With Great Brand Culture Comes Great Employee Advocacy

With Great Brand Culture Comes Great Employee Advocacy


During a visit to the NASA space centre in 1962, U.S. President John F. Kennedy noticed a janitor carrying a broom. He interrupted his tour, walked over to the man and said, “Hi, I’m Jack Kennedy. What are you doing?” “Well, Mr. President,” the janitor responded, “I’m helping put a man on the moon.” 

To most people, this janitor was just cleaning the building. But in the more mythic, larger story unfolding around him, he was helping to make history.

That a janitor is so well-aligned with the mission and vision of NASA is the result of a great brand culture.

What is a brand culture?


The e-book Telling Your Brand Story from Zoho Academy states:

Your brand’s story is much more than your “company bio.” It’s everything from the colors on your website to your packaging materials to the way your employees answer the phone and banter with your customers on social media. It includes your origins, your goals, your inspiration, your challenges, your target audience and their experiences with your company. It’s even the stuff you don’t have control over, including how your prospects and customers perceive what you do and interpret what you say. In short, it’s the sum total of who you are, all you do, and everything people believe about you based on the signals you send.

When your brand story is consistent and has been owned by every stakeholder of your company, it creates a solid brand culture.

Zappos is a good example of a brand that is very proud of its culture. Even the interview and hiring process at Zappos are designed to learn about the candidate's compatibility to fit in Zappo's organizational culture (50% weightage).

If a candidate is hired by Zappos, they can expect to spend their first three to four weeks manning phones in their call center learning how to respond to customer needs. This, in a way, is an introduction to the soul of the business. Upon completion of their time in the call center, Zappos employees are offered $3,000 to leave the company. If you haven't become a Zappos insider, committed to the goals and the culture, the company really prefers that you leave. Take the money, though, and you can never come back.

What happens when your employees are aligned with your brand culture?


They tell your story to the world.








When your employees share your story widely, it gives your brand a word of mouth boost, which is better than any form of marketing. [A report from Pew Research Centre found that word of mouth was the top point of influence for buyers.]

Let's do some quick math. I'll try to calculate the organic reach of your social media post with some assumptions. Say your brand has 300K fans on facebook while you have 200 employees who are active on social media and can share positively about your brand from their profile.

When you post from your brand page, your organic reach is this:
300,000 X 6.4% (average organic reach of an FB post) = 19,200 impressions

When your employees post about you:
200 advocates X 338 friends each (avg. number of friends) X 33% of friends seeing the post = 22,308 impressions

Remember, the average organic reach of a Facebook post is declining every year, so the posts from your brand page are going to fetch you less and less views in coming years.

Employee advocacy will be your positive word-of-mouth marketing that helps create a favorable brand image with larger organic reach. It will also help you fetch the right talent when you have a job opening.

How to convert employees into brand advocates


Sending a memo asking employees to be your brand advocates is a bad idea. Asking someone to write positively about you in public will always prompt a "what's-in-it-for-me?" attitude from the employee. Instead, win over them and trust them to post naturally.

Some employees will already be posting more about your business than others or have a more engaged audience. Identify your top socially active employees and give them the opportunity to build their thought leadership further by including them in your social media strategy.

Here are few actionable tips:

  1. Brand culture: Like how the janitor at NASA, your employees—no matter their department—should own your brand's vision. Cultivate this by re-iterating the vision and goal in meetings, emails to employees, your own social media posts, posters around the office, and through your actions. For example, start office yoga classes if your vision is related to health or fitness. Don't let your folks forget what you're working to achieve.
  2. SWAG: Who doesn't like a cool swag? Give your employees a t-shirt, a coffee mug, or even a cool hat with your logo on it. If they love your swag, there are two advantages: one, they will advocate about it in their social media space, and two, when they wear the swag in public, it's free advertising for you. Plus, swag increases the bonding between companies and employees.
  3. Celebrations: Celebrate days like Employee Appreciation Day, which falls on the first Friday of every March. Make your team members feel important and appreciated.
  4. Indirect campaign: Start a social media campaign with a hashtag and send a mailer inviting employees to participate. For example, "Best Selfie with colleague wins a prize. Use hashtag #(YourBrandName)Fun." You could also have them host a Twitter chat around a topic in your industry or perhaps help them create a longer piece of content like a blog post or video that you can then promote on both the employee’s Twitter account and on your brand account.
  5. Surprises: Surprise and delight your employees by sending them gifts on their birthdays or anniversaries. They might spread the word. Worth a shot!
Once you organically convert your employees into brand advocates, they will begin posting positive things they experience in the workplace—whether morning yoga, team lunch, employee appreciation gifts, or an employee awards function. As they start sharing their experiences with the world, your brand will get the right kind of exposure—and hopefully increased traffic via genuine word-of-mouth marketing.


