How social advocacy can supercharge your employer brand
The business case for employee advocacy on social media is compelling, but too many businesses are missing a trick by focusing on quantity over quality.
Content shared by your employees receives 8x more engagement than content shared by brand channels and, according to LinkedIn, companies with a successful employee advocacy programme are 58% more likely to attract, and 20% more likely to retain, top talent.
Most of the employee engagement campaigns I’ve been involved with over the years have included an ambitious advocacy percentage target as a KPI. But many companies are being hamstrung by failing to recognise the distinction between employee advocacy and influence.
I think of an advocate as an employee who endorses the company’s purpose, products, services or culture in conversations with friends, colleagues and customers, plus through their social media interactions. It’s great for providing an insight into workplace culture and raising awareness around initiatives, so something more businesses should be encouraging more of their employees to do more often.
But if there’s a criticism with employee social media advocacy, it’s that it tends to lean towards regurgitating approved content on Twitter, Facebook or LinkedIn through sharing and likes rather than offering any personal take or comment from the employee.
By contrast, employee influencers create company-related content that reflects their opinions, passions and personality. In that regard, they are similar to a brand influencer. The big difference being that, while employees are often incentivised, they are rarely paid to post. But, when internal influencers hit the sweet spot, their impact can put brand campaigns in the shade.
Companies with a successful employee advocacy programme are 58% more likely to attract, and 20% more likely to retain, top talent
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