The New Face of HR: Are you Ready for Employee Advocacy?

The New Face of HR: Are you Ready for Employee Advocacy?

Sponsored by: MOOPresented by: JoAnn Corley, Founder and CEO, The Human Sphere

Meet Today’s Sponsor• Award-winning online design and print business• Passionate about great design and the

difference it can make to our customers and the world

• Global company with nearly 400 employees• 5 offices (London, Boston and Providence, RI)

The Human Sphere™

JoAnn Corley

/ Passion for championing human potential in the workplace and aligning it for best business outcomes/ Founder, CEO – The Human Sphere™ | Talent Management Consultancy/ 2015 SHRM Mega Session Speaker – national conference/ Named to several top 100 Most Influential HR Experts to follow/ Authored several books including 15 Shifts & Brain on Fire – Unleashing Your Creative Superpowers/ Quoted or featured on NBC Today, Monster.com, Telegraph UK

Employee Advocacy = Marketing

MARKETING?The action of:…promoting

...selling...advertising

of products, services, brand

Employee Advocacy – What is it?Employee advocacy is the promotion of an organization, it’s product and/or services by its employees to those outside the organization, usually through social media.

It is not…

Source: https://twitter.com/socialmedia2day/status/501761407705419776/photo/1?ref_src=twsrc%5Etfw

Social Media is about connecting, sharing

Employee Advocacy Influencer:The Intersection of Social Media & Marketing

Marketing is about connecting, sharing

Perfect marriage

Social Media creates brand challenges and opportunities for companies

1. Hyper exposure2. Collective exposure

CHALLENGES

Social Media creates brand challenges

and opportunities for companies

1. Hyper exposure2. Collective exposure

OPPORTUNITY

Unleash unrecognized, underutilized authentic

marketing force!=> Your Employees

HR’s Unique Opportunity…

Have a direct impact on the conditions that will most motivate

employees to naturally, voluntarily promote.

All talent management functions impact

conditions

Also needs to be monitored, have

guidelines

Brand Support

COMPANY BRAND

Marketing & Sales

Human Resources

Individuals, Teams, Departments

FULLCIRCLE

_

ECOSYSTEM OF

BRAND PROMOTION

AND SUPPORT

InternalExternal

Integrated in HR Strategy

• Prior to start date – note cards with note from Mgr.

• Receive business cards at induction meeting & starter pack of sample products to simulate

the customer experience• Discount codes for friends/

family• Objectives and values workshop,

supporting ongoing alignment• Survey - ”how likely to

recommend”“Engaging employees with our brand begins before they set foot in the door.”

Ellie Collins, Director of HR

On Boarding

Barriers:OLD SCHOOL MINDSET => THE ROLE & RESPONSIBILTIES

OF HR

NEW SCHOOL MINDSET => HR’s role is integrated, cross functional with any area of the company that can utilize

employee capabilities for better company outcomes.

Where to start?#1: Self Evaluate…

Ask: Can I be an authentic

advocate of advocacy? How can I influence

key-leaders (“c-suite”)?

MY Advocate Assessment• Find your own intrinsic reasons and motivators - authentic vs. contrived

or fake• Believe in and really see the holistic value to all involved• Become convinced to the point of pushing through fears and obstacles• Be strategically vocal = in how you to plan to approach key

stakeholders, particularly C-Suite / key decision makers• Consider your audience • Customize your message• Appeal to a common value or interest

Seeing Collective Benefits:• You’re seen more as a strategic business partner - you're providing

more value • Nurturing employee connection and individual value• Even increased retention (the power of “self-persuasion”)• Mining potential talent not seen through a current job description

(tend to see them through this lens vs. a broader view of what they are capable of contributing.)

• Enhanced engagement• Increased company profits

#2: Opportunity to Test / Gauge -- Are you Ready? 

Survey your employees with two questions:

How likely are you to recommend your company's products or services to a friend or family member?

How likely are you to recommend a job at your company to a friend or family member?

Is it time to discover your advocacy quotient?

http://www.slideshare.net/DynamicSignal/top-5-employee-advocacy-use-cases

#3: Do Your Research

#4: Do This Action ExerciseThe W.I.I.F.M. Exercise: (What's in it for me)> To You> to Employees> to Your specific business leaders (specific based on their values and desires - not yours) 

This exercise can help you craft a more customized plan and message.

Closing Question:What action can you take

now to - introduce this,

begin to incorporate it, pilot it...?

Win a beautiful onboarding bundle of

personalized stationery and business cards for up to 5 new hires + $500

worth of design services.

Head to moo.com/shrm

And on this slide...Look, a special offer!

Thank You

Photo Credits• Slide 2: http://employers-resource.com/hr-outsourcing-orange-county/• Slide 4:

http://thenextweb.com/socialmedia/2015/06/16/7-mistakes-companies-are-making-on-social-right-now/#gref

• Slide 7: http://cw.iabc.com/2014/10/14/fostering-employee-advocates/

• Slide 13: http://www.thismoment.com/content-marketing-blog/content-distribution/

• Slide 17: http://www.playthera.com/blog/14-fun-questions-to-ask-your-friends