On average, your employees have 10 times as many connections on social media as your organization. That means an exponential number of people are just one degree away from learning about what you do -- and the missing links are your employees! If you're still tightly managing who can share your organization's story in social media, you're missing out on big opportunities to reach new audiences with posts from someone that they trust and care about. Trusting your employees to share their experiences improves engagement and inspires the most amazing content that drives ROI and engagement for any business, non-profit, and organization. Learn more about the power of employee advocacy, a strategy that empowers your employees to share their unique perspective on social media. Presented by Kirsten Jensen, Chief Marketing Officer at Minnesota State University Moorhead and founder of Next Action Digital and Anna Larson, the Development Associate/Volunteer Coordinator at CCRI.

1. Employees + Social Media
Your ALL-IN Strategy for Recruitment
Anna Larson | @CCRIAnna
Kirsten Jensen | @NextKirsten

2. CCRI
#SMBFar
@CCRIShannon
@CCRIPatty
@CCRIMichelle @CCRIHaley @CCRITanner @CCRIAmber
@CCRISarah@CCRIJody@CCRITasha@CCRIAnna

3. Why Twitter?
People you
know professionally
People you
know personally
People you
want to know
Non-mutual following and open privacy settings set the perfect stage to make new connections.

5. Connection
#SMBFar

6. @BreneBrown
“I define connection as the
energy that exists between
people when they feel seen,
heard and valued.”
The Gifts of Imperfection by Brene Brown
#SMBFar

7. Speed of Trust
#SMBFar

8. #SMBFar
#SMBFar

9. WHY
#SMBFar

10. Mark Zuckerberg’s 2018 Goal
#SMBFar

11. “The world feels anxious and divided, and Facebook has a lot
of work to do — whether it’s protecting our community from
abuse and hate, defending against interference by nation
states, or making sure that time spent on Facebook is time
well spent.”
- Mark Zuckerberg
#SMBFar

12. Greater Reach
#SMBFar

13. #SMBFar
On average, a company’s employees have
10x more connections than the company has followers.
Source: LinkedIn

14. People Trust People
#SMBFar

15. @jaybaer
Jay Baer
“Social media is about
people, not logos.”
#SMBFar

16. Source: Grouped by Paul Adams

17. More Likely to be Read
#SMBFar

18. People are 16 times more likely to read a post from a
friend than from a brand.
#SMBFarSource: Sprout Social, 2016 Survey

19. Your posts should sound like you.
Make people miss you
and ask you to coffee.
#SMBFar

20. More Posts
#SMBFar

24. Recruitment
#SMBFar

25. More Likely to Apply
#SMBFar

26. Of job seekers say they are more likely to apply
for an open position if they come across it on the profile of
someone they know
#SMBFarSource: Mediapost

27. Some of our best candidates are
passive candidates.
#SMBFar

28. Source: LinkedIn

29. Create Social Proof
#SMBFar

30. When you say it, it’s marketing.
When your customer says it,
it’s social proof.
- Andy Crestodina, Co-founder of Orbit Media
#SMBFar

31. Advocates share social
proof of culture.
#SMBFar

32. Advocates share social
proof of culture.
#SMBFar

33. Advocates share social
proof of culture.
#SMBFar

34. #SMBFar
Recruiters Share

35. Advocates share social
proof of culture.
#SMBFar

36. Recruiters share employee content.
#SMBFar

37. Advocates share social
proof of culture.
#SMBFar

38. Recruiters share employee content.
#SMBFar

39. Advocates share social
proof of culture.
#SMBFar

40. Recruiters share employee content.
#SMBFar

41. Advocates share social
proof of culture.
#SMBFar

42. The brand shares employee content.
#SMBFar

43. Impact on Recruitment
#SMBFar

45. HOW
#SMBFar

46. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

47. CCRI
#SMBFar
@CCRIShannon
@CCRIPatty
@CCRIMichelle @CCRIHaley @CCRITanner @CCRIAmber
@CCRISarah@CCRIJody@CCRITasha@CCRIAnna

48. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

49. Be Clear What’s Okay to Share
#SMBFar

50. of people don’t have ample guidance to use social
media to advocate for their company.
#SMBFar
Source: Sprout Social, 2016 Study

51. NEXT ACTION
#SMBFar
Look at your internal communication with
fresh eyes. Or, ask for employee input.
Is it clear what can be shared?

