Leveraging employee influence to boost your reputation
Mental health is a priority in today’s workplaces, and employees want to feel valued and supported. To enhance well-being, companies are offering remote work, wellness programs, and mental health resources. Amidst these efforts, a new type of influencer has emerged: the employee advocate. These staff members promote their company on social media, enhancing the brand’s reputation and driving sales.
The double-edged sword of employee influence
Social media globalisation has amplified individual voices, including employees. This was evident on March 22, 2020, when the French Instagram account “Balance ton Agency” exposed toxic workplaces, impacting company reputations. For instance, “Le Slip Français” faced severe backlash after photos of employees in blackface surfaced, highlighting how internal culture affects public perception. However, these platforms can also positively build a company’s image when used for employee advocacy.
Employees as authentic influencers
Companies are now recognizing the potential of employees as brand ambassadors. Studies show that people are three times more likely to trust information from an employee than from a CEO or corporate account. This trust can boost consumer confidence and loyalty. SheerLuxe, a leader in fashion and lifestyle, exemplifies this by leveraging employee social media accounts to share office culture and daily operations, building trust and showcasing a vibrant work environment.
Building trust and credibility
Employee advocacy significantly enhances trust and credibility with target audiences. Authentic stories shared by employees resonate more deeply than corporate messages. For example, Google encourages employees to share personal stories about working there, building a strong, authentic brand image. Similarly, Sky, a major entertainment network, uses employee stories to boost morale and extend its reach through personal networks.
Enhancing employee engagement
Encouraging employees to share company content increases their engagement and morale. SheerLuxe empowers its employees as brand ambassadors, showcasing their talents and experiences. This approach enhances employer branding, illustrating a supportive work environment and attracting potential hires. The company’s success on TikTok and Instagram highlights the importance of authenticity and engagement. By sharing daily routines and personal achievements, SheerLuxe humanises the brand and fosters a sense of community.
Boosting brand awareness
Employee advocacy extends brand reach to employees’ networks, benefiting small businesses with limited marketing budgets. Sky’s strategy of sharing behind-the-scenes content boosts brand awareness, humanises the brand, and makes it more relatable. Staying relevant on social media by tapping into current trends keeps brands like SheerLuxe in the limelight, demonstrating a forward-thinking culture.
Successful advocacy programs build trust, enhance engagement, improve reputations, and boost brand awareness. In a world where authenticity and trust are paramount, employees’ voices are a powerful tool. If you need to find your brand’s voice, give us a call. 📞
Sources: Rolling Stone, Kolsquare, Sheerluxe
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