…most committed brand advocates. It’s a simple equation. Internal Branding = External Success.
Employee engagement programs that embody the brand and foster a culture of communication will rally employees around the mission and business goals of their companies. Employees want to be engaged. They want to help their organizations to be successful because then they will also thrive in their careers.
Trust is the core component – all communications must be reliable, truthful and contain the full story. At the heart of trust is:
Openness – there must be an unwavering commitment to and support of a healthy two-way communications environment.
Simplicity – communications must be clear, meaningful and accessible.
Consistency – messages must be strategic and integrated.
Caring – there must be concern for the individual.
Here is a slide presentation “Empowering Employees as Brand Ambassadors” that I originally presented at HR.com. Included are the 6 steps companies can take to put a program in place to collaborate with employees on social media.
Employees are engaging with each other and outsiders on social networks like LinkedIn, Twitter, Google+ and Facebook. With the encouragement and trust of senior management, employees can become the company’s most important and loyal brand advocates.
Global companies like IBM have embraced social media. From its social media policy: “IBM is increasingly exploring how online discourse through social computing can empower IBMers as global professionals, innovators and citizens.
“These individual interactions represent a new model: not mass communications, but masses of communicators.” Smart companies are communicating with employees and their customers through employee blogs and other online conversations. They are leveraging their employees to enhance their brand.
Speed is essential in communicating with employees. If they are going to serve as brand advocates for the company, employees need to hear news from the company — both good and bad — before they read it in online forums, social networks and the news media.
Companies like Pfizer have embraced social media and as internal tool, enabling employees to communicate with each other.
I co-presented with Robert Libbey, then Senior Director, Global Colleague Communications and Social Media, Pfizer, Inc., at an HR.com webinar about the types of internal networks organizations can set up for employees to increase their engagement with each other and their companies. Pfizer’s program has been wildly successful. To learn more, here is our presentation.