Successful employer branding relies on authenticity. Staff members experience a company from within and they do so on a daily basis. So why not give them the chance to communicate this experience – in a way that is both elegant and beneficial for everybody?
In the latest issue of our Expert Tips on Employer Branding, we introduced the major classical ways to use employer branding. Today’s issue deals with a way to promote employer branding and corporate marketing at the same time: Make your staff your ambassadors for your corporate and employer brand!
Study: Many would Like to Get Engaged
A 2017 study of PR agency LEWIS Communications Limited1 showed that almost half of employees would like to put in a good word or do more for their employer in social media. Back then official corporate news, videos, photos and HR news were in the foreground, where this was possible. At the same time, it would be easy to get the most common obstacles out of the way:
· A general ban on using social media at the work place,
· Insufficient support in methodology and handling,
· Insecurity as to presenting content and corporate values in the context of personal appearance.
Moreover, the pandemic has substantially increased online skills and acceptance. So the conditions for ‘home-made’, cost-efficient influencer programs, both in the corporate and the HR sphere, are very good.
The Recipe: the House Specialty Influencer
Typically, companies in the construction and real estate sector are very technical in nature, often focusing on B2B only. What people expect from influencers in this environment is technical expertise and ’industry credibility’. And this is exactly what you will find in your own company! As a first step, you could identify suitable colleagues and contact them, or start a broadcast search. Recruit members of your social media expert team from these candidates and – very importantly – provide them with the relevant resources:
· Clear guidelines: how to handle which corporate information and how to deal with feedback from the internet
· Coaching or workshops on social media know-how – ranging from the differences between social media channels or creating texts and images to questions of community management
· A content pool, which hosts articles and technical resources, such as studies, links to the industry’s forums, specialized search engines, etc
Triple Effect: This Must Be a Great Employer!
For sure, providing the followers with technial information is what is in the foreground of this strategy. It will, however, display a positive effect for your employer branding as well. For it is generally very convincing when companies have their employees speak for them. This is also the main difference compared to conventional testimonials: It is not about marketing glamour but about authenticity. So minor bloopers and pecularities should definitely be tolerated.
As a side effect, it will be easier to retain your experts who are involved in this: Speaking out for your employer makes you more loyal and more motivated. Besides, this kind of communication can be used for recruiting and even as a bonus: “Join our team – and you, too, will have the chance to impress the world with your knowledge!“
(1) LEWIS Communications Limited 2017: Survey on Employee Advocacy