Personal branding includes public relations, marketing, business creation, social networking, etc. This expression has many meanings.
« Personal branding describes the process by which individuals and entrepreneurs assert themselves and stand out from the crowd by identifying and clearly expressing what they have that is professionally and personally unique, and then using it as a lever to convey a consistent message and image for a specific purpose across a set of platforms. In doing so, they can gain recognition as experts in their field, establish their reputation and credibility, advance their careers and build self-confidence»
Personal branding allows a person to clearly develop communication tools regarding identity and skills. As part of an ambassador programme, the content available to employees goes beyond the brand. They also benefit from content generated by a monitoring system that broadens their knowledge and enables them to become experts in the field.
Born in the 90s, the concept of the Employer Branding is now well established. It can be defined as all the characteristics of a company's brand image among its employees and future candidates. It goes beyond mere reputation since the company must define and advertise its own identity. Authentic and sincere, this Employer Brand is built on the experiences of its employees.
The employer brand aims to improve the company's ratings on the job market by addressing its employees and candidates. The Internet is the ideal communication channel to stand out and become a sought-after employer.
The boosting of Employer Branding also helps to encourage, motivate and retain employees. A good Employer Brand promotes a sense of membership and will help to retain existing talented individuals and attract new ones.
Employee Advocacy refers to the process by which a company or a brand motivates its employees to become its ambassadors, on their own social networks, not only in their professional lives, but also sometimes in their everyday lives.
Employee Ambassador programmes aim to encourage employees to use social networks by showing them good practices, guiding them through an effective strategy and providing them with relevant content that they will want to share. By distributing this content, employees will improve their own image, become experts in personal branding, develop their sales (for sales representatives) and prove their commitment.
Aside from a communication strategy, Employee Advocacy is part of a human resources approach aimed at positioning employees at the heart of the company, improving Employee Experience and the company's Employer Brand.
For the Ambassadors Programme to be successful, it is clear that employees must be aware of the benefits it provides. The company may suggest using it cannot impose it. Sharing content remains a personal decision for employees. For companies, the main benefit of Ambassador Programmes is fast and widespread publicity.
Employees' publications help to promote the brand, its products and its strategy. Helping employees understand this strategy enables them to share a coherent brand image, via their presence on networks, while limiting the risks of mismanagement.
How do Ambassador Programmes work?
To become an ambassador for their company, employees only need to download an application. A personal code allows them to safely connect to "their embassy" to their social networks. They can then browse selected content (watch articles, news, events, company life) and select what inspires them. A simple action makes it possible to share content on social networks.
Social selling is a business strategy that uses social networks to pursue a business objective. Beyond being a buzzword, it is a real evolution of sales methods within companies, whether they are B2B or B2C oriented.
Social Selling is a combination of Automation Marketing, Lead Nurturing, Content Marketing, Inbound Marketing and Social Media Marketing.
It's not a question of putting an online shop on Facebook or a product brochure on LinkedIn. Whether in B2B or B2C, French Internet users are not ready to buy directly on social networks. They go there to get information, chat, observe, learn, etc. That is the main purpose of Ambassador programmes.
The intelligent and regular publication of qualitative content is essential to be visible and recognised as an expert, be it brand content or curative content. This active presence, these generated conversations, are the basis of an effective Social Selling program that helps boost sales. Social selling is a medium- to long-term lever, which does not necessarily bring immediate results. Strategy is maintained and improved on networks AND through in-person communication.