The Value of Internal Brand Advocates

A line I’ve been overhearing lately is – “well I shouldn’t complain, at least I have a job.”  While the economy remains unstable, this does not give managers and employees an excuse to disregard the importance of employee morale and the workplace culture.  A recent issue of The Public Relations Strategist, a quarterly print publication of PRSA, included an article titled, ‘Inside Out:  Employees as Our Best Brand Advocates’.  In general, it can be difficult for PR professionals to remember to look inwardly and take note of their most important stakeholders – their employees – but this effort becomes critical to business operations in a time when budgets are shrinking and employees are being asked to wear multiple hats.  It is important to understand the valuable potential of employees and to harness it to build a stronger organization.  The article notes that,

“Empowering employees to act as brand advocates will give them the confidence to reach their potential; likewise, their actions will contribute to the organization’s ability to deliver on its mission and brand promise.”

So, how do we accomplish this?  The article offers the following suggestions:

Value your employees – Actively demonstrate and communicate that “a strong external brand depends on a strong internal culture”

Give employees a sight line to your success – Don’t underestimate how powerful it is for employees to understand how their role contributes to the overall success of the organization

Inform employees with timely, relevant information – Make it a priority to give employees the facts first, whether it’s good or bad, and maintain transparency throughout the organization

If you are interested in reading the full article, visit http://www.prsa.org and subscribe for The Public Relations Strategist.

Also, we’d love to hear from managers and employees on this – Is your organization building brand advocates?

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