06/09/2023
When it comes to B2B marketing, it's easy to focus solely on reaching prospective clients and customers. However, it's important not to overlook the impact that your own employees can have on your brand. In fact, your employees can be one of your greatest brand assets, and leveraging the power of brand storytelling can help drive brand advocacy among them.
The Power of Brand Storytelling
Brand storytelling is the art of using narratives to connect with your audience on an emotional level. It goes beyond simply promoting your products or services and instead focuses on creating a compelling story that resonates with your target audience. In a B2B context, brand storytelling can help humanize your brand and build trust with your customers.
But brand storytelling doesn't just have to be external-facing. It can also be used internally to engage and inspire your employees. By sharing stories that highlight your company's values, mission, and impact, you can create a sense of purpose and pride among your employees, leading to increased brand advocacy.
The Role of Employees in Brand Advocacy
Employees are often seen as the face of a company, representing its values, culture, and brand promise. When employees are engaged and passionate about their work, they naturally become brand advocates. They are more likely to go above and beyond to deliver exceptional customer experiences and promote the brand to their networks.
According to a study by LinkedIn, employees are 70% more likely to share information about their company on social media compared to other individuals. This presents a significant opportunity for B2B companies to leverage their employees' social networks and amplify their brand message.
How B2B Brand Storytelling Drives Employee Advocacy
Now that we understand the power of brand storytelling and the role of employees in brand advocacy, let's explore how B2B brand storytelling can drive employee advocacy:
1. Align employees with the brand story
Start by ensuring that your employees are aligned with your brand story. Clearly communicate your company's values, mission, and purpose, and help employees understand how their work contributes to the bigger picture. Use storytelling to illustrate real-life examples of how your brand is making a difference in the lives of your customers. This will help employees feel connected to the brand and motivated to share its story.
2. Provide the tools and resources
Make it easy for employees to become brand advocates by providing them with the necessary tools and resources. This can include pre-approved social media content, brand guidelines, and training on how to effectively share the brand story. By empowering employees with the right tools and knowledge, you can ensure that they are confident in representing the brand and spreading its message.
3. Encourage employee-generated content
While providing pre-approved content is important, it's also crucial to encourage employees to create their own content. Employee-generated content adds authenticity and a personal touch to the brand story. Encourage employees to share their own experiences, success stories, and insights on social media and other channels. This not only promotes the brand but also helps employees build their personal brand and establish thought leadership in their respective fields.
4. Recognize and reward employee advocacy
Recognizing and rewarding employee advocacy is key to sustaining employee engagement and motivation. Celebrate and highlight employees who consistently promote the brand and share its story. This can be done through internal recognition programs, employee spotlights, or even financial incentives. By acknowledging and appreciating their efforts, you reinforce the importance of brand advocacy and encourage others to follow suit.
The Impact of Employee Advocacy on Brand Perception
When employees become brand advocates, they not only promote the brand externally but also influence brand perception among their peers and networks. According to a study by Edelman, 53% of employees say that they are more likely to trust a company when the CEO and other executives actively engage on social media. This highlights the importance of employee advocacy in shaping brand perception and building trust.
Additionally, when employees share their personal experiences and stories, it humanizes the brand and makes it more relatable. This can help break down barriers and create a stronger emotional connection with customers, leading to increased loyalty and advocacy.
Measuring the Impact of Employee Advocacy
Measuring the impact of employee advocacy can be challenging, but it's important to track and analyze the results to understand its effectiveness. Here are a few key metrics to consider:
1. Employee engagement
Monitor employee engagement levels to assess the impact of brand storytelling on employee advocacy. Look for indicators such as increased participation in internal initiatives, higher satisfaction scores, and improved retention rates.
2. Social media reach
Track the reach and engagement of employee-generated content on social media. Measure metrics such as the number of likes, shares, comments, and new followers to gauge the impact of employee advocacy on brand visibility.
3. Customer feedback
Pay attention to customer feedback and sentiment to understand the impact of employee advocacy on brand perception. Look for positive mentions, testimonials, and reviews that highlight the role of employees in delivering exceptional customer experiences.
4. Sales and revenue
While it may be challenging to directly attribute sales and revenue to employee advocacy, monitor sales performance and customer acquisition rates to identify any correlation with increased brand advocacy.
Conclusion
Brand storytelling is a powerful tool that can not only drive customer engagement but also ignite brand advocacy among employees. By aligning employees with the brand story, providing the necessary tools and resources, encouraging employee-generated content, and recognizing their efforts, B2B companies can harness the power of brand storytelling to create a team of brand advocates.
Remember, your employees are one of your greatest brand assets. Invest in their engagement and empowerment, and watch as they become powerful advocates for your brand.
Contact us
Spanning 8 cities worldwide and with partners in 100 more, we’re your local yet global agency.
Fancy a coffee, virtual or physical? It’s on us – let’s connect!