Tunisia Communication Days: Day 2 Highlights
The second day of the 4th edition of Tunisia Communication Days (TCD) was an opportunity to present several enriching workshops related to communication and influence strategies in the enterprise. Among these workshops were "Reputation: What Levers to Build Your Notoriety" and "Employee Advocacy: How to Turn Your Employees into Brand Ambassadors."
Workshop 1: Reputation and Influence
The first workshop, presented by Brigitte Le Guennec, a French expert in communication, reputation, influence, and marketing, focused on the importance of corporate reputation in today's digital age. With the rapid adoption of new technologies and tools, we no longer simply talk about reputation, but rather e-reputation.
According to Le Guennec, reputation is the result of perception. She also explained that if a leader makes a mistake, even in their private life, it can have a negative impact on the company's brand image.
Le Guennec presented four types of leadership profiles:
- Business First: Cautious leaders who prefer to keep a low profile and maintain a purely corporate discourse.
- Follow My Lead: Charismatic leaders who inspire their teams and have a strong online presence. When they post, their team members share, comment, and provide their opinions.
- People First: Leaders who focus on their team's success and position their discourse accordingly.
- Our Planet, Our Future: Leaders who prioritize sustainable development and corporate social responsibility.
The expert revealed that the three main factors influencing reputation, including e-reputation, are non-governmental organizations, media, and brand ambassadors.
Workshop 2: Employee Advocacy
The second workshop, presented by Bahia Nar, another expert in communication, focused on employee advocacy. This concept involves transforming employees into brand ambassadors, rather than seeking external influencers.
To illustrate the concept, Nar explained that employee advocacy is similar to HR marketing, which has become more prevalent in recent years due to recruitment challenges in companies. With the rise of entrepreneurship and remote work, companies are struggling to find the right profiles and recruit top talent. Employees can play a crucial role in showcasing their company's positive image, attracting more relevant profiles, and enhancing the company's reputation.
Employee advocacy also manifests in content creation on the web. While companies publish content online, it is often static and less humanized. When employees share the same messages, they not only reinforce them but also humanize them, adding their personal touch.
By encouraging employees to become true brand ambassadors, companies can increase their visibility, retain their employees, and communicate their brand more authentically and credibly.