By Adam Parr, Director of Communications & Public Affairs — Gerdau
According to LinkedIn research, the average employee has a network 10 times larger than the company’s follower base, but only 13% of global employees feel engaged by their employer. In the context of today’s era — in which social media remains one of the most powerful networking tools available — virtually every employee doubles as an influencer for the companies they work for.
Employees can both positively and negatively influence what happens inside and outside of your company. For example, LinkedIn found a 37% lower initial attrition rate for hires impacted by employees. Simply stated, employees are the new brand builders.
Yet, so much of what they post online is negative — a Starbucks employee complaining about overly complicated orders, for example, or tech workers posting online letters to management protesting a return to the office. As the saying goes, the squeaky wheel gets the grease; in this case, the clicks.
For every negative employee interaction that makes its way to the internet, I’m convinced that there are far more positive experiences. What they have in common is that these interactions happen offline, in communities where companies do business and their employees live, and are essential to increasing both brand awareness and loyalty.
Sponsorships
Of course, many companies already sponsor local events, sports teams, and gatherings of all kinds. In return, their brand is typically given visibility — the more money paid, the higher the visibility.
Coca-Cola famously became the world’s first global brand by positioning its iconic red-and-white logo everywhere that people felt happiness, such as at a county fair or a baseball stadium. Today, everything from the Macy’s Thanksgiving Day Parade to the local Turkey Trot has a headline sponsor, meaning that the brand’s name is incorporated into the title of the event itself.
But a more effective strategy might be fielding a company float in the parade, or supporting an employee running group that will wear matching t-shirts in the race. While it’s impressive to “own” a big event, having an enthusiastic group of brand ambassadors present is more organic, more “high touch,” and, ultimately, more impactful.
Holidays
Statista estimates that brands will spend nearly $57 billion on social media ads alone in 2022, a 16% increase from 2021. Meanwhile, Facebook has spent an estimated $15 billion building the foundations of the metaverse where brands and users will build virtual communities around common interests.
When it comes to connecting people, however, nothing can match the holidays. The holidays bring us together in a powerful way. They are also a time when charities amp up their fundraising efforts, both because people tend to be in a more giving mood and many are looking for a last-minute tax deduction.
Many large companies now match their employees’ donations to certain charities; others take a more active role by supporting internal charity groups to volunteer at community food banks, hospitals, senior centers, homeless shelters, toy drives, and other places where a little holiday cheer goes a long way. But even a single employee discussing work at a family dinner table or holiday party is an opportunity to build your company’s brand. This “employee branding” can make a huge difference in how your company is seen by potential employees and customers alike.
Support and acknowledge
Indeed, even if your company is not mentioned at all, employee and corporate branding can benefit by simply supporting and then acknowledging a worker’s community service. Policies like paid-time-off (PTO) and personal days, as well as flexible scheduling and hybrid or work-from-home models encourage employees to get out into the community during their non-work hours, whether that means as a volunteer coach or joining the board of a local non-profit.
When this happens, it’s essential for the company to acknowledge and celebrate their contributions. We have had employees win major awards for their contributions off the clock, and when we are acknowledged by them in an organic way, it gives a priceless boost to our employer brand.
Given today’s tight labor market and the increasing mobility of the workforce, we should be doing everything we can to retain employees, even if that means thinking outside the box — and outside the office.