I really enjoyed reading this Qubist post outlining how Iceland Foods (a retain chain) have empowered staff to talk more about their brand on social media.
What I love most about it is how front line employees (who don't sit at desks all day and are typically disconnected from corporate networks) are involved to passionately "express their ‘why’, both their own purpose and Iceland’s mission."
According to Microsoft, there are an estimated 500-million frontline staff workers around the world in retail stores, hotels, restaurants, manufacturing and other service-related industries. These employees typically don’t have their own office, desk or computer. That's a lot of "disconnected" employees.
Iceland have introduced gamification into the the program where employees can win badges such as Power of Frozen - integrating the language of their business into an engaging experience for employees.
This is what advocacy should be about. A fun and engaging way of enabling your wider workforce to become part of the brand experience - not just employees who deliver it.
- Why employees make the best brand ambassadors In an era of fake news, being authentic to build customer trust is hugely important. Employees at Iceland Foods know the products better than anyone and can speak about them naturally and enthusiastically. Internally, an advocacy programme builds employee engagement, giving colleagues a way to express their ‘why’, both their own purpose and Iceland’s mission. - Customise your employee advocacy programme so it's the best for your business Iceland Foods is a unique business with its own individual history, people and ambition, so advocates needed a customised solution and support, not a cookie cutter tool. Smart content targeting gives the ability to target content to different groups of advocates within the same programme, based on region, store, role and so on to serve content to advocates most relevant to them.