Battle of the Brands: Arming Your Workforce to Share Your Brand

By on March 31, 2016

Within a decade, social media use evolved from being a worldwide phenomenon to a daily ritual for billions of people. For example, nearly 3/4 (74%) of Americans are using social networking sites [1].

As an employer, you have the opportunity to leverage your employees’ passion for social media; encourage them to post and share content about your company — to serve as ambassadors of your brand!

Believe it or not, your employees are sharing relevant content when browsing Twitter, Facebook and LinkedIn. In a study conducted by Altimeter[2], the three workplace-related topics employees share most frequently are:

  • Job postings
  • Workplace life (e.g. company culture)
  • Company accomplishments

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Employee advocacy is a valuable tactic to consider when looking for ways to generate more visibility for your employer brand. Here’s some more food for thought if you’re on the verge of taking the leap into the world of employee advocacy and brand ambassadorship.

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Infographic Sources:

[1] LinkedIn and Altimeter. “What We Can Learn From the Top 25 Most Socially
Engaged Companies on LinkedIn.” 2014.
[2]Weber Shandwick and KRC Research. “Employee Rising: Seizing the
Opportunity in Employee Activism.” 2014.
[3]Social Media Today and Intelligence Office. “Study: 30% of People are on
Social Media at Work for One Hour Everyday.” 2013.

 

Social media is here to stay; to say it’s a huge part of our lives is an understatement (for some of us). Here’s the upside: social networking sites are invaluable for sharing your unique employer brand. Still, there are some companies who prohibit their employees from accessing social networking sites; some see it as a distraction while others cite potential security risks and company privacy [3].

If you’re looking to grow your employer brand and keep your talent pipeline chock-full of candidates, keeping your social channels open to your workforce is going to make a big difference. But a little structure doesn’t hurt, either. Consider implementing some of these tactics to start embracing social media and empowering your workforce to be employer advocates:

  • Establish guidelines to alleviate concerns about what can be posted and what can be said
  • Create an approval process that works for your organization, but make it as painless as possible for employees to participate
  • Develop a repository of content that employees can choose from to post
  • Consider running a pilot program with a small group to demonstrate the value brand ambassadors bring to your organization
  • Establish a core team to help manage the program and who can serve as resources to members of your workforce interested in learning more/participating

Want to read more on social media? Check out some other blog posts below!

Bridge the Social Media Gap With Only Two Special Tools

Taking Photographs for Social Media

Why Your Glassdoor Presence Matters More than You Think

 

Sources:

[1] Pew Research Center. “Social Networking Fact Sheet”. 2014. http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

[2] Altimeter. “Social Media Employee Advocacy: Tapping into the power of an engaged social workforce”. 2016. http://www.altimetergroup.com/pdf/reports/Social-Media-Employee-Advocacy-Altimeter.pdf

[3]Federal Bureau of Investigation. “Internet Social Networking Risks”. https://www.fbi.gov/about-us/investigate/counterintelligence/internet-social-networking-risks –

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