Why and how to cultivate brand advocates among your staff

Generating internal enthusiasm for your organization—and turning employees into ambassadors—requires collaboration from multiple departments. Here are steps for doing so.

The struggle for companies to stand out and remain relevant is a daily grind, a constant quest for a competitive edge.

Your employer brand is a key ingredient in securing that edge. Your employees contribute significantly to your business success.

Whose responsibility is it to champion the employer brand? Marketing? HR? PR? Internal communications? The lines separating these departments have blurred, but that doesn’t mean turf wars are inevitable.

You become a liability if you waste time squabbling to secure influence and fighting over who does what. The employer brand needs a consistent, cohesive, collaborative champion.

Shift from obsessing about brand ownership to improving consumers’ brand experience and perception. This calls for three steps:

Step 1: Collapse the walls between communication disciplines; build bridges instead.

Step 2: Connect new bridges between external- and internal-focused brand partners.

Step 3: Pursue consistent collaboration throughout companywide communications.

For instance:

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