Up Up and Away! – How to Kickstart an Employee Advocacy Program

Employee advocacy is no longer a secret kept by a handful of brands anymore. Many smart brands have done their research and realized the potential of employee advocacy, and have jumped the bandwagon already.
For the uninitiated, Employee Advocacy is getting your employees to spread the brand’s official communication with their personal social media networks, in turn helping the brand achieve its goals. It has proved to be extremely beneficial to brands in terms of ROI. No matter what the goals are (sales, branding, recruitment), empowering the employees to spread the word has shown tremendous results.

Everyone Can Sell – Sales People Beyond Your Sales Team

In the past couple of years, there has been a major overhaul in how brands need to manage their online presence. What changed? People started trusting less in traditional media and more in social media. Additionally, people started showing more trust in employees of a company rather than the official communication. Brands have realized that empowering employees to advocate the brand results in sales. But does the onus lie only with the sales team? Read on to know.

Put An End To Your Customers’ Trust Issues

While many companies have blocked access to social media networks for their employees, there are some companies who are going towards the other extreme and promoting their employees to be active on social media. There are various reasons for this changing trend and one of them is turning out to be very prominent in companies across sectors. This trend is Employee Advocacy and it has emerged as a game-changer for social media presence of companies recently.

The Force is Strong with your Employees

In a galaxy (not) far far away, many smart companies have realized that the biggest asset they have is employees. In the digital age, every employee is a valuable resource when it comes to social media promotion. When your employees start sharing your company’s official communication with their personal networks, it is called employee advocacy. Does it make a difference? Sure it does! In this article, we will discuss how.

Student Advocacy for Educational Institutes

Problems:

  • A College has to spend a lot of money on branding it as a great place to study at.
  • Students have their juniors (prospective applicants) as their contacts on social media who might not be reached through the college’s advertising.
  • There are also prospective employers in the personal networks of students who are not reached by the conventional advertising.

Solutions:

  • SocioAdvocacy provides a custom panel to each student where they can stay updated with the college news and updates.
  • It allows students to share the posts with prospectus purchase deep links. That means, if an aspirant buys a prospectus through an existing student, the latter gets rewarded for that.
  • SocioAdvocacy also allows students or placement committee to share the Placement Brochure with potential employers by tagging them on LinkedIn or other social networks.

 

Expected Results:

  • Increase in the number of college applications through social media.
  • Lowered cost per sale of the college prospectus.
  • Increase in companies coming in for job placements.
  • Lowered cost of offline marketing.

Social Recruiting – Recruiting through Employee Advocacy

Problems:

  • Getting the right talent is one of the biggest challenges for a company.
  • A company’s employees have more social media connections with relevant candidates than a company can have through job portals.
  • A vacancy notification from Job Portals or Consultancy firms is less personal than one from an employee working in the same company.

Solutions:

  • With SocioAdvocacy, the company can provide a custom panel to every employee where they can see the open vacancies. SocioAdvocacy allows the vacancy list to be fetched from the company’s job portal directly.
  • Current employees can share these vacancies with their personal social networks with the deep link that includes the current employee’s referral code.
  • When any potential candidate applies for a vacancy using the link, the referral is automatically attached to the employee who shared the vacancy. This makes it easier to track referrals.

Expected Results:

  • Increase in number of relevant applications through Social Media.
  • Rise in the number of employees sharing the vacancies with their networks.
  • Any preliminary queries about the company and profile are answered by the employees themselves, giving it a personal touch.

Advocacy for Sales Functions

Problems:

  • Most companies create white-papers, case studies and other content that can be shared with current and prospective clients in order to create trust and generate sales. But distribution of this content is a challenge.
  • Business Development and Sales function employees usually share these resources via email.
  • With so much noise in a person’s inbox, emails usually land up not being opened ever or in the junk folder.

Solutions:

  • SocioAdvocacy allows sales teams and relationship managers to share the company’s resources (case studies, white-papers, e-books) with current and potential clients on social media by tagging them on the posts.
  • Since emails get lost in the clutter, tagging in the posts on Facebook, Twitter and LinkedIn sends a direct notification which increases the chance of getting noticed.

 

Expected Results:

  • Increase in the download/open rate of company branded resources (case-studies, white-papers etc.)
  • Rise in the number of inquiries through social media.