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Unleashing your silent majority: How employee advocacy and engagement build your brand and trust via digital strategies


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As more and more technologies enable communications, reaching new audiences both inside and outside one’s organisation is harder than ever. Brands are spending more on paid media, despite its failings in terms of trust, authenticity and engagement; chasing down the latest social platforms, hoping to stay ahead of the technology curve while striving to cash in on larger audiences; and producing content at breakneck speed, but without much thought to its distribution or efficacy. At the same time, the internal communications function that connects with employees often is broken, resulting in disengaged employees. Many factory and shop floor workers have no e-mail or internet access. This is compounded by outdated technologies that support internal communications but do not reflect how people communicate with each other today. The solution is employee advocacy. This means getting the right information to the right people and in an engaging and sharable way via digital elements. This article will discuss how global organisations are taking advantage of social and digital technologies to build brand awareness; increase sales; engage better with their employees; recruit better talent; and more. Why is this vital? Very simply, informed employees are more often engaged employees. Engaged employees are more often productive employees.

Keywords: ambassadorship; digital technology; employee advocacy; engagement; internal communications; organisational communications; social media

Document Type: Original Article

Publication date: December 1, 2016

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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