Anyone that has ever played a round of golf has probably encountered one of these people. This person may even be in your weekly golf group; or maybe it’s you. We’re talking about the super-fan. That person who shows up to the golf course decked out from head to toe in their favorite golf brand’s apparel. They arrive at the first tee with their clubs and the bag to match. The super-fan is loyal and would never consider switching brands. If it weren’t for the fact that you’ve seen how terrible they are, you might even think they are a sponsored Tour Player. This person is a brand ambassador and a valuable asset to the organization.
In many instances, an organization’s most crazed, “super-fans” can be its employees. Although the concept seems quite simple, many organizations struggle to leverage this idea. However, utilizing those who have a passion for the organization can be crucial to its success. In an article by Undercover Recruiter, Mike Ryan, Senior Vice President of Marketing & Strategy at Madison Performance Group, stated, “Engaged employees who successfully represent the company brand provide a competitive advantage and impact the bottom line – a crucial benefit in today’s competitive global business environment.” At Dinte Executive search, we understand the importance of fostering a supportive work environment that produces brand ambassadors. Below is a list of reasons why executives should leverage their employees as brand advocates.
1. Recommendations. Employee advocates firmly believe in the work that they do and the organization they work for. They are more likely to recommend the organization’s products and services to their friends and family. Word-of-mouth is one of the most powerful marketing techniques an organization can use.
2. Referrals. Organizations spend a great deal of time and money on talent acquisition. When a candidate is finally hired, you might realize that they aren’t a good cultural fit. Employee ambassadors can help solve this problem. An engaged employee is more likely to tell friends and family when their organization is hiring. More than likely, these people will match the culture of the organization.
3. Minimize negative press. Transforming disengaged employees into productive, brand ambassadors can have a tremendous impact on an organization’s image. Those who are disengaged and unsatisfied with their employer may be more likely to voice their frustrations on social media platforms and other outlets. This can potentially dissuade highly talented candidates from accepting job offers. Figure out why the employee is unsatisfied with the organization and resolve the issue. Transform them from an enemy to a powerful brand ambassador.
In our next blog, we will discuss how brand ambassadors can leverage social media platforms to enhance the brand of an organization. Take a look at an infograph we found interesting.