At Connection Cafe: Five Steps To Make Employees Your Best Brand Ambassadors

The modern concept of branding and word-of-mouth-marketing focuses primarily on getting customers to become raving fans and talk positively about a company to their friends and colleagues. In the past few years, this focus has come to also include the value of getting employees to be raving fans of their own company, to speak openly and honestly about their company’s virtues, and to share their pride for their own and the company’s work. The thinking goes that if a company employs happy and satisfied employees, then that adds to an overall positive reflection of the company brand.

Yeah, but what does this have to do with non-profits…or maybe more importantly, how does this help you achieve your organizational mission? I’d like to argue that your own staff is the critical, yet underdeveloped, edge you need to meeting your fundraising, advocacy, and other goals. You have powerful resources that extend far outside of your own marketing department. Here are five steps in figuring out how to use them.

1. Know your internal broadcasters.
Your staff can be roughly divided into two groups: consumers and broadcasters. Consumers take in content through various channels like newspapers, blogs, and websites. Broadcasters do all of this and also create the content. They’re your bloggers, Twitterers, Facebookers, Plurkers, etc. They’re the ones who are connecting with others far outside your particular marketing focus. They’re the ones you want to build your employee brand ambassador program around.

2. Reward your broadcasters.
Broadcasters live for information. They want to know all the cool and worthy initiatives that are going on in your organization and be able to share that information with others. Don’t be shy about opening access and sharing this valuable information. And ask for their input and insight into how to penetrate your organization’s messages deeper into your target communities and wider into new areas.

3. Allow for creativity.
The social media space and branding world evolve at a rapid pace, which means that your dedicated and passionate broadcasters tend to live at the cutting edge. Don’t make the mistake of binding them or restricting their platforms. Innovative social media broadcasters are always finding new ways to use current tools. And for every one of today’s Twitters and Facebooks, there are several undeveloped tools waiting to be created and used.

4. Show them how to recruit other staff.
Broadcasters shouldn’t be an exclusive clique within your organization. Help them create more broadcasters and new brand ambassadors. Ask them to do “lunch and learns” about social media. Create knowledge sharing orientations to help them discuss their brand ambassador work when asked by others in your organization. The objective isn’t necessarily to get 100% of your staff involved in social media and branding…instead, show that every individual has an opportunity to contribute.

5. Keep an eye on the relationship.
I can imagine one objection or question that may be sitting at the tip of your tongue: how do we make sure that our broadcasters don’t put the organization or our formal branding work in jeopardy? The simple answer is that you can’t and the brutal truth is that you no longer have total control over the message. Sorry…those days are long gone, which is why #5 is so important.

It may seem obvious, but in order for your staff to speak openly, authentically, and enthusiastically about your organization, they need to be in a positive relationship with your organization. That means being focused on your staff’s level of engagement with their work and tapping into the pride your staff has working for your organization and it’s mission.

If your organization has had great results from cultivating organization-wide brand ambassadors, what’s your story? Share the wealth in the comments below.

Who Are These Shiny Happy People On Your Website?

I’m casting out a challenge to organizations who use stock footage of employees on their websites, in their PowerPoint presentations, and in their marketing brochures. Here’s the challenge: STOP IT! Do you honestly think you’re fooling anyone by using these glossy, made-up people who are pretending to give a shit about what your business does? It’s phony and incredibly inauthentic and it’s not working.

Please, take each and every one of these pictures and burn them (both literally or figuratively if they infest your corporate server). Go and take a good look at the folks who actually do work for you, who do actually give a shit about your business every day. Put them front and center on your website, in your presentation templates, and in your marketing collateral.

If you want to put a human face on your organization, start with the human faces that actually power your organization.

Thoughts on CareerBuilder’s Super Bowl Ads

I’m not sure about you, but the Super Bowl ads this year sucked like nobody’s business. Can someone explain to me how you can justify spending all that money ($2.6 million by some counts) to get your name out there and produce such lousy, uninteresting, and tepid commercials? I usually enjoy the ads as much as the football - hell, there are times when the ads trump the actual game action for sheer entertainment value. This year though, the ad agencies must have all taken a vacation and left the work to a bunch of college interns.

Out of the bunch, it seemed like CareerBuilder.com at least made an effort. I do admit, however, I missed the chimps of old and was sad to see them go. I’m curious as to how they resonated with others. Take a peek at all three new ads and the older chimp ones here.

