How to transform your employees into brand ambassadors

Encouraging employees to make good use of social media is a highly valuable asset when it comes to brand credibility

Cómo convertir a tus trabajadores en embajadores de marca
26/04/2017 · Xavier Orri Badia

What are a company’s main goals when creating its social media strategy? Obtaining followers, being influential and also involving employees to promote the firm through social networking; turning them into what we call “brand ambassadors”. A company which is able to capture digital influencers and encourage appropriate use of social media among its employees will come out ahead, not only in terms of positioning and team cohesiveness, but also with regards to the brand’s credibility.

The clearest examples of employees who act as brand ambassadors on social networking sites are found in the media. In addition to their own profiles, journalists in most prominent publishing companies mention their field of work in their biographies. They also share their own articles and the work of their colleagues, as well as take part in communication initiatives launched by the company. As a result, the reach of their publications in these fields extends much further than to the thousands of followers the publishing companies would usually rely on, since they also reach their journalists’ “followers”.

This method breaks away from one of the deep-rooted ideas concerning social networking sites and instead claims that personal brands do not only benefit their owner.

Brand employee advocacy and ambassadors

That said, how can we incentivize the use of social media among our employees? Well, simply by providing them with the resources to develop their professional profiles.

IBM is a good example of how to do this. Every day in 2014 this IT firm used its intranet to send out six different pieces of news or entries related to a particular sector. Its employees were then able to share them via their own personal social media profiles. Over a thousand employees followed the initiative and a two-fold objective was achieved; firstly: employees strengthened their personal brand, and secondly: they became IBM ambassadors with a real influence in social media.

Be that as it may, we must remember to NEVER oblige our employees to have profiles on social networking sites or make them use these for our own benefit. There is no reason why our employees should have social networking profiles, write a minimum number of tweets a day, praise the company online, or even mention work. If we go back to IBM’s example, the company made resources available so that those who were interested in improving their positioning could do so; it never forced this upon their employees.

Another strategy which various companies are currently using is involving their employees in creating content for their blog or in supporting the company’s communicative approach.

What are the benefits of encouraging social medial?

  • Better digital reputation when up against competitors which are less active on social media
  • Widening your network of contacts through your own employees
  • Increasing conversion optimization results
  • Continuous training for personnel, maintaining them up to date with any news or changes in the sector
  • Capturing new trends
  • A more innovative employee profile

Transforming employees who actively use social media into brand ambassadors is essential when creating your social networking strategy.  

Xavier Orri

Xavier Orri Badia

Co-founder & COO