This document discusses how employees impact company branding and the importance of employee advocacy. It notes that employees control a brand through their behavior and interactions with customers. Creating engaged employees who advocate for the brand on social media can accelerate brand reach, generate leads, and improve recruitment. The document provides examples of how to develop an employee advocacy program, including defining employee roles, setting policies, and measuring program results.

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Who Controls Your Brand? You,
Your Customers,
Your Employees?
Lynne Levy
Senior Product Marketing
Manager

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Agenda
• Branding
• Employees and Branding
• Recruitment and Branding
• Employee Advocacy

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What is your brand?

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What are some memorable brands?

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What is your brand?
• A brand is a promise to customers
that a specific level of value, quality,
and service will be received
• Covenant between a business and
its customers
• Customers control brand
• Marketing controls brand
• Employees impact brand

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Your Employees Control
your Brand to your
Customers

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Employees are a key
ingredient!

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Employees build a strong
brand through their behavior

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Recruitment and
Brand

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Employment Branding-Why
does this matter?
“You can’t market something you don’t have. If your people are not
happy and engaged, selling your company will be difficult”….Josh Bersin
• Gallup: 13% of employees are highly engaged. This impacts recruiting.
• Glassdoor data shows that 54% of employees would recommend their
employer to others

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Leadership is critical to
engagement
• The factor most highly
correlated with an employees
willingness to recommend
their company is their respect
for senior leadership.

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Glassdoor-Also part of Sales
• Becoming part of sales cycle for customers
• Treat Glassdoor as another marketing venue
• HR/Marketing need to come together

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Glassdoor: Quicken-What does it
say?

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Glassdoor: Wegmans-What does
it say?

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It must be real!
• Authenticity is critical
• Empower your employees to talk about
why it’s a great place to work
• Its okay to be honest either way
• Be careful feeding them ‘words’

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Employee Advocacy

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Employee Social Advocacy
Employees who share corporate-developed content and/or create and
share their own content about the company through their personal
social networks.
In 2015, brands will harness the social media connections their
employees already have. Brands such as IBM and Cisco have
already caught on and are reaping the benefits.MarketingProfs

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What does employee social
advocacy look like?

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Business is becoming inherently
social
An employee social advocate program will enable us to further
engage employees, and enables them to better connect,
share, and truly be part of our brand in social.
• engaged employees are powerful
• of employees already share about
their brand on social
• of employees currently have a well-
developed presence in social media
• of socially engaged employees are
more likely to attract top talent
135 > 1,000,000Advocates Facebook Fans
50%
<5%
58%

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Benefits of an Employee Advocacy
Program
Company Benefits
• Accelerated brand reach
• Lead generation
• Consistent messaging
• Increased SEO value
• Social selling
• Reduce manual efforts
• Employee
endorsements
Employee Benefits
• Become a subject
matter expert
• Add essential skills to
repertoire
• Contribute to company
success
• Demonstrate
commitment
• Recognition

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Companies with employee social
advocacy programs

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Twitter Analysis at Cisco
• Employees have 10x more followers than corporate accounts
• Only a 2% overlap
• Employees share 29% more URLs about the company versus
corporate accounts
• The reach of hashtags about the company is 24x that of
corporate

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Define role of employees
• Who, what, where, when
• Need to define employee advocate roles
• Recruiting
• Answering customer questions
• Twitter
• Blogging
• Glassdoor

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Policies
• Roles in the organization (i.e., marketing, HR, other)
• Personal accounts…what corporate content do they advocate?
• Training: FTC Disclosure, social policy, branding
• Disclosure requirements…I work for ABC
• Format of social media handle
• Bio requirements..i.e., these are my own opinions

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Measurement
Business Goals
• Metrics:
• Reach
• Engagement
• Leads
• KPIs:
• Impressions
• Clicks
• Reactions
• Completed forms
Participation Goals
• Metrics:
• Adoption
• Participation
• KPIs:
• Join rate
• Share rate
• Content submitted

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Companies must rethink how
they connect
Challenges:
• How do you scale across online conversations?
• How do you collaborate with customers in useful ways?
• How do you recruit the best and the brightest talent that is a
good fit for your culture?
How do you use social media to
authentically engage with the marketplace?
Answer: Train, activate, and scale
employee brand advocates

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How are you using employees today
for branding, recruitment,
advocacy?

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Thank you!