Are employees the best brand ambassadors? Absolutely.
Credibility stands as a fundamental pillar in constructing and, most importantly, sustaining a brand image. Neglecting the importance of caring for an organization's members not only detrimentally affects productivity but can profoundly impact customers' trust in the company.
Often, the most successful companies in the market are also the ones that everyone wants to work for. These companies invest in employer branding and initiatives that enhance employee engagement. In today's connected world, anyone who fails to recognize that having content employees directly influences the bottom line is operating on borrowed time. Information flows freely, and it is generated and sought by employees and customers alike.
Regrettably, it's not uncommon to find the opposite scenario, where employees harbor more complaints than compliments about their company, thus negatively impacting the external perception of the brand.
Organizations that encourage employees to contribute and develop professionally, irrespective of generation, are highly valued. When employees feel that their voices are heard and their decisions contribute to the system, they feel like integral parts of the organization's successes. Consequently, they are more inclined to speak positively about it.
The most compelling testimonies about a product or service, regardless of their nature, come from those who are directly involved. An employee who genuinely shares a positive experience about your company generates far more trust than extensive billboards or hiring a trending influencer to endorse your brand.
Some companies make the mistake of investing heavily in marketing and advertising while overlooking the remarkable potential of their primary advocates: their employees.
To transform employees into powerful allies, companies need to cultivate a robust corporate culture that actively involves employees, fostering a sense of reciprocity regarding passion and commitment.
By offering fair rewards for their efforts, facilitating transparent internal communication, providing channels for all members of the organization to voice their opinions, and implementing 360-degree feedback processes, both employees and the company can improve and grow together. This will encourage employees to become genuine brand ambassadors.
In the end, while people might forget procedures, data, or corporate messages, they never forget how you make them feel. And rest assured that they will talk about it.