Business Success Starts with Engaged Employees

by | Jun 10, 2018 | Customer Experience

Customer experience (CX) is undeniably a cornerstone of business success. However, even the most well-planned customer journey can fall flat if employees aren’t actively engaged in delivering and advocating for that experience. Your employees should be your strongest brand advocates, and if they’re not, it’s worth exploring how to harness their potential to amplify your brand and create exceptional customer interactions.

The Growing Relevance of Employee Advocacy

Research by PostBeyond, in partnership with Golfdale Consulting, highlights a 191% increase in interest in employee advocacy since 2013, with 45% of respondents citing it as a top external objective. This surge reflects a growing recognition of the need for human-centric brand representation. People trust people more than they trust brands; a sentiment reinforced by findings that 70% of adults trust recommendations from friends and family, compared to just 15% who trust company social media posts.

These statistics underscore the importance of positioning your employees as genuine voices of your brand. Employees can humanize your business, offering authentic perspectives that resonate far more deeply with customers than traditional corporate messaging.


Why Employees Are Vital Advocates for Your Brand

Employees, particularly those with a long tenure, possess deep insights into the inner workings of the business. They understand the strengths of your services, know how to solve customer problems, and are familiar with what differentiates your brand in the marketplace. This makes them uniquely positioned to communicate your business’s value authentically.

Many employees already advocate for their workplace in an informal capacity, a phenomenon known as employee activism. These individuals take pride in their work and use their platforms—whether personal conversations, social media, or industry forums—to champion the brand. Their advocacy often feels genuine because it stems from a personal connection to the company, not a scripted mandate. When employees speak authentically about their experiences and the company’s relevance in the market, it builds trust—a vital ingredient in customer loyalty and satisfaction.


The Business Benefits of Employee Advocacy

1. Enhanced Customer Trust

Customer trust is a critical factor in business growth, and employee advocates play a significant role in building it. When employees share positive experiences and insights about their work, they lend credibility to the company’s promises. This personal connection is far more convincing than corporate advertisements or official statements.

2. Stronger Brand Reputation

Employees are often the most visible representatives of your brand. When they speak positively about their experiences, it fosters a strong, positive brand image. On social media, at industry events, or even in casual conversations, employee advocacy expands your brand’s reach and reputation.

3. Improved Recruitment

A company where employees are active advocates attracts top-tier talent. People want to work for organizations where employees are genuinely engaged and enthusiastic. Employee advocacy can become a key driver in recruitment marketing, positioning your business as a desirable place to work.

4. Increased Customer Retention

Customers who interact with knowledgeable, engaged, and motivated employees are more likely to have positive experiences, fostering loyalty and retention. When employees are invested in the brand, they go above and beyond to ensure customers receive the best service.

5. Higher Employee Engagement

Advocacy goes hand-in-hand with engagement. When employees are empowered to speak about the brand positively, it enhances their sense of purpose and connection to the company.


How to Inspire Natural Employee Advocacy

Creating a workforce of passionate brand advocates isn’t about coercion; it’s about fostering an environment where advocacy happens organically. Here are some effective strategies to inspire genuine employee activism:

1. Align Employees With the Bigger Picture

Employees are more likely to advocate for a brand when they understand how their roles contribute to the company’s larger mission. Make it clear how their work impacts the customer journey and supports business goals. By showing employees how they fit into the broader success of the organization, you give them a sense of purpose and pride in their work.

2. Foster a Strong Company Culture

A culture of openness, trust, and collaboration is essential for employee advocacy. When employees feel valued and respected, they are more likely to speak positively about the brand. Encourage open communication, celebrate achievements, and create an environment where employees feel empowered to share their thoughts and ideas.

3. Empower Employees to Represent the Brand

Give employees the tools and authority they need to become effective brand advocates. This could include training sessions on how to engage with customers or share brand messages authentically. Encourage employees to use their platforms, whether it’s social media or community events, to showcase their pride in working for your organization.

4. Recognize and Reward Advocacy

Acknowledging employees who actively advocate for the brand can go a long way in encouraging others to follow suit. Create recognition programs or incentives for employees who demonstrate exceptional advocacy, whether it’s through social media engagement, customer interactions, or internal contributions.

5. Provide Opportunities for Growth

Employees are more likely to advocate for a company that invests in their professional development. Offer training programs, mentorship opportunities, and clear pathways for career advancement. When employees feel supported in their growth, they are more inclined to give back to the organization.

6. Use Technology to Facilitate Advocacy

Leverage technology to make it easy for employees to share brand messages. Employee advocacy platforms like LinkedIn Elevate or Smarp allow employees to access pre-approved content that aligns with the company’s brand message. These tools ensure consistency while empowering employees to amplify the brand’s voice.


The Role of Leadership in Employee Advocacy

Leadership plays a critical role in fostering employee advocacy. Leaders set the tone for the organization and must lead by example. When leaders actively advocate for the brand, employees are more likely to follow suit. Additionally, leaders should prioritize transparent communication, providing employees with the information they need to confidently represent the brand.

Leaders should also encourage cross-departmental collaboration to ensure that employees from all areas of the business feel connected to the brand’s mission. This holistic approach ensures that advocacy isn’t limited to customer-facing roles but permeates the entire organization.


Challenges to Employee Advocacy and How to Overcome Them

While the benefits of employee advocacy are clear, there are challenges to implementing it effectively. These include:

1. Lack of Employee Buy-In

Employees may hesitate to advocate for the brand if they don’t feel a strong connection to it. To address this, focus on building a strong company culture and aligning employees with the company’s mission.

2. Fear of Misrepresentation

Employees may worry about saying the wrong thing or misrepresenting the brand. Provide clear guidelines and training to ensure employees feel confident in their advocacy efforts.

3. Overemphasis on Metrics

If advocacy becomes a KPI, it can feel forced and inauthentic. Instead, focus on creating an environment where advocacy happens naturally, without the pressure of meeting specific targets.

4. Limited Resources

Smaller organizations may lack the resources to implement large-scale advocacy programs. Start small by encouraging organic advocacy through positive workplace culture and personal recognition.


ConclusionEmployee advocacy is a powerful tool for enhancing customer experience, building trust, and strengthening your brand’s reputation. By fostering a culture that empowers and inspires employees to become passionate advocates, businesses can create a ripple effect of positive customer interactions and increased brand loyalty.

Remember, authentic advocacy comes from employees who believe in the brand and feel valued in their roles. Invest in your employees, align them with your mission, and give them the tools and freedom to represent the brand genuinely. The result? A workforce that doesn’t just work for the brand but proudly champions it.

If you’re unsure how to implement effective employee advocacy or other customer experience initiatives, let us help. Contact us today to get started.

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