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Businesses are uncovering the immense potential of empowering their employees to become influential brand advocates. At Civista Bank, this realization has spurred the creation of our innovative Social Star Program—an employee advocacy initiative designed to amplify our brand’s presence and foster deeper engagement with the communities we serve.
Key Takeaways:
- Civista Bank's Social Star Program leverages employee advocacy to amplify brand messaging and foster community engagement.
- Social Stars are encouraged to personalize and share content while maintaining a connection with the marketing team for compliance and brand consistency.
- Continuous evaluation and training help maintain the quality and effectiveness of the program while promoting inclusivity and fresh perspectives.
- Employee advocacy enhances brand authenticity, expands reach, and strengthens Civista's overall brand image in the community.
Civista Social Stars: Empowering Employee Advocacy
At its core, the Civista Social Star Program is a social media ambassador initiative aimed at leveraging the passion and expertise of our employees to enhance Civista's social media engagement. This program is not just about increasing our online visibility; it's about uniting our team to share valuable financial tips and industry insights with our community.
Defining a Social Star
A Social Star at Civista is more than just an employee; they are a loyal brand ambassador. They are passionate about the Civista brand, socially savvy, knowledgeable about our products and services, active in the community, and highly engaged. These attributes make them ideal candidates to represent the bank on social media platforms.
“Employees are the most effective ambassadors for a company brand. A message will become more authentic from its very own employees. As insiders, they know the company better than anybody. And the more employees that can use their voice as an ambassador, the more reach the brand will enjoy. Ambassadors humanize the brand. It is also important in the fact that it increases employee engagement, increases brand awareness, and helps attract new employees.”
– Autumn Jose, AVP, Brand Marketing Coordinator and Civista Social Star Program Lead
How Our Program Works
Expectations and Responsibilities of a Social Star
Our Social Stars are expected to actively like and share Civista Bank's social media posts on their personal platforms, helping to amplify the brand's message.
Their contribution extends beyond echoing our brand message. Social Stars also bring their distinct voice to the mix, personalizing curated content to resonate with their audiences and generate content that aligns with the bank's vision.
These brand ambassadors act as a vital link between our customer-facing teams, the community, and our social media and marketing team, constantly providing feedback on trending topics and events going on in our community. They are our eyes and ears in their respective regions, helping us participate in various events, gathering photos, and sharing event information. This grassroots approach ensures that Civista remains closely connected with its community and keeps our strategies relevant, content fresh, and engagement levels high.
Collaborative Content Creation and compliance
The Civista social media and marketing team plays a crucial role in empowering our Social Stars by creating a diverse array of engaging content that aligns with our ongoing campaigns and brand initiatives. Utilizing a dedicated platform, the team curates materials that Social Stars can easily share and customize, ensuring that their posts reflect both their personal voice and Civista's core messaging.
This platform also facilitates oversight, allowing for content to undergo a thorough marketing and compliance approval process. By ensuring that all distributed content adheres to brand standards and regulatory requirements, our Social Stars can confidently advocate for Civista while remaining aligned with our mission and values.
Meetings and Workshops
To keep our Social Stars aligned with our goals, we hold monthly meetings to discuss upcoming campaigns, brainstorm new ideas, and learn about community happenings. These sessions are brief and designed not to interfere with other bank responsibilities. Additionally, we conduct workshops to keep our Social Stars updated on the latest social media trends.
Evaluating and Expanding Our Social Star Program
We continually evaluate each Social Star's participation to ensure they uphold our values and standards. If necessary, we offer additional training to enhance the Social Star's confidence in posting and sharing content.
We also actively encourage other employees to apply for the Social Star Program through our internal communication channels, promoting inclusivity and diversity within the program. By welcoming new applicants, we ensure a continuous flow of fresh ideas and perspectives while fostering a sense of community within Civista.
The Benefits of Being a Social Star
By becoming a Social Star, employees gain the opportunity to:
- Enhance their social media skills
- Position themselves as thought leaders in the industry
- Network with peers and community members
- Play a vital role in promoting financial literacy and community involvement
- Receive recognition for their contributions to the brand’s success
- Learn new skills and tools for creating content and engaging with their audience
“One of the many benefits for employees who participate in the Social Star program is increased interaction with community members, providing opportunities for networking and building relationships”
– Autumn Jose, AVP, Brand Marketing Coordinator
The Importance of Employee Advocacy
Building Authenticity and Trust Through Employee Voices
One of the biggest advantages of employee advocacy is its authenticity. Customers are more likely to trust information shared by real people rather than organizations. When Civista employees share their experiences, tips, and insights, it adds a layer of credibility that corporate messaging alone cannot achieve.
expanding Reach and Engagement Organically
By tapping into the networks of our employees, we can significantly expand our reach. Each Social Star has their own followers and connections, meaning our content reaches a wider audience, often resulting in higher engagement rates. This organic reach is invaluable for building a positive brand image and fostering community involvement. Since the launch of the Social Star Program, we’ve seen an increase in engagement of nearly 150%, as well as an increase in our overall employee engagement with the brand on social media.
Enhancing Civista's Brand Image
When employees actively promote and engage with the brand on social media, it reflects positively on the company. It showcases Civista as an organization that values its employees' voices and is committed to transparency and community engagement. This, in turn, strengthens our brand image and attracts potential customers and talent who appreciate these values.
At Civista Bank, our Social Star Program serves as an excellent example of how integrating employee voices into our social media strategy has not only increased our online presence but also fostered deeper connections with our community. By empowering employees to become brand advocates, we are investing in their growth while strengthening our brand’s impact.
