A vital marketing asset in difficult times

Since October 7, many international Israeli high-tech companies have been reluctant to have their services used by foreign companies due to concerns that they will not be able to fulfill their obligations and “deliver the goods” due to the war. It becomes. Some companies are experiencing a loss of customers and investors.

Of course, the world economy does not stop, so this concern is legitimate and legitimate, considering Israel’s security situation. Organizations and businesses in the United States and other countries must continue to move forward. They need the services they are accustomed to receiving from Israeli companies, and if these are not provided they will be forced to leave for other companies.

Therefore, especially now, Israeli companies need to communicate to the global business community that they are solid and strong. Despite the difficulties and challenges, resources can be mobilized efficiently and quickly from place to place, delivering services with the same quality and speed.

One of the most efficient ways to authentically and authentically communicate messages of daily power, power, and financial power is to utilize a company’s employees in a variety of marketing activities. As more companies mobilized to help the victims of October 7th, evacuees in the north, and employees and their families who went to protected areas, the remaining employees became more committed. I started to connect with the organization and support the team. We support our members in every way possible.

Now is the right time to engage these employees as ambassadors, to honestly and authentically communicate the company’s activities from the ground up, and to make their voices heard and heard about ‘business as usual’ to the global market.

In today’s fast-paced world, organizations often recognize the importance of brand ambassadors, influencers, and opinion leaders in shaping their public image. But we often overlook the valuable resource right in front of us: our employees.

In the long run, activating employee communities can be more effective than large-scale recruitment campaigns. This is because credibility and first-hand testimonials are more important than gradual promotion.

For example, in a recent LinkedIn survey of approximately 3,500 executives, when asked which marketing channels would be more effective during an economic contraction or recession, 61% said they would prefer traditional marketing channels such as paid campaigns. of employees and subject matter experts are much more persuasive than marketing forms. .

In this blog, we explore how leveraging employees in marketing activities can increase profitability and employee satisfaction, even in tough economic times.

In today’s business environment characterized by economic slowdown and financial challenges, company leaders are developing innovative strategies to maintain profitability and attract new customers while fostering a sense of security and motivation among employees. need to find. One particularly effective approach is to transform selected employees into company champions who actively champion the organization’s mission, vision, and values. These advocates play a vital role in both external branding on platforms like social media and internal communication channels.

Employee advocates are authentic storytellers who tell their company’s story to coworkers, peers, customers, and business networks. The good news is that this doesn’t require a large budget or dedicated resources. Especially in times of economic uncertainty and cost-cutting measures, this grassroots marketing effort can have a significant impact on a company’s long-term stability and success.

Content can include personal experiences, product development insights, project highlights, role nuances, and even personal challenges. It can also reveal different layers of your company, from showcasing your office and ongoing work to showcasing your employees and company culture on a more personal level.

When employees become marketers for their company, they become more connected to the company, creating a greater sense of belonging and pride. Creating content can help you position yourself as a valuable asset within your organization and influence company culture and decision-making. Their personal brand will be strengthened and they will gain leadership and recognition within their organization.

Some employees expand the company’s reach by creating authentic content about their daily lives, primarily through social media. This may also include appearing in mainstream media, creating podcasts, speaking at conferences, and interacting with academia.

But why do employees actively market their company? The answer is simple. This is an opportunity to gain added value beyond your field of expertise, increase your self-exposure and self-worth, and actively contribute to company initiatives. These employees are typically well-regarded within their organizations, and their contributions are highly valued not only by their peers but also by top management, such as the CEO and senior managers.

Additionally, these employees receive training in soft skills such as writing and public speaking, opening the door to self-development and increased exposure. Effective marketing efforts can lead to opportunities to speak in academia, participate on professional panels, and improve your standing and personal brand within and outside your organization.

Different organizations utilize employee marketers for different purposes. For example, technology companies use them as brand ambassadors to showcase their products, services, and different departments in an engaging manner, and provide support through workshops to enhance content creation.

The key to identifying the right employee marketer lies in their communication skills, expressiveness, leadership (both organizational and social), and familiarity with the platform they operate on. Most importantly, they are passionate about the role.

To ensure effectiveness, companies maintain personal connections and provide specialized training on content strategy, social media visibility, follower accumulation, content creation best practices, measuring content success, etc. You need to establish a community of brand ambassadors.

It’s important to recognize the work of these employees internally and show respect for their time investment. Encouraging other employees to actively engage as content commenters further strengthens the sense of community and pride within your organization.

These employees not only serve as an important internal marketing tool during a crisis, but they also serve as a valuable asset for long-term internal and external marketing efforts. During economic downturns, planting deep roots for your brand and developing a strong network and following through patience and investment can prove extremely beneficial.

Although these employees may not directly sell products or services, they are a window into the humanity of our company, the excellence of our products, and the values ​​that underpin our operations.

As businesses navigate an ever-changing landscape, Extra Mile believes it is essential to recognize the untapped potential of an organization’s employees. By harnessing the marketing power of their employees, companies can build powerful, sustainable marketing channels that can shape their future, even during challenging times.

Sharon Israel, Extra Mile Founder and CEO