Strong focus on traditional means creates blind spot
Posted: Sun Apr 06, 2025 8:51 am
Employee advocacy not only affects your brand’s reach, but also its credibility, sales results, customer loyalty and employee engagement. Time to add it to your marketing plan. But the role of the marketing communications officer needs to change as well.
Whether you work operationally or strategically as a marketer or communications officer, your goals are always linked to company objectives and are often translated into function-specific objectives. Think of increasing brand awareness, increasing turnover or improving reputation.
To achieve your objectives, you work together with internal and external stakeholders to develop and distribute campaigns. When distributing the brand or communication message, the focus is usually on traditional ( paid and earned ) resources such industry email list as the website, corporate social media channels and advertisements. These resources are and remain important, but at the same time this strong focus is blinding. One of the most impactful assets is still far too often forgotten in your resource mix: employees.
Employees are highly impactful assets
Employees do not deserve an empty to half page, but a big chapter in your marketing communication plan. The results of employee advocacy (activating employees on social media) are not the least:
Employee posts average 561% more organic reach than posts shared by the brand itself. That’s good, especially now that organic reach on Facebook is dropping.
Whether you work operationally or strategically as a marketer or communications officer, your goals are always linked to company objectives and are often translated into function-specific objectives. Think of increasing brand awareness, increasing turnover or improving reputation.
To achieve your objectives, you work together with internal and external stakeholders to develop and distribute campaigns. When distributing the brand or communication message, the focus is usually on traditional ( paid and earned ) resources such industry email list as the website, corporate social media channels and advertisements. These resources are and remain important, but at the same time this strong focus is blinding. One of the most impactful assets is still far too often forgotten in your resource mix: employees.
Employees are highly impactful assets
Employees do not deserve an empty to half page, but a big chapter in your marketing communication plan. The results of employee advocacy (activating employees on social media) are not the least:
Employee posts average 561% more organic reach than posts shared by the brand itself. That’s good, especially now that organic reach on Facebook is dropping.