In today’s crowded business environment, building trust and credibility is essential for small and medium enterprises (SMEs) looking to grow. One often overlooked but powerful strategy for enhancing brand visibility and credibility is employee advocacy. By empowering employees to represent and promote your brand, you can tap into authentic, trusted marketing that resonates with potential customers in ways traditional advertising often cannot.
At SME Scale, we emphasize the importance of leveraging every available asset to scale a business, and employees are a vital, untapped marketing resource. In this blog, we will explore the benefits of employee advocacy, using a real-life case study to highlight effective methods, and dive into the psychology behind why it works so well.
What is Employee Advocacy?
Employee advocacy is the promotion of a brand or company by its employees. This can involve sharing company content on social media, engaging in conversations about the business, or simply acting as positive representatives of the company in both professional and personal settings. When employees advocate for their workplace, they lend authenticity and trustworthiness to the brand message.
Why Employee Advocacy is Crucial for SMEs
1. Builds Trust and Credibility
Consumers are more likely to trust recommendations from people they know—whether they’re friends, family, or even employees of a company—than they are to trust traditional marketing. Employees who advocate for your SME can reach new audiences with an authenticity that traditional marketing cannot replicate. According to a Nielsen study, 92% of consumers trust recommendations from individuals over brand messaging.
2. Expands Your Reach
When employees share company news, promotions, or insights with their personal networks, they help your brand reach a broader audience. Each employee has their own social network that includes friends, family, and professional contacts, creating an opportunity for organic growth in brand awareness. Even a handful of employee advocates can amplify your brand’s visibility exponentially.
3. Enhances Company Culture
Advocacy starts from within. When employees are empowered to share their positive experiences, it boosts morale and fosters a sense of ownership. Employees who feel connected to the company’s mission are more likely to engage with customers enthusiastically. In return, this creates a feedback loop, where positive company culture fuels more advocacy, which then leads to more brand recognition.
Real-Life Case Study: How SME Scale Helped Peterson Crafts Harness Employee Advocacy
The Challenge:
Peterson Crafts, a growing home décor business, was seeking a way to increase brand awareness and customer engagement without heavily investing in traditional marketing. While they had a strong online presence, their social media reach and customer engagement were limited.
The Solution:
SME Scale worked with Peterson Crafts to develop an employee advocacy program that encouraged their team to share company updates, product highlights, and behind-the-scenes content on their personal social media platforms. Employees were given easy-to-share content and participated in creative campaigns, such as sharing photos of the crafting process or showcasing their favorite products.
To incentivize participation, SME Scale helped Peterson Crafts create an internal recognition program where top advocates were rewarded with perks such as early access to new products, shout-outs on the company’s social media pages, and bonuses for high engagement posts.
Results:
Within three months, Peterson Crafts saw a 30% increase in social media engagement and a significant boost in web traffic driven by employee-shared posts. Their employees’ advocacy not only increased brand visibility but also helped foster deeper customer trust as prospective buyers engaged directly with the people behind the brand.
The Psychology Behind It:
This success is rooted in the psychological principle of social proof. People tend to follow the actions of others, especially when they perceive those individuals to be credible and trustworthy. When Peterson Crafts employees shared authentic stories about their work and their enthusiasm for the products, their followers were more likely to view the brand as reliable and trustworthy. This made potential customers feel more confident in engaging with the company.
Additionally, employee advocacy taps into the principle of reciprocity. When employees share their genuine experiences and passion for the brand, customers feel a stronger connection to the company and are more likely to respond positively, whether by purchasing a product or engaging with the brand online.
How to Implement an Effective Employee Advocacy Program
1. Create Shareable Content
Provide employees with ready-to-share content that aligns with your brand’s message. This could include blog posts, product updates, behind-the-scenes videos, or industry news. Make it easy for employees to share by providing templates, images, and links.
2. Incentivize Participation
Encouragement goes a long way. Offer incentives to employees who actively participate in advocacy efforts. These could be financial rewards, recognition in company newsletters, or special perks like additional vacation days.
3. Train and Empower Employees
Not all employees may feel comfortable promoting the company on their personal social media. Offer training on best practices for sharing content and engaging with their networks authentically. Make it clear that participation is voluntary but highly appreciated.
Conclusion
Employee advocacy is a powerful, cost-effective marketing tool that every SME should consider incorporating into their strategy. By empowering your team to share their experiences and excitement about the brand, you can build trust, expand your reach, and foster a positive company culture. Peterson Crafts’ journey showcases the impact employee advocacy can have on brand visibility and customer trust, proving that the people behind your business are your best marketing assets.
At SME Scale, we specialize in helping businesses like yours tap into their employees’ potential to scale more efficiently. Through our expertise in digital marketing and employee engagement, we can help you implement a sustainable advocacy program that drives real results.
