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ELearning Industry Employee Branding Training Your Guide To Boost Brand Advocacy

This document serves as a comprehensive guide to employee branding training, emphasizing its importance for small and medium-sized businesses (SMBs) and outlining the benefits of a cohesive brand culture. It dispels common misconceptions about employee branding, provides actionable steps for developing a learner-centered strategy, and highlights the role of every employee as a brand ambassador. The guide also includes practical resources and ideas to enhance employee engagement and satisfaction.

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kuldeep.twenty23
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0% found this document useful (0 votes)
14 views27 pages

ELearning Industry Employee Branding Training Your Guide To Boost Brand Advocacy

This document serves as a comprehensive guide to employee branding training, emphasizing its importance for small and medium-sized businesses (SMBs) and outlining the benefits of a cohesive brand culture. It dispels common misconceptions about employee branding, provides actionable steps for developing a learner-centered strategy, and highlights the role of every employee as a brand ambassador. The guide also includes practical resources and ideas to enhance employee engagement and satisfaction.

Uploaded by

kuldeep.twenty23
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 27

Employee

Branding Training:
Your Guide To Boost
Brand Advocacy And
Staffer Satisfaction

© 2011–2020 eLearning Industry.


Introduction
Employee branding shouldn’t be rushed if it means
cutting corners. However, there are ways to put training
development on the fast track AND pass all the QA checks.
This guide explores the many benefits employee branding
outsourcing brings to your business. We’ll also walk you
through every step of the process, so that you can build a
cohesive brand culture without further delay.

Christopher Pappas
Founder of eLearning Industry Inc.

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© 2011–2020 eLearning Industry.
Table Of Contents

Follow
Chapters Page the bee

1 5 Top Employee Branding


Misconceptions 04

2 7 Notable Reasons to Launch an Employee


Branding Strategy for Your SMB 08

3 8 Steps to Develop a Learner-Centered Employee


Branding Strategy 13

4 7 Employee Brand Engagement Ideas that Won’t


Empty Company Coffers 18

5 7 Resources to Include in Your Brand Ambassador


Certification Course 22

Conclusion 27

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© 2011–2020 eLearning Industry.
Chapter 1

5 Top Employee
Branding
Misconceptions

Many SMBs believe that an employee branding strategy is


just for big businesses with big talent pools. In reality, EVERY
organization can benefit from brand training. As it unites
staffers behind a shared purpose. Every member of the
team gets to know your core values, ideologies, and mission
statement. It doesn’t happen overnight, but they gradually
become an extension of your brand. Ironically, employee
branding also humanizes your corporate image. It’s no longer
some aloof concept. Since employees are able to explore all
the components of your corporate identity. Let’s look at some
other popular myths and untruths that prevent organizations
from launching successful employee brand training programs.

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© 2011–2020 eLearning Industry.
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Chapter 1

1. Employer Branding And Employee Branding Are The Same


You’ve probably seen the term ‘employer branding’ show up a
lot in your online searches. Even though you were looking for
employee branding training solutions. This is because the two
terms are often mistaken for each other. But there are notable
differences. Employer branding is more about recruiting. For
instance, you develop your employer brand to attract new
talent because your reputation precedes you. On the other
hand, employee branding is more of an internal process. In
short, staffers learn how to display your core values in the
workplace. Like how integrity and respect relate to their job
duties.

“There are numerous ways to approach


brand training development. You don’t need
to develop everything from scratch. In fact,
you can outsource, repurpose existing assets,
or purchase off-the-shelf solutions.”

2. Brand Ambassadors Are The Chosen Few


There’s this notion that brand ambassadors are the ‘unicorns’
of the corporate world. That only the chosen few can step
into the role and represent your brand. In truth, every member
of the team is a candidate. EVERY staffer should have the
opportunity to bring in new business and employee referrals.
Otherwise, you breed resentment instead of building a
supportive corporate community.

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Chapter 1

3. You Need To Develop Brand Training From The Ground Up


There are numerous ways to approach brand training
development. You don’t need to develop everything from
scratch. In fact, you can outsource, repurpose existing assets,
or purchase off-the-shelf solutions. Just make sure that you’re
able to customize if you choose pre-built resources. Also, keep
in mind that these solutions are best for skill development
versus brand awareness.

