Employee advocacy is a more recent marketing trend, but it’s here to stay. Increasingly, companies are relying on employee advocacy to improve their brand awareness, position their employees as industry experts, and humanize their brand.
But you can’t have employee advocacy without internal marketing.
In this episode of the Recorded Content podcast, host Tristan Pelligrino welcomes Kerry-Ann Betton Stimpson, the CMO of JMMB Group and a podcast host. They chat about the importance of internal marketing, why employee advocacy is the objective of internal marketing, and how to help your employees build their personal brands.
You can’t have employee advocacy without internal marketing.
“How do we convert our employees into advocates of the company’s brand? So it’s internal marketing that spins out into employee advocacy. You can’t have employee advocacy without internal marketing. And what that does for marketing is it really puts the marketing function in a very powerful position because when you talk about empowering your people, you’re really talking about empowering them to deliver on the brand promise that you’re telling your customers that you can deliver on every day.”
A positive company culture is everyone’s responsibility.
“I’d like to think that my company actually does a very good job of that because the reality is that, as a CMO or even as a marketing function, you can’t do that on your own. If the CEO is not aligned, if the leadership team, if the people team, or if the HR team is not aligned, your efforts are going to be quite an uphill battle there. I’m not sure how successful you’ll be, but the culture has to be something that the entire leadership team and indeed the wider organization is totally bought into to get that to work.”
Test and tweak your podcast.
“If you’re convinced that a podcast is a way to do it — you have the nuts and bolts around getting it done. Put it out there to a few folks first. You want to test it; you want to concept test it. Have some employees listen to it — employees who are not connected to the process at all or employees who fall in the band of who it is you want to reach. So let’s say you want to engage your sales team or you want to engage folks in IT, or both, have some folks listen to it and get their honest feedback.”