Here’s few companies that have powerful employee brand messages. Like candidates vying for votes, these brands know how to generate a positive emotional reaction and translate that into potential employees.
It’s true in most enterprises that marketing leads social web communications efforts. This doesn’t mean everyone else is off the hook. For digital branding efforts to be truly successful, each person in the enterprise needs to play their part.
Marketing managers create the digital brand and then seed dissemination of brand messages and digital assets. But they also need to socialize content beyond corporate managed web properties. As digital brand creators and curators, marketing managers need to issue a call-to-action asking leaders, employees and other influencers to link, comment, and promote on the social channels they personally own.
I like to think of three digital brand management roles – creator, leader and evangelist. Yes, overlapping roles, but with some distinct responsibilities:
Marketing managers are digital brand creators
Managers are digital brand leaders
Employees are digital brand evangelists
How does your organization handle digital brand management? Are you getting people involved outside of marketing?
1. Make it personal – Tell them why it is good for them, not the company. Don’t talk about the $3 billion market opportunity. Say how it will make their job better or more interesting, generate greater opportunities or help them be more successful.
2. Keep it brief - Don’t spill all the details in one shot. To keep people engaged, make them look forward to the next message. Save the organizational chart, incentive plan or training plan for a follow-on.
3. Don’t just tell, ask – Don’t be a sage on the stage, but a guide on the side. Ask for feedback, use it and give people credit for their ideas.