The web is full of articles, blog posts (I have also written some posts on this topic) about leveraging your employees as influencers. In June 2020 a group of workers launched an online campaign to push back the closure of Trader Joe’s Capitol Hill (Store #130). What can #pharma learn from this case study?
Employee advocacy can be a double-edged sword, it can work for you but it can also work against you
People trust your employees more than they do your brand
If there are any issues with your employees address them immediately before they take to online advocacy
Remember your employees do know how to use their voice to advocate on social media platforms
Don’t lie to the consumers or spend money on some form of marketing campaign to clean up – it will not sell