Ajax gets employees and
together on social media to
tell a consistent company
This makes processes
impacted by employee
retention, and even sales—
What differentiates Workforce Marketing from
social media campaigns is a focus on resonance.
Resonance x Reach
Cost x Effort
Making the brand meaningful to
employees makes it easier for them to
share the brand with their networks.
Because employees are up to 6x
more trusted than company
spokespeople (2013 Edelman
Trust Barometer), getting heard
Reach without resonance?
Resonance gets employees to
self-identify with the message,
making branding programs
more sustainable and driving
down overall costs.
Case study: Oil & Gas
Why it works:
Our opt-in approach modeled exactly
how to use LinkedIn to solve a
specific, important challenge for
employees, with no distractions.
Ajax was approached by a major oil and gas
company to help it use LinkedIn to recruit more
efficiently. Ajax assessed employee brand
ambassadorship, across both recruiters and
non-recruiters, and then implemented a 3-step
program to engage employees. We achieved the
• Voluntary use of brand messaging up 907%
• Voluntary use of LinkedIn summaries/
current job descriptions up 268%
• Voluntary use of keywords up 85%
• Voluntary use of résumé jargon down 224%
Case study: eCommerce
Our data showed employees why brand advocacy is
important, and how it could help them day-to-day. Getting
buy-in on suggestions on how to use and optimize their
LinkedIn profiles—such as writing a client-focused
summary—flowed naturally from the findings.
Ajax worked with a major retailer to help it recruit technical talent in
the Bay Area more effectively. Working with business leaders and
technical staff across departments, Ajax:
• Increased overall brand advocacy 67%, from 39% to 65%.
• Increased voluntary use of company messaging nearly 300%,
from 15% to 59%.
Case Study: The Expert’s Experts
We have repeatedly demonstrated an ability to drive behavioral
change across all levels of employees and across all levels of social
media savvy, from “newbies” to “gurus.”
The following feedback is from a Fall 2013 program with certified
LinkedIn Recruiter users and other social-savvy recruiters:
• 97% of participants reported learning something actionable from
Ajax’s brand advocacy assessment.
• 94% of participants reported better understanding how to use
LinkedIn and social media as a business tool.
• 94% of participants reported having taken action or having a
strong intent to act on what they learned.
Our methodologies are rooted in decades of organizational science.
We have been refining them for social business since 2010.
The Brand Amplifier
Measuring Employee Brand Advocacy
What we do:
• Assess brand advocacy across 200
• Deliver concrete, actionable steps for
amplifying the employer brand.
What the client gets:
• Quantified report on employee brand
ambassadorship, with an analysis of results.
• Individualized feedback for employees.
• A 90 minute executive briefing with Ajax.
How the client benefits:
• Insights pinpoint opportunities in an
actionable, scalable way.
• Insights connect the dots between
individual and organizational results.
• Subscription opportunities allow the client
to track improvement over time.
Employer Brand On-boarding
Optimizing Employee Advocacy
What we do:
• Assess employee brand advocacy, plus
• Support internal and agency resources to
get employees engaged with the brand
What the client gets:
• All output from the assessment.
• A proven, 6-week program to increase
employee brand advocacy.
• All output and communications generated
during the program.
• Follow-up assessment to measure impact.
How the client benefits:
• All benefits from the assessment.
• A turn key, proven model for driving
change that can be used in the future.
LinkedIn Proﬁle Notes by Ajax Workforce Marketing February 7, 2014
About you: Your professional credibility
The checklist below will help you project a professional image.
If you don’t want your network to know you are updating your proﬁle, be sure to “Turn off
activity broadcasts” in your settings before making changes.
3LinkedIn Proﬁle Notes by Ajax Workforce Marketing
BrandAdvocacyElements My peers Me
Do you have a photo?
Do you have a custom, “vanity” URL?
Do you have 500+ connections?
Do you have a summary + current job description?
Do you avoid résumé jargon?
Is your proﬁle written in the ﬁrst person?
Do you use multimedia to enhance your message?
Is your summary < 200 words?
Have you activated the Volunteer & Civic Causes section?
Do you list 7 or more job-related skills?
Is company messaging present on your proﬁle?
Have you gone beyond copying/pasting company messaging?
February 7, 2014
“How do I look?!”
Do you have a great proﬁle
photo? A bad one?
Don’t worry, we won’t judge!
What we want to know is, will
your photo help you attract
the right people? Will it get
you closer to your goals?
These are different criteria
than most people use to
assess a proﬁle. And the
results may surprise you…
makes it easy to take
track progress, and
When people communicate well, amazing things
happen. We work with clients to help them unleash
the persuasive potential of all their professional
We identify the essence of what an enterprise stands
for, work to make everyone in the company feel
ownership of it, show employees how advocacy
benefits them as individuals, and create a path for
their aggregated efforts to benefit the organization
upon whose profits they depend.
In the end, employees are empowered to do more
amazing things, and their efforts become the
foundation for a more sustainable, effective, and
strategic employer brand.
Payroll is an investment you’ve already made. Be sure
the return is all it can be.
- Jason Seiden
CEO, Ajax Workforce Marketing