52. Ask People to Share
#SMBFar

53. NEXT ACTION
#SMBFar
Think of a current opening. Write down the
name of a person who would be ideal to
share that opening.

54. Model Sharing
#SMBFar

55. Model the sharing you’d
like to see on your team.
#SMBFar

56. Model the sharing you’d
like to see on your team.
#SMBFar

57. NEXT ACTIONS
#SMBFar
Think of a current opening. Write down a
creative way that you could share
information about that opening.

58. #SMBFar

59. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

60. Create Content Worth Sharing
#SMBFar

61. Share employee stories
#SMBFar

62. CCRI Where Are They Now?
Tell the stories of past
employees and how CCRI
impacted their career.
#SMBFar

63. CCRI Where Are They Now?
Tell the stories of past
employees and how CCRI
impacted their career.
#SMBFar

64. Lift up employees
#SMBFar

65. Recap events employees
enjoyed.
#SMBFar

66. NEXT ACTIONS
#SMBFar
Think of a current opening. Brainstorm ways you could create
content that employees would be inspired to share with their
connections.

67. #SMBFar

68. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

69. #SMBFar
@jaybaer
Jay Baer
“Social media is a skill,
not a job.”

70. Equip employees to share
what they love about their
jobs.
#SMBFar

71. Equip employees to share
job openings.
#SMBFar

72. NEXT ACTIONS
#SMBFar
Consider offering social media workshops for employees.
When you invest in helping to grow their network, it amplifies
what is being shared by your team.

73. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

74. Lift Up Brand Advocates
#SMBFar

75. Lift up brand advocates.
#SMBFar

77. NEXT ACTIONS
#SMBFar
Ask yourself: If I were to start a social media advocacy
program in our organization, who would I include? Think about
people across roles and departments. People who care about
the organization’s future, who live the core values and who
have unique perspectives to share.

78. #SMBFar
Identify your goals.

79. Goals
#SMBFar
• Go behind the scenes at events
• Show how you give back to the communities you serve
• Share a love of the industry you serve
• Share moments that reflect your values and demonstrate your mission
• Welcome new employees
• Share what you love about your job
• Build relationships with clients or donors.

80. #SMBFar
Name a Team Leader

81. Team Leader
#SMBFar
Role of the Team Leader:
• Inspire, coach and train
• Share content ideas
• Remind people to share (Favorite phrase: “You should tweet that!”)
• Share new ideas
• Nag lurkers 
• Like, share and comment on team posts.

82. #SMBFar
Review your policies &
guidelines.

83. Policies & Guidelines
#SMBFar
• Policy that doesn’t discourage social media use
• What to post
• What not to post
• What to do if you mess up

84. #SMBFar
Create a Hashtag Strategy

85. Hashtag Strategy
#SMBFar
• Branded hashtags – connect your messages together. (#IamCCRI;
#CCRIThanksYou)
• Local hashtags – connect to local conversations. (#ILoveFargo)
• Industry hashtags – engage in national conversations.
• Trending hashtags – inspire new content ideas. (#ThrowbackThursday)

86. #SMBFar
Create a Twitter List.

87. #SMBFar
Twitter Lists make it easy
monitor and engage with
employees on Twitter.

89. #SMBFar
Provide Training

90. Training
#SMBFar
Three key skills:
• Channel competency – You need to be able to have an idea and share it
within a minute or two or you’ll dismiss it.
• Recognizing moments to share – See the moments that weave together a
story about your organization.
• How to engage – Being intentional about starting conversations,
commenting, replying, and retweeting.

91. #SMBFar
ASK INSPIRE EQUIP
ENTRUST
& ENGAGE
Formal
Program

92. Questions?
@CCRIAnna
@NextKirsten
#SMBFar