4. Employee Brand Training Is Too Expensive


Another major concern for businesses with tight budgets is
that employee brand training is out of their price range. Even
if they can afford it, the risk outweighs potential rewards.
However, you can hire an outsourcing partner to help you
stretch resources and improve ROI. In addition, building a
strong brand culture is ALWAYS worth the investment. There
are other ways to cut costs too. Such as inviting employee
contributions. Experienced staffers can help you expand the
JIT library thanks to their niche expertise. As well as host live
events after they receive their brand ambassador certification.

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Chapter 1

5. There’s No Room For Personalization


The final myth is that all brand training programs are one-
size-fits-all, no matter how big your budget is. This is due to
the fact that every employee needs to master the same core
values, company pillars, and performance behaviors. But that
doesn’t mean you can’t personalize your approach. In fact,
there are plenty of ways to develop learner-centered brand
culture training. For example, let employees choose their
own activities from the microlearning library. Or create their
own certification paths by picking courses that resonate with
them. They decide when and how to train instead of having
to squeeze it into their schedules. Another way to enhance
personalization is to add social learning. Like social media
groups, discussion forums, and peer coaching events that
provide one-on-one support.

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Chapter 2

7 Notable Reasons
to Launch an
Employee Branding
Strategy for Your
SMB

SMBs with tight budgets usually put brand culture on the back
burner. However, small staff sizes and limited resources make
employee branding even more essential. Every member of the
team should embody your brand image. Not just your front-
end team and call center reps. Look at your HR department.
They have to recruit new staffers to represent your brand. But
first, they need to understand your core values and messages
themselves. Why is brand training so crucial for long-term
success? For starters, it creates a united front. Employees know
what you stand for and take pride in their jobs. Here are 7
notable reasons to launch an employee branding strategy for
your SMB.

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© 2011–2020 eLearning Industry.
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Chapter 2

1. Turn Employees Into Brand Ambassadors


Some employees are more ready to step into the brand
ambassador role than others. But an effective employee branding
strategy wins everyone over. They have the chance to go beyond
your public persona and explore the history of your brand.
As well as how you stand apart from the competition. Brand
ambassadors are crucial these days because of the internet.
Employees can use social media to promote products. Or to do
damage control if someone leaves a negative comment. They
stand up for your brand because they genuinely believe in it.

2. Improve Customer Loyalty


Customers are more likely to get behind your brand and stay loyal
when employees treat them right. And when everyone represents
your company with confidence. Brand training gets everyone on
the same page. They know that providing amazing service is one
of your pillars (at least, it should be). As a result, employees make
a great first impression, even if it’s the customer’s fourth purchase.
Furthermore, establishing a solid brand culture increases referrals.
Customers are happy to share their experience with your brand
and send friends your way.

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Chapter 2

3. Reduce Employee Turnover


One reason why employees make an early exit is that they no
longer believe in the brand. In some cases, they may not even
know what the brand is all about. Since they never received the
proper online training. An effective employee branding strategy
helps to improve retention rates. Your top performers understand
the ins and outs of your messaging. As well as how it ties into
their job roles. Thus, they’re more satisfied on the job and keep
cultivating their skills. Instead of leaving the company and
bringing all their talents with them. That means lower new hire
and onboarding costs. Plus, you get to hold on to your top brand
ambassadors.

“Most of your employees aren’t natural-born


rule breakers. They want to follow company
policy and contribute to your organization.
However, they can’t see how their actions
impact the company.”

4. Build A Strong Brand Culture


Brand culture is the foundation for everything that you do.
Employees must be aware of how all the branding elements come
together. And why it’s so important to be part of your corporate
community. In short, everyone is proud to associate themselves
with your brand. Which also attracts qualified job candidates
when it’s time to expand your talent pool. As there’s always some
overlap between employer and employee branding. For example,
employer branding usually centers on your public image and how
that impacts recruitment. But employee branding is part of that
package. Since staffers set the example. Job candidates want to
be as passionate about their work as your current employees are.

