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.

• Topic Participants

• Vinit Tibrewal

  

• 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

• Recent Topics

• Can we generate APK and IOS app?

  Dears, I want to know the availability to develop the app on zoho and after that .. generate the APK or IOS app  and after that I added them to play store or IOS store.. Is it possible to do this .. I want not to use zoho app or let my customers use it. thanks 

• Zoho Subform Workflows onAdd of Row

  Suppose I have a form with attached workflows onLoad. If I use the form as a subform, will it inherit the workflows or do I need to create new ones onAdd of row?

• Super Admin removal

  I brought a sub, and I gave the Super admin rights to a person who is no longer with us, so I need to change, and I need to make myself the Super admin

• Better Notes Commenting

  Hi, I'd like to suggest better collaboration tools for NOTES. The current notes section for Accounts, Contacts and Deals is not ideally suitable for any degree of communication or collaboration. When responding to a note, there is no ability to leave

• Exporting Templates

  I have just spent 2 hours creating a project template for a Netsuite configuration, and want to share it with other Zoho Projects users - who have a different account. Is there any way to do this?

• Power of Automation:: Streamline Associated Teams based on the Task Owner update.

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

• No Response from Zoho Support in 8 Days - Typical?

  I have a couple of issues I'm trying to work through. Initially, I was getting support from support@zohofsm.com, but I have not received a response in 8 days (11 on another question). Is this typical? Can I pay for support? For context, I am not spamming

• Add QUOTE OWNER profile image to a Quote Template

  I can add their email address.. phone number, DOB. I need to add a users profile picture so when they assign a template to a quote they own it adds their picture to the cover page. I've tried hacking a solution together but there has to be an easier way.

• Zoho Connections Desk API relative URL PATTERN_NOT_MATCHED

  While i am trying to do this: async function fetchTicketsFromDesk(timeFilter = 'current_month') { try { const response = await ZOHO.CRM.CONNECTION.invoke("desk_connection", { url: "/api/v1/tickets", method: "GET", }); const data = response.details ? JSON.parse(response.details)

• Zoho CRM - Custom Views for Portal Users

  I'm looking for an option to customise custom views for portal users in CRM. It would be great if "portal user" was a permission on custom views.

• 【参加無料】10/17(金) 東京 ユーザ交流会 Vol.3 参加登録 受付開始！

  ユーザーの皆さま、こんにちは。コミュニティチームの藤澤です。 10/17(金)に、東京・新橋で「東京 ユーザー交流会 Vol.3」を開催します！ 今回のユーザー事例セッションのテーマは、「Zoho Flowを活用した他社の決済サービスとの連携事例」です。 さらに、Zoho Flowに限らず、Analytics や Campaigns などの多彩なZohoサービスの活用方法について、豊富なご経験をもとにご紹介いただきます。 また、Zoho社員セッションでは、Zoho CRMを活用して日々の営業業務を効率化する具体的な事例をお話しします。業界を問わず、幅広い方にご参考いただける内容となっています！

• Zoho Meeting Plug compatibility with newer versions of Outlook

  Documentation states that the zoho meeting plug in for outlook is only compatible with versions up to Outlook 2019 What is available to users of more up to date versions of outlook/office 365?

• Getting Attachments in Zoho Desk via API

  Is there a way to get attachments into Zoho Desk via an API?      We have a process by which a zoho survey gets sent to the user as a link in a notification.    The survey has several upload fields where they can upload pdf documents.    I've created

• Introducing Zoho's own SMS gateway

  We're thrilled to announce the launch of our own SMS gateway feature within Zoho Marketing Automation! This new feature enables seamless SMS campaign management alongside your email marketing initiatives, providing a more integrated and efficient way

• Embedding in Desk articles

  We would like to embed documents in our Desk articles. When we use an iframe for the embed, we get scrollbars and a frame border. Neither of those is acceptable. I've spoken with the Desk Support team about what we want and they tell me that it cannot

• Zoho CRM button to download images from image upload field

  Hello, I am trying to create a button in Zoho CRM that I can place in my record details view for each record and use it to download all images in the image upload fields. I tried deluge, client scripts and even with a widget, but feel lost, could not

• Mass Update Contacts In Zoho Campaigns

  Is there a way to mass update contacts in zoho campaigns? I want to be able to change the content of a field for a few hundred contacts, and can't go through all of them individually.

• report showing assignment type

  Hi, We've created a number of workflows to allow us to auto assign tickets to agents based on keywords and other criteria. I'm struggling to create a report that would show me what is the percentage of tickets that are assigned automatically via workflows

• Option to Disable Knowledge Base Section in Feedback Widget Popup Hello Zoho Desk Team

  Hello Zoho Desk Team, How are you? We are actively using Zoho Desk and would like to make more use of the Feedback Widget. One of the ways we implement it is through the popup option. At the moment, the popup always displays the Knowledge Base section,

• Placeholders in Ticket Templates

  We should be able to use placeholders in ticket templates. When we create a new ticket, our description field is shown to the client in the email they receive.  It would be very handy to be able to personalize that description field in our ticket templates to pull in the name of the client that the ticket is for. Using them in the subject field as well, so we can auto populate Account Names, etc. 

