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Why Your Best Brand Ambassadors Are Already on Your Payroll


The role of employees in shaping a company's brand perception is often underestimated. In a world where organizations spend billions on advertising and branding, the influence of employees remains a game-changer. This article delves into why investing in employees is tantamount to investing in your brand.

1. The Monetary Might of Branding: Every year, the U.S. alone witnesses staggering advertising expenditures, with 2022 reaching a whopping $315 billion. However, amidst this vast spending, the invaluable aspect of employee engagement often goes unnoticed.

2. Employees: The Real Brand Ambassadors: Beyond advertisements or social media influencers, the true brand ambassadors of any company are its employees. Their experience, dedication, and advocacy can make or break a brand's reputation.

3. Customer Perceptions are Tied to Employee Treatment:The COVID-19 pandemic revealed a vital truth: the internal dynamics of a company become glaringly public. Customers observed, judged, and responded to companies based on their treatment of front-line workers. Notably:

  • 33% of consumers believe treating employees well is crucial for building trust with a company.
  • An impressive 91% of customers would buy from a company that earned their trust, establishing a clear link between employee treatment and customer trust.

4. Employees Extend Your Reach:Employees influence not just within the company but also in their personal networks:

  • Content shared by employees has a click-through rate two times higher than when shared by the company itself.
  • Engaged employees are 23 times more likely to recommend their organization as a great place to work.

5. Reputation Among Job Seekers:With platforms like Glassdoor, employee opinions shape a company's reputation among job seekers:

  • A significant 89% of respondents from Adobe's Future Workforce Study checked employee reviews and industry awards before applying.

6. Trust Within the Organization:Internal trust plays a pivotal role in employee engagement:

  • According to Edelman's 2022 report, 79% of employees trust their co-workers, a higher percentage than those trusting their managers, HR heads, or CEOs.

As the business landscape evolves, recognizing and harnessing the power of employees becomes paramount. Investing in their well-being, growth, and satisfaction isn't merely an HR task; it's a branding imperative.