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How to make sure your
employees are (and
remain) your biggest
marketing asset
Presented by Sally Bendtson from Limelight HR
& Danni Johnson from Xpand
Our speakers today
Director at Limelight HR, speaker, author
10 years in-house HR at BBC, Nickelodeon &
The Guardian
6 years in HR consultancy for small business
Digital Marketing Manager at Xpand
19 years in sales, marketing, recruitment
& people management
Trained by LinkedIn & CIM certified
Danni Johnson
Sally Bendtson
Harrogate-based
6 years in business
Specialise in media and creative SMEs
Lovers of all things Christmas
About Limelight HR
Studio based in
Saltaire, West
Yorkshire
Full-service digital
marketing agency
Est. 2007 - 15 years in
business
About Xpand
The 3 key areas companies need to understand from an HR perspective
in order to build a successful business that people love working in
How and why engaged employees are a vital part of your
What Employee Advocacy is and what you should be doing in your
business to promote it
marketing strategy
What we'll cover today:
Are your employees engaged?
Before we begin, let's do a poll...
Did you know...
1 disengaged employee on
an average salary of
£35,000 would cost a
business £7,000?
Perkbox
The 3 key concepts
Build the foundations
Be a leader
Bring joy
BUILD A STRONG
FOUNDATION AND YOU CAN
REACH EVEN THE MOST
UNTHINKABLE HEIGHTS
M J Moores
IF YOUR ACTIONS INSPIRE
OTHERS TO DREAM MORE,
LEARN MORE, DO MORE AND
BECOME MORE, YOU ARE A
LEADER.
John Quincy Adams
THE MOST WASTED OF DAYS IS
ONE WITHOUT LAUGHTER
Nicolas Chamfort
Take a moment to
think about this
next slide...
How many of your
employees posted about
your business this week on
their own social media?
Your employees have 10 times
more social reach than your
brand accounts’ (LinkedIn);
and that sales leads generated
by social advocacy are seven
times more likely to close
The Marketing Advisory Network
But... What is
Employee Advocacy?
The promotion and
awareness of a company
and/or its products and
services by the employees
who work there.
What's the
difference between
engagement and
advocacy?
Is about
empowering
employees to
promote
the company's
branded content
across their
personal networks
Focuses on
creating a positive
work environment
where employees
feel motivated,
inspired,
confident, and
satisfied
Employee
engagement
Employee
advocacy
Ok, so why is Advocacy
so important?
3 main reasons...
Employees
reach and
engage more of
your audience
1
Employees
reach and
engage more of
your audience
1
You can crush
targets by
turning your
salespeople into
social sellers
2
Employees
reach and
engage more of
your audience
1
You can crush
targets by
turning your
salespeople into
social sellers
2
You will attract
quality
employees to
your organisation
3
And if that's
not enough...
According to the Edelman Trust
Barometer, people are 3x more
likely to trust company information
shared by an employee than that
shared by a CEO.
LinkedIn
So, what can
you do today?
Assess your
strengths &
weaknesses
Pick one area
to focus on
Involve your
team in
creating the
change
Employee Engagement
Identify your
brand
ambassadors
Educate &
inform them
Make it easy
for them
Employee Advocacy
Let's dive
into an
example...
Mitchells (of Mansfield)
Mitchells is a pallet delivery company
based in the Nottinghamshire area.
Providing next day & standard
palletised freight services across the
UK & Europe.
They have over 30 employees
consisting of driving, sales, customer
support and various office roles
What do they do right?
They genuinely care about their employees
They listen
They live their values
They give their employees a voice
They have fun
They have leaders
They train their people on advocacy
They have a content plan
What do they do right?
They genuinely care about their employees
They listen
They live their values
They give their employees a voice
They have fun
They have leaders
They train their people on advocacy
They have a content plan
The result...
In summary...
Engaged employees are
vital to the success of
your marketing strategy.
FACT!
Social Media
Amplification
Employee
Advocacy
Employee
Engagement
It's like a
match made
in heaven
Even Batman and Superman
made up in the end!
The 3 key areas companies need to understand from an HR perspective in
order to build a successful business that people love working in
How and why engaged employees are a vital part of your marketing
strategy
What Employee Advocacy is and what you should be doing in your
business to promote it
You should now know...
Congratulations
you've all
graduated.
Any questions?
Follow Xpand
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
/xpandmarketing
Let's connect
www.xpandmarketing.co.uk
www.limelighthr.co.uk
Follow Limelight HR
/limelighthr
/limelighthr
/company/limelighthr
/limelight_hr

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