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The New Face of HR: Are you Ready for Employee Advocacy? Sponsored by: MOO Presented by: JoAnn Corley, Founder and CEO, The Human Sphere

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

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Page 1: 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

Page 2: The New Face of HR: Are you Ready for Employee Advocacy?

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)

Page 3: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 4: The New Face of HR: Are you Ready for Employee Advocacy?

Employee Advocacy = Marketing

MARKETING?The action of:…promoting

...selling...advertising

of products, services, brand

Page 5: The New Face of HR: Are you Ready for Employee Advocacy?

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…

Page 6: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 7: The New Face of HR: Are you Ready for Employee Advocacy?

Social Media is about connecting, sharing

Employee Advocacy Influencer:The Intersection of Social Media & Marketing

Marketing is about connecting, sharing

Perfect marriage

Page 8: The New Face of HR: Are you Ready for Employee Advocacy?

Social Media creates brand challenges and opportunities for companies

1. Hyper exposure2. Collective exposure

CHALLENGES

Page 9: The New Face of HR: Are you Ready for Employee Advocacy?

Social Media creates brand challenges

and opportunities for companies

1. Hyper exposure2. Collective exposure

OPPORTUNITY

Unleash unrecognized, underutilized authentic

marketing force!=> Your Employees

Page 10: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 11: The New Face of HR: Are you Ready for Employee Advocacy?

Brand Support

COMPANY BRAND

Marketing & Sales

Human Resources

Individuals, Teams, Departments

FULLCIRCLE

_

ECOSYSTEM OF

BRAND PROMOTION

AND SUPPORT

InternalExternal

Page 12: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 13: The New Face of HR: Are you Ready for Employee Advocacy?

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.

Page 14: The New Face of HR: Are you Ready for Employee Advocacy?

Where to start?#1: Self Evaluate…

Ask: Can I be an authentic

advocate of advocacy? How can I influence

key-leaders (“c-suite”)?

Page 15: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 16: The New Face of HR: Are you Ready for Employee Advocacy?

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

Page 17: The New Face of HR: Are you Ready for Employee Advocacy?

#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?

Page 18: The New Face of HR: Are you Ready for Employee Advocacy?

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

#3: Do Your Research

Page 19: The New Face of HR: Are you Ready for Employee Advocacy?

#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.

Page 20: The New Face of HR: Are you Ready for Employee Advocacy?

Closing Question:What action can you take

now to - introduce this,

begin to incorporate it, pilot it...?

Page 21: The New Face of HR: Are you Ready for Employee Advocacy?

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!

Page 22: The New Face of HR: Are you Ready for Employee Advocacy?

Thank You

Page 23: The New Face of HR: Are you Ready for Employee Advocacy?

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