Brand Advocacy and Employee Incentive Programmes
The value of priceless marketing
What is a key ingredient of a successful business? Brand advocates!
This is even more true if those brand advocates are coming internally from the organisation. But all too often, when organisations are looking for brand advocates, they look for external voices to help spread a brand’s message.Yet, by turning employees into trusted brand advocates, organisations can bring their strongest asset and their most vocal internal advocates into direct contact with their customer base.
Employees may constitute the “soul” of a workplace culture but they are already, in some way, brand advocates.
Employee Incentives = Brand Advocacy
Employees may constitute the “soul” of a workplace culture but they are already, in some way, brand advocates. Their advocacy comes naturally through working with an organisation’s customer base and by talking about work to friends and family.
A new curriculum for a critical new breed of Talent Advisors
But how do you ensure that employees are saying good things, and actually mean it? To solve this conundrum, many employers are adding an employee incentive programme into the equation.
Organisations already have benefit plans in place to attract and retain talent, but often, these benefits only go so far. Yes, insurance policies and retirement plans are necessary, and employees do look for those things when applying for a position at an organisation. However, they don’t have the same appeal and exciting nature as employee incentive programmes. Since the majority of organisations now have these same benefit plans (admittedly, some are better than others), it has become the norm and now has less value associated with it.
Happy Employees = Happy Brand Advocates
The difference with employee incentive programmes is that there’s instant gratification. So rather than waiting until an employee is sick or retired to enjoy these benefits, they have an opportunity to receive a reward throughout their time with the company. In today’s fast-paced world, people are accustomed to getting things instantly. By offering short-term and long-term packages and plans, employees feel like they’re taken care on all fronts.
By going the extra step in ensuring employees are happy and engaged, you can easily create a workplace culture of brand advocacy.
What does this mean for brand advocacy? A well-executed employee incentive programme instills a newfound respect and sense of commitment in an employee towards the organisation they work for. Not only can it increase productivity and motivation, but employees feel more engaged and happier overall.
This will translate into employees being happy to support their company in public and believing what they are telling customers in day to day interactions. In turn, they will tell their friends and family about how great the organisation they work for is.
It becomes very clear when an organisation has passionate employees who truly love the brand that they work for. This word-of-mouth marketing the organisation receives is priceless.
By going the extra step in ensuring employees are happy and engaged, you can easily create a workplace culture of brand advocacy. Employee incentive programmes are an important step in creating these positive feelings within employees.
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