Why turning Employees into Brand Ambassadors matters?

Typically, you might think of brand ambassadors as someone who promotes or buys your product/services and shows consistent support online.

That support can be through social media channels, email, review sites, and other services.

While that is a somewhat accurate view, many companies fail to realize how important turning their own employees into brand ambassadors is for their brand success.

The relationships your employees have with their networks – which likely include potential customers, prospects, and hires – are stronger than any relationship the people in their networks may have with your brand. Yet, before we dive into why getting employees to be brand ambassadors matters, let’s clearly define exactly what it means.


A brand ambassador is someone who promotes a brand and its products to their network with the objective of increasing brand awareness and driving sales.

Historically, a brand ambassador was typically a celebrity or someone with a good amount of name recognition who was paid for their efforts to promote a brand or products.

Yet, this definition is expanding and has expanded to employees of an organization. In the past, notable ambassadors for businesses mainly have been founders and executives.

However, in recent years and with the rise of social media, non-executive employees from all departments have and can become effective brand ambassadors.

There certainly has been a shift and expansion in who is considered a brand ambassador and for businesses, employees should be the top candidates.



By turning and enabling employees to become brand ambassadors, you can greatly increase marketing and social reach of your company.

During our employee advocacy guide research, we found some interesting stats:

  • Employees have an average of 1,090 social connections
  • Employees also have 5x more reach than corporate accounts

Additionally, a Nielsen study showed that 84% of people trust recommendations from friends, family, colleagues over other forms of marketing.

Now, if your company has a few hundred employees who are active brand ambassadors (sharing content, promoting job and the products, etc.), you can easily grow your company’s overall marketing and social reach exponentially.


Another interesting stat, was employees social followers are 7x more likely to convert on the content that is shared (source). This also goes back to the Nielsen study, that people trust recommendations from people they are connected.

Yet, besides giving a boost to the number of leads, the quality of those leads is also improved. Because your employees have authentic relationships with their followers, they have a more direct and trusted connection to your targeted demographic.

Your employees now become the extended lead generators for your company and because of that, the quality of those leads is greatly improved.


Another big to get your employees as brand ambassadors that is often overlooked, is the increase of social recruiting.Your company and others are always looking for top talent to bring to the team and what better way through current employees?If your employees are active brand ambassadors, consistently sharing and talking about the value of their workplace, will certainly attract new talent and candidates who are much more eager to accept a potential job offer.

Many enterprise level companies might not think they have a need for improved social recruiting because their established brand is strong enough. However, even top tier level company job pools can be improved by positive reinforcement from employee brand advocates.

Better to be overwhelmed with excited and high-level quality job candidates then struggle to find any that qualify.

Employees acting as brand

The top 6 concerns your clients are most worried about

Which of these common concerns are your clients most worried about?

  • Outliving my money
  • Flexibility/liquidity of my money
  • Maintaining my current lifestyle through retirement
  • Protecting my premium
  • Social security may not be available
  • Need for nursing home care

Download this client-approved presentation from North American Company to help start the conversation about financial needs in retirement.


Download the Client-Approved Presentation


The front of each page features valuable client-friendly information, graphics and questions to help you get the conversation going. The back of each page will help guide you through the kit with talking points and important reminders.

DOL Update


There continues to be a misperception in the industry that the DOL has already issued an 18-month delay to the fiduciary rule. While we continue to believe a delay will be issued soon, as of today, no such delay is in place and the final implementation date is still set for January 1, 2018.

Several industry groups continue to lobby both Congress and the DOL, advocating for a delay and for modifications to the rule. In addition, the court cases continue to work their way through the appellate process, and we are expecting a decision from the 5th Circuit Court of Appeals any day now.

But rather than just sit around and wait for something to happen, there are several actions that you can take today to lend your support for the delay. 

  1. Sign the petition. The Fixed Annuity Consumer Choice Campaign has an online petition that you can easily sign and submit to the DOL. You can access this petition at: https://www.votervoice.net/Shares/BsycXAFuAEWSAAAFwdR7FAA.  This petition was originally submitted to the DOL with over 2,600 signatures, but more signatures are needed. Please add your name to the list today.
  1. Contact Congressmen Stivers (R-OH, 15th District) or Cleaver (D-MO, 5th District). These Congressmen have agreed to reach out to Labor Secretary Acosta, urging him to issue the delay and revisit how fixed index annuities should be treated. They should be thanked for their support of fixed index annuities. For those of you who live/work in either of these districts, a personal visit to their office or a phone call is the most effective means of communication. For those of you who have clients in these districts but who personally live/work outside the district, the most effective communication would be from your clients. Your clients could send a short email to their office at the following links:
    Stivers:  https://stivers.house.gov/contact/
    Cleaver:  https://cleaver.house.gov/contact/email-me
  1. Contact Senator Perdue (R-GA), and Senator Scott (R-SC). These Senators have expressed willingness to support fixed index annuities, but they need to hear from their constituents on this issue. If you or your clients live in GA or SC, please reach out to these Senators at the following links:Perdue:  https://www.perdue.senate.gov/connect/email
    Scott:  https://www.scott.senate.gov/contact/email-me

    You could also submit a form letter from the following site to either of these Senators, but only if you live in GA or SC:  http://fixedannuitychoice.com/takeaction/

  1. Contact your Congressional Representative and Senators. A simple email to your Representative and Senators is always a good idea, even if they are opposed to the position you are advocating. A simple message stating how you always act in the best interest of your clients in helping them plan for retirement, that fixed index annuities are an important piece of a sound retirement strategy, and that the current DOL Fiduciary Rule creates an undue burden on the use of fixed index annuities as part of an overall retirement strategy. And be sure to ask them to support a delay of the Fiduciary Rule as proposed by the DOL. You can easily find your Representative or Senators at the following site:  https://www.congress.gov/members.

