Employee Advocacy Success at Scale

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A Quick Question For You:

What aspect of scaling an employee advocacy program do you want to

know the most about?


Why Company Communications And Employee Advocacy Matter

Now More Than Ever


The Problem Facing Today’s Global Enterprises

Technology has changed the way we communicate, internally and externallyWhen companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers.

MOBILE SOCIAL LOCAL VIDEO


Why Companies Must Evolve

Companies that transform the way they communicate will have more connected and informed employees.Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money.

74% of employees feel that they're missing out on company information and news. (Gallup)


Why did Ericsson decide to launch and scale an employee advocacy program?


Why Launch #TeamEricsson

INCREASE Ericsson’s brand reach on social media

GENERATE meaningful conversations between customers and employees

IMPROVE employee engagement across the company and attract top talent

ENHANCE social media marketing through lead generation and social selling


Attractiveness of Social Advocacy

90%Approx. of employees’ network are new to Ericsson – resulting new potential candidates

New Awareness

Employees have 10X more followers that corporate social accounts — Cisco Research

90% of their social audience is new the to brand. — Dell Study

New Engagement

Socially engaged companies are 58% more likely to attract top talent — LinkedIn & Altimeter Study

Employees are 20% more likely to stay at their companies. — LinkedIn & Altimeter Study

10X90%

58%20%


Amplifying our Employer Brand with Social Advocacy

•  Improves awareness among critical skill sets – Look a likes

•  Improves participation among employees to share the Ericsson story to critical talent targets advancing thought leadership

•  Increases pipeline depth, candidates, and qualified hires among key talent targets with value added content

•  Promotes diverse story telling to engage and attract diverse audiences


What are some of the successes that you’ve seen so far?


Hundreds of Employees Driving Marketing Goals

Goal: Surface discussions around ICT and the Networked Society

Currently driving 10.2M impressions per month

Over 20K audience reactions per month

Average of 14K employee shares per month

Currently over 6K Ericsson employees Involved in the #TeamEricsson program


Maximize Event Awareness and Engagement with Social Advocacy

›  Amplify messaging and thought leadership›  Expand social footprint›  Enhance event activations

›  Employee engagement›  Increase visibility›  Social influence and networking›  Conversions and Earned Media Value›  Recognition

*Benefits impact internal and external audiences.

Totaling 1.7m Impressions

Over 2.8K Shares


Events Outreach

EventName Reac,ons Shares Clicks ImpressionsGraceHopper 345 113 263 75,376OneYoungWorld 286 75 143 37,992Watermark 298 235 253 149,014ConsumerElectronicServices 2,410 1,336 2,460 716,160MobileWorldCongress 950 1,057 2,227 733,886Total 4289 2816 5346 1,712,428

Local, regional and global events are promoted across #TeamEricsson



What employee advocacy metrics does your team use to define success?


How did you achieve those results — at scale — for Ericsson?


5 Steps to Launching & Scaling Employee Advocacy

Train employees to advocate

Recognize and reward advocates

Select the right platform

Promote the program internally

Jim SimpsonIntegrate Employer Branding


Why is employee advocacy training essential for success?


Train Employees to Represent the Brand

o  To mitigate risk, avoid embarrassments, or pitfalls

o  Ensure employees have right talking points

o  Strengthen employees’ ability to:o  Listen for opportunities

o  Engage to create relevant connections

o  Encourage membership and involvement in the program

o  Provide parameters, such as not disclosing proprietary information or citing clients/partners without permission


How did you structure your employee advocacy training program?


Distribute & Scale Employee Advocate Training

o  Online training with video to educated employees on social media policy and best practices

o  Group workshop training session to fostered shared learning

o  Training is held quarterly to make sure new hires are included


Employee Advocacy Training Phases

Basic Social Media Training for All Employees

Executive and Line Manager Training

Detailed Training for Individual Departments,

BUs and Regions

Subject Matter Expert Training

Phase 1 Phase 2 Phase 3 Phase 4



Once employees are trained, how do you keep them engaged with the

program overtime?


How does Ericsson keep employees motivated to advocate for the brand?


Recognize and Reward Employees Who Advocate

o  Rewarding most active and influential advocates provides an incentive and allows employees to feel taken care of and rewarded for their good work.

o  Rewards include:

o  Getting highlighted on our advocate leaderboard

o  Awarding points used to claim small prizes

o  Employee recognition on digital screens across Ericsson campuses

o  Recognition in Global articles or letters from senior executives


How did Ericsson inspire hundreds of employees to join?


Market Your Employee Advocacy Program Internally

LAUNCH as Employee Advocacy Task Force (e.g. line managers) Task force can play role in promoting and nurturing employees advocates

PROMOTE on a regular basis – through Task Force or employee advocacy board.

ENSURE all new and existing employees are aware of employee advocacy program

ENCOURAGE senior executives to get involved: Weekly activity by Senior Executives on social media outlets sends shows the team that employee advocacy is encouraged and celebrated.


Social Advocacy Quiz Gamification

You’ve posted original content on a social platform in the last _____. •  Hour [Social Media Maven] •  Day [Content Critic] •  Week [Social Spectator] •  Month [Network Newbie]

You are most likely to _____ a friend’s post. •  Comment on [Content

Critic] •  Like [Social Spectator] •  Share [Social Media

Maven] •  Do nothing to [Network

Newbie]

You use your social accounts to _____.•  Share industry insights and updates.

[Content Critic]•  Skim the latest news and happenings.

[Network Newbie]•  Read posts from friends and companies that

matter to you. [Social Spectator]•  All of the above. [Social Media Maven]

Quiz to allow Team Ericsson users to identify which type of social media persona they relate to. Posted on Team Ericsson to drive users to the quiz.


Our Goals: 2017 and Beyond

•  Increase the number of new users and the percentage of active existing users

•  Implement a comprehensive content strategy to increase reach and engagements

•  Improve user-experience by reorganizing the current content divisions and tags

•  Continuously keep users engaged by rolling-out various interactive, and potentially

rewarding, social media campaigns throughout the year

•  Conduct employee social media trainings so that they are aligned with the

importance of employee advocacy

•  Increase Sr. Leader awareness and engagement of #TeamEricsson

•  Align performance and growth to Employer Brand metrics and indexes


How does an employee advocacy platform help companies, like Ericsson,

scale their program?


Make it Easy & Fun for Employees to Advocate

o  An employee advocacy platform makes it easy for employees to discover, publish, share and amplify brand content across websites, blogs, and social networks

o  The ideal solution will merge content sharing, publishing, monitoring, gamification, and analytics in one platform

o  An employee advocacy platform should also provide analytics about the effectiveness and reach of your brand’s social media activity

o  An employee advocacy platform provides employer brand and recruitment marketing opportunities


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