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Chapter 2

5. Ensure Every Employee Reflects Your Core Values


The term ‘core values’ shows up a lot when talking about brand
training. Essentially, they’re the framework for your business
operations. Everything you do should align with these key
principles and beliefs. That also applies to employees’ on-the-
job performance. Employee branding ensures that your team
reflects core values, and not just when someone is watching.
For instance, they treat co-workers with respect and go above
and beyond to help customers. Even when their manager is on a
lunch break.

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Chapter 2

6. Identify Areas For Improvement Through Brand Training


Brand engagement training should maintain a positive tone.
However, it’s also important to highlight personal pain points.
For example, skills or habits employees need to work on. Online
training gives them the opportunity to discreetly assess their
performance. Simulations, branching scenarios, and real-world
examples are great diagnostic tools. Employees can evaluate
their own behaviors and then realign with the brand image.
Maybe they need to focus on communication skills to up their
customer service game. Or fine-tune their sales pitch so that it
resonates with your messaging.

7. Reduce Company Policy Breaches


Most of your employees aren’t natural-born rule breakers.
They want to follow company policy and contribute to your
organization. However, they can’t see how their actions impact
the company. Or how it reflects on your overall brand image.
Employee branding training helps them shift focus and put
theory into practice. For instance, the brand ambassador
certification course covers all the sales policies. It doesn’t
just list them off but asks employees to put them into context.
They need to make virtual customers happy and demonstrate
product knowledge. Because your company is known for its tech
expertise and targeted recommendations. So, staffers avoid
pushy sales jargon and act as a buying guide. Which makes
customers even more loyal and brings in repeat business.

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© 2011–2020 eLearning Industry.
Chapter 3

8 Steps to Develop
a Learner-Centered
Employee Branding
Strategy

Sure, online training has to keep things professional. There’s no


room for TMI or personal melodramas. But emotions are still
a crucial part of employee engagement. Staffers need to feel
like every resource was made just for them. Even if 50 other
employees are enrolled in the same course. This is particularly
important for your employee branding strategy. So, how do
you create learner-centered experiences without going over
budget? Are there ways to reduce the development timeline
and streamline the process? Follow these 8 steps to create
brand training for employees that resonates with EVERYONE.

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© 2011–2020 eLearning Industry.
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Chapter 3

1. Clarify Your Branding Elements


First things first. You need to make sure that all your branding
elements are cohesive. And that your messaging is on-point. If
it’s been a while since you evaluated your image, it’s time for a
check-up. Verify that your core values, mission statement, and
identity are still accurate. For example, your logo feels outdated.
This may seem trivial in terms of brand training. However, all the
pieces need to fall in place to create a solid image. Namely, an
image your employees can rally behind.

2. Decide Which Behaviors Support Your Core Values


One of the most challenging things about developing an
employee branding strategy is translating core values into
behaviors. After all, they’re intangible. But you still have to
show employees how these values tie into their job duties. For
example, your company is founded on trust and integrity. So,
how do employees portray these qualities every day? Should
staffers always give customers their honest opinions, even if it
means lower per-ticket sales? Should they give co-workers moral
support and be a team player?

3. Evaluate Your Current Employee Branding Strategy


There’s always room to improve. Evaluate your current brand
training strategy to see if it still aligns with employees’ needs.
And your business objectives, for that matter. Is it personalized?
Do you need to incorporate more interactive resources? Does
it cater to different personal preferences and training styles?
Another thing to consider is the cost. Are there any under-
performing assets you can cut to reduce your maintenance
budget? Do you have resources you can re-purpose for the new
employee brand training course?

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© 2011–2020 eLearning Industry.
Chapter 3

4. Get Employee Feedback


Go straight to the source. Employees can help you structure
your new brand training program. The key is to get them in
early. For example, conduct surveys and assessments to identify
hidden gaps. How would they summarize your brand? What
are your values and corporate beliefs? Above all, do they
understand how all of this relates to their work responsibilities?
You can also delve into the current online training strategy to
gauge employee satisfaction. It’s essential to gather feedback
throughout the development process. Not just at the beginning
and end.