It is also important to reiterate that the impartial conduct standards (best interest of client, reasonable compensation, no materially misleading statements, disclosure) that took effect on June 9th continue to be in place and will most likely remain in place even if a delay is formally issued. You should continue to operate under these impartial conduct standards—this is our industry’s new “normal.”

As always, we will continue to provide updates as things change.  In the meantime, please don’t hesitate to reach out to Tim Nelson (tnelson@assetismarketing.com) or Bob Seawright (rpseawright@mas-bd.com) directly with specific questions on this important topic. Your Business Consultant is also an excellent resource to help you navigate the changes occurring in our industry.

Jennifer Schendel

President & CEO

National Western – Extended 1% Commission Bonus

More Time to Earn Your 1% Commission
Bonus on Annuity Business

The 1% commission bonus has been extended! The bonus now applies to annuity applications* received between September 15, 2017 and November 15, 2017, and issued-and-paid by December 29, 2017.
*Excludes NWL Prevail Seven® and all SPIAs. Bonus is payable to the writing agent only. In the event the writing agent is contracted as a Special Producer receiving no compensation from NWL®, the bonus is paid to the recruiting Agent/Agency receiving the compensation.
Contact the Marketing Department
at 1-800-760-3434 or by email at mktg@nationalwesternlife.com.

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National Western Life Insurance Company®
850 East Anderson Lane, Austin, Texas 78752
Agent Hotline: 1-800-760-3434 | Fax: 512-339-8350
Email: mktg@nationalwesternlife.com | Website: www.nationalwesternlife.com
For Agent Use Only – This document has not been approved under the advertising laws of your state for dissemination to individual purchasers.
2016 National Western Life. All rights reserved.

10 Ways to Generate More Qualified Leads

10 Ways to Generate More Qualified Leads
By Skott McKinney, Director of Marketing & Creative Services

Balancing client needs and running a business can be tedious enough without having to simultaneously focus on finding new, qualified leads. Prospecting is the top challenge independent producers face (1), and more than a third of independent producers say that finding new clients is the biggest obstacle to growing their business—more so than pricing or the increasingly saturated industry. (2)

The top industry producers focus on building a multi-platform marketing strategy that helps them generate qualified leads consistently each month. Using marketing to maintain a pipeline of engaged leads allows insurance advisors to connect with more people, communicate the value of their services, and build their business more efficiently.

As cold calling becomes a time-consuming tactic of the past, insurance advisors must utilize offline and online methods of traditional and digital marketing to attract more leads. Keep in mind that because different methods will reach different demographics, it is important to test multiple strategies to see what works best for an advisor’s target market.

  1. Direct Mail Seminars

Direct mail seminars are still a tried-and-true offline marketing strategy for insurance advisors. And for advisors who don’t have an extensive network, direct mailers make it possible to reach thousands of community members and invite them to an educational seminar.

  1. Websites

Websites aren’t just for online businesses. Finding and attracting leads online starts with having a web presence. When 50 percent of insurance seekers start their research online, insurance advisors want those prospects to find their website and consider them for their policy needs.

  1. Social Media

Social media is no longer a casual channel for exchanging messages and posting photos; they’re being leveraged to search for products and services. Around 50 percent of consumers use social media (and Facebook, in particular) to research an insurance product and are actively looking for information to help them make a purchasing decision. 

  1. Live Webinars

Seminars have long been a primary marketing strategy among insurance advisors, and live webinars can go hand-in-hand to reach a wider audience. 

  1. Corporate Videos

While content pieces like blog posts and articles are important to feature on a website for educational and SEO purposes, explainer videos can help convert more website visitors into leads. Since visuals are processed 60,000 times faster than text, and 65% of people are visual learners, insurance advisors can use videos to communicate their value proposition and explain the benefits of their services in an engaging format.

  1. Paid Search

Having a website is the first step for an insurance advisor to build online visibility. Paid search can kick online results up a notch. 

  1. Radio Spots

Over 90 percent of Americans over the age of 12 listen to the radio, and despite the heavy focus on digital marketing tactics, radio spots still have the ability to reach over 240 million people each week.

  1. Targeted TV Ads

Television offers an even larger potential audience than radio, and its visual component provides more ad options.

  1. Local Directories

Local directories play an important role in an insurance advisor’s online presence. Nearly 90 percent of consumers who search for a type of local business on a mobile device call that business within 24 hours.

  1. Referrals

Word of mouth is an essential lead generation strategy, as consumers are more likely to trust reviews from other consumers as opposed to a claim a business makes.


Overcoming Social Media Challenges

Overcoming the Challenges of Social Media for Financial Advisors
By Skott McKinney, Director of Marketing & Creative Services

The power of social media for business can’t be ignored.

70% of people in the United States currently have at least one social media profile, with over half of the population using two or more networks.

In fact, social media users are rising so quickly, it is predicted there will be 2.5 billion users by the year 2018. But it’s not just the sheer number of users that brings attention to businesses and brands. It’s the influence that social media can have on consumers.

According to recent studies, 95% of adults (age 18 to 34) are likely to follow brands on social media. In addition 71% of consumers who have had a good experience with a brand on social media are likely to recommend that brand to people they know.

Unfortunately, not all financial advisors utilize social media marketing to its fullest potential. Social media can do so much more than just help get you in front of consumers. It has the unique power to bring you new clients, increased awareness, and more sales.

Take a look at our complete white paper and learn how social media can help you make an impact with your customers.

Download White Paper