Employee advocacy isn’t exactly a new idea: when your workers are truly engaged and excited about your company, they act as powerful brand ambassadors outside the office and can create a tremendous impact.
From generating new leads, to forging powerful partnerships, to spreading brand awareness, only good things can come from employees personally buying into your business. Think of it as an organic, low-cost marketing effort that can easily get your employees’ networks buzzing about your company, your offerings, and most importantly, your mission.
But wait… what if you don’t have a mission?
How B2B Companies Can Transcend Business
For B2B companies that don’t appeal to the everyday consumer, inspiring employees to advocate on the brand’s behalf might seem like a pipe dream. Sure, it’s easy for the guys at Google to tell their friends about how great the search engine giant is—but who wants to hear about paper supply over cocktails?
That’s where a mission comes in. Human beings love, dream, hope, laugh, and care; we long to be part of something bigger than ourselves—something that matters. A strong mission can unite your team, instill loyalty, and engender endless advocacy.
Maybe your mission can come straight from your offerings, like an educational resource provider that aims to help all children learn, grow, and achieve through their products. Or perhaps it’s a separate initiative, like a paper supply company that saves the planet by using recycled materials and planting new trees together on the weekends.
No matter what path you choose, when your company adopts a meaningful mission, it’s almost impossible to keep the good word from spreading.
How Technology Is Changing the Game
While employee advocacy and missions are nothing new, thanks to new technologies, their impact has never been greater: with the explosion of social media, it’s exceedingly easy for employees to tap into their networks and amplify your brand’s message.
Most people in your organization are on LinkedIn, Facebook, and Twitter (just to name a few) with hundreds of friends, family members, and business partners only a click away. (E.g., the average 25-43 year old on Facebook has 360 friends!)
The possibilities are literally exponential. If even one person shares a branded piece of content on LinkedIn, 100 new connections might see it; if those contacts like or share the content in turn, suddenly thousands are learning about your company, your offerings, and most importantly, your mission.
Beyond spreading brand awareness and drumming up new business, putting your mission on center stage engages your employees and dramatically impacts productivity. Companies with engaged employees outperform those without by an astonishing 202%.
An inspiring mission means your company is about more than “just business.” It brings your team together and transforms everyone into a well-connected advocate trumpeting your message and inspiring others.
That’s not just good for business; it’s good for the world.
Author: Paul Wry