Mark Keeton, Vice President
Even more alarming is that Gallup research finds fewer than half of U.S. employees (41 percent) strongly agree that they know what makes their company’s brand different than the competition.
- Communicate with your employees and help them connect to your brand. Be authentic and clear when sharing your mission and how their work relates to it. Feeling connected to a mission and goals can help employees feel confident in their roles and understand how they can help the company achieve success.
- Give employees permission to talk about your company on social media (though this doesn’t mean a free-for-all — see next tip).
- Establish ground rules about what’s appropriate for employees to share on social media. It might seem like common sense, but remember that everyone has a different level of understanding of what’s appropriate. It’s important that you reiterate what is okay to share and what is not.
- Provide your employees with appropriate content to share. Send them suggested posts or tweets to give them a model of what’s appropriate. Consider offering a training session around being a brand ambassador.
- Create a brand ambassador program or contest to get your employees excited. An “employees as marketers” campaign can help employees feel more aligned to company values and achievements. Employees who consistently share appropriate content can be rewarded with prizes such as branded swag, which will further showcase your company.