Advocate

Paid Advertising

Another way to highlight your company is to advertise. Advertising helps increase the name recognition of your organization and awareness of ESOPs in your local community.

The biggest advantage to placing an advertisement is that you control the content. It is guaranteed to appear, once you pay for it. The disadvantage is that paid advertising can be costly.

You have several options when designing an advertisement. You can design it yourself, hire a graphic designer, or ask the media outlet to design it.

Whichever route you take, be very clear on what your message is. Trying to convey too many messages is a sure way to make an advertisement confusing and ineffective.

When designing the advertisement, keep the text short and simple. Potential readers glance at ads for two to three seconds before deciding to read them. Readers usually skip over ads that have lots of text.

Also, include pictures of your employees or members. Nothing captures a person’s attention more than a photo of a face.

Finally, don’t forget the most simple advertising strategy: Add information about being an ESOP to your company’s letterhead, business cards, email signatures, newsletters, marketing brochures, and website. For other ideas on showing the world you are an ESOP, see the companies that have won awards for marketing their status as employee owned businesses