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It’s common knowledge in our industry that employees can be an effective marketing tool and a brand’s best ambassadors. However, if not carefully controlled, this policy can backfire, causing more harm than good for the company’s brand image.
Here are five key strategies to effectively engage employees in ways that benefit your company overall:
Establish a clear set of guidelines on how employees should engage in conversations on behalf of the company. These should include criteria for when not to participate. The guidelines should extend to an employee’s personal social media platforms to ensure that no harm is done to the company’s image by a representative posting content that, although personal to them, could compromise the brand by association.
To amplify company messages, you should empower employees to share company news and product information. Make sure that they are up to date with the company’s recent activities, as this will ensure consistency in both the content and the flow of information
Establish a central point to assess information or to raise issues that may require company involvement. Identify clear communication channels and procedures that employees can follow when dealing with enquiries or requiring clarifications.
Develop regular content that is easily accessible for employees. This can be in the form of newsletters or daily/weekly news updates via emails or the company intranet.
Monitor how employees are performing and where their engagement is most effective. Recognize the efforts being made by implementing a process of acknowledgments and rewards.