Countless days and hours are spent on the hiring process—rifling through résumés, conducting phone and in-person interviews and vetting potential hires—and for good reason. Company payroll budgets only contain so much flexibility for new employees, and choosing the appropriate candidate for the job involves more than ensuring his or her competence in the role. After all, this individual is joining the best weapon in your company-wide publicity arsenal: your staff.
When searching for new team members, consider their talent for recruiting and driving business when the day is done. Your employees—present and future—should recognize the value of out-of-office networking skills and practices, as even simple interactions after-hours or on the weekends could potentially engage new customers or clients. It is for that reason that you, as a manager or business owner, must view employees as an essential component of your publicity efforts, since they are often your company's first-impression and top recruiting asset once the lights go out for the evening.
Here are some best practices for instilling a sense of off-the-clock commitment in your present and future employees.
The Social Ovation
Incalculable business relationships are created and nurtured in the social media stratosphere, and acuity in this area can be an accurate barometer for real-world success. Along with your business's online presence and activity, your employees can boost your impact in the social media arena by broadcasting company-wide or individual accomplishments from their personal profiles. This can be as simple as sharing a blog post that garnered an extensive degree of attention, or actively promoting any sponsored events or appearances.
Client or customer bases can be developed through your employees' relationships, especially if they are pleased with their individual contributions and the level of work coming out of your offices enough to show them off. Regularly recognize and applaud their performance in-office, and they may be compelled to share their achievements out of the office—chiefly on their social media platforms. Word-of-mouth is often the most powerful form of advertising, and your staff can be the premier vehicle for this type of reputation advancement.
The Business Card
Nothing beats the time-honored tradition of exchanging business cards. Even with a shift toward Internet-centricity and networking, most executives always have their business card (full of helpful contact information) on-hand.
Does your staff have a few cards at the ready? Any chance interaction outside of the workplace can quickly shift into a professional conversation, and a casual swap of business cards on a Saturday night may result in a new product order or contract Monday morning.
The Convention Gameface
Regardless of primary field or industry, chances are you will at some point send staff representatives to attend a conference or convention on your company's behalf. Effectively working a booth is a skill your employees need to possess to ensure you receive a tangible return on your sponsorship investment.
Your employees should understand the value of simple, conversational engagement with those who stop by your booth—not everyone will want to secure your services, but they should all be treated as if they are customers. A smile and a simple acknowledgement greeting passersby can be the easiest route to increased booth traffic and solid sales leads at the event's conclusion,
Email Etiquette
With the culture of connectedness ushered in by the widespread adoption of laptops, tablets and smartphones, your salaried employees are always within reach. When receiving work-related emails or text correspondence while away from the office, your staff should remain acutely aware that in-house etiquette still applies. Improper email decorum is an immediate strike against company credibility, so communicate the importance of proper tone in electronic communications.
Your product or service is only as good as the people you have onboard. When your employees and associates realize and appreciate their value to your operation and the role they play in actively promoting your business, the more cognizant they become of their actions when they leave the workplace. By showing your staff how important they are to the company and how much they influence its overall accomplishments, you create a workplace culture of collective input and shared success.
By Russell Trahan
Russell Trahan is president of PR/PR, a boutique public relations agency specializing in positioning clients in front of their target audience in print and online. PR/PR represents experts of all kinds who are seeking national exposure for their business or organization. Trahan and PR/PR will raise your business' awareness in the eyes of your clients and customers. For more information, visit www.prpr.net, or email mail@prpr.net for a free consultation.