    Zoho Desk Resources

    • Desk Community Learning Series


    • Digest


    • Functions


    • Meetups


    • Kbase


    • Resources


    • Glossary


    • Desk Marketplace


    • MVP Corner


    • Word of the Day


      • Sticky Posts

      • 10 simple e-commerce marketing tips to boost sales

        Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.
      • Marketing in a post COVID-19 world!

        Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage
      • Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

        According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,
      • How Zylker doubled their webinar registrations!

        Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the
      • The ideology behind why features tell, but benefits sell

        Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging

      Zoho CRM Plus Resources

        Zoho Books Resources


          Zoho Subscriptions Resources

            Zoho Projects Resources


              Zoho Sprints Resources


                Zoho Orchestly Resources


                  Zoho Creator Resources


                    Zoho WorkDrive Resources



                      Zoho Campaigns Resources

                        Zoho CRM Resources

                        • CRM Community Learning Series

                          CRM Community Learning Series


                        • Tips

                          Tips

                        • Functions

                          Functions

                        • Meetups

                          Meetups

                        • Kbase

                          Kbase

                        • Resources

                          Resources

                        • Digest

                          Digest

                        • CRM Marketplace

                          CRM Marketplace

                        • MVP Corner

                          MVP Corner




                          Zoho Writer Writer

                          Get Started. Write Away!

                          Writer is a powerful online word processor, designed for collaborative work.

                            Zoho CRM コンテンツ






                              ご検討中の方

                                • Recent Topics

                                • DORA compliance

                                  For DORA (Digital Operational Resilience Act) compliance, I’ll want to check if Zoho provides specific features or policies aligned with DORA requirements, particularly for managing ICT risk, incident reporting, and ensuring operational resilience in
                                • Files Uploaded to Zoho WorkDrive Not Being Indexed by Search Engines

                                  Hello, I have noticed that the files I upload to Zoho WorkDrive are not being indexed by search engines, including Google. I’d like to understand why this might be happening and what steps I can take to resolve it. Here are the details of my issue: File
                                • Zoho Creator Upcoming Updates - December 2024

                                  Hi all, We're excited to be back with the latest updates and developments on the Creator platform. Here's what we're going over this month: Deluge AI assistance Rapid error messages in Deluge editor QR code & barcode generator Expandable RTF and multi
                                • Customer can't comment on SO or Invoice

                                  Hi I just saw that my customers are not able to submit a comment either on invoices or sales order. What happens if my customer hits submit is just nothing. only a red line appears on top of the page which probalby indicates an error. I'm not able to
                                • Zoho Creator customer portal limitation | Zoho One

                                  I'm asking you all for any feedback as to the logic or reasoning behind drastically limiting portal users when Zoho already meters based on number of records. I'm a single-seat, Zoho One Enterprise license holder. If my portal users are going to add records, wouldn't that increase revenue for Zoho as that is how Creator is monetized? Why limit my customer portal to only THREE external users when more users would equate to more records being entered into the database?!? (See help ticket reply below.)
                                • See Calendar When Creating Meetings On Record Page

                                  It would be a great user experience to see you calendar while you are creating a meeting on a record page. Here is how I imagine it could look:
                                • Saved filters, layout rule support, related list quick navigation, and more

                                  Hello Everyone, We're excited to share some new features and enhancements in the Zoho CRM iOS and Android apps that will improve your mobile experience. These updates will make your CRM journey more efficient and user-friendly. Here's a look at what's
                                • Power of Automation: Automatically send an email to all portal users with today's list of Open tasks.

