Five tips to turn your employees into ambassadors for your company
In an interview with Exclusive HR, I talked about Employee Advocacy, or how to make your employees become ambassadors for your company. Win-win approach, it allows the company AND its employees to stand-out.
The keys to success? To give desire and to show the example, to work on content, to allow people to express themselves and to define communication frameworks, to explain and prove that it is in the interest of the team! Enjoy your reading!
Who better than your employees to talk about your company and inspire future recruits to join? But such ambassadors must be earned. By giving them the means and the wish to share their experiences, you should convince them…
According to Katia Blanc, associate director of MYSUNNYBRAND: “Setting up a social branding strategy implies training leaders who will be able to experiment. This must be voluntary and involve people at different hierarchy levels and from different departments of the company, in both support and operational functions.” The idea is to accurately portray the company and to use people’s experience and personal networks.
According to Florent Hernandez, president and founder of Sociallymap and Alhena: “A first-time viewer of content that doesn’t interest them might return once, then give up, and it will be very hard to regain their interest. The quality of the content made available to employees for them to share is therefore very important. They’re not billboards!” Provide your engineers with technical content, your sales people with advice on how to increase their sales, your IT specialists with news on IT innovation… Don’t be satisfied with corporate messages they (and their networks) will get bored with.
Lead by showing the example
“If the executives and top management are not involved and clear about the objectives, the approach cannot work”, according to Katia Blanc. Sharing and talking about the business can be time-consuming, especially for those who are not familiar with the tools at the beginning. Also, keep in mind that employees will not understand why they should make this effort if management does not.
Give them the means
You expect your employees to talk about you on social networks, but you block their access during working hours? There’s a problem! You should also know that there are applications for creating and providing content to employees. Finally, some may be reluctant to start because they do not master the required tools, so offer training courses.
Explain that it’s in their interest!
“The employees are the primary beneficiaries,” Florent Hernandez reminds us. The company helps them to become experts in their trade, to monitor and develop their networks. For the system to function, you have to emphasise on added value and personal gain.” You can even set up a reward system for the most active contributors. But be careful: this must not become their only reason for participating. The concept: for example, after X-number of posts, an iPad could be won. It can be done, but it must be carefully considered, explains Florent Hernandez. Otherwise, employees might post online just to win prizes and then become inactive for months.”
By Séverine Dégallaix