Why personal brands are as important as company brands
A personal online presence can be your company's greatest asset, or its biggest liability. On the one hand, if your employee has a great personal brand with considered posts, powerful messages and a large following, your company can reap the benefits of this extended reach. On the other hand, if another employee mixes between posts that don’t share the company’s values and posts that are your company in the wrong tone, you can end up losing a lot of potential custom as the trust in your company is lost.
Here are four reasons that personal branding is important:
IT HELPS TRUST IN YOUR COMPANY
To put it simply - people trust people. In a Forrester report, 32% of online consumers would trust the opinion of a stranger online over a branded advertisement. And this is true, how often do you read reviews, watch videos or ask friends about a product before you purchase it? This is why you need to get employees invested in social media or you will end up losing out to companies that do.
Now as much as each employee needs to have their own voice on their channels, otherwise they may end up losing credibility, you also need to make sure they are communicating in a way that isn’t detrimental to your brand. To help this you can create a launch for the advocacy in which you can show them what you are looking for and how they can achieve it.
- Brand messages reach 561% further when shared on an employees social media account vs the same message on a brand account.
- A brand message posted on an employees account is re-shared 24x more frequently than the same message on a brand account.
- Content shared by employees receives 8x more engagement than on brand channels.
IT HELPS SALES
Because of the trust we put in the opinions of others, sales teams can use this to their advantage. To help grow a pipeline of quality leads, personal branding initiatives help to train and support your employee advocates in creating quality content that will draw in leads.
- Leads developed through employee social marketing convert 7x more frequently than other leads
- Sales reps using social media as part of their sales techniques outsell 78% of their peers
- 84% of B2B decision makers begin their buying process with a referral
IT HELPS MARKETING
Content created by the marketing team can really help you social advocates by giving them quality content to share across their channels, giving the content a larger reach and higher engagement.
- Employees have on average 10x more social connections than a brand does
- 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company
- Marketers, who prioritize blogging, are 13 times more likely to enjoy positive ROI.
IT HELPS RECRUITMENT
We all want to hire those stand-out employees, and with personal social media accounts having the opportunity to create interest it is a good idea to look out for someone with an already impressive digital presence. By doing this you can judge their character, commitment and values as well as their potential to help your brand grow.
Employees of socially engaged companies are... (Source: Altimeter & LinkedIn Relationship Economics 2014)
- 57% more likely to align social media engagement to more sales leads
- 20% more likely to stay at their company
- 27% more likely to feel optimistic about their company's future
- 40% more likely to believe their company is more competitive
If you don’t already have any employee advocacy in place, don’t worry. It is a simple process to set up with and get running with, but it should be something that you need to set up to boost your current marketing efforts.
If you want some help getting a brand advocacy programme running get in touch with us now.
TwoGuys Creative - www.two-guys.co.uk - Steven.email@example.com