Do you work in management or in the marketing or communication department and do you wish your colleagues would share your social media posts? Then you need to read this article! This article gives you tips on generating internal brand ambassadors and, in the same context, explains the importance of ‘internal branding’.
Internal brand ambassadors, also known as corporate influencers, are potential multipliers for the distribution of company information on private social networks. You are already aware of the benefits of this. For example, you could enjoy increased brand awareness! But even though you have asked your colleagues to share the content several times, they have not bothered. Does this sound familiar? This blog post explains the background reasons and offers some tips and solutions.
In our experience, the reasons why colleagues do not want to act as brand ambassadors can be broken down into 3 categories:
To guarantee the authentic communication which forms the basis of the success enjoyed by influencers, your colleagues should be acting as brand ambassadors on a voluntary basis. If they do not have much of a presence or do not wish to share content because they think it is not relevant to their network, this should be respected.
However, there are measures you can take to overcome the other reservations. We will explain these in the sections below.
In order to motivate your colleagues, communicate the benefits of corporate influencers, for example:
Also contact the relevant department manager so the time taken to publish content and manage the network can be included in their team schedule.
If several colleagues find the post design is not appealing, you may need to assess the impact on your customers in more detail. Social media indices such as reach and link clicks, and competition comparisons, target group surveys and A/B tests can all provide indications about the effect. If customers share your colleagues’ views, you should consider redesigning the posts.
However, your colleagues’ loyalty to the company is the first prerequisite to becoming successful corporate influencers. One survey suggests that less than 30% of employees believe the promises of their company brand.
If employees are not convinced by their own brand promises, they cannot realistically represent the company and the brand. They are not prepared to share content which they do not believe represents reality.
Read on to find out how to improve employee loyalty to your company.
Investigating your colleagues’ relationship with the company in more detail and improving it requires ‘internal branding’ measures. Before we explain how to improve loyalty, let us tell you a little bit about ‘internal branding’.
“Internal branding” is a strategic measure which aims to improve the brand perception of your own employees so that they represent the brand externally as desired.
“Internal branding” has an impact on
A brand is only perceived as authentic if there is no discrepancy between internal and external brand perception.
Brands like Starbucks and Walmart have already demonstrated that “internal branding” is a prerequisite for successful brand positioning.
Every one of your colleagues is already acting as a brand ambassador to a greater or lesser extent. They represent the brand behaviour through their statements, their gestures and how they are when talking to customers. So they have a significant effect on their perception of the brand.
Management or members of the marketing department can deliberately target the communication of the brand promise to the outside, but they cannot have a direct influence on the brand behaviour of their own employees.
However, you can initiate measures to promote brand identification among your colleagues.
Our experience suggests that a clearly defined brand identity and analysis of internal brand perception is an excellent basis for your internal branding measures.
Then you can work with the personnel department and management to define practices, processes, management styles, standards, structures and behaviours to reflect the your brand’s values.
We would be happy to draw up some tailored measures for your company.
Asking colleagues to publish and share corporate content is often not enough. It often requires work by the marketing and personnel departments and management in advance.
A successful corporate influencer needs to establish a positive relationship with their own company. You can reinforce your colleagues’ loyalty to the company based on a range of “internal branding” measures.
You can also produce communication guidelines, training and other measures to assist your colleagues in being more confident and efficient in their social media communication.
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