Turn Employees Into Brand Champions with This One Simple Trick!

Employees are not just people working for your company—they can become your brand’s most valuable asset, helping to create authentic, lasting connections with customers and boosting your brand’s reputation. How? By turning them into brand champions.

But how do you do that?

What’s the "one simple trick" that can turn your employees into passionate advocates for your brand? 

The answer lies in employee engagement and empowerment. When employees feel deeply connected to the brand and understand its values, mission, and purpose, they naturally become powerful brand advocates, both inside and outside the workplace.

This newsletter will explore how you can harness the power of employee advocacy to build a stronger, more authentic brand and drive meaningful growth.

Did you know? 84% of employees trust their company more than traditional advertisements, making them authentic brand advocates.

Why Employee Advocacy Matters

Before diving into how to transform your employees into brand champions, it’s crucial to understand why employee advocacy is so important.

Employee advocacy occurs when employees promote and support your brand—whether through word-of-mouth recommendations, sharing company content on social media, or simply embodying the brand's values in their day-to-day work. This advocacy can greatly impact both internal culture and external marketing efforts.

The value of employee advocacy cannot be overstated:

Increased Trust: 

Today’s consumers value authenticity. They trust recommendations from employees—people directly involved in the business—more than traditional advertisements or celebrity endorsements.

Improved Brand Perception: 

When employees are proud of their company, that pride radiates to the public. Employees passionate about their company help build credibility and boost the brand’s image.

Enhanced Customer Loyalty: 

Employees who believe in your brand become natural advocates for it, which leads to stronger, more loyal customer relationships. Customers are more likely to trust a company when they know the employees are fully invested.

Recruitment Power: 

A company with employees who serve as brand ambassadors becomes a magnet for top talent. A positive company culture and employee satisfaction become attractive selling points to prospective hires.

Clearly, turning employees into brand champions isn’t just a nice-to-have—it’s a strategic imperative.

Did youo know? Content shared by employees gets 8 times more engagement than official brand channels.

4 Ways to Build Brand Champions

So, how exactly can you turn your employees into passionate brand advocates? It’s simpler than you might think, and it starts with a few key steps:

Step # 1: 

Align Employees with the Brand’s Mission and Values

The first step in turning your employees into brand champions is ensuring they fully align with your brand’s mission, vision, and values. When employees truly understand the purpose of the business and see how their contributions align with the broader company goals, they will feel more motivated and inspired.

Ways to achieve alignment:

Onboarding and Training: 

Ensure new hires are introduced to the company’s values from day one. This can include detailed training about the company culture, core values, and how the mission translates into everyday actions.

Regular Communication: 

Keep employees informed about what’s happening within the company. Regular updates from leadership about goals, achievements, and plans help employees stay engaged and connected to the company’s vision.

Company-Wide Events and Activities: 

Organize events that foster community and pride, such as company retreats, charity events, or internal award ceremonies. When employees feel personally connected to the company, they’re more likely to become brand advocates.

When employees believe in their company's mission and values, they naturally embody those beliefs and spread them to others, turning them into true champions for the brand.

Step # 2: 

Foster a Positive and Empowering Work Environment

Creating a work environment where employees feel empowered is essential for building brand champions. Empowerment goes beyond giving employees the tools and resources they need to succeed. It also involves giving them the freedom to make decisions, encouraging creativity, and allowing them to take ownership of their work.

Ways to foster empowerment:

Encourage Innovation: 

Give employees the space to contribute ideas and experiment with new ways of doing things. A culture that supports creativity and innovation will inspire employees to take pride in their work and share their passion for the brand.

Recognition and Rewards: 

Recognize and reward employees who go above and beyond. Whether through formal recognition programs or simple shout-outs in meetings, acknowledging employees’ contributions reinforces the idea that they are valued and encourages them to continue being strong advocates for the brand.

Provide Growth Opportunities: 

Offering career development and advancement opportunities helps employees feel invested in the company’s success. When employees feel like they’re growing within the company, they’re more likely to take ownership of the brand and advocate for it.

When employees feel supported, valued, and empowered, they will naturally become more passionate about the brand, and their enthusiasm will spill over into their networks.

Step # 3: 

Give Employees the Tools to Share the Brand Message

For employees to be effective brand advocates, they need the right tools and resources to share the brand message with the world. The digital age has made it easier than ever for employees to promote their company through social media, networking events, or casual conversations.

Ways to equip employees:

Social Media Training: 

Educate employees about how to represent the company on social media in a way that aligns with the brand’s voice. Provide guidelines on what types of content are appropriate to share and how to engage with followers.

Content Sharing: 

Create shareable content that employees can use on their channels. Whether it’s company blog posts, infographics, or videos, providing employees with branded content to share helps amplify your message.

Employee Ambassador Programs: 

Create formal employee ambassador programs where employees are encouraged to share their experiences, participate in company events, or even give testimonials about their work culture. This gives employees an official role in advocating for the brand and adds structure to your advocacy efforts.

By providing employees with the right tools and training, you can help them become brand champions and share your message widely.

Step # 4: 

Lead by Example

Leading by example is one of the most powerful ways to turn employees into brand champions. Leadership is critical in setting the tone for the company culture and inspiring employees to advocate for the brand. When leadership is genuinely passionate about the brand, that energy trickles down throughout the organization.

Ways leadership can lead by example:

Authenticity: 

Leaders should be authentic in their support for the brand. When employees see leadership embodying the company’s mission and values, they will be inspired to do the same.

Transparency: 

Open, honest communication from leadership helps build trust and demonstrates that the brand champions within the company are truly committed to its success. This transparency fosters a culture of integrity, making it easier for employees to advocate for the brand without fear of backlash.

Engagement: 

Leaders should regularly engage directly with employees. Whether through town hall meetings, casual check-ins, or one-on-one conversations, leadership’s involvement in employees' day-to-day work shows that they are invested in the company’s success.

When employees see leadership genuinely supporting the brand, they will be more likely to mirror that behavior and advocate for the company themselves.

Real-World Examples of Successful Employee Advocacy

To really emphasize the impact of employee advocacy, let’s examine some real-world examples of companies that have successfully turned their employees into brand champions.

Example 1: 

Zappos 

Zappos is known for its incredible customer service, and much of that can be attributed to its employees. Zappos empowers its employees to go above and beyond for customers, and as a result, employees are naturally enthusiastic about the brand. Zappos even offers employees free merchandise to wear and showcase on social media, turning them into passionate brand ambassadors.

Example 2: 

Adobe 

Adobe’s employee advocacy program is a model for success. The company offers its employees exclusive access to events, resources, and content, which they can share on social media or use in their networks. Adobe also encourages employees to become storytellers for the brand, whether by creating content or sharing personal stories related to the company’s mission.

Did you know? Employees who promote their company are 5 times more likely to refer high-quality candidates.

Wrapping Up!

Turning your employees into brand champions doesn’t have to be complicated. By aligning them with your brand’s values, empowering them to take ownership of their roles, providing them with the tools to share the brand message, and leading by example, you can build a team of passionate advocates who will take your brand to new heights.

At Icon Consultants, we believe in harnessing the power of employee engagement and strategic planning to drive growth and success. As a leading provider of staffing solutions and business consulting services, we specialize in helping organizations optimize their workforce through services like staff secondment, employee credential verification, and more. 

Let us help you build stronger teams and enhance your brand’s presence both internally and externally.

Start today. Create an environment where employees feel deeply connected to the brand, and watch as they become some of your strongest and most authentic marketing assets.

Remember, the most successful brands aren’t just built by marketing teams—they are built by employees who are proud to be part of the story.