Huge sums are poured into marketing campaigns every year. But one line item that is often overlooked by brands, says Shirley Boudaher, is one of the most underutilised marketing tools available – the staff. Specifically, we are talking about the notion of ‘employee advocacy’, which simply refers to employees actively promoting their workplace across their own social media channels. This is a relatively untapped area of brand storytelling but forms an important pillar in gaining peer-to-peer trust. That is, people talking organically to their friends and families versus towing a party line that you may find in comparison with marketing messaging. While leadership participation is critical for success, a brand’s employees are its best and most passionate advocates and their influence can prove much more powerful than traditional advertising.
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