Tripp Babbitt wrote a great post, A Little Respect for the Front-line that speaks to the fact that customers (and prospects) don't deal with the leaders of an organization - they deal with the front-line employees.Often, companies are hesitant at allowing their front-line employees to blog. The leaders wish to control the message or marketing wishes to control the brand. Both are ridiculous statements when you have front-line employees. They should all be blogging.
Whether you like it or not, your front-line employees ARE a reflection of your company and its leadership. Your front-line employees should also be key to a corporate blogging strategy. If you don't trust your employees to blog about your products, services and clients... what are they doing speaking to your customers?
When I search for a company, product or service online I would love to read customer stories from the customer service representative that I will be dealing with.
How great would it be to look up Enterprise Rent-a-Car in Chicago and read a blog post from one of their actual cashiers on 3 tips for speeding up your visit. If I were picking up a car from Enterprise in Chicago, I'd be looking for that customer service representative!
Instead, I read (and largely ignore or don't trust) content written by their marketing or leadership team. It's insincere and it's not applicable to me - because I don't work with the leadership. I work with that CSR!
Let your frontline employees blog!
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