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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