Welcome back to our ongoing series on auto dealership branding! So far, we’ve explored the importance of dealership branding, how to craft a compelling brand identity, and the role that customers (and brand perception) play in shaping your identity. Now, we’re shifting focus toward an equally vital component of brand identity: your employees.
In this article, we’ll delve into employee advocacy, exploring fun strategies to help you create employee advocates who are ambassadors for your auto dealership brand. There’s a lot to cover, so let’s dig in.
The Power of Employee Advocacy in Dealership Brand Building
Your employees are more than just your workforce – they’re the human face of your dealership. As such, they play a vital role in shaping your brand identity.
Customers’ interactions with your staff can either confirm or contradict your carefully crafted brand image. When employees genuinely embody your dealership’s values, they enhance your brand’s credibility, consistency, and relatability. This, in turn, positively influences customers’ perceptions and experiences, reinforcing your desired brand identity.
A committed team of employee advocates can dramatically amplify your branding efforts. Here are a few ways they can enhance your brand identity:
- Authenticity: Employees can offer genuine testimonials about your dealership’s values and culture. This can create a sense of authenticity and trust that external marketing campaigns may struggle to match.
- Extended Reach: Employees who share positive experiences or messages about your dealership on their social networks can significantly expand your brand’s reach and visibility.
- Increased Credibility: People trust people. Potential customers are likely to trust recommendations from your employees – people they can relate to – more than traditional advertising.
- Improved Customer Experience: Employees who genuinely believe in your brand are likelier to provide exceptional customer service, fostering memorable experiences that reinforce a positive brand identity.
The benefits of employee advocacy are clear, but how do you encourage your team toward advocacy? Read on to discover some creative things to try!
12 Fun Ways to Boost Employee Advocacy
To harness the full potential of employee advocacy, it’s crucial to create a positive work environment that naturally leads employees to want to become brand ambassadors. We explored this a little in our article 4 Proven Strategies for Improving Employee Engagement. Presuming you have already established a positive work environment, you can try these fun tactics to boost employee advocacy.
1. Company Swag
The power of company swag should not be underestimated. Providing employees with high-quality branded items such as hats, t-shirts, or mugs can instill a sense of pride and belonging. When employees wear or use these items outside of work, they silently advocate for your brand, subtly promoting your dealership to everyone they meet.
2. Brand Storytelling Training
Equip your employees with the skills to become compelling storytellers. Conduct workshops on how to tell compelling stories about your dealership brand, values, and experiences. These sessions could cover how to share stories verbally, in writing, or through visual content on social media. The goal is to teach them how to confidently share their dealership experiences with others and reinforce their role as brand advocates.
3. Involve Employees in Marketing
Encouraging employees to share your dealership’s content, such as blog posts, company news, and social media posts, expands your reach to their networks. You can also get your team involved in the creation of marketing content. They could write blog posts, share their experiences on social media, or help organize events. By actively participating in company activities, employees develop a deeper connection to your brand, making them more likely to advocate for it.
4. Referral Programs
Implementing a referral program can incentivize employees to promote your dealership within their networks. When they know they’ll be rewarded for bringing in new customers, employees will likely be more proactive in recommending your dealership to friends, family, and acquaintances, thus amplifying your brand’s reach and reputation.
5. Mentorship Programs
Implementing mentorship programs can instill a deep understanding and appreciation of your brand’s culture and values in your employees. New hires paired with seasoned employees gain firsthand insight into what your brand stands for, straight from those who have been part of the brand’s journey. The rapport developed through mentorship often leads to employees feeling more invested in your dealership, transforming them into passionate brand advocates.
6. Employee Events
Holding exclusive events for employees where they can bring friends and family encourages them to showcase their pride in being part of your dealership. These events not only help to strengthen the bond between employees and your dealership but also allow employees to become brand advocates by sharing their experiences and the benefits of your services with their guests.
7. Gamification
Incorporate gamification into your advocacy program to drive participation and engagement. By turning advocacy efforts into a contest with recognition or rewards for the most active advocates, you making the process fun and engaging, which can motivate employees to become active promoters of your dealership.
8. Launch an Internal Newsletter
An internal newsletter can be a great way to keep employees informed and excited about what’s happening in your dealership. This could include everything from important business updates to highlighting employees’ achievements. The more connected your team feels to your dealership, the more likely they are to share positive messages about their work environment.
9. Employee-Only Perks
Show appreciation to your employees by offering perks that are exclusive to them. These could be anything from discounts on car services to partner deals with local businesses. Bonuses give your employees more reasons to feel proud of being part of your dealership and to speak positively about it to others.
10. Fun Team Building Activities
Plan regular team-building activities. Whether it’s a cooking class, escape room, paintballing, or a simple movie night, these experiences can bring your team closer together, improve workplace culture, and give your employees positive experiences to share.
You can also participate in local charity events or create your own. Employees love to be part of a brand that gives back, and these experiences provide fantastic stories for them to share about your dealership. It also strengthens your dealership’s ties with the local community (a topic we will cover in full next time!).
11. Feature Employees
Regularly featuring employees on your dealership’s online platforms can motivate them and foster a sense of pride. Celebrating their achievements or sharing their stories shows that you value your employees and humanizes your brand. Employees who feel seen and appreciated are more likely to share these features and speak highly of your dealership.
12. Recognize Advocacy Efforts
Recognizing and rewarding your employees’ advocacy efforts, both big and small, can foster a culture of advocacy. Regular shout-outs, certificates of appreciation, or small rewards can boost morale and encourage continued advocacy.
Boosting Your Dealership’s Success Through Employee Advocacy
The magic of employee advocacy lies in the synergy between engaged employees and a powerful brand narrative. The strategies we’ve discussed provide an assortment of fun, practical methods to foster this culture of advocacy in your dealership. Regardless of your methods, the key to successful employee advocacy is creating a positive work environment where your team feels valued and respected.
Looking ahead to our next installment, we’ll discuss another crucial facet of dealership branding – engaging with the local community. Stay tuned to learn how to strengthen your brand identity by cultivating positive relationships within your community and establishing your dealership as a community pillar.
