Brand awareness is a critical, but often neglected component of B2B company growth. In fact, strong brand awareness is often linked to increased financial performance, higher sales volume, higher quality employees, valuable partnership opportunities and more.

While branding is typically a marketing concern, every department and its constituents – from c-level down to hourly workers – has a role to play.

Keep reading to learn how you can leverage the power of your employees and turn them into effective brand ambassadors.

Engage your employees.

An engaged employee is a company’s greatest asset. Characterized by enthusiasm for their work and loyalty to their company, engaged employees will often take positive action to further their organization’s overall goals and reputation.

So, how do you foster an engaging work environment?

  • Develop a strong company vision. Company leaders must develop a clear vision statement and communicate it to all employees. This vision statement should dictate all company decisions—from big to small.
  • Communicate clearly. Your employees spend most of their lives at work. They’re invested in the company’s future, so be transparent about all corporate objectives, future projects, decisions, and changes. Doing so will help you develop a trusting relationship with employees.
  • Recognize and reward hard work. Employees are arguably the most valuable part of your company. Treat them as such with a reward system. Make sure hard work is recognized and give employees a reason to go above and beyond.
  • Encourage collaboration. Whether your company is big or small, encourage different teams to work together and get to know each other. This often facilitates friendships, open communication, and better problem-solving.

Prioritize consistent corporate messaging.

In a Gallup Polls survey, 59% of the 3,000 respondents disagreed with the following assertion: “I know what my company stands for and what makes our brand different from our competitors” (source).

This statistic can be frightening for any company who values their employees as brand ambassadors. How can you expect them to relay your company’s brand and message effectively if they themselves aren’t even sure what it is?

Saturate your brand’s messaging and core values into every aspect of your business. This goes beyond a yearly email or company meeting. Messaging should be built into every sales call, every piece of marketing collateral, every new hire orientation, and so on. Be consistent with your company’s mission and your employees will too.

Be a brand role model.

As a leader in an organization, you’re responsible for more than sales and revenue. You also serve as a guiding light and clear communicator for many throughout the organization. Employees who have a role model will often rise up to match their example.

Whether you’re the CEO or the director of a department—act like your company’s biggest fan and your enthusiasm will rub off on those around you.

Reward employees who act as brand ambassadors.

Internal incentives create strong brand ambassadors: after all, these employees are going above and beyond their job responsibilities to further the goals of the company. It’s important to not only motivate your employees but to say thank you, as well. Consider outside of the box reward programs, including an internal recognition wall for acknowledgments or special discounts and deals.

Encourage social media advocacy.

It may seem risky to ask employees to advocate for your brand on social media, but hear us out. A recent study shows social media posts shared by employees reach 561% more people than the posts shared by the company’s page (source). Social media advocacy may include sharing company blog posts, news, announcements, product launches, and events.

Minimize risk by implementing a social media policy to establish clear ‘dos & don’ts’ for social media use. When all the precautionary measures are in place, wait and watch the incredible return it brings.

Every interaction between employees and potential customers has an impact on the way your brand is perceived. At the end of the day, it is the responsibility of the organization to ensure that their employees are equipped with not only the necessary information–but also the motivation to effectively represent their brand in the marketplace.

For more information about growing your B2B organization, contact ZoomInfo today!

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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