By Chuck Thomas / in VALCORT DNA / March 16, 2017
Would you recommend that a friend seek employment at your company?
This is one of the questions we include in our organizational survey of employee satisfaction and values, conducted as part of our VALCORT strategic study. It’s an important question that can provide a revealing look at an organization’s health. In terms of corporate advocacy, it’s the low bar. If your employees wouldn’t enthusiastically recommend your company to friends, it’s a big, waving red flag.
For your team, those who know you best, should not only trust your company with friends, they should be your strongest advocates. If not, something is out of line.
The diagnosis of the breakdown of internal trust may consider many issues of leadership, internal communication, promise-keeping, and shared values. But today, we look at this important work of equipping of employees to be advocates.
It’s #26 of the Valcort 35 Keys to Business Growth: Equip all employees, vendors, and representatives with advertising and promotional materials, and encourage them to promote your company to customers at any time.
Foundational to achieving this goal is to be certain not only that employees and representatives have the tools and materials, but that they are motivated to promote the company. To do this, employees need to be comfortable with and empowered by their knowledge about the brand. Only when advocates sincerely believe in the brand can they do it justice.
It’s being recognized that involving your employees as your company advocates can be a strong element in marketing. Consumers trust others like themselves more than high-ranked company executives or celebrities who are paid to promote the brand.
The Edelman Trust Barometer, an annual global credibility survey of 30,000+ people, has showed repeatedly that in the eyes of consumers, regular company employees have more credibility than companies’ highly ranked executives.
The best way to make your employees your greatest advocates is to show them how great your company is. This always starts inside your company walls.
Here are six great ways to strengthen the role of employees and representatives as brand advocates: