How to form your Employee Brand Ambassador Program
This article is an inside look at some of the strategies we use in our Employee Ambassador Program. The reason we are giving away our secrets is that our program is for those businesses that want an outside company with strong social media credentials to work in a collaborative environment with employees to strengthen the personal brand of key employees as well as the corporate brand. It is not the activities that are important, but the collaborative environment and monthly assessment of progress that will make your Employee Brand Ambassador Program succeed.
Goal of an Employee Brand Ambassador Program
Your goal may vary, but generally speaking the goal of an Employee Brand Ambassador Program is to help employees become better evangelists for where they work.
The outcome of the Brand Ambassador effort should include:
- Employees connected with more people.
- Positive information in many places on Internet, including search engine slots.
- Increase in sales leads and income, as people feel more connected with your employees.
- Much better search engine saturation for your brands
- Increase in invitations for speaking and PR opportunities
- Jump start online conversations about brand
- Increased website traffic from links and search
The most important thing to keep in mind about your Employee Brand Ambassador Program is that it will compound over time. The first month rarely results in a big, noticable outcome. Instead, you have to think of each connection an employee ambassador makes as having value. Each blog post adds to the content that shows up in search engines. The Internet has a long life span and the things you do today will keep working for you in the future.
So what are the core things to do with a group of employees to launch your Employee Brand Embassador Program?
Employee Ambassador Profiles
Good employee ambassadors need to develop great online profiles that help people find them and understand what they do.
- Register www.YourName.com
- Add a blog to that domain
- Set up a LinkedIn profile. Connect with people and answer questions.
- Set up a twitter account
- Your Brand Ambassador consultant can review these and help you get the most from them by customizing them and optimizing them for better search engine results.
- Facebook.com Account
- Set up some free blogs – Even if you have a good WordPress blog on your personal domain, it is also valuable to set up blogs one the free sites, such as wordpress.com and blogger.com. These will just be lightly maintained with good occasional content and links to important articles, events, etc.
Keep in mind that all of these above items are developing a personal brand. However, within that personal brand each person should mention where they work and link to the company website or blog.
Employee Ambassador Content Creation
You then need to put together a schedule and rules for using these tools. I’d suggest that you make it very clear what employees can do during work hours and what needs done during off hours. Some research I have seen suggests that twitter is a big way people waist time at work. That is why your content creation strategy for employee brand ambassador’s must spell out the terms of participation.
In addition to the above personal branding efforts, your organization should set up a corporate blog, corporate twitter account with news updates, post video and possibly do a podcast show about the industry your clients are in. All of these things can also be developed by your most passionate employee brand ambassadors.
To build a successful brand ambassador program, you will need:
- Set goals and milestones for your brand ambassadors.
- Use a project management and collaborative community to keep the team energized and involved.
- Reward top employee ambassador performers
- Document successes and outcomes each month and share the report with the Employee Brand Embassadors.
- Make sure your Employee Brand Embassador’s know all the great stories, testimonials and ways that your company helps clients. Give them positive things to talk about.
- Ditch Bad Seeds – Not popular, but someone has to say it. If someone is not participating, saying negative things or being negative in the group, there is no room for them in your Employee Brand Ambassador Program.
You can do all of this yourself. If you are looking for someone that can coordinate this effort for you and develop a lot of buzz on the web with your motivated Employee Brand Ambassadors, visit our Employee Brand Ambassador website.