How can you encourage your employees to help build your employer brand, by using their personal brands to create one strong brand? Many organizations are working on a powerful employer brand to attract new talent. This is often the responsibility of HR- and communications departments. A talent shortage is a threat for the entire organization. Just imagine how beneficial it is for your organization to show the outside world who you are as an employer together with your employees? In this presentation we will give you tips and tricks about mobilizing your employees and turn them into brand ambassadors. In addition to that we will share some research to show the importance of a solid ambassador strategy.

2. Activate and Engage your Employees
​Marlene de Koning
​Solutions Consultant
​nl.linkedin.com/in/marlenedekoning
​@Marlene_dKoning

3. Today’s Topics
 Objectives
 3 Step Program in uniting your employees to become ambassadors
 Research & Numbers
 What drives Ambassadors
 Q&A
 Drinks

4. Objectives of Today

5. Build your ambassador program in 3 steps

6. Three steps to unite your own employees to help build your brand
6
Building a brand ambassador program
Educate
&
Inform
Engage
&
Encourage
Measure
&
Monitor

7. Educate & Inform
7

8. What is your Employee Value Proposition?
​the employee value proposition (EVP) are the attributes that you want associated
with your company and employer branding is the delivery of your employee value
proposition across every communication touch point – both internally and externally.
​Employee engagement is, in part, an evaluation of the employer brand as it is lived
within the organization.
​Engaged employees are better suited to deliver on your brand promise, in terms of
service and most importantly, advocacy. Therefore, a highly engaged employee is a
brand ambassador and these are the employees that you want representing your
brand.

9. of recruiters don’t understand
their own employer brand.
%
Corporate Executive Board- thought leadership survey. 2012

10. 10
LinkedIn’s
EVP
Transformation
Work-Life Balance
Total Rewards
Powerful Brand
Top Talent

11. Further reading:
What is the right social media for your company
10 must haves for your social media policy
How to Write a Social Media Policy
5 Noteworthy Examples of Corporate Social Media
Policies
IBM Social Computing Guidelines
11
Social media policy

12. Engage & Encourage

13. 7 steps to engage your employees
1. Get C-suite support to drive widespread participation
2. Encourage employees to join LinkedIn and other networks or to enhance their
profile
3. Provide additional incentives via an employee referral program
4. Don’t forget new hires
5. Shine the spotlight
6. Organize meetups
7. Incentivize
13

14. Encourage « share and tell »
Encourage employees to add your company to their personal
profiles. By doing so, they automatically become followers and
can like, comment on, and share your company updates to help
expand your viral reach.
Launch social media newsletter inviting employees to share
weekly updates with their personal networks to increase
exposure
Spread your brand email signature, website, etc
14

15. Measure & Monitor

16. 16
Measure and monitor the success of your initiatives
Measure employee engagement and focus on the key drivers necessary to create brand
ambassadors.
–number of interactions
–clicks generated by your updates
–followers acquired
Maintain training & coaching for management and staff

17. Research & Numbers

18. Reasons why it should be your companies priority
They are responsible for 20% of your overall social engagement20%
Your employees’ social networks are over 10X larger than your
companies followers10X
While only 2% of your employees share your companies social
content
2%
Sources: LinkedIn data

19. cost a global manufacturing firm $73 million
a year in lost productivity, poor quality & service levels, higher accident
rates & absenteeism
Disengaged employees…
Employee Engagement & Business Outcomes
TNS Research shows even more…
Employee engagement can increase profitability
Higher employee engagement often coincides with a higher
level of service quality
Employee engagement has an influence on customer retention
​Source: TNS Case Studies

20. Employee Engagement and Ambassadors

21. What drives Ambassadors?

22. What Drives Brand Ambassadors
​Brand ambassadors are supported through strong leadership and
effective brand training initiatives
Top 5 Reasons Employees
Become Brand
Ambassadors
1. Company brand experience sets us apart
2. I trust senior leadership
3. Work gives me a feeling of accomplishment
4. My company is environmentally responsible
5. I feel valued as an employee
1. Our brand experience sets us apart from competition
2. Supervisor supports brand experience efforts
3. Brand experience coaching and training is effective
4. I understand the behaviors to deliver the brand experience
Drivers of
Ambassador Efforts
​Source: TNS Global Panel Study

23. Q&A

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