Transforming Employees into Powerful Brand Ambassadors

Did you know your employees can be you company’s most effective brand ambassadors?

Remember when we talked about public relations as the third-party credibility you need to grow your business? Think of your employees sharing their personal stories and experiences working for you as the ultimate public relations win.

Employee testimonials boost your company’s image and enhance employee engagement and loyalty.

The Benefits of Employee Brand Ambassadors

When employees share their stories, they add a personal touch to your company’s image. Customers are more likely to trust and engage with a brand that feels human and relatable. Personal stories from your employees highlight your company’s values and mission in a way that resonates more deeply with your audience.

Encouraging employees to share their stories can significantly increase their engagement and satisfaction. It gives them a sense of ownership and pride in your company because they feel valued and heard. The result is that your team members are likely more motivated and committed to their work.

Potential employees often look for insights into a company’s culture before deciding to apply. Stories shared by your current employees can provide an authentic glimpse into what it’s like to work for you, making it more attractive to top talent. Additionally, a strong internal storytelling culture can improve retention by creating a sense of community and belonging.

Employees often have their own networks on social media and other platforms. When they share stories about working with and for you, they help expand your brand’s reach organically. This can lead to increased brand awareness and a broader customer base.

Real-Life Examples

I know having real-life examples of companies that use employee ambassadors to grow their businesses are helpful, so let’s dig in:

Microsoft encourages its employees to share their personal and professional stories through the “Microsoft Life” blog and social media channels. These stories highlight the diverse experiences and backgrounds of Microsoft employees and showcase the company’s inclusive culture. This approach has helped Microsoft humanize its brand and attract a diverse talent pool.

Zappos is known for its strong company culture and employee engagement. The company encourages its employees to share their experiences and stories on social media and through the “Zappos Insights” blog. This storytelling approach has helped Zappos build a loyal customer base and attract employees who are passionate about the company’s values.

Ben & Jerry’s successfully uses employee storytelling to enhance its brand. The company encourages its employees to share their experiences and stories about working at Ben & Jerry’s to publish on the company’s blog and social media platforms. These stories highlight the company’s commitment to social justice, environmental sustainability, and community involvement. This approach strengthens the brand’s image and fosters a sense of pride and loyalty among employees.

5 Tips for Creating a Culture that Promotes Storytelling

Even with a small team, you can absolutely create a company culture where employees are excited to come to work and tell their family, friends, and extended networks why it’s so great to work for you. Here’s how to make it happen:

1. Create an environment where employees feel comfortable sharing their genuine stories by telling some of your own. Talk about your challenges, even the personal ones that impacted your business. When you’re real, you build trust. Encourage employees to share both their successes and challenges.
2. Provide and maintain platforms where employees can share their stories. Internal blogs, social media channels, newsletters, and company meetings are all viable options. The point is to make it easy for employees to contribute and share their experiences.
3. Highlight and celebrate employee stories that align with your company’s values and mission. Recognition can be a powerful motivator, so feature these stories in company communications and celebrate the employees who share them.
4. Make available to your teams the training they need about effective storytelling techniques. Support employees in crafting their stories and understanding the impact they can have. This helps employees feel more confident about sharing their experiences.
5. If you have them, encourage leaders and managers to share their own stories. When leadership is transparent and open about their experiences, they set the tone for the rest of the organization. Leading by example can inspire employees to follow suit.

Final Thought

Transforming employees into powerful brand ambassadors through storytelling humanizes your brand, boosts employee engagement, enhances recruitment and retention, and expands your brand reach. Companies like Microsoft, Zappos, and Ben & Jerry’s successfully use storytelling to drive their brands forward, and you can, too.

When you create a culture of safety, provide platforms, recognize individual contributions, offer training, and lead by example, you create a culture that promotes and values storytelling. Embrace the power of storytelling within your team to unlock their full potential and drive your organization forward.