The financial services industry has long hesitated to embrace social media as a brand-building tool. Perhaps it’s the fear of overstepping regulatory boundaries, or maybe it’s the unfamiliarity with the digital landscape. But whatever the reason, the hesitancy creates a missed opportunity for your team to become storytellers for your brand online. 

Think about it. In an industry where trust is everything, who better to build that trust than the people who live and breathe your company’s values daily? Your employees witness the impact of your services firsthand, interact with clients on a personal level and embody the essence of your firm’s values. 

What’s the Value of Employee Advocacy? 

A well-informed and engaged workforce leads to client retention and business growth. Employee advocacy adds a layer of authenticity to an organization’s messaging, with Edelman’s research finding that the employee voice is 3x more credible than the CEO’s. This is because when employees share content or speak positively about their workplace, products or services, the message appears more genuine to their connections and networks. 

Another study found that companies with high employee engagement outperformed those without engagement by 202%. Brands are constantly competing for attention online. When employees actively share your brand’s message, it significantly impacts visibility. In fact, brand messages are re-shared an average of 24x when distributed by an employee vs. the brand. 

How to Encourage Employee Brand Advocacy

Build a culture of trust and transparency: Start by fostering an environment where employees feel valued, informed and proud to be part of the story. Consider having regular town halls, internal newsletters and open-door policies to create an environment of trust and engagement. 

Knowledge is power, and brand advocates need to be armed with it. Share your company’s story, values and vision — not just as marketing slogans, but as tangible realities that impact their daily work. Develop clear social media policies that outline acceptable content and address compliance concerns. If someone is not a very online person, they won’t be as comfortable posting content to their profiles. Organize internal training sessions, lunch-and-learns and even companywide events to establish confidence in your team’s skills. 

Involve your employees in content creation: It’s not just about posting for the sake of posting; it’s about creating that “a-ha” moment for your audience. If you want your employees to share relevant content, there needs to be material they can relate to. Share infographics, blog posts, videos or any other materials you feel would benefit your consumers. 

Encourage your team not just to share but to make it personal. Let them infuse their voice, experiences and personalities into the content. Because let’s be honest — authentic storytelling beats generic marketing any day! 

Recognition and rewards: Elevate your team engagement by spotlighting the contributors to your brand advocacy. Leaders can create a Slack channel exclusively for showcasing and celebrating the content that their team members create. You can take it a step further by implementing a reward system to acknowledge and appreciate those who consistently go above and beyond in promoting your brand. 

Turning your employees into brand advocates is a win-win. They become passionate team members who amplify your message, attract new talent and boost customer loyalty. By nurturing a culture of passion, providing the right tools and recognizing your team’s contributions, you unlock the immense potential of your most valuable asset — your own workforce. Remember, your employees are your brand ambassadors. Invest in them, empower them and watch your brand flourish on social media. 

Interested in developing a social media strategy for your team but need help figuring out where to start? Our team is here to do ALL the work for you with our FINRA-reviewed drip campaigns, email newsletters, social media marketing and more. Contact an executive marketing consultant by phone at (844) 949-9497 or click here for more information.