On Thursday 1st May the Spanish Chamber of Commerce held the seminar “Transform your Employees into Brand Ambassadors” organised in collaboration with Smarp, member of the Chamber. Igor Urra, Secretary General of the Spanish Chamber, welcomed attendees on behalf of the institution and introduced the speakers of the session: Pedro Ros, Chairman, and Joe España, Executive Consultant at Smarp.

The main topic was how to engage employees to recommend their organization. To start off, Joe Espana defined and spoke about the importance of the components of employee engagement, which can be divided into the following categories: Cognitive, emotional, physical and advocacy engagement. Joe highlighted the importance of having a team who positively promote their brands or companies, its products and services to a much wider community. He explained that to achieve this is important to develop motivation among employees.


Pedro Ros and Joe España covered different aspects of employee advocacy.

During the second part of the session, Pedro Ros focused on advertising and the importance of social networks. He showed attendees several research studies which proved the key role of digital tools in promoting employee engagement. As he explained, employee messages are more trustworthy than company messages. Therefore, having employees sharing relevant content online is a highly valuable strategy for companies.

On the other hand, he also gave some examples of the impact that recommendations from relatives and people we rely on have on us. Similarly, he mentioned that sometimes rewards can be attractive in order to foster motivation and encourage employees to share products or promote services that their organizations offer to a much wider community.


Pedro Ros gave several examples of the impact of employee engagement.

Finally, he gave attendees some useful tips to elaborate a plan for success when developing employee engagement strategies, such as having a clear objective, measuring the impact of the programme and calculating ROI of these actions to notice if they are creating value.

After the session, all attendees could enjoy an interactive networking breakfast while sharing thoughts and discussing further all the ideas covered in the talk.


After the session attendes had the opportunity to network and exchange opinions.

We would like to thank everyone who took part in this activity and especially our member Smarp for contributing to this engaging session.

In order to find out about other activities that the Spanish Chamber is organising, we encourage you to keep an eye on our UPCOMING EVENTS  section within our website.


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