Your people can be your most important brand ambassadors. Here’s how to convert them.
For many NPHOs, the employees are the organization’s greatest value. Sure, a lot of businesses can say the same thing, but Nonprofit Healthcare Organizations have special support teams in the people who rally around the brand. Your people most closely understand your mission, and they are also your primary loyalists. Every single word they say about your organization reflects who you are, and they should know this better than anyone else.
Besides determining whether your NPHO will make it or break it, your employees have the potential to be your biggest brand promoters. Through their online and offline social interactions alone, your message is being spread across their networks. Finding employees who are recognized as “thought leaders” can work as a massive boost toward engaging external audiences. Who are your employees in their day-to-day life, and what do their networks look like? How are they using social media?
Creating an ideal working environment for your employees through support is essential. Give your team members the opportunity to develop within the organization and always listen to ideas and take in their feedback about clients. Above all, you should foster a culture that allows your team to believe in the brand as much as you do. Here, you cultivate a strong culture of loyal brand advocates.
Even the most successful companies in the world sometimes need to self-reflect and refocus their efforts internally. This doesn’t necessarily mean that something is “wrong” or “broken,” though. It’s actually a proactive move for management to identify internal morale issues and create a plan to rectify them. It’s called a corporate cultural rebrandand it can help build a better brand from the inside out. Some issues that can create a need for a cultural rebrand are:
- General disconnects between staff and management
- Internal issues between staff
- Age gaps
- Poor communication
- Wants not being met (or even acknowledged)
- Employees who simply want more from their job
We all want invested employees that have an ownership in what they do, and the company they work for. Fortunately, most staff morale issues are easy fixes, requiring only buy-in and a true desire to apply the same principles of service to your staff as you do your clients. Your organization’s culture and your organization’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually, it will catch up.
Bottom Line: Your brand should feed your team at first, but then the roles should reverse. And at the end of the day, you want your people to feel invested, connected, and proud to be a part of the team.
Download our Your Nonprofit Healthcare Organization And Its Culture eBook and learn how to improve your culture or develop it from scratch.