How to create a culture abuzz with internal fans and advocates

Empowering workers to become online ambassadors can boost engagement and dramatically increase your marketing reach. Here’s how to rally the troops.

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Look no further than your workforce.

By harnessing the goodwill of the people who know your company better than anyone, you can tap into a rich source of brand advocacy. You might boost engagement along the way, too.

Engaged employees have a vested interest in your organization’s success. They are aligned with your messaging and vision. They offer something much more important than increased productivity, though.

A positive employee attitude can engage your customers as well. That’s crucial to reckon with, because as many as 68 percent of customers abandon a brand as a direct response to poor employee attitude.

The bulk of customer brand perception doesn’t depend on the ingenuity of your video marketing strategy or the quality of your products. It largely comes down to human interaction with customer service representatives, your employees at events, email and live chat responses, and the content that your employees share about your brand. More than anything else, employees’ interactions with your customers shape the impression of your brand.

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