Social Employees: The New Marketing Channel

Today, marketing is everyone's job. Employees in every department must become brand ambassadors. The purpose of this course is to help companies create a new authentic marketing channel fueled by social employees. Mark and Cheryl Burgess focus on the people, process, and technology to make it work—with an emphasis on a new marketing perspective called "branding from the inside out."

As empowered brand ambassadors, social employees hold the power to transform how companies communicate both internally and externally to reach customers. This is a win/win for both company and employee—boosting brand value for the company through authentic communication and increasing exposure and career opportunities for employees. Social employees build their own personal brands and establish themselves as leaders in their field. Here Mark and Cheryl outline the roles empowered social employees can play to transform culture and drive business results, including a five-step pilot social employee plan (called the 5 Ds) designed to help companies to increase internal and external engagement, leads, reputation, and sales. This means a more trusted brand that attracts and retains high-value employees—and that delivers more effective marketing communications in the digital marketplace. This course moves from explaining why it makes sense to create engaged brand ambassadors to how to implement and measure results.