hat this means is that ‘employee advocacy’ is more than just some trendy buzzword.
It is something that businesses should strive for on social media and something with lots of possibilities. It is also something which some of the country’s leading brands are already doing as we will show you later.
Reach
Arguably the biggest reason to strive for employee advocacy on social media is one of mathematics.
The simple fact is that if your employees share your content it reaches a much bigger audience.
Many of us have Facebook accounts. In fact, there are around 32 million user accounts for that network in the UK alone.
The interesting bit is that the average number of ‘friends’ for a user currently stands at 338.
So, if you have 10,000 employees and just five per cent of them started sharing your company’s social media posts, your content would reach an extra 169,000 people – that’s a lot of extra people who could be seeing your content.
And if you have younger members of staff they will have significantly bigger networks. 27 per cent of 18-29 year old Facebook users have more than 500 friends.
If your employees are on Twitter, the reach is equally impressive. The average user there has more than 700 followers and, if you take out the accounts with more than 100,000 followers, then that average is 453.
If your staff are active on LinkedIn then they could potentially have a bigger audience, as 27 per cent of us have between 500 and 999 connections.
These numbers alone tell you that your employees are one of your most powerful social media marketing tools.
Trust
The great thing about your employees sharing your content is that potential new customers are seeing it through people they have a connection with and invariably trust.
In the age of fake news, it is perhaps not surprising that research has shown people’s trust in content on social media is stronger if they know the person who has posted it.
Additionally, the 2018 Endelman Trust Barometer showed that ‘a person just like yourself’ is seen as the third most credible spokesperson, showing that people typically trust their peers.
Tellingly, ‘employees’ also scored significantly higher than ‘CEO’ or ‘Board of Directors’ in the credibility stakes.
This all shows that content is trusted more when it is shared by people rather than broadcast by brands.
Industry experts
Not only can your employees help to spread your content and messages on social media to a wider audience, but they can also start to become seen as experts in their field and thought leaders.
The more they share, comment and discuss relevant topics on social media the more they will showcase their expertise and knowledge.
This is a mutually beneficial process.
The organisation stands out as a brand with talented employees willing to share their thoughts and expertise and as one which is open to new ideas and collaboration.
Meanwhile, the employee benefits by building their personal brand and network, as well as from feeling trusted to talk about key issues.
Empowering
It was only recently that I worked in a place where all employees – other than me who was managing the corporate social media accounts – were denied access to social media channels through the organisation’s computers.
Not only did this not feel particularly trusting, but it was also a largely pointless exercise, as technology had overtaken the decision makers and the vast majority of people had access to smartphones.
I felt at the time, and I still feel now, that a better approach would surely have been to encourage employees to talk about their work on social media channels, blogs and even forums and allow their expertise and passion for their roles to shine through.
A3 #EmployeeAdvocacy is very powerful nothing sells a company to customers better than staff who love what they do. #AXSChat pic.twitter.com/X2OC5PBcuD
— Neil Milliken (@NeilMilliken) May 15, 2018
Consistency
Some of your employees may already be posting and sharing stories about your organisation.
But is it what you would want them to share? Does it include the most up to date information, for example?
A more structured approach to employee advocacy will help ensure the right messages get out without losing that all important authenticity.
Attractive
Many of us have worked in places, or at least seen job advertisements, for companies that speak eloquently and glowingly about their culture.
But those messages are much more authentic when they come from current employees.
Employee advocacy can, therefore, help you attract the best talent and people who will add value to the organisation and make it more likely you will retain them.
Employee advocacy in action
Retailer John Lewis recently carried out an employee advocacy trial.
Just before Christmas around 100 ‘partners’ from six stores were selected to share specific content on Instagram and Twitter.
Using the hashtag #wearepartners, the three-month trial generated nine million impressions.
Meanwhile, Sky is using employee advocacy to showcase its position as an employer of choice. The hashtag #LifeatSky is regularly used by people across the organisation, including some of its big name presenters, to highlight the perks of working for the broadcaster.
The challenge
But employee advocacy is not without its challenges and it would be amiss of us not to mention them.
Firstly, employees are going to need some great content to share, so a solid content marketing strategy needs to sit behind this approach.
Another issue is that while some people will embrace this enthusiastically, others will be more reticent. One of the biggest factors here is a fear of doing or saying something wrong which could see them face disciplinary measures. The key to tackling this particular challenge is to have a clear social media policy and guidelines in places.
Others may not feel motivated to share content, so it is important that personal benefits, such as wider personal networks and the development of their own personal brand, are explained to them.
It is also important that leaders buy-in to employee advocacy and lead by example. If they are not active on social media and are not sharing content why should the employees? It is particularly important that middle managers, who are often more visible than the senior leaders, embrace the programme.
Finally, there is the issue of trust. As I hinted at earlier when discussing my own experience at a previous employer, if you can’t trust your employees to have access to social media at work then you can’t realistically expect them to share your social media output.
At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging, informative and shareable so you gain brand awareness and engagement whether it is social media content or a Whitepaper.
Additionally, our sister company Media First offers bespoke social media training courses.
Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.
