Power of Personal Branding
Once upon a time, branding was strictly for corporate purposes; it was an integral part of any successful business’ plan to raise brand recognition and expand their market share. However, in the modern era, individual employee brands are equally crucial to the success of a company as the corporate brand itself.
Investing in employees’ personal brands may be met with some skepticism at first. After all, if you make your workers more visible and marketable, they are more likely to be noticed by other companies.
While this is a valid concern, the benefits to the company outweigh the risks when it cultivates employee personal brands and encourages its people to engage on social media.
Let’s examine why fostering and cultivating employee personal brands ought to be an integral part of your brand management strategy and how you can go about doing so.
What is a Personal Brand for Employees?
A person’s “personal brand” refers to their reputation within their chosen field of work. It’s how people sell themselves, their knowledge, and their abilities to potential employers and clients.
Building a reputable online persona allows workers to establish themselves as authorities in their field, which in turn opens doors to higher-paying roles and the possibility of starting their own fan bases.
When employees are encouraged to develop theirpersonal branding at work, some companies may worry that they will lose a valuable employee. Suppressing an employee’s ability to advance in their profession, however, is counterproductive.
Additionally, workers who develop and disseminate content to boost their personal branding are not necessarily in the market for new employment.
When companies today make an effort to build employee personal brands and give employees a platform to share their opinions, there is a win-win situation for both the employees and the company.
How personal branding of employee benefit your business?
The bottom line and success of your business can benefit from your efforts to help employees improve their marketability and encourage them to use social media at work.
Personal branding is important on so many different levels, including “overall brand level” and “raising-awareness” levels. Moreover, it is significant on an individual, private level. People will have more faith in other people than they will in a company, so it’s important to get the word out about what you’re selling.
To recap the benefits of investing in employees’ brands:
Increased confidence in your company and its offerings
In one context, it’s one thing for a company’s official social media account to boast that its wares are unparalleled.
You’re more likely to believe something when it comes from a real person, like a friend who works there. Furthermore, you are more likely to give it a shot yourself.
In fact, when it comes to making a purchase, recommendations from friends and family are trusted by 92% more than any other form of advertising, and 76% more people believe the content shared by individuals than they do the content shared by corporations.
The influence of word-of-mouth advertising is greater than ever because of the increasing importance of online reviews and social media in informing purchasing decisions. This is why it’s beneficial to have respected and trusted employees share positive feedback about the company online.
Enhanced Publicity, Audience, and Participation
Investing in employees’ personal branding and encouraging staff to cultivate and expand their own networks is a great way to spread awareness of your company.
An engaged worker will produce and distribute content for the business to individuals who aren’t already familiar with the company. Plus, their social media content will resonate and garner more attention if they are a personable figurehead rather than a nameless corporation.
It’s for this reason that promotional channels attract 561% more viewers than do brand channels.
Personal Branding power helps employees become recognised authorities in their fields and influential leaders in the minds of their peers, which ultimately benefits your company. Your brand’s bottom line will benefit from the increased exposure you’ll receive as a result of all of this.
Enhanced Client Relationships
Customers today conduct extensive research prior to making a purchase, and much of this investigation takes place online. Additionally, they frequently use these platforms to seek recommendations and referrals.
That’s why it’s crucial to practise social selling, or using social media to find and connect with potential customers.
In fact, salespeople who incorporate social media into their strategies outperform their competitors by a margin of 78%.
Employees who have already made a name for themselves in the social media world are more likely to be successful social sellers because they are seen as more genuine, credible, and trustworthy.
More skilled employees
When workers are given the leeway to build their own brands for Personal Branding, they gain valuable experience that can be put to use right away.
When people invest time in developing their personal brands, they often notice improvements in areas such as storytelling, writing, public speaking, and organisation.
There are benefits to the organisation as a whole, as this can improve internal communication and collaboration between departments and employees. Exposure to a wider audience can be achieved, for instance, by having a well-established personal branding that makes it easier to secure speaking engagements and invites to industry panels.
Better reputation as an employer
Investment in employees’ individual brands has a positive knock-on effect on the company’s reputation as an employer.
Why? Because prospective employees take notice of employees who are empowered and who use social media to talk positively about their employer.
People looking for work are most likely to be found on social media. In fact, 79% of jobseekers use social media, and 84% of those people say it’s important that a company has a good reputation as an employer.
Therefore, that’s why it’s important to have employees with established brands promote company news and content. You want them to brag about your company to their contacts. Simply put, this is the type of material that will encourage readers to apply for jobs with your company.