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In this webinar, JWT INSIDE discusses the importance of brand advocacy among your employees and how you can empower them to support your social media recruitment efforts. Watch the webinar recording, and gain insights that will benefit you, your employees and your organization. Recruiters, talent acquisition managers, human resources professionals and other marketers who are looking to stay on top of HR industry trends will benefit most from this webinar. A link to the video of the webinar and contact info can be found here: http://jwti.co/VH8HnSC
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@JWTINSIDE | #INSIDEinsights
HOW TO TURN YOUR EMPLOYEES INTO BRAND ADVOCATES
@JWTINSIDE | #INSIDEinsights
PRESENTING TODAY:
PETE PRICEEXPERIENCE PLANNER
EMILY FEARNLEY SEARCH ANALYST
KAI YEN CHIEF TECHNOLOGY OFFICER
@JWTINSIDE | #INSIDEinsights
4.56 MILLION EACH MONTH
@JWTINSIDE | #INSIDEinsights
TURNING EMPLOYEES INTO SOCIAL ADVOCATES WILL BUILD TRUST AND
IMPROVE THE REPUTATION OF YOUR BRAND.
SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET
@JWTINSIDE | #INSIDEinsights
EMPLOYEES ARE A TRUSTED SOURCE
15% OF PEOPLE TRUST MESSAGES FROM COMPANIES.
90% OF CONSUMERS TRUST RECOMMENDATIONS FROM PEOPLE THEY
KNOW.
SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET
@JWTINSIDE | #INSIDEinsights
SOCIAL MEDIA IS KEY
@JWTINSIDE | #INSIDEinsights
390 Twitter followers245
FACEBOOK FRIENDS
505 Linkedin
connections
1,140 PeopleSOURCE: DYNAMIC SIGNAL
@JWTINSIDE | #INSIDEinsights
98% OF HR RESPONDENTS SAY THEY BELIEVE THAT SOCIAL
NETWORKING IS AN IMPORTANT TOOL FOR RECRUITING, RETAINING
AND MANAGING EMPLOYEES.SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET
@JWTINSIDE | #INSIDEinsights
THE CURRENT STATE
WHY IS THAT?ONLY 1 IN 5 EMPLOYEES IS A BRAND ADVOCATE
SOURCE: KAREN HIGGINBOTTOM, FORBES
@JWTINSIDE | #INSIDEinsightsSOURCE: KAREN HIGGINBOTTOM, FORBES
THE CURRENT STATE
33% OF EMPLOYEES HAVE HIGH POTENTIAL TO BECOME ADVOCATES.
@JWTINSIDE | #INSIDEinsights
SILENCETRASH TALKING
APATHY
INSINCERITY
MISREPRESENTATION
@JWTINSIDE | #INSIDEinsights
“IT TAKES 20 YEARS TO BUILD A REPUTATION AND FIVE MINUTES TO RUIN IT.”
SILENCETRASH TALKING
APATHY
INSINCERITY
MISREPRESENTATION
@JWTINSIDE | #INSIDEinsights
THE IDEAL STATE
ALL OF YOUR EMPLOYEES SHOULD BE BRAND ADVOCATES.
@JWTINSIDE | #INSIDEinsights
WHY DOES IT MATTER?
@JWTINSIDE | #INSIDEinsights
MARKETINGProduct/service news
Press release Event marketing
Campaigns and Promotions
Increase awareness and reachImprove engagement with content via trusted sources
Drive real time feedback and response
Speed lead generation and customer acquisitionReduce list purchase costs
Drive salesCultivate new prospects/leads
Increase employee productivity via engaged workforce
Reduce employee turnover and time to hireImprove overall company morale and pride
Improve company productivityReduce support costs
Align management and employees with shared goals
Special offers and couponsCustomer wins and stories
Job opportunitiesConsulting opportunities
Employee recognition/rewards
General company newsCrisis management responses
Investment updates
USE CASES BENEFITS
GENERAL
SALES
HR
SOURCE: DYNAMIC SIGNAL
@JWTINSIDE | #INSIDEinsights
EMPLOYEES ARE SHARING INDUSTRY-RELATED, INFORMATIONAL CONTENT MAKING THEM SEEM
MORE KNOWLEDGEABLE IN THE SPACE.
