8 ventajas de ser embajador de marca en tu empresa

To be Internal brand ambassador or brand ambassador your company has infinite advantages for the organization. And for you. In many talks business professionals ask me what they stand to gain by sharing corporate information. It is a recurring issue, I decided to dedicate this article.

Part 1. If you do not feel the shirt, Team changes

It's rough, but that's how it is… How long do you think will happen to your colleagues and bosses know and notice that you have a certain pride of ownership?

If your values ​​are not aligned with your company or its brands, think a bit before moving forward. What happens to you it may be due to several reasons:

  • You came because you wanted a job at all costs and no matter where you
  • Circumstances have changed, new address, new business philosophy
  • You are in a toxic team, breathing is increasingly difficult
  • Perhaps you do not realize, and toxic person is you

In this case, The best thing to do is start looking for something else. For your own good. By your peers and your company.

Part 2. T feel, but you do not have time

You are not an isolated case. The 99% professionals allege lack of time to be spokespersons for your company. And all, This is a question of priorities.

The #notengotiempo syndrome should be changed #estonomeinteresa. And of course, if not interested, Why spend one minute? Of course, the cuts will not make you earn more money, but thanks to the sum of corporate efforts and personal, Company brands can be seen strengthened. And what is good for brands your company is good for you.

Part 3. Do not look like employee, you are a shareholder, a part of the brand is yours

Why not. With all hours, effort, know-how (hateful palabro) and even affection that you've made brand, Do not you think it's a little yours? You may not have shares in the strictly commercial sense, but emotionally this brand is yours, or at least a little yours.

I have had the good fortune to be very proud of all companies and brands we have worked. And surely none was perfect, but to take part of my DNA, those marks were part of my heritage.

Yes now, the advantages of being brand ambassador (para ti)

Think big. When you work for a brand, you do in all areas

We tend to focus only on our tasks, our job description. But nonconformists professionals always go further and look for the brand globally. There's the big difference between someone who “meets” or someone who brings. Prevents the trees will not let you see the forest.

I know the first people to be the last

You get the freshest news of your company and its brands. In an advanced program, you will create content for a corporate blog that will take your signature.

Put your professional brand value

You may have created a career based on what you've shared on your social networks. When you share content from your organization, Besides being a natural, you start to build your professional brand to make a field of expertise. In a nutshell, corporate branding personal branding projects.

Create relations level 1

Often we complain about not having time to create professional relationships. So, Why not do it from the networks? LinkedIn and other networks allow access to potential customers, potential partners, providers, prescribers. Perhaps the virtual environment is not as authentic, but lack of time / space, It is a more than good alternative.

Acquires new digital skills

Perhaps you know interact, Share content, Network talk. But do you know where to find the best content (without your mailbox is full mails)? Do you know how to save and categorize links? Do you know how to treat SEO professional networks? You know how to stop programmed the contents of an entire week? Do you know what are the best times to post on each network?

Definitely, the training that brings these programs is of great value, and contributes to add communication skills and digital.

You are more credible than your brand take that responsibility how?

We've talked a lot about Edelman Trust which is published every year. Employees and people like us offer more confidence that CEO, steering committees, analysts…

That means that in a crisis situation, reinforcing your role to the Department. Communication can be crucial. Nobody talks to brands. People understand to people. Among the advantages of being brand ambassador, building trust is one of the most important.

You like to play? This is a game, and he has prize

If a program Employee Advocacy programs (so it called technically) It's well done, It includes a portion of gamificación. Come on, there are points, awards… Isn't it?. Money no. But some very custom-made gifts.

Recognition, influence, success

Finally, wearing the shirt of your brand will become not only spokesman, also a professional recognized and influential. Between your computer and the digital environment your business, no longer a reflection of the real world online.

Someone influential is an informal leader, as defined Eva Collado. You may not have the title or position, but everyone attends the informal leader when it comes to solving a problem.

In my opinion, success is a measure that everyone should define. Define what is success for you, and you see how co-participant in your brand comes into play. In the book The Social Employee You will find several case studies of companies like IBM, CISCO, DELL… who they have carried out these programs, multiplying the scope of the brand thanks to its people.