Do More Than Just Survive The Workweek. Each ad plays off our typical fears we have of a nightmare job:

Darts
“looking for volunteers for a training seminar” As sad as it is, most professional development and trainings are worth running from…even if there is an abyss on the other side. Only be concerned if your Director of Human Resources has a good aim.

Promotion Pit
“last one standing gets the promotion” Man, you know you work in a toxic organization when getting a promotion means you have to draw on your inner Russell Crowe and battle your shipping guy. Crafting a helmet from a three-ring binder seems to be a must.

Performance Review
“Mr Watson will see you know…please remove your shirt” Hot coals I think I can handle, maybe even the dozens of binder clips fastened to my upper torso. Super-wedgie from my boss? Nope. But then, I guess it’s better than the verbal teardowns that some employees get for their performance reviews. Folks, you know it’s bad when you’d rather get your underwear stretched over your head than have a sit-down with your manager. Maybe it is time to find a new job, eh?

I’m happy the Colts won. I like Tony Dungy and Peyton Manning. Of course, it would have been better to see my Steelers in it again.

And maybe I’m just a child of the 80s, but I thought Prince put on one hell of a halftime show. And how many can say they didn’t get a little shivery at his closing number of Purple Rain while the downpour continued in Miami? It’s an odd thing when the halftime show pretty much beat out the football and the commercials for entertainment value.

How Is Your Elevator Pitch Going Down?

It’s such a good idea it makes me wish that I thought of it first. We all know how important that 30 minute second elevator speech is when it comes to introducing our work or our company to a potentially interested person. We know how it has to grab that other person by the shirt collar and shake into them a clear recognition that you are just the individual to solve their problems. But how do you know whether your pitch is any good or not? You could always try it out on a friend or a family member and get feedback. Or you could try it out on a potential client and see how it lands.

Or you could submit it to Your Elevator Pitch, a website that allows you to post your pitch and receive ratings and feedback from others. In some ways, its kind of a self-help group for microentrepreneurs. One upside of the site is that it gives you access to others who are fine-tuning their pitch and you can gather ideas.

Right now, the site seems a bit new. For that reason, there are a few downsides. Your Elevator Pitch makes it easier to give quick, knee jerk ratings than actual comments to help you improve your message. I tried to add a message to one of the pitches and I’m not sure it actually posted. And there’s not a very good way to search all pitches which will be problem if the site scales too far beyond the 78 pitches there today.

With that said, the site has a lot of potential and here’s hoping that it can be a successful way for those of us working on selling our work or companies to craft a dynamic message. Give it a shot and let me know what happens. You’ll probably find my pitch there in a few weeks.

Is There Room For ‘We’ In Your Elevator?

Arnie Herz at Legal Sanity recently wrote a post referencing some familiar advice for crafting an effective elevator speech. The latest conventional wisdom would have us believe that the best elevator pitch is not about us, but about the other individual. The principal strategy is to set our needs to the side and focus exclusively on the needs of the potential customer, member, or client. After all, the reason we’re in business to service them, isn’t it?

Well, yes and no. Arnie writes that this strategy misses a greater point:

Business relationships are as much about valuing and evincing our selves as they are about reaching and helping others. Both aspects (self and other) need to be expressed and honored to foster lasting connections for business success and satisfaction.

There seems to be this tacit understanding that relationships in business are different from those elsewhere in life. Perhaps it’s okay to screw over a vendor in your business, but it’s clearly not acceptable to do the same to a friend. Or maybe it’s fine to do everything to make a member happy but necessary to put conditions on making our spouses equally happy. It’s as if we are two individuals merely sharing the same skin, which might explain why we’re so damned unhappy at times.

Like Arnie, I believe there’s a different way…one that accepts that our core values define our relationships regardless if they are business or personal. There is no need for this artificial schism. What if, instead of making the elevator pitch primarily (or solely) about the other person or even selfishly about ourselves, we use the AND proposition and make it about us. The pitch then becomes one for a mutually respectful relationship where the needs of both sides have equal importance.

Not realistic? Think a customer or member is too self-interested, focused too much on what they gain? Maybe, but then, that’s the message they’ve been trained well to absorb. This is an invitation to propose a new type of relationship, one that addresses the client’s needs, but also honors our own goals, dreams, and possibilities. There’s no way to do any of this when the relationship becomes imbalanced and the customer’s needs are always put first. Actually, that’s not a relationship…it’s servitude.

And we have a choice.