Employment Branding: Using your Employees as a Megaphone

Recently, I was discussing employment branding topics with one of my colleagues and the many different ways a company can try to promote their brand to prospective candidates. Many companies have done a wonderful job creating different marketing campaigns, job fairs, and conferences to help spread the word of why they should be a candidates’ employer of choice. But there are other methods that employers are forgetting about that can help spread their message, such as using their current employees as a megaphone and cheerleader. This can be a great way to build and promote a brand to large audiences that will know and trust the source.

So, how can you utilize your employees as a resource for branding? Here are some suggestions:

  • Educate your employees: sometimes employees are unaware or unclear of what your employer brand actually is. It’s important to educate your employees on your brand, how they play a part in maintaining the brand, and help them get a deeper understanding of what the brand is attempting to accomplish in terms of obtaining and retaining talent.
  • Present opportunities and attach rewards and recognition to it: tell employees how to promote the brand whether it be at networking events, social media updates, or just a regular conversation with someone. Let them know these options and the recognition or rewards that may be tied with it. This can create an incentive for employees to want to market the brand.
  • Encourage social media marketing: social media is huge when it comes to reaching a large audience of people effectively and efficiently. The message that is sent can even weigh more coming from an individual that the audience trusts on a personal or professional level (i.e. your employee). Help create marketing campaigns that employees can effortlessly post for on their social media channels. Also encourage employees to create their own personal marketing efforts (but be sure to approve them first to ensure that the message is properly and accurately executed).
  • Create a “word of mouth” campaign: what’s a better or more honest way to promote something than to get real-life customer testimonials? The same can go for your employee testimonials. Encourage employees to provide testimonials in which you can put into an employer marketing campaign, social media campaign, video campaign, or even a publication that focuses on your company.
  • Incentive: employer branding focuses on wrangling in some quality talent. A great way to get employees motivated to help the cause is by offering incentives or bonuses based on individuals who are hired that are directly linked to the employee’s efforts.

As I’ve always stated, employees are your greatest assets, but using them this way can even prove that on another level. This can be a cost-effective way to market your brand and most importantly, it can be a source that gives the brand more meaning. Be sure to consider this option when creating your employment brand marketing efforts.

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Should You Let your Employees Use Social Media?

Another successful #TChat this past Wednesday has become my muse for today’s blog post. HootSuite was kind enough to make a guest appearance this chat and helped us learn the many business benefits of social media. Of course, social media has many great benefits when it comes to marketing to customers but what about the benefits of allowing your employees to use social media for business even if they aren’t in the sales or marketing department?

Social media in the workplace doesn’t necessarily need to be a negative thing. It can actually help your business more than you realize:

  • Employees become a megaphone: if you have more employees using social media to talk about your company, the products/services, events, etc., it can reach a larger audience. Not to mention, the audience that it is reaching will be people that know the employees and trust them which can make a better impact.
  • Your recruiters can research candidates: resumes don’t always give a clear picture of why candidates would be top talent for your company. Social media gives candidates a voice and personality and can show recruiters the candidates’ personal brand. This can help recruiters really get a good picture of what a candidate would bring to table if hired.
  • It can engage employees and increase internal mobility: sometimes an employee’s job role doesn’t allow them to show managers what they’re truly capable of. Social media can open up options when employees are attempting to find ways to take initiative. It can open up opportunity and show managers what ELSE the employee can do if given the chance.
  • Surprisingly, it can increase communication: social media makes it easier to communicate and network with all sorts of professionals. This networking can help build relationships that can turn into partnerships or business opportunities. Additionally, these people can provide new and useful resources to help a company learn and progress.

Understandably, employers are worried that employees will abuse social media use. However, it can make a positive difference if you train employees on proper uses and even give them ideas on how to use it to benefit their jobs and the business as a whole. You can even engage employees to use it properly by creating contests, recognizing a good job, or even offering incentives. Open your mind to this and you may allow your company to progress faster than ever before.

#Tchat Recap

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Photo By: Sean Charles

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