Author: Deb Zingales
There’s no denying the impact that influencers have on social media platforms. In recent years, they have increased their notoriety on Instagram, TikTok, Facebook and other platforms by using their networks, knowledge and expertise to connect with their online audiences, increase brand awareness, and sway their followers’ purchasing decisions.
What About Employee Influencers? Who Are They and Why Are They Important?
Employee influencers are found at all levels within an organization – from front-line workers to senior-level executives – and like marketing influencers, they have the power to influence their co-workers’ opinions, beliefs and behaviors. They can also impact an organization’s culture by enhancing internal communication, boosting morale, building trust, improving teamwork and promoting a sense of community.
Communications Planning
Employee influencers should be a strategic element in any communications plan – whether you’re announcing a new organizational structure, launching a new internal social media platform, or encouraging participation in a company event. They can help spread the word, increase awareness, and encourage adoption and participation. You can use them in the following ways:
- Communications champions to amplify internal communications.
- Community builders to foster community and collaboration, increasing employee engagement and participation.
- Change agents to endorse organizational changes, accelerating acceptance and adoption.
- Social media sharing to strengthen employer branding both internally and externally.
Building Your Network
When selecting your influencers, choose employees who are highly respected and admired by their colleagues, possess knowledge and expertise, demonstrate leadership, and have a unique skillset and passion for their work. They should also be a brand advocate and align with your company’s vision and values.
Once you have identified your network, provide them with training and guidelines, and give them the tools and resources they need to be successful.
Key Takeaway
Employee influencers have the power to impact your company’s culture, nurture a positive work environment, promote community, and boost brand visibility. Using them in your communications planning is a key strategic move that will strengthen your communications and help your organization achieve its key goals and objectives.