Employee Branding provides a Win Win for companies and their Employees. Any company that invests in their employees is setting themselves up for success. Companies who do this know the truth of this statement and manage to keep the people they nurture.
Employees are not only looking for great compensation, they want something more. They want education, a future, they want growth, they need to feel they are needed, that they matter, and that they have a purpose – these emotions need to be satisfied. A company who satisfies these will win over their employees who are at the same time their customers’. Win the support of your employees and you will have your finest company ambassadors on board.
Your employees as company ambassadors are formidable and a hugely effective marketing force. This should perhaps be the first lesson for CMO’s, and in achieving this goal, CMO’s will finally have on board an army of people happy to promote the company.
A very simple and effective way of doing this is to set up Personally Branded Websites for employees that link back to the company site. The exercise of Personally Branding individuals allows each person to reflect on their strengths and weaknesses to establish a firm understanding of their individual offerings, the areas they need to grow and change, and the parts of them that offer the company and others value. The process of having photographs taken, producing video content, writing about themselves and their skills, connecting, and creating social media platforms for business, empowers and grows each person. In a sense, each person is growing their own business that forms a part of the main company. Because the site’s url is their name i.e. www.jonathanhilliar.com the project becomes personal and automatic investment will result.
A company website surrounded by connected satellite sites will elevate the main site and attract traffic and visibility, this is only the case if each site is invested in and has a purpose. These sites are not setup to distract from the main site nor are they set up as a spammy link farms. Rather each independently owned personally branded site is in the ether as a beacon to the main site and surrounds content on the unique individual.
This individual site is providing more reason for a person to interact with and visit the main company. These are in effect ambassador sites to the company site. All of these sites can be tracked and monitored for conversion and visitor activity, this is valuable information for the company and the individual.
We all know that ‘People like to do Business with People they know, like and Trust’. Perhaps for 2014 and going forward, the strength of this phrase cannot be over emphasized. If the main companies are offering services and products, and these are not dissimilar to their competition, what is their differentiate? The most obvious one is the people who work with and for the company.
Elevate and highlight these people and it will be these people that become synonymous with the company. We like to connect and feel connected with People. I remember some years ago doing my first Google PPC campaign, I dealt with a young man from Google Ireland. He was absolutely brilliant, his advice, encouragement, and his ability to go beyond my expectations incredible, he kept in contact throughout the campaign and ensured we enjoyed success. He made the difference that was for me at the time something entirely new. Virgin originally made their name with their service levels and presentation of their people.
Your People are your biggest asset. Invest in them, and your company will reap the rewards even in this ever changing marketing arena.