Since October 7, many international Israeli high-tech companies have encountered reluctance from overseas businesses to use their services, fearing that due to the war, they will not be able to meet their obligations and "deliver the goods". Some are also experiencing the departure of customers and investors.
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The concern is, of course, justified and legitimate considering the security situation in Israel, since the global economy does not stop. Organizations and companies in the U.S. and the rest of the world must continue to move forward. They need the services they have become accustomed to receiving from Israeli companies, and if these are not provided to them, they will be forced to leave for other companies.
Therefore, especially now, companies in Israel must convey to the global business community that they are steadfast and strong. Despite the difficulties and challenges, they can mobilize resources from place to place efficiently and in a short time, thus providing their services with the same quality and speed.
One of the most efficient ways to convey messages of routine, power, and financial strength authentically and reliably is through harnessing the company's employees to various marketing efforts. As many companies mobilized to help the victims of October 7, evacuees of the north, and also support their employees who went to the reserves and their families - the employees who remained in the company became more committed and connected to the organization, helping their team members in any and every way possible.
Now is the right time to engage these employees as ambassadors who can present the company's activities honestly and authentically from the field, and broadcast to the global markets "business as usual" in their voices.
In today's fast-paced world, organizations often recognize the significance of brand ambassadors, influencers, and opinion leaders in molding their public image. However, they often overlook a valuable resource right in front of them – their employees.
In the long run, a thriving employee community can be more effective than extensive recruitment campaigns, as authenticity and firsthand testimonials carry more weight than staged promotions.
For example, in a recent LinkedIn survey involving approximately 3,500 executives, when asked which marketing channels are more effective during economic contractions and recessions, 61% responded that employees in their field and subject matter experts are far more persuasive than traditional marketing forms like paid campaigns.
So, in this blog, we'll explore how harnessing your workforce for marketing efforts can drive profitability and employee satisfaction, even in challenging economic times.
Employee advocacy in times of uncertainty
In the current business landscape marked by economic slowdowns and financial challenges, company leaders must find innovative strategies to maintain profitability and attract new customers while fostering a sense of security and motivation among their employees. One particularly effective approach involves transforming select employees into company advocates who actively champion the organization's mission, vision, and values. These advocates play a pivotal role both in external branding on platforms like social media and in internal communication channels.
Authentic storytellers and brand champions
Employee advocates are the authentic storytellers who convey the company's narrative to colleagues, industry peers, customers, and business networks. The great news is that this doesn't require substantial budgets or dedicated resources. Especially in times of economic uncertainty and cost-cutting measures, this grassroots marketing initiative can significantly impact the company's long-term stability and success.
Content creation and engagement
The content can encompass personal experiences, product development insights, project highlights, role nuances, and even personal challenges. They can also unveil various layers of the company, from showcasing its offices and ongoing work to introducing employees and the corporate culture on a more personal level.
When employees become marketers for the company, they forge a deeper connection with it, fostering a heightened sense of belonging and pride. Creating content enhances their standing as valuable assets in the organization and empowers them to influence corporate culture and decision-making. Their personal brand gains strength, and they receive recognition within the organization, along with exposure to leadership.
Some employees extend their company's reach by creating authentic content about their daily lives, primarily through social media. This can also involve appearances in mainstream media, podcast creation, conference speaking engagements, and interaction with academia.
What’s in it for employees?
But why would an employee willingly market the company? The answer is simple – it's an opportunity to gain additional value beyond their professional field, enhance their self-exposure and self-worth, and actively contribute to the company's endeavors. These employees typically enjoy higher recognition within the organization, with their contributions appreciated not only by peers but also by top management, including the CEO and senior managers.
Moreover, these employees receive training in soft skills such as writing and public speaking, opening doors to self-development and increased exposure. Effective marketing activity may lead to opportunities to lecture in academia or participate in professional panels, thereby elevating their status and personal brand both within and outside the organization.
Different organizations utilize employee marketers for various purposes. Tech companies, for instance, leverage them as brand ambassadors to present products, services, and various departments engagingly, offering support through workshops to enhance content creation.
The key to identifying suitable employee marketers lies in their communication skills, expressive abilities, leadership (both organizational and social), and their familiarity with the platforms they operate on. Most importantly, they should be enthusiastic about the role.
Best practices for successful employee advocacy
To ensure effectiveness, companies should establish a community of brand ambassadors who maintain personal connections and provide specialized training in content strategy, social media prominence, follower accumulation, content creation best practices, measurement of content success, and more.
Recognizing the work of these employees internally and showing respect for their time investment is crucial. Encouraging active engagement from other employees as content commenters further strengthens the sense of community and pride within the organization.
Sharon Israel These employees not only serve as vital internal marketing tools during times of crisis but also as valuable assets for long-term internal and external marketing efforts. During economic downturns, planting deep brand roots and cultivating strong networks and followers through perseverance and investment can prove immensely beneficial.
While these employees may not directly sell products or services, they provide a window into the human quality of the company, the excellence of its offerings, and the values that underpin its operations.
As businesses navigate the ever-changing landscape, we at Xtra-Mile believe it's essential to recognize the untapped potential within the organization’s workforce. By harnessing the marketing power of employees, companies can create a robust and sustainable marketing channel that can shape their future even in challenging times.
- Sharon Israel, founder and CEO of Xtra Mile