• when the record is created the tag want to Show as Opportunity how i achive this using Deluge Script

  In the quotation i have the work flow schedule for create opportunity record in the module , on that time the quotation tag select as opportunity created. How i achive this using Deluge Script . this like i want to Do tag1 = Map(); tag1.put("name","Nurturing

• Delete a channel

  I need delete a channel in tickets.

• Copy / Duplicate Workflow

  I have workflows setup that are very similar to each other. We have a monitoring system watching servers, and all notifications - no matter what client it is about - will come from a  noreply@ address which is not very helpful in having it auto assigned to the right account. I have setup a workflow that will change the contact name of the ticket (currently it would say noreply@) to the correct customer which is based on the subject line, as that mentions which server the alert it is about. I need

• Subtasks don't update parent task's times

  Hi there: I've recently upgraded to premium and check that subtasks completion % don't update the proportional completion of the parent tasks related to it.  We've been challenging with the problem of having to update twice or sometimes 3 times the completion of the related tasks. I've seen posts similar to this, of 3 years old.  Is there any roadmap for making this happen in a future release? Thanx César Ratto Lima, Perú.

• Should I Use DMARC?

  When I configure Zoho Mail's DMARC settings, it's mandatory to fill in the RUA and RUF (Aggregate notification email address*, Forensic notification email address*) addresses. When we enter an email address in these fields, we receive reports from the

• Tip #44 – Get Deeper Insights with Zoho Assist’s Custom Reports – ‘Insider Insights’

  In today’s fast-paced IT environment, having a clear view of your remote support activities is more important than ever. Zoho Assist’s Custom Reports feature gives IT teams the ability to generate tailored reports that provide actionable insights and

• Message "...does not support more than 100 distinct values..." WHY????

  I get this message on one of my reports: Sorry, Zoho Reports currently does not support more than 100 distinct values in columns. 'Account Name * Sum(Amount),Count(Amount Tier)' contains more than 100 distinct values.  Possibly, you can apply filter to reduce the number of distinct values in 'Account Name' or drop the 'Account Name' field in Rows. I want to list all ACCOUNT NAMES (about 500) with SALES BY ACCOUNT.  What is blocking this?

• Setting up primary mobile number.

  Hi Sir Earlier I joined IIFL team and got an organizational email of zoho services. Later i quit and now my account is deactivated with IIFL but i am unable to link my mobile number to my own email id with zoho.

• Let's Talk Recruit: Super-charge hiring with Zoho Recruit add-ons

  Welcome back to our Let’s Talk Recruit series! This time, we’re diving into something that might seem like a small upgrade but has a huge impact on recruiter productivity: Zoho Recruit add-ons. Think about how much of your day is spent in your inbox or

• Vendor Signatures Needed for Purchase Orders

  Hello everyone, We have a unique requirement that necessitates that Vendors & Suppliers formally acknowledge our Purchase Orders upon receipt. I was hoping that there would be an option to do so in Zoho Books, but that does not appear to be the case.

• Is there an API to "File a Ticket" in Desk

  Hi, Is there an API to "File a Ticket" in Desk to zoho projects?

• Store "Sign in with Google/Microsoft/GitHub etc." details

  Quite often now, users are using a sign-in provider like Google or Microsoft to sign into various apps and services. It would be great if Vault could remember which providers you use for each website and sign you in with that provider instead of a username

• Tip of the Week #72– Assign thread ownership to avoid confusion.

  When teams handle a large volume of emails, managing threads becomes important to stay organized. Without a clear system, duplicate replies, missed follow-ups, or confusion over responsibilities can happen. Thread assignment solves this by designating

• Unarchive tickets

  How can I manually unarchive tickets?

• Optimize your Knowledge Base for enhanced accessibility by adding alt tags for images

  Let's learn why alt tags are crucial for your articles. You can add alternative tags (alt tags) and alternative text (alt text) to the images you share on your community forums or when embedding them in articles. Alt tags refer to the HTML attribute,

• FSM trying again

  have not linked FSM yet to the rest of out Zoho suit. It certainly looks like the apointment and service part is more manageable for our staff. The question is that our engineers multi task examples 1. deliver products to customers not fitted 2. Service

• Feature Request: Conditional Field Mandatoriness Based on Display Status

  Hello Zoho Creator Team, I would like to suggest an enhancement to improve the flexibility of form validations. Currently, when we need a field to be mandatory only if it's displayed on the form, the only option is to: Set the field as not mandatory in

• Data Migration Strategies for Moving to a Cloud Solution

  Hi everyone, I’ve been working on moving some of our critical systems, including CRM and project data, to a Zoho cloud solution, and one of the biggest challenges I’ve encountered is data migration. Transferring large volumes of data while keeping it

• Commerce Order as Invoice instead of Sales Order?

  I need a purchase made on my Commerce Site to result in an Invoice for services instead of a Sales Order that will be pushed to Books. My customers don't pay until I after I add some details to their transaction. Can I change the settings to make this

• How to set different item selling prices for Zoho Commerce and Zoho Books

  Item selling prices for Zoho Commerce and Zoho Books are in sync. If we update the Item selling price in Books, the same will happen in commerce and vice versa. I need a separate commerce selling price for online users and a separate books selling price

• Next Page