If you think spreading the word of the brand you work for is a good idea to support your company and reinforce your professional identity, you should definitely meet BeAmbassador, a SMOS partner.
Originally, social media were meant to connect people, to allow them to communicate, exchange information, pictures, etc. Doing so in real time, globally and with the possibility of instant feedback on everything shared, was tremendously attractive for users, and soon enough, companies were compelled to do so as well. Many B2C businesses created their profiles in different platforms and began advertising. However, apart from a few hype success stories such as Hawkers, companies only managed to increase their followers without actually growing their business figures. For B2B companies, the difficulties were even greater, as digital communication between companies was seen as an unattainable aspiration. Corporate content aroused little trust and, as a result, engagement was low. On top of that, employees felt unrelated to the digital version of the company for whom they worked, since quite frequently, they had little knowledge of it. However, digital platforms kept growing, business opportunities were right there and they had to be seized. We had to put our brains to work to find a way to connect social media with the market and thus reactivate business on a digital level. This is when employee branding emerged, a perfect tool to achieve these goals.
What exactly is employee branding?
Taking into consideration that people are very influential on social media at an individual level, employee branding is a trending corporate strategy that aims to turn company employees and collaborators into brand ambassadors on these digital platforms. According to Jesús González, COO of BeAmbassador: “Employee branding solutions such as BeAmbassador aim to rely on the employee task force as an active part in the dissemination of corporate brand content. The challenge is for the company to take advantage of people’s influence, their power as prescribers and, at the same time, solve a brand content dissemination issue”.
To achieve this, a thoughtful strategy must be developed, taking into account both the needs of the business and the psychology of employees. “One of the key advantages of employee branding solutions for ambassadors is to help them build their own professional brand. Improving their positioning on social media contributes to increasing their visibility as a professional too. Social media as a tool are right there within the reach of their hand, however, most professionals do not know how to use them in a businesslike approach. If the company suggests content that adds value individually, it really solves a problem for you,” González says.
Experts in creating digital ambassadors
BeAmbassador is a B2B employee branding cloud solution that seeks to increase companies’ visibility, streamline employer brand strategies in human resources and boost their branding and sales. To do so, this platform enables employees or collaborators to become actual digital brand ambassadors of companies. A segmented content library allows ambassadors to keep up to date with company information, as well as to select their favourite pieces to post and disseminate them through their own social media channels.
BeAmbassador’s simple interface, as well as its unique implementation and dynamic follow up, are clearly contributing to the platform’s strong positioning and differentiation in the international employee branding solutions market.
The platform’s business model is open to both B2B clients and to partners (digital marketing, communication or human resources agencies), which can provide BeAmbassador as an added value service to their network of clients and collaborators. The platform’s partnership program has already transcended the Spanish market and is being successfully implemented in some European countries, such as Sweden, Denmark, Norway and Finland, as well as in Canada and the United States. SMOS and BeAmbassador have been partners since last year.