Why do not they want to voice their key people?
A few years ago I wrote an article entitled Soymimarca Your business does not give voice to key people?. At that moment (2011) few companies were aware of the importance of projecting his people. The main reasons were two powerful enemies: ignorance and fear.
unfamiliarity, on the other hand, It was understandable. In 2011 very few companies had an internal social network. Many had access to social networks “castrated”. I must say that this figure has not improved too: according euro Firms, still today 60% companies limited access to social networks for their employees. That's ignorance of the potential of their people act as human and credible strengthening of its brands portavocía.
In addition, there was little literature on employee advocacy, employer branding, and penetration of social networking company was still scarce.
I fear to break the status quo, to be different, to promote his people with the risk of being captured by competition. But it is said out there that there is something worse than train your people and go, and not to form it and stay. I moved in 2011 that a strong and positive image of an individual, by charisma, benefits the end image and confidence in the company and its brands.
The keys: mindset And training
The solution to this comes in two phases: awareness and implementation of training programs. And always in that order, and starting managers and then transferring it to the rest of the organization.
I usually do sessions mindset with executives, not carry more than two hours. Through a tour of the Falling effectiveness of traditional media, the benefits and ROI of project programs Employee Advocacy in the company and raised the features and routing them.
The next step is the formation, whose programs ranging from workshops from 8h to 16h other. Of course, There are also shorter formats, but are less Experiential.
Conclusion, any professional organization is the best spokesperson, managers offer greater understanding of the context, market and business, employees know best product and service. Only 16% of companies they have initiated a program of this type in Spain. They are the ones who have decided not to be outdone. But 84% (according to Eurofirms) that makes it a priority objective of attracting employee advocacy external talent, what seems to me an error of order: first acts with your people, then with the market. How dice Arruda “your people are your brand”.