The average employee’s
social network
Grows by about 12%
during an Employee Advocacy progrm
BENEFITS YOU & YOUR EMPLOYEES
@JWTINSIDE | #INSIDEinsights
YET, ONLY 1/3RD OF EMPLOYERS ENCOURAGE
SOCIAL ADVOCACY…
@JWTINSIDE | #INSIDEinsights
YET, ONLY 1/3RD OF EMPLOYERS ENCOURAGE
SOCIAL ADVOCACY…
SOURCE: KAREN HIGGINBOTTOM, FORBES
@JWTINSIDE | #INSIDEinsights
HOW TO EMPOWER YOUR EMPLOYEES?
@JWTINSIDE | #INSIDEinsights
“ EMPLOYEES WANT TO BE A PART OF A COMMUNITY, THEY WANT RECOGNITION, VISIBILITY, AND THEIR LEADERSHIP TO KNOW WHAT THEY’RE DOING IS MAKING A DIFFERENCE TO THE COMPANY.”
- SABRINA STOFFREGEN, DIRECTOR OF AMBASSADORS & CORPORATE INITIATIVES AT INTEL
“ EVERYBODY CAN PARTICIPATE IN SOCIAL, FROM THE CEO TO AN ASSISTANT, IF ALL THEY HAVE TO DO IS TOUCH A BUTTON THAT WILL HELP THEM CONTRIBUTE TO AN EFFORT THAT’S RELEVANT TO THE COMPANY.”
- TIFFANY TUELL, HITACHI DATA SYSTEMS
“ AFTER COLLECTING 2 YEARS OF DATA, WE’VE FOUND EMPLOYEES DRIVE 17% CONVERSION TO A CALL-TO-ACTION, VERSUS 3% FROM OUR OFFICIAL, BRANDED SOCIAL CHANNELS.”
- SUSAN EMERICK, MANAGER, ENTERPRISE SOCIAL STRATEGY & PROGRAMS AT IBM
SOURCES: DYNAMIC SIGNAL, FORRESTER
@JWTINSIDE | #INSIDEinsights
JWT INSIDE CASE STUDY
EMPOWERING OUR INSIDERS WITH VOICESTORM
@JWTINSIDE | #INSIDEinsights
DO• Tie employee advocacy to
planned marketing initiatives• Utilize employee advocacy
platform• Provide a social media policy• Repurpose existing content• Encourage authenticity • Ask leaders to lead by example• Recognize & reward advocates
DON’T• Force employees to advocate
for the brand• Overly constrain your team• Expect employees to be
social media experts• Forget to track the success
of the program • Wait!
THE DO’S & DON’TS
@JWTINSIDE | #INSIDEinsights
JWT INSIDE’s Social Employee Advocacy In 2 months we increased our employee advocacy from 5-10% to 30-35%
- Total Social Shares: 942 to Twitter: 472 to LinkedIn: 297 to LinkedIn Groups: 91 to Facebook: 82
- Total Impressions: 307,995 - Total Clicks: 2,495 - Total Social Actions
(Replies, Retweets, Comments, Shares, Likes): 310
- Excitement around program internally = increased employee engagement!
@JWTINSIDE | #INSIDEinsights
“I have noticed more people following me on Twitter”
“I think this has given me a lot more credit on LinkedIn for being a thought leader and knowledgeable about the field I work in.”
“I honestly really like this program and don’t see why anyone wouldn’t use this program.”
“Definitely makes me send out more [social posts]”
“I really like the fact that the content I am posting about is intelligent as opposed to my normal social media posts which are just fun.”
“Well who can resist a chance at prizes?!”
“I have never shared so much before through my social media sites before.”
@JWTINSIDE | #INSIDEinsights
HOW DO YOU KNOW YOU’RE READY?
@JWTINSIDE | #INSIDEinsights
Q&A
@JWTINSIDE | #INSIDEinsights
THANK YOUAre you ready to empower your
employees to become social brand advocates? Contact Emily
today at: EMILY FEARNLEY [email protected]