5. Choose The Best Delivery Methods For Your Team


There’s not a formula for employee branding success. Every
organization needs to custom tailor its approach based on
employee preferences. Spending limits and time constraints
also come into play. You need to choose the best delivery
methods for your team. And I’m not just referring to mobile-
friendly content. For instance, online training simulations and
serious games foster real-world application. These tools even
facilitate mistake-driven learning and immediate feedback. On
the other hand, video demos are ideal for task-based training.
For example, employees need to see how core values factor into
their work processes.

Which resources should you include?


Discover the top activities and support
tools to add to your brand ambassador Follow the bee

certification course!

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© 2011–2020 eLearning Industry.
Chapter 3

6. Develop A Clear Budget And Implementation Schedule


How much can you spend on your new employee branding
strategy? How quickly do you need to launch? One of your top
priorities should be to set an accurate budget and timeline. The
schedule covers everything from qualifying outsourcing vendors
to employee branding roll-out. While the budget should break
costs into in-house versus outsourced. For instance, are you
going to conduct TNA on your own or hire a vendor?

“Top corporate meeting services have high


satisfaction scores. These ratings should
have specific evaluation criteria, including
CX, usability, and usefulness.”

7. Launch An Employee Branding Library For JIT Support


Brand training for employees usually involves structured
courses and certifications. Maybe even live events to boost
staffer engagement. However, you should also give employees
JIT support. Such as a microlearning library that features
infographics and demo videos. It’s a great way to refresh their
memory and reinforce positive behaviors. Plus, they can use the
bite-sized modules to identify personal pain points on their own.
Bonus tip: Look for content providers who offer microlearning
training solutions AND specialize in employee branding.

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© 2011–2020 eLearning Industry.
Chapter 3

8. Separate In-House Versus Outsourcing Tasks


I touched on this briefly, but outsourcing deserves its own
section. Elearning content providers can help you brainstorm
employee branding ideas, as well as reduce the development
timeline. They also have the authoring tools and niche expertise
you need to build a strong brand culture. The first step is
choosing which tasks to outsource. Which also allows you to
fine-tune your budget. So, create a list of projects that you’ll
hand over to the vendor. Then another that covers all the
internal tasks. For instance, the outsourcing partner is in charge
of employee branding simulations. While your team tackles live
event hosting.

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© 2011–2020 eLearning Industry.
Chapter 4

7 Employee Brand
Engagement Ideas
that Won’t Empty
Company Coffers

Engagement has a double meaning in employee brand


training. First, it deals with connecting to employees on an
emotional level. Getting them excited about online training
so that they maximize the benefits. Secondly, you need to
connect employees to your brand. So that they feel like
they’re part of the team and take pride in what they do. The
question is: how do you achieve all this on a tight budget?
Emotional engagement is difficult enough. But then you toss
brand engagement into the mix. Fortunately, there are ways
to create that all-important connection without emptying the
company coffers. Here are 7 cost-effective employee branding
engagement ideas for your SMB.

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© 2011–2020 eLearning Industry.
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Chapter 4

1. Onboarding Events Hosted By Brand Ambassadors


Until this point, most of your new hires only know the brand basics.
Essentially, the reputation you’ve made for yourself and some
branding elements. Like your logo and marketing tagline. However,
onboarding events hosted by brand ambassadors officially
welcome them to the team. The key is to choose ambassadors who
are truly passionate about your company. These employees live the
core values instead of just memorizing them. And their enthusiasm
is contagious. That said, it should be authentic. No pasted smiles
or rehearsed scripts. As a matter of fact, that applies to your entire
employee brand engagement strategy. Remember, keep it real
and make an emotional connection.

“Employee branding ideas don’t have


to be formal and structured. In fact, you
can launch blogs to provide small doses
of inspiration. Managers can post weekly
pointers or visual aids to boost team spirit.”