                                  Hello Everyone, A Custom Function is a user-written set of code to achieve a specific requirement. Set the required conditions needed as to when to trigger using the Workflow rules (be it Tasks / Project) and associate the custom function to it. Requirement:-
                                • Introduction of Robotics Process Automation in Zoho products

                                  It will be great if Zoho can start advancing from automation to robotics process automation. For a start, it can be started with smart document understanding. Provide OCR engines Google cloud, Microsoft Azure Computer vision OCR, Microsoft OCR, Omnipage
                                • Lock a custom field on a deal record but keep all other fields editable?

                                  I have a custom field, which auto-populates a job number upon converting a lead to a deal but the automation breaks if someone accidentally edits that field. I want to lock that field but keep all other fields open. Is this possible? I've tried through
                                • Add Feature To Hide Plugin Sections On Record View

                                  Hi team, I'm trying to help a client tidy up their CRM. When it comes to record view some sections and fields are visible no matter what Layout Rules are applies and they are not removeable from the layout editor. I would like to see an option to hide
                                • Creator Simplified #10: Predefine Form Field Values and Make Them Read-Only for Users

                                  Hey Creators, Ready for this week's tip in the Creator Simplified series? Today, we will explore how to have read only fields in a form. Use Case: Assume a scenario where the default value for a Department field needs to be English Literature, but you
                                • fetch records from analytics table from creator

                                  I have a creator workflow that I am working in that will compare data from within the app to a table in zoho analytics. Is there a way to fetch a record from Analytics? I have attempted a custom connector with analytics and tried to use it with invoke
                                • Ability to Change Custom View After Cadence Creation

                                  Dear Zoho Team, I hope you are well. We would like to request an enhancement to the Cadence feature in Zoho CRM. Currently, during the creation of a Cadence, we can select a Custom View under the "Who is this for?" section. However, once the Cadence is
                                • Zoho Creator Integration with QuickBooks: A Step-by-Step Guide

                                  Introduction: Integrating Zoho Creator with QuickBooks allows you to sync your business data between the two platforms, providing a seamless experience for managing accounting, invoicing, and financial data. This integration helps automate workflows and
                                • Note not being pulled for other modules in email template

                                  Hi there, Currently i am creating an email template that is able to pull the data from notes field in estimate module and email it to procurement team where they will be able to receive the email with the contents of the note, i am unable to replicate
                                • No Sales Returns on SO's with Dropped Shipped items + Inventory Items

                                  We have encountered an issue in Zoho related to sales orders that include both dropshipped items and inventory items. Specifically, it is currently not possible to create sales returns for the company’s own inventory items from these sales orders. This
                                • Pre-fill TO and CC fields for Email Templates

                                  This would be a game changer to be able to set either specific email addresses or merge fields based on deal role titles into email templates. Please pass this along to *hopefully* add to future features of Zoho CRM.
                                • Pick list - Cannot save list "Special Characters not Allowed" error message

                                  Bulk uploading values. All values are pretty standard - with the exception of a "-" (dash). Like:  Industry - Prepared Food Is the simple dash a special character too? Jan
                                • Flow with CRM

                                  Hello, I have a simple flow that uses a web hook to enter data into a Sales Order. I have the web hook sending Flow data which has a PO field. If the PO has a special character like - or / or \ the task fails. How can I get the flow to be okay with the
                                • Making the Resolution Tab Mandatory

                                  Hello Everyone! This edition is here to show you how to make the Resolution mandatory when closing a ticket. The Ticket Resolution tab helps keep a record of the solution provided for the ticket query. The resolution can serve as a quick reference to
                                • Remove County field from Customer Address input screen (or allow input to be deleted)

                                  We are in the USA and have just noticed that there is now a County field in the Customer Address input screen (and maybe other areas of Zoho Books, but this is the one affecting us at the moment). County is not important to our business, and in fact we
                                • Notificación de cumpleaños

                                  Hola: Se puede enviar alguna alerta de felicitación al personal que cumple años, que se dispare solo? Si existe como se puede hacer? Saludos
                                • Automation#25: Move Tickets to Unassigned When the Owner Is Offline

                                  Hello Everyone, Welcome to this week's Community Series! 'Tis the holiday season—a time when work often takes a brief pause. The holiday spirit is in full swing at Zylker Techfix too, with employees taking some well-deserved time off. During this period,
                                • Callback URLs