You see. The advantages of being brand ambassador are not just for the company, They are shared. The difficult thing is to break the fear to implement these programs. The marketing and communication prefer to use conventional means, not knowing that an employee advocacy program, when digital, is 100% measurable. The HR do not want to take on new responsibilities. It seems utopian, but the general direction is not involved in this, no program. Perhaps not even know your competition you may be applying. Come on! it's never too late.


Image: CC

No social employee without social enterprise (The IBM case)

No social employee without social enterprise. Thus concluded the article The rise of social employee the company that published a few days ago in Soymimarca and Linkedin simultaneously.

Companies still suspicious of this figure of the social employee. Sometimes ignorance, sometimes for fear. Perhaps for that reason I would like to work with data and a case that will help you gain confidence. Today I present one that amply justifies the ROI and gives strength to the title: “No social employee without social enterprise”.

Creating social culture: The IBM case

When success stories around the concepts of social employee and strategies are analyzed Employee Advocacy programs, IBM always appears in the top. Here's why.

What exactly is the Employee Advocacy

The definition that best fits what I think it is Employee Advocacy programs is that of the specialist Susan Emery: Brands that empower employees to support brand objectives, using content and social networks employees themselves. If I have mistranslated, Here is the original: brands empowering employees to support the goals of the brand, using content and employee-owned social.

Why brands should work with programs Employee Advocacy?

We know that the Employee Advocacy programs It is the way to more quickly and efficiently boost growth engagement mark. I have spoken many times about the trust status between businesses and consumers. Thanks to the annual study Edelman Trust, we know that markets rely on their experts and employees more than anyone in a company.

Edelman Trust Confianza 2017 /

Source: Edelman Trust. Translation: Guillem Recolons

The same study reveals that employees score higher as influencers communication 4 of 5 categories, including Engagement, Integrity, Products and Services and Operations. Not bad, true?

Measures or let it run

All program Employee Advocacy programs It must be measurable, you have to prove their value and results. Without that the company does not have the necessary resources for investment.

And here it is worth considering financial and non-financial. The former seek to increase revenue or decrease costs, and the latter refers to benefits such as increased productivity, improving operational efficiency and reducing marketing cycle.

So, not enough to set goals, you also need to determine how to measure and report progress.

IBM is a leader as a social enterprise, a brand committed to the promotion of transformation, which facilitates open collaboration and participation of employees

Colleen Burns, director IBM's Influencer Engagement Team, He shared the conviction that IBM employees are one of the largest sources of influence. Los IBMers (so employees call themselves), play a critical role in helping to set the agenda, and build and cultivate relationships.

The program IBM Redbooks Thought Leaders Social Media Residency It is a great example. It was designed to create a network of blogs on leadership and help motivate IBM technicians to establish their Personal Branding social. Since its inception in 2011, the 200 Program participants have created about 2.000 blogs 11 different topics. In fact, their 800 publications have accumulated more than one million visits and follow up.

He programs selected by IBM

It is a program designed to identify qualified experts to support social strategies aligned with market priorities. That allowed tag links and track the input references personal blogs. This program has quantitatively and surpassed traditional marketing tactics paid media, Demonstrating that digitally experts who support the brand can achieve a conversion rate 33%.

The power of employee advocacy in IBM


incredible figures: Alone 200 IBM professionals managed Share 146.000 content. These contents generated 188 million impressions (view content). And these impressions got over 600.000 clicks to the web, something that would have cost paid advertising 300.000 and 1.200.000 Dollars.

Still you are doubting the power of Employee Advocacy?

From the book “The Social Employee” (Cheryl & Mark Burguess, McGraw Hill 2014) this infographic shows the results of a study that prompted IBM to know the state of social technologies in organizations. 1.16o business and IT professionals analyzed.

IBM computer graphics from the book The Social Employee

Excerpted from the book "The Social Employee" Cheryl & Mark Burguess, McGraw Hill 2014 / Guillem Recolons translation

Conclusion, despite business confidence, these programs get boost the social employee with a clear objective: promote the brand from a humanized source, connector, and transmitting confidence.

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