared by employees receives more attention than posts and tweets shared via official brand channel. As such, brands can take their social brand reach to a higher level using employee advocacy tools. You can empower employees to share brand content across their social networking platforms. That enables your engaged employees to create an online identity and reach out to more potential clients. That’s an excellent way to position them as thought leaders and encourage them to build their web presence. You can use an advocacy program to make your employees more trusted brand ambassadors.
Reinforce the Value of Your Company
Employees will need to incorporate your company’s value as they step up to become your brand ambassador. That’s a great way to make everyone aware of the value of your brand. Employee advocacy programs bring all the company’s leaders and employees to a centralized location. That facilitates internal sharing of the company’s values and goals. Employees no longer have to flip emails or look for information in handbooks to find company policies. Instead, employees have everything on a shareable platform. It’s also easier to contact leaders and communicate with everyone throughout the organization. As such, it’s crucial to involve everyone in the organization in employee advocacy. That helps build a unified company and keep everyone aware of what customers want. It’s also an excellent way to encourage employees to share content on behalf of the company.
Align Company Goals
Sales and marketing departments can often miscommunicate. That can probably frustrate employees and have an adverse impact on the health of the company. You might be losing close to 10% of revenue every year due to misaligned communication between your marketing and sales technologies. However, you can bring different departments together through an employee advocacy program. That helps promote collaboration and ensure everyone is on the same page. Closer interaction often helps your social media strategy to thrive. Consequently, communication between employees and customers will improve considerably. One of the ways to improve workplace communication is to loop all aspects of your company including processes and departments. Organizations with a seamless connection are three times more likely to outperform their peers.
You must make your employees creative enough to deliver useful content and influential posts. Employees should be able to create attractive content and compelling articles and columns to find a niche in the ever-competitive marketplace. Allowing employees to voice their concerns encourages them to become thought leaders in their area of expertise. That not only creates an opportunity for employees to develop their career and knowledge but builds your brand’s online presence. Ultimately, that creates growth opportunities for everyone involved. An employee usually feels more connected and valued when you create career development opportunities and nurture their talents. More talents will want to join the company when they see how knowledgeable your employees are and active popularizing their brand.
The concept of employee advocacy has become crucial for marketing teams to implement over the past few months. Employees in tech-savvy firms are using social media to share content and engage customers online. In fact, employee advocacy has span beyond marketing to include other business aspects such as customer engagement. Employee advocacy helps take sales, HR, and employee engagement to a higher level. Top brands are investing a lot of resources and time on employee advocacy programs. Recognizable brands are looking for ways to build a thoroughly engaged workforce and increase results across the entire business.