4 Essential Tips to Convert your Employees to Talent Brand Ambassadors

&
&
4 Essential Tips to Convert your Employees to
Talent Brand Ambassadors

& Research insights to drive your
talent brand
 Reasons to cultivate your
followers
 Top 5 incentives for employees
to become brand ambassadors
 Analysis of brand
ambassadorship and how it
relates to talent recruiting
 Linkage between employee
engagement and followers
 5 reasons employees become
drivers of your brand
The truth about
followers and
connections
Cultivating
employees as
brand ambassadors

©TNS & LinkedIn 2015 info@tnsei.com | info@linkedin.com
Poll:
What is your role at your current
company?
Poll Question

Carrie Smith
Moderator
LinkedIn Talent
Solutions
Marty Finn
Presenter
LinkedIn Talent
Solutions
Mike Schroeder
Presenter
CEO, TNS
Employee Insights
Presenters

Focus on providing innovative solutions to
increase employee engagement, retain top
talent, enhance brand awareness and overall
business performance:
 Employee Engagement
 Retention of Top Talent
 Brand Awareness
 Customer Engagement
 Leadership Development
Normative database comprised of information
from 2+ million employees surveyed annually
in 120+ countries
Global leader of custom research,
analysis and insights
TNS: Who are we?

We provide thousands of recruiters, HR
professionals and hiring managers with
highly effective tools to find and engage
top talent through the world’s largest
online professional network.
LinkedIn customers include 85% of the
Fortune 100 and corporations from every
industry around the globe.
Sourcing – Employer Branding – Job Distribution - Insights
LinkedIn: Who are we?

#1 Focus on employee engagement
Ensure buy in from senior leadership with a focus on
employee engagement and strategic planning
#2 Educate your employees
Educate your employees on Brand Ambassadorship
#3 Encourage ‘Share and Tell’
Share authentic stories, pictures and company events
across a variety of media in order for employees and
followers to repost and drive viral dispersion
#4 Measure & monitor your initiatives to
gauge success
Measure engagement and create action plans that build a
foundation of engaged employees and brand ambassadors
4 Tips to Convert Your Employees to
Talent Brand Ambassadors

SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012
Most follow for incentives,
rewards, or discounts.1
Follow for professional
news, insights, and product
information.2
People follow companies on social
platforms for different reasons

Employee Value Proposition
The attributes that you most want
associated with your company
Employer Branding
The delivery of your EVP across every
communication touch point both internal
and external
Brand Promise
What is your Employer Value Proposition
& Branding?

Source: LinkedIn study of 3800+ global professionals conducted in January 2012
People are 3x more likely to spread bad news than good, and social
media creates a transparent boundary between your employees
and the marketplace
Long-term
relationships
64%
of followers would
follow companies
“indefinitely”
61%
of members are more
likely to share
information as a result
of following a company
Brand
evangelists
Engaged talent
pool
71%
of members are
interested in updates on
job opportunities from
companies they follow
Impact of Social Media

cost a global manufacturing firm $73 million
a year in lost productivity, poor quality & service levels,
higher accident rates & absenteeism
Disengaged employees…
Source: TNS Case Studies
TNS Research shows…
Employee engagement can increase profitability
Higher employee engagement often coincides with a
higher level of service quality
Employee engagement has an influence on customer
retention
Employee Engagement & Business Outcomes

Employee Engagement and Ambassadors

Employees that are PROUD
of their company and glad to
tell people about it
Employees who would
RECOMMEND their company
to others as a good place to
work
Source: TNS Global Panel Study and TNS Normative Database
Global
Panel
Study
High-
Performing
Organizations
vs.58%
81%
87%
53% vs.
Do You Have Brand Ambassadors?

Source: TNS Global Panel Study
Brand ambassadors are supported through strong leadership and
effective brand training initiatives
Top 5 Reasons
Employees Become
Brand Ambassadors
1. Company brand experience sets us apart
2. I trust senior leadership
3. Work gives me a feeling of accomplishment
4. My company is environmentally responsible
5. I feel valued as an employee
1. Our brand experience sets us apart from competition
2. Supervisor supports brand experience efforts
3. Brand experience coaching and training is
effective
4. I understand the behaviors to deliver the brand
experience
Drivers of
Ambassador Efforts
Creating Brand Ambassadors

Employee
Engagement
 Highly engaged
employees are your
best brand
ambassadors
 Key drivers of
employee
engagement:
 Shared Purpose
and Values
 Career
Development
 Recognition
 Senior
Leadership
Case Study - HCA
 Over 25,000
department managers
received reports and
insights
 More than 10,000
action plans were
created online
 Increases in employee
engagement have
resulted in improved
patient satisfaction,
reduced turnover and
improved financial
performance
Tip #1: Focus on Employee Engagement

