Banks should embrace this cost-effective marketing tactic

The strategy: FIs can improve brand visibility and trust with consumers by empowering employees as social media brand ambassadors.

Here’s how two FIs are working with employees to do just that:

Indiana-based Elements Financial launched “Brand Central,” a hub providing employees with ready-to-use graphics and pre-approved copy for their personal social media, per The Financial Brand.

• The FI trains member-facing roles, such as mortgage loan originators and financial advisors, to create authentic posts within specific brand guidelines.
• The initiative has resulted in hundreds of employee-generated posts and thousands of impressions. 

Ohio-based Civista Bank introduced the Social Star Program to encourage employee advocacy, according to its website

• The program helps staff personalize and share pre-approved content on their social media channels while ensuring compliance with brand standards.
• Monthly meetings and workshops inform employees about new campaigns and the latest social media trends.
• Since the program's launch, social media engagement has risen by around 150%, extending the bank’s reach through employee networks.

For best results: FIs must clearly communicate the benefits of such programs to employees and align them with both professional and personal motivations. 

• While both Elements Financial and Civista Bank emphasize the value of networking for professional growth, this approach may not appeal to more private or introverted employees. 
• To engage everyone, FIs should offer diverse incentives like perks, vouchers, exclusive experiences, or placements on a leadership board.

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