2. Origin Story Infographics


Employee brand engagement is all about creating a shared story
between your company and its staffers. They may not come in at
the beginning, which means you need to bring them up to speed.
In turn, they can help you maintain the momentum and achieve
long-term success, for both of you. Why not create origin story
infographics that highlight your brand’s history. For instance,
when was your company founded and who’s behind it? How has
it evolved over the years? What did your past logos or uniforms
look like? To sum up, an origin story humanizes your brand, as
employees can see how far you’ve come, and what brought you
to this point.

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Chapter 4

3. Video Demos That Showcase Core Values


Many core values are a single word. Like ‘integrity’ or ‘trust.’ But
these are vague concepts with different meanings, depending on
who you ask. Therefore, you need to show employees what YOUR
core values mean to you. Not to mention, what they look like in
the real world. Video demos are ideal because staffers can follow
the example. They’re able to mimic those behaviors and identify
areas for improvement. Better yet, ask brand ambassadors to act
out scenes to reduce costs.

4. Charts To Highlight The Importance Of Employees’ Roles


Employees need to know how they fit in the grand scheme of
things. In other words, how their job duties and roles contribute
to the organization’s success. Flow charts are a great visual tool
to show how everything connects. For example, other co-workers
depend on their job tasks or responsibilities. Keep in mind that
brand training isn’t just about the business’ image. A big part of it
is building a strong team dynamic. That way, everyone feels like
they’re part of something bigger.

5. Social Media Groups For Employee Branding


Staffers can learn a lot from their co-workers. Social media
groups for employee branding also give them access to
feedback and peer-based support. They can visit the group daily
for pointers. Or to ask questions about the brand culture. It’s
even a great place to share stories and learn from mistakes. Best
of all, they’re already on social media. Employees don’t even
have to log in to the LMS to get personalized support. Just make
sure to set some ground rules. For instance, everyone needs to
respect co-workers’ opinions and they’re only allowed to post
relevant resource links.

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Chapter 4

6. Weekly Inspiration Blog Posts


Employee branding ideas don’t have to be formal and
structured. In fact, you can launch blogs to provide small doses
of inspiration. Managers can post weekly pointers or visual aids
to boost team spirit. Another option is to outsource the task to
an eLearning content provider that specializes in employee
brand engagement. They can post high-quality content and
resource links on your behalf. As well as respond to comments
and questions. Think of them as your brand ambassador coach.
Better still, your L&D team doesn’t have to add another item to
their to-do list.

7. Employee Branding Success Stories


Chances are, you already have employees who pave the way for
future brand ambassadors. As such, you can use these success
stories to motivate peers. To illustrate, one of your top performers
shares a story about respect and sportsmanship. They helped
a coworker, even though it cost them their commission. While
another staffers’ tale covers integrity. For example, they had
to do the right thing on the job instead of taking the easy
route. Another option is to transform these success stories into
simulations or demos. This makes them even more engaging and
compelling because it adds a visual element. For best results,
omit names and personal details so that you can reuse success
stories for other activities.

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Chapter 5

7 Resources to
Include in Your
Brand Ambassador
Certification
Course

The ultimate goal is to transform EVERY employee into a brand


ambassador. That includes behind-the-scenes staffers who
don’t interact with consumers directly. Because you never
know who’ll bring in the next loyal customer. Granted, some
employees are more primed for the role than others. Maybe
they’re already a ‘team player’ who’s passionate about their
job. Or they’re always willing to spread the word about your
products and services. However, even the most reluctant
staffers can benefit from a brand ambassador certification
course. Since it gives them the opportunity to dive into your
brand headfirst and soak up its core values. Below are 7
amazing resources to include in your brand ambassador
training course.

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Chapter 5

1. On-The-Job Simulations
Task simulations aren’t just for real-world experience. They
also help you determine how employees reflect your brand
messaging when interacting with customers. Then provide
immediate feedback to fill skill and performance gaps. As an
example, an employee rushes through the sales transaction and
their pitch is a bit too forceful. Thus, they may need to work on
their communication skills. Not to mention, the ‘commitment to
customer service’ that’s part of your brand values.

“Everybody loves a good serious game. In


this case, employees have the chance to
expand their product knowledge.
For instance, match a product to its
features, or determine which add-on
services are right for the virtual customer.”

