À l’heure où la publicité reçoit un ras-le-bol général, notamment lorsque les marques utilisent des ambassadeurs publicitaires à tout va et sans fondement (Brad Pitt et Boursorama Bank est un bel exemple d’incompréhension en 2019), les marques se tournent vers leurs employés pour jouer les ambassadeurs ! En effet, qui de mieux placé pour promouvoir et défendre les valeurs de la marque qu’un propre employé ?
Mais d’abord, c’est quoi un ambassadeur ?
Le concept d’« ambassadeur de marque » consiste à associer l’image d’une personne avec une marque dans le but de renforcer la relation client-marque et donc l’image de la marque in fine.
Pour cela, il va :
- Porter les missions de l’entreprise
- Défendre les valeurs de la marque
- Assurer la promotion des produits ou services de la marque
- Communiquer au nom de la marque
Pourquoi utiliser des employés ambassadeurs aujourd’hui ?
Conscientes que les salariés peuvent jouer un rôle de prescripteur, les entreprises n’hésitent pas à les mobiliser pour promouvoir la marque auprès des clients. Là où les blogueurs et autres célébrités des réseaux sociaux vont donner à la marque une visibilité, les employés vont faire découvrir les coulisses de la marque ! Un sentiment de confiance émerge alors, donnant un réel avantage pour faire aimer et acheter la marque.
Les salariés peuvent également jouer un rôle dans le recrutement de futurs talents. En effet, dans le monde du travail aujourd’hui, les employés veulent travailler pour une marque qu’ils aiment et qui les rend heureux ! Et qui dit employés heureux, dit employés fidèles. Ils vont alors plus facilement promouvoir les avantages fonctionnels, économiques et psychologiques de l’entreprise, ce qui va attirer les talents en retour.
Quelques exemples
Michel et Augustin
La marque a un réel concept autour de ses employés qu’elle appelle « les troublions du goût » et qu’elle n’hésite pas à mettre en avant dans de nombreuses vidéos comme celle de la directrice RH venue faire du recrutement dans le métro parisien. Les deux chefs d’entreprise (Michel et Augustin) n’hésitent pas non plus à se mettre en avant pour améliorer l’image de marque.
Starbucks
Starbucks appelle quant à elle ses employés “partenaires”, leur donnant ainsi un sentiment d’appartenance fort. Elle leur donne également un guide des réseaux sociaux afin de les responsabiliser sur le contenu posté sur les comptes qui leur sont dédiés et qui possèdent plus de 18k followers pour Twitter et 368k j’aimes pour Facebook.
Conclusion
Dans le monde du travail de demain, les entreprises ont tout intérêt à utiliser leurs employés comme des ambassadeurs. Cela leur apportera une valeur ajoutée inégalable, tant sur le plan interne pour attirer de futurs talents, que sur le plan externe pour faire aimer et acheter leur produits/services auprès des clients.
Pour d’autres articles dans la même catégorie, c’est par ici !
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