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How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry

Despite being in a highly regulated industry like healthcare, Aetna’s innovative social media team guides and empowers hundreds of employees to represent the brand on social media. By investing in their employees’ social networks, Aetna is able to amplify brand content and increase consumer trust through authentic, employee-led social media engagement.

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How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry

  1. 1. 1 How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry
  2. 2. 2 #EngageU Nicole Alvino Co-founder & Chief Strategy Officer at SocialChorus @Nalvino How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry Tara Autrey Senior Social Media Manager at Aetna @TaraA_79
  3. 3. 3 SocialChorus surveyed 1,000 employees from enterprise companies. #EngageU
  4. 4. 4 Workplace Communication Needs to Improve Both employees and managers agree that there isn’t enough effective communication internally. • 94% of employees want to hear more about what is going on from leadership • 68% of executives believe they do a “good” job of communicating #EngageU …Only 21% of employees agree
  5. 5. 5 When employees are engaged and well-informed, they will engage and inform their network. #EngageU
  6. 6. 6 Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand. • 93% of employees say they would be good at advocating for the brand • 87% of employees see the career benefits of advocating for the brand #EngageU
  7. 7. 7 Why Don’t Employees Already Advocate? • 55% of employees don’t share about the brand because they are worried they’ll get in trouble • 44% of employees don’t know what information they can and can’t share #EngageU
  8. 8. 8 Why Leadership May Push Back on Employee Advocacy
  9. 9. 9 #EngageU Nicole Alvino Co-founder & Chief Strategy Officer at SocialChorus @Nalvino How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry Tara Autrey Senior Social Media Manager at Aetna @TaraA_79
  10. 10. 10 Why did Aetna get started with employee advocacy? #EngageU
  11. 11. 11 Employee Advocacy is the #1 Way to Amplify Content • Employees reach a much larger audience than a brand’s social page • Employee-shared content adds character and personality to Aetna’s brand messaging • Employee advocacy gives employees access to brand and industry content that that is safe to share on social media #EngageU
  12. 12. 12 How did Aetna get internal buy-in for an employee advocacy program? #EngageU
  13. 13. 13 3 Ways Aetna Achieved Internal Buy-in 1. Get leadership onboard early in the process to align program with the goals of the business 2. Seek guidance from a manager or colleague with experience building social media guidelines from the ground up 3. Ensure compliance by partnering with Legal and Information Security departments before launching #EngageU
  14. 14. 14 Employee Advocacy: Benefits Company-wide • Social Media Marketing: Increase awareness • Communications: Engage employees • Human Resources: Attract top talent • Sales Professionals: Drive leads
  15. 15. 15 How did Aetna train employees to safely represent the brand on social media? #EngageU
  16. 16. 16 Train to Build a Solid Employee Advocacy Foundation • Start by training employees who are already active on social media • Iterate on lessons learned to create training materials for all employees • Develop a social media training curriculum with various levels • To date, 97% of our employees are certified to create and share content for Aetna on social media #EngageU
  17. 17. 17 How can employee advocacy strengthen consumer trust? #EngageU
  18. 18. 18 Employee Advocacy Builds Consumer Trust • Healthcare has become more like retail now that consumers can purchase healthcare plans from exchanges directly • Employee advocacy empowers our employees to connect with consumers who are seeking information about healthcare on social media #EngageU
  19. 19. 19 #EngageU “With employee advocacy, our employees can reach people who haven’t been exposed to the Aetna brand or come across our social pages.” Tara Autrey Senior Social Media Manager at Aetna @TaraA_79
  20. 20. 20 How does Aetna engage employees to amplify social content? #EngageU
  21. 21. 21 Curate Social Media-friendly Content • Aetna brand and industry content is meant to keep the public informed on health and healthcare • Aetna brand and industry content includes: • Health and wellness tips • Recipes of the week • Infographics on health best practices #EngageU
  22. 22. 22 #EngageU “I highlight social media content for our employee advocates that I think will really resonate with friends and family. We have a lot of health and wellness tips that can really appeal to a general audience.”Tara Autrey Senior Social Media Manager at Aetna @TaraA_79
  23. 23. 23 What does the future hold for employee advocacy in the Aetna? #EngageU
  24. 24. 24 The Future of Employee Advocacy for Aetna • Position the Aetna brands as a thought leader in the healthcare industry • Reach even more people, engaging different audiences and increasing brand awareness • Make it even easier for employees to participate in the program and make it a part of their daily routine #EngageU
  25. 25. 25 The use of mobile to accomplish everyday tasks is increasing — especially for working professionals. #EngageU
  26. 26. 26 Create a Consumer Experience for Employees Employee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app. • 82% of Millennials • 76% of Gen X • 54% of Baby Boomers #EngageU
  27. 27. 27 Be Better Connected We believe connection drives engagement, productivity and advocacy for modern enterprises.
  28. 28. 28 Interested in Learning More? #EngageU Download our ebook How to Sell Your Company on Employee Advocacy http://bit.ly/GetInternalBuyIn Register for our Upcoming Webinar: How Gallo Uses Employee Advocacy to XYZ http://bit.ly/gallo-employee-advocacy
  29. 29. Thank you!

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