215: The Unique Relationship between Employer Branding, Employee Advocacy, Personal Branding - and Almost Everything Else in Marketing
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The Age of Influence is on the horizon, and the entrepreneurial perspective starts to shift from traditional marketing to digital marketing. How do you apply a people-centric strategy to leverage the power of word of mouth at little to no cost? In this episode, I share my insights about employer branding, employee advocacy, personal branding, as well as digital and social media marketing in general.
Employer branding is a crucial concept to understand if you work in human resources or a corporate executive. It is about branding your company as a place where people would love to work. With the economy starting to open up, the labor market will be as intense as before the pandemic began.
You can say all the great things about your products and services, but when someone else has an opinion about you, as a company, that begins to have an impact. Companies like Google and Facebook already have tremendous brand equity where they don’t even need employer branding.
To implement employer branding, I suggest having your employees tell stories about working at your company. That’s why LinkedIn company pages have their employees talk about the company in their career section. However, the videos looked lifeless.
I advise to leverage influencer marketing to amplify your employer branding and social media. Social media was made for people, not for business. Therefore, you can infer from it that you need a people-centric approach to social media and marketing for people to relate to your brand.
It’s about how you can get positive word of mouth about your brand. Whether you hire people or build trust with your community, it all comes down to the people being able to talk about you. Listen more to this part as I share in-depth on how my real estate client manifested employer branding!
If you are a startup and nobody knows about you, it’s time for you to proactively collaborate and engage with influencers. I share how a member of my Digital First Group Coaching Membership Community sends bicycle parts to an influencer for them to try. Because the influencer was interested in the product, they showcased it to their audience. And then the product now gets into the limelight, without paying anything! That’s how far influencer marketing can take you if you provide value that people actually wanted.
When you find the right influencers for your product, it becomes a no-brainer for them to naturally take an interest in it because you did your research and your product provides value for the influencer and their audience. This is a mindset shift that allows you to see marketing from a people-centric perspective.
Social Media Ads
I share how my chiropractor leveraged paid media through Facebook ads to target veterans telling them about a free chiropractic service. They could have used influencers, but they found out that it is easier to target a niche nobody else targets through Facebook ads. They try to make friends with these veterans through the free service, and in turn, they can get great word of mouth from them.
Instead of investing in Google, Facebook, or other media platforms, why not invest in people. Whether it’s for employer branding, employee advocacy, or influence, train and teach them if you want them to become more active. Help them make better content.
You should strive to have a community inclusive to all, not just for influencers but also for your customers, employees, and everyone else. It’s a small price to pay for word of mouth that is challenging to get organically. Start realigning your ad and marketing spend with t