2. Serious Games That Cover Company Products And Services


Everybody loves a good serious game. In this case, employees
have the chance to expand their product knowledge. For
instance, match a product to its features, or determine which
add-on services are right for the virtual customer. One of the
common misconceptions about employee branding is that
products are excluded. That it’s more about the public image
and corporate identity. But your business is founded on these
products and services. Thus, they’re a crucial component of
brand ambassador training. Plus, customers expect you to know
your catalog inside-out. If not, they may walk away empty-
handed and you lose repeat business.

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Chapter 5

3. Employee Branding Self-Assessments


Employees usually dread exams. However, self-assessments
are a different story. Primarily because they aren’t mandatory,
and staffers can identify gaps discreetly. They might be in the
form of simulations or serious games. Then again, you can
always take the pop quiz approach. Employees must choose
from a list of responses or fill in the blanks. After that, the system
automatically displays the results. These eLearning assessments
should cover topics that are easier to measure. For instance,
how well do they know the core values? Have they mastered
company policy? You can even pair them with the product
knowledge serious games for reinforcement. As an example,
they have to take a pop quiz afterward that covers tech specs
and upgrades.

4. Real-World Examples Of Social Media Brand Advocacy


No modern brand ambassador certification course is complete
without social media. Employees need to know how to promote
your brand to the online masses. Or, at least, in relevant groups
or pages. Include real-world examples that show them how
to advocate your brand based on social media etiquette. The
key is to stay positive, even if naysayers try to damage your
reputation. Since lashing out will only hurt your brand image.
Another issue to address is overstepping boundaries. If their
personal social media profiles are public, they must be careful
about posting sensitive info. Or even comments that reflect
poorly on your brand.

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Chapter 5

5. Recruitment Video Demos


Recruiting new talent isn’t a top priority for employee branding.
That usually falls under the purview of employer branding.
However, referring new job candidates may happen organically.
As an example, an employee is chatting with a friend about
your products and it comes up in conversation. Maybe they’re
the ideal person for the position that’s recently opened up. On
the other hand, staffers need to know how the referral process
works and aligns with your core beliefs.

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Chapter 5

6. Webinars That Show Your Brand Pillars In Action


Host a separate webinar for each brand pillar. Essentially,
these pillars are what make your organization unique. Or
values that tie into your brand identity. You can also record
these live events for later viewing. In other words, expand your
brand ambassador training library for less. But who will host
these webinars? Well, you can either hire an eLearning content
provider. Or ask one of your in-house experts to take on the role.

7. Gamified Modules That Incentivize Your Brand


Ambassador Training
Game mechanics motivate employees and monitor personal
progress. Add badges, points, and leaderboards to your brand
ambassador training course to boost staffer engagement.
However, the rewards need to support desired behaviors.
To illustrate, employees move up the leaderboard if they
successfully complete the branching scenario. This shows they
can handle the pressure AND still be passionate about their
job. Another gamification element to include is levels. Staffers
move to the next level after they demonstrate a core value, for
instance.

8. Brand Ambassador Round Tables


Round table live events take webinars to the next level because
employees take charge. Everyone has the opportunity to share
brand ambassador ideas to improve the strategy. In addition,
they can share personal experiences and insights with the team.
For example, creative ways to promote your brand on social
media. Or tips to provide stellar CX for challenging customers.
Once again, you can record these events to inspire future brand
ambassadors.

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© 2011–2020 eLearning Industry.
Conclusion
The risk factor is what holds many organizations back.
They don’t want to waste valuable resources on employee
branding outsourcing and have nothing to show for it. This
guide can help you avoid the pitfalls and find the best
outsourcing partner for your business. Regardless of your
budget, staff size, or industry.
After you read our ultimate guide, check out the free
employee branding content provider directory. It has all
the leading vendors for your price range and industry.
There are also ratings and reviews to help you verify CX,
communication, and value for money.

Find, choose and compare eLearning Content Providers


for Branding & Communications Training in the
Top Content Providers directory of eLearning Industry!

Learn More

Christopher Pappas
Founder of eLearning Industry Inc.

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