In today’s digital era, the Finance – Banking sector is facing fierce competition and increasingly higher demands from customers. Maintaining and developing a brand relies not only on products or services, but also on communication strategy. Employee Advocacy – a strategy that leverages employees themselves as brand ambassadors – has become an important solution helping banks differentiate, enhance credibility, and build customer engagement. The document “Employee Advocacy: A New-Era Marketing Strategy for the Finance – Banking Sector” by Novaon Digital provides a detailed view of this strategy and how it can be implemented in the Finance – Banking industry.
I. Changes in Customer Behavior and Expectations in the Banking Market
The Finance – Banking sector in Vietnam is undergoing a comprehensive transformation, as customer behavior and expectations are changing faster than ever. In the past, customers mainly cared about interest rates, service fees, or credit products. Today, they evaluate a bank not only based on numbers, but also on customer experience, transparency, and credibility.
The development of technology and social media has made customers smarter and more proactive in choosing a bank. They search for information, evaluate others’ experiences, and are ready to share feedback—both positive and negative—instantly. This puts considerable pressure on banks, as a negative experience can spread widely within just a few hours, while a positive one requires strategy and thoughtful care to gain traction.
Especially, younger generations such as Gen Z and Millennials are dynamic, tech-savvy customers with the ability to shape market trends. They seek personalized experiences, want direct engagement with brands, and highly value authenticity and transparency in information. In that context, delivering messages through traditional, official channels is no longer enough, and the role of employees who directly experience products and services has become more crucial than ever.
Therefore, Employee Advocacy—the strategy of turning employees into brand ambassadors—has become an essential strategic tool to help banks meet rising customer expectations. Beyond building trust, Employee Advocacy allows banks to connect with customers in an authentic and natural way, creating real differentiation in a fiercely competitive environment.
Market Context of the Finance – Banking Sector
II. Employee Advocacy Creates a Distinctive Impact in a Competitive Financial Market
Employee Advocacy is an internal communication strategy with external influence, turning employees into storytellers who naturally and closely share the brand, services, and values of the bank. In the Finance – Banking sector, where products are often dry and hard to explain, Employee Advocacy humanizes the brand, brings credibility, and builds emotional connections with customers.
When employees share real experiences about services, customer interactions, or participation in community programs, the message is no longer just an advertisement—it becomes living proof of the company’s values and culture. This is especially important for complex financial products, where customers need guidance and explanation from people with real-world experience.
Employee Advocacy is also an effective way to differentiate banks in a highly competitive environment. When many banks launch similar products, employees become the bridge that helps the brand stand out through real stories, customer experiences, and sincere advice. This is a strategy that cannot be measured directly through advertising costs, but it delivers much deeper and longer-lasting impact.
Moreover, Employee Advocacy also plays a role in strengthening internal engagement. When employees see themselves as an important part of the communication strategy, they feel recognized and proud of their work and brand, which enhances performance and morale. This strategy not only helps banks connect with customers but also creates a positive and creative working environment, contributing to the sustainable growth of the organization.
The Employee Advocacy strategy empowers employees to become brand ambassadors.
III. A Process for Effectively Implementing the Employee Advocacy Strategy
Implementing Employee Advocacy is not a spontaneous action but requires a well-structured process to ensure smooth coordination between the organization and its employees for optimal effectiveness. This process can be divided into two main groups: for businesses and for employees.
1. For Businesses
Define strategic goals: First, the bank must clearly define the objectives of the Employee Advocacy program, such as increasing brand awareness, building trust, improving customer experience, or strengthening internal culture. Defining these goals helps the organization select the right employees, channels, and messages to ensure long-term success.
Select brand ambassadors: Ambassadors do not necessarily have to hold senior positions—they should be individuals who understand the products, communicate well, and can embody the brand’s values. Choosing the right personnel ensures messages are authentic, natural, and widely spread.
Establish policies and guidelines: Develop clear guidelines on how to share information, what type of content is allowed, and moderation principles. This not only protects the brand’s reputation but also provides a framework that helps employees participate confidently and consistently.
Ongoing training and support: Provide training courses, sample materials, sharing scripts, and real stories to help employees apply easily. In addition, offer technical support, answer questions, and provide regular updates to keep the program active and effective.
Measure and optimize: Use indicators such as shares, engagement, customer feedback, and reach to assess effectiveness. Based on these results, banks can adjust strategies, supplement content, and expand implementation scope.
2. For Employees
Understand the brand’s value and message: Employees need to fully understand the core values, mission, and messages that the bank wants to communicate so they can share them accurately and naturally.
Choose appropriate channels: Employees should use channels that customers are interested in, from social media platforms and community groups to direct customer interactions. Selecting the right channels ensures the message reaches the right audience with strong impact.
Share authentically and personalize content: Messages should carry personal impressions—sharing real experiences and specific stories instead of copying dry information. Genuine content increases persuasiveness and strengthens emotional connections with customers.
Maintain consistency and regularity: Brand ambassadors need to maintain consistency in communication style, tone, and frequency of sharing to build a unified brand image.
Recognition and encouragement: The organization should implement mechanisms to recognize, reward, and acknowledge positive participation, thereby motivating long-term commitment to the program.
The Process of Applying Employee Advocacy
IV. Innovative Solutions from Novaon Digital – A Pioneer in Employee Advocacy Marketing
Novaon Digital is recognized as a pioneer in providing comprehensive Employee Advocacy Marketing solutions for the Finance – Banking sector. Through its specialized platforms and services, Novaon Digital supports businesses in systematically implementing Employee Advocacy programs—from developing a unified communication strategy and identifying messages aligned with company culture, to automating content-sharing processes, assigning tasks to employees, and tracking real-time results. The real-time reporting system enables businesses to immediately evaluate reach, engagement effectiveness, and brand impact, allowing them to optimize strategies promptly and efficiently.
In addition to technology, Novaon Digital emphasizes employee motivation through a transparent and fair reward system, recognizing each individual’s contribution to brand message dissemination. Both businesses and employees receive clear guidance on implementation processes, content-sharing principles, customer engagement methods, and compliance with communication standards. As a result, Employee Advocacy becomes not just a communication campaign but a structured experience, encouraging active employee participation and strengthening brand and customer connections.
Notably, Novaon Digital is a pioneer in integrating the Brandformance approach into Employee Advocacy—combining brand building with business performance optimization. Every employee-sharing activity is tied to specific KPIs, enabling businesses to enhance brand awareness while also measuring tangible impacts on business outcomes. With this innovative and comprehensive solution set, Employee Advocacy becomes a strategic tool that maximizes internal resources and contributes to building a modern, reputable, and distinctive banking brand in the market.
Novaon Digital is a pioneer in applying Employee Advocacy Marketing.
Conclusion
In an increasingly competitive Finance – Banking landscape where customers expect authentic experiences, financial institutions need to recognize the potential of Employee Advocacy while effectively operating programs that optimize internal human resources and strengthen their brand in the digital age. When implemented in a structured, systematic way with clear measurement mechanisms, Employee Advocacy helps businesses enhance credibility and naturally, effectively spread their message.
The document “Employee Advocacy: A New-Era Marketing Strategy for the Finance – Banking Sector” is designed to provide a comprehensive perspective on this strategy—covering market context analysis, customer behavior insights, practical implementation guidelines, and innovative solutions from Novaon Digital. This is a valuable resource that enables financial institutions not only to understand the full potential of Employee Advocacy but also to execute it effectively, maximize the value of internal resources, and build a strong brand in the new era.
