Why don't you want to give voice to your key people?
A few years ago I wrote an article in Soymimarca entitled doesn't your company give voice to key people?. At that moment (2011) few companies were aware of the importance of projecting their people. The main motives were two powerful enemies: ignorance and fear.
Unaware that, On the other hand, it was understandable. In 2011 very few companies had an internal social network. Many had access to social media “Castrated”. I must say that this fact has not been excessively improved: As Eurofirms, still today a 60% limits access to social media to their employees. That is ignorance of the potential of its people to act as human and credible reinforcement of the spokesperson of their brands.
In addition, there was little literature of employee advocacy, employer branding, and the penetration of company social networks was still scarce.
Fear of breaking the status quo, to be different, to promote its people with the danger of being caught by the competition. But it's said out there that there's something worse than training your people and that they leave., and it's not to form it and keep it. I was advancing in 2011 What a strong and positive image of an individual, by charisma, benefits the image and the company and trust in its brands.
The keys: mindset training
The solution to all this comes in two phases: mentalization and implementation of training programmes. And always in this order, and starting with the managers and then moving it to the rest of the organization.
I usually do sessions mindset with managers, it doesn't take more than two hours. Through a tour of the fall in efficiency of traditional media, the benefits and ROI of the programs are projected Employee Advocacy in the company and raise the characteristics and route of them.
The next step is training, whose programs range from 8-hour workshops to 16-hour workshops. Of course, there are also shorter formats, but they're less experiential.
As a conclusion, any professional in an organization is the best spokesperson, managers offer more insight into the context, market and business, employees know better about product and service. Only one 16% companies have started such a program in Spain. They are the ones who have decided not to be left behind. But the 84% (According to Eurofirms) that does it prioritizes as the goal of employee advocacy attracting external talent, what I think is an error of order: first act with your people, then with the market. As Arruda says “your people are your brand”.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.