                                  I need to connect to an external service through an API that requires me to provide a Callback URL so that a status update can be sent back when the API request has been processed. Is there a way to do this in Creator without having to use a middleware
                                • Email signature not being included if user creates ticket / sends email

                                  When I create a ticket (send email), the signature doesn't appear to be added to the ticket. Can you confirm if this is the case? It would obviously be useful to include the user's signature even when sending a client an email and not only on replie
                                • Zoho Notebook window ignores taskbar

                                  When maximized to full screen, the Zoho Notebook window ignores the presence of the taskbar and overlaps it. What could be the problem? Linux Mint 22 Cinnamon. Zoho Notebook 3.2.0
                                • URL for job opening

                                  I would like to ask you to add this feature to the product: create an unique url for each job opening on Zoho Recruit, so that I can add a link to it when I post the opportunity in a mailing list or on a forum.
                                • Document images

                                  We used to be able to rotate the images but this has now been removed ???
                                • VENDORS ARE NOT SYNCHED WITH CONTACTS IN CRM

                                  Hello, While the ACCOUNTS and CONTACTS (Including the primary contact) are synced with the CONTACTS module in CRM, the vendor's CONTACTS are not synced with CRM - which basically forces the users to re-enter all vendor's contacts twice and then update
                                • Involved account types are not applicable when create journals

                                  { "journal_date": "2016-01-31", "reference_number": "20160131", "notes": "SimplePay Payroll", "line_items": [{ "account_id": "538624000000035003", "description": "Net Pay", "amount": 26690.09, "debit_or_credit": "credit" }, { "account_id": "538624000000000403", "description": "Gross", "amount": 32000, "debit_or_credit": "debit" }, { "account_id": "538624000000000427", "description": "CPP", "amount": 1295.64, "debit_or_credit": "debit" }, { "account_id": "538624000000000376", "description":
                                • KB Templates

                                  * It would be nice if Zoho can provide users an option to create custom templates for KB articles. Also, it would be nice as well if the users can have an option to 1.) select a default template and 2.) declare default tag/tags, for KB articles created through Ticket's resolution.
                                • Zoho CRM Reports Module on Mobil App

                                  I have the mobile app and the reports module doesn't appear in the sidebar for some reason. I saw a Youtube video where the user had the Reports module on mobile. Is there a setting to show it on mobile? Thanks.
                                • Contacts Don't Always Populate

                                  I've noticed that some contacts can easily be added to an email when I type their name. Other times, a contact doesn't appear even though I KNOW it is in my contact list. It is possible the ones I loaded from a spreadsheet are not an issue and the ones
                                • Zoho Projects Android app update - List view enhancement

                                  Hello, everyone! In the latest android version(v3.9.15) of the Zoho Projects app update, we have enhanced the List view of tasks. We have also introduced a complete scroll of the tasks in the list view without scrolling the task fields(status, start date,
                                • On the US Data Centre rather than the UK but dont know how to migrate it

                                  We have a new staff member with an external email address and cant add them to Zoho chat - we have been told its becuase we are in the UK but on a US Data centre - we therefore need to change it but no idea how to can anyone else as we are going round
                                • Zoho Sheet Custom function column showing Error #EVAL!

                                  Hello I have a custom function in Zoho Sheet developed to convert a date time from one time zone to another. The custom function takes date and time columns and then using subHour( ) converts the time to PST time. However, though the custom function works,
                                • How to add a Data Updated As Of: dynamically in text?

                                  I need to add a "Data Updated As Of" in the dashboard to show when was the last date the data was updated. I tried to create a widget but it does not look really good, see below. Is there a way I can do this through the text widget and update it automatically
                                • Create Your Own Issue Management System

                                  Effective issue management is a cornerstone of project success. Every bug or issue, no matter how small, needs to be tracked and resolved in time to maintain project momentum. In this post, we’ll explore how an issue management system in Zoho Projects
                                • Resource utlisation

                                  Dear Team, We use the excel for the weekly predicted people utilization how the resource are allocated , is there any way that i can use any of the zoho products.
                                • Next Page