Enlisting brand ambassadors to promote one's products and services is an effective marketing method across industries. Its effectiveness has led more and more businesses to adopt it as a central tactic in their digital marketing strategy. Often, marketing teams turn to social media influencers to forward their brand. Statistics from SocialPubli show that 89% of marketers believe influencer marketing is effective, with many choosing to partner with nano- and micro-influencers. However, companies also have another option when it comes to brand ambassadorship — their own employees.
What's an Employee Brand Ambassador?
An employee brand ambassador is simply a person who currently works in your company and also promotes it across their network. An employee brand ambassador should know your company vision, the details of your products and services, and, of course, your brand image. To test the feasibility of an employee ambassadorship program, consult with your digital marketing team. As one of the most prominent careers in business data analytics, digital marketers analyze patterns in web traffic, determine the best posting strategies, and monitor search trends. They'll be the first to tell you that it's worth investing in employee brand ambassadors, especially since renowned companies like Adobe have been doing it for years. In short, having employee ambassadors is a good idea, and here's why:
Benefits of Having Employee Brand Ambassadors
Consumers perceive employees as more trustworthy than curated marketing tactics
A survey by Olapic showed that 76% of respondents trusted content from "ordinary" people more than content distributed by big brands. Influencers have developed a reputation for having generic and inauthentic content, which might be counterproductive to the goal of your brand ambassadorship.
Additionally, customers tend to perceive staff as more trustworthy than corporate marketing, given that it's easier to relate with them on a personal level. In fact, Edelman's Trust Barometer 2019 states that people view regular employees as more credible than the company’s CEO. So having them spread good things about your company can make your marketing campaign more genuine and effective. It's also worth noting that employees who do not trust the company they work for can negatively impact consumer trust. So, even if your employee isn't officially a brand ambassador, it's worth keeping them engaged and satisfied with the company for the sake of its reputation and business.
Your employees' social networks have a high potential for engagement
Your employees have their own networks, often outside of your company's normal target market. Surveys show that around 50% of employees already post content about their companies on their social media pages, with 33% unprompted by employers. Furthermore, 39% have shared positive attributes in the past. So, it's well worth having them raise brand awareness among their own circles. This is especially the case since your employees' social media connections are more likely to interact with their posts about your company, meaning there's more potential for engagement.
Curating an employee ambassador program can lead to reduced costs and increased ROI
Since your employees are already part of the company workforce, you won't need to use more resources to partner with third-party brand ambassadors. This significantly reduces the costs of your marketing campaigns. And since employees are poised to spread brand awareness and increase your company's reach, they're likely to increase your ROI.
These reasons are why it's worth investing in employee brand ambassadors, and why you should incentivize practices that help them raise brand awareness. Your employees can do much more than execute and expedite internal processes. They're also an excellent option for your brand ambassadorship campaign.
To further entice them to enlist as employee brand ambassadors, make sure to implement incentives that spur them to achieve company goals and forward your company's marketing campaign. Note that monetary incentives are no longer as effective as they used to be, so be creative in how you craft your reward program. One option is to gamify the campaign goals, to make for a more enjoyable experience. This not only improves business performance, but employee engagement as well.
If you're looking to create fun and engaging incentive campaigns for your employee brand ambassadors, try out Qarrot. Book a demo now to see your options!