Questions
employees need
answers to…
1. Why is this a great
place to work?
2. What is the value
proposition for a new
employee?
3. Why do we exist in the
view of our
customers?
4. What type of talent
does this organization
need to grow?
5. What resources are
available to help with
this effort?
6. What are our social
media policies?
Case Study
A Fortune 500 company in
the service industry showed
that:
Almost 40% of its
employees felt restricted
by the organization’s
current social media policy
More than half of its
employees would share
company stories given
more flexible social media
guidelines
After developing an
internal social media
platform, over 60% of its
U.S. based employees
engage in intranet social
media sites either daily or
weekly
Tip #2: EDUCATE YOUR EMPLOYEES

Develop and
Communicate
a Social Media
Policy
Distribute social
media guidelines
that encourage
participation and
reduce fear
Provide stories of
fellow employees
on social media
platforms
Communicate in
the local language
and on local
platforms
Bring Cross-
Functional
Teams Together
Create alignment
through
communication
Encourage social
media
professional
collaboration with
colleagues
Enhance
teamwork by
breaking down
internal silos
Build
communities
Utilize
Intranet &
Social Media
Sites
 Use intranets
& social media
platforms to
highlight the
connections
across
employee
engagement
and positive
customer
experiences
Tip #3: ENCOURAGE ‘SHARE AND TELL’

Salesforce was tasked with hiring hundreds of account executives and
sales engineers. CEO Marc Benioff rose to the challenge by asking his
employees to turn to their networks to drive applicants:
The Salesforce Challenge

1 Data: 10/15-11/16, excludes weekends
The impact was impressive…60% increase in employee
referrals that week!
350 Links shared via
LinkedIn status updates
2x more than the daily average
One post led to…
RESULTS
159K Connections
~25% Sales Professionals
40K Companies
Shared Links1
By SFDC Employees
+128%
Likes1
SFDC Employee Posts
+70%
Status updates visible to:
The Salesforce Success Story

Employee
Engagement
 Measure employee
engagement and
focus on the key
drivers necessary to
create brand
ambassadors
Training & Coaching
 Management
 Brand ambassadors
Brand Ambassador
Programs
 Impact or utilizing
networks for
recruiting top talent
 Social media
programs
Case Study
 A business unit reported
estimated savings of
lost productivity by
improving engagement
by $30 million per year
 Operating profit
increased from $1.2
billion to over $2 billion
 Functional and
department leaders
utilized an online action
planning and best
practices platform in
order to implement both
global and local action
plans
Tip #4: MEASURE & MONITOR YOUR INITIATIVES
TO GAUGE SUCCESS

What are my competitors
doing?
How do I leverage my brand
ambassadors?
What you need to know

What you need to know
#1 activity on LinkedIn = viewing profiles
of connections.
 Help your employees be strong representatives of your company
by hosting a brown bag lunch to provide tips to improve their
profiles.
 Use ad space on employee profiles to drive traffic to your career
presence on LinkedIn. 20x more likely to be clicked than regular
ads.
Employees are automatically followers
when listing their company employment.
 Send targeted company status updates on LinkedIn to share
relevant content.
 Highlight your brand ambassadors on your Career Page to
ensure the message really resonates.
 Deploy targeted version of Career Pages to showcase relevant
employees and opportunities to visitors.
Employees can amplify your message.
 Encourage employees to share key updates to distribute your
message to their connections.
 Follow the salesforce.com playbook.
 Broaden your distribution of job opportunities to employees’
professional circles and increase employee referrals.
Work With Us
Own the ad space
on your employees’ profiles
LinkedIn Jobs
Employees share high priority
jobs with their network
LinkedIn Career Pages
Build your employment brand with
highlighting your brand ambassadors

Training and
engaged
employees are
MORE likely to
create brand
ambassadors
Engaged
employees are
LESS likely to
leave, lowering
overall costs of
recruiting
Engagement & Your Brand
LinkedIn & TNS Employee Insights research
converge on two key findings…
Summary

Questions?
Please email us at:
mike.schroeder@tnsglobal.com
mafinn@linkedin.com
with any confidential questions or tweet
@hireonlinkedin

Marty Finn
mafinn@linkedin.com
LinkedIn Talent Solutions
talent.linkedin.com
http://talent.linkedin.com/blog/
@HireOnLinkedIn
Mike Schroeder
mike.schroeder@tnsglobal.com
TNS Employee Insights
TNSei.com
@tns_insights
Building the future of insights together!
Contact us

TNS Employee Engagement Tips Booklet
At last, a truly great
employee engagement
tips booklet you can use!
Written by TNS research
professionals, providing
tried and true methods
on how to engage
employees.
For a quick and easy
download, visit:
Tnsei.tips.com

4 Essential Tips to Convert your Employees to Talent Brand Ambassadors

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