AE Marketing Manager, Alexa Jackson, discusses how to authentically use your employees in advertising in this Marketing Minute. This video is helpful for executives looking to highlight their brand personality through employee stories or testimonials.READ FULL TRANSCRIPT
Hi, I’m Alexa and this is a Marketing Minute on how to use your greatest brand asset – your employees – in advertising.
Employee advertising isn’t new and the creative style is often the same – An employee, usually wearing branded attire telling you how great a company is and why you should buy their product or service. Not very differentiating and not impactful with modern buyers.
So, we decided to flip the script, well, actually, throw the whole script out with one health insurance company – Network Health. Instead of having their employees tell consumers about the Wisconsin-based company, we documented dozens of employees outside the office to tell the unique aspects of their lives.
This led to the largest, unscripted employee documentary campaign in healthcare history and was named the Video Campaign of the Year by Ad Age and Modern Healthcare. Awards are always nice to receive, but the results are what count. Employee and customer satisfaction, brand awareness, and revenue all increased. Why? Because people want to do business with people they can identify with. And businesses can’t achieve that – let alone be different – by telling employees what to say about them in 30 second TV ads anymore.
So if you are going to use employees in advertising, let them be true to themselves and your brand will shine.
See the award-winning documentary campaign, here. Thanks for watching, and we’ll see you again next time.