As much as we can invest in great advertising, pin-point perfect sponsorships, fancy Web sites and engaging content, nothing is more important than the employees that make up a brand. Everyone from the cleaning staff to the CEO is responsible for the image of an organization.
It’s no secret that brands’ control over messages is loose at best, and consumers have taken control. Consumers aren’t alone. Employees have taken control as well, whether they realize it or not and whether you've allowed it or not.
Employee Actions Reflect On You
It’s surprising how often employees don’t realize how their actions tie back to your company. They may tweet something about the brand or simply have you as their employer on their Facebook profile. Whether they proclaim that they work for you from a loudspeaker or say it with a whisper, once they connect themselves to the brand, their actions are connected as well.
Your Employees are Your Weapon
The path toward viewing employees as a liability in the social space is an easy one to go down, but the more efficient, more logical route is to view them as your greatest asset. Who knows the brand better than anyone? Who is armed with the most information? Your employees.
Depending upon your company, the degree to which you mobilize your employees will differ, but there are three key things you can provide them to protect both them and your company:
Collectively, employees can be where you aren’t—everywhere. Mobilizing them generates a collective effort of brand experts and category influencers driven by strategy. They have the power to identify and leverage opportunities, correct misperceptions and ultimately, become an extension of your efforts, leading to greater efficiency and success.