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Employee Advocacy for LinkedIn
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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Employee Advocacy for LinkedIn
- 1. #KronosWorks Who Controls YourBrand? You, Your Customers, Your Employees? Lynne Levy Senior Product Marketing Manager
- 2. #KronosWorks Agenda • Branding • Employeesand Branding • Recruitment and Branding • Employee Advocacy
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- 4. #KronosWorks What are somememorable brands?
- 5. #KronosWorks What is yourbrand? • 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
- 6. #KronosWorks Your Employees Control yourBrand to your Customers
- 7. #KronosWorks Employees are akey ingredient!
- 8. #KronosWorks Employees build astrong brand through their behavior
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- 11. #KronosWorks Employment Branding-Why does thismatter? “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
- 12. #KronosWorks Leadership is criticalto engagement • The factor most highly correlated with an employees willingness to recommend their company is their respect for senior leadership.
- 13. #KronosWorks Glassdoor-Also part ofSales • Becoming part of sales cycle for customers • Treat Glassdoor as another marketing venue • HR/Marketing need to come together
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- 17. #KronosWorks It must bereal! • 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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- 19. #KronosWorks Employee Social Advocacy Employeeswho 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
- 20. #KronosWorks What does employeesocial advocacy look like?
- 21. #KronosWorks Business is becominginherently 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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- 23. #KronosWorks Benefits of anEmployee 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
- 24. #KronosWorks Companies with employeesocial advocacy programs
- 25. #KronosWorks Twitter Analysis atCisco • 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
- 26. #KronosWorks Define role ofemployees • Who, what, where, when • Need to define employee advocate roles • Recruiting • Answering customer questions • Twitter • Blogging • Glassdoor
- 27. #KronosWorks Policies • Roles inthe 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
- 28. #KronosWorks 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
- 29. #KronosWorks Companies must rethinkhow 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
- 30. #KronosWorks How are youusing employees today for branding, recruitment, advocacy?
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