• by Steve McClellan  @mp_mcclellan, January 21, 2013

Companies often use so-called brand ambassadors to spread positive word of mouth about their products and services. But according to a new study by WPP’s TNS and business social network LinkedIn, companies often overlook and underutilize the best available source for such advocates -- their own employees.

A TNS global survey of nearly 11,000 employees found that fewer than half who were asked about their previous employment understood the behavior required of them to help deliver on a company’s brand promise.

“With the rise of social media and mobile technology, it’s harder for companies to control the brand image in the public’s eye,” the joint TNS-LinkedIn study notes. A potential solution per study suggests “proper training and increasing the engagement of employees can increase talent brand ambassadorship.”

Mike Schroeder, CEO of TNS Employee Insights, stated: “Potential business partners, clients and customers are turning to social networks to learn about brands. A company’s brand reputation, whether employer or corporate, is a direct reflection of the culture and values of a company. The best way to increase awareness is through your employees.”

TNS and LinkedIn have scheduled a Webcast on the subject on Tuesday Jan. 29. Titled “4 Essential Tips to Convert Your Employees to Talent Brand Ambassadors,” the companies will discuss employee engagement and brand ambassadorship, and how it relates to talent recruiting, and provide steps to achieving better employee brand ambassadors.

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