Employee advocacy has become a buzzword in today’s digital world. It’s a herculean task for organizations to create content that goes viral. According to a recent survey by Hinge Research Institute and Social Media Today, organizations with employee advocacy programs have seen increased brand visibility, improved brand recognition and better brand loyalty. To boost social brand reach, many organizations start leveraging one of the most valuable marketing assets – Its EMPLOYEES. They are very powerful in building your employer brand. Hence marketers have to consider employee advocacy as a part of an overall marketing strategy. Don’t miss out on an incredible opportunity to amplify your reach in social media and empower your engaged employees to become powerful marketers for your business!
The concept of employee advocacy
Employee advocacy enables companies and brands to amplify the marketing messages by encouraging its employees to share approved branded content on their personal social media channels. The key benefits that include: increased organic web traffic, inbound leads, employee engagement and so on.
Here are the four compelling reasons why Employee Advocacy is the next big thing in Marketing:
1. People only trust friends, family and peers more than any other information source
Word of mouth marketing is a powerful marketing technique but has gained more momentum with the rise of social media in recent years. According to Nielsen study, “84% of consumers’ value recommendations from friends and family above all forms of advertising – and additionally, 77% of consumers are likely to make a purchase after hearing about it from someone they trust.” Hence trust is essential for business and it has also become a new marketing currency in today’s digital world.
2. Digital-Savvy Employees are your biggest marketing assets and trusted brand advocates
Even today, employees are not tapped to become powerful marketers. With the rise of social media, many organizations realize the importance of employees to spread a positive word of mouth recommendation across social media channels. From CEOs to front office, organizations have started leveraging their personal social channels to carry out its brand content and marketing messages. The onus lies with Advocacy champions in organizations to harness the real marketing potential of its workforce to boost social reach in an organic way. Trust me; your engaged and digital-savvy employees are your best word-of-mouth marketing resource. It’s one of the most cost-effective way of marketing that brings enormous benefits in the long run.
3. Employees have a wider social reach than brand channels
The social media has opened up a new world of advocacy opportunities for business to connect with digital-savvy employees. According to 2016 Edelman Trust Barometer report, “Employees are among the most trusted of all company spokespeople – even more than the CEO.” Organizations have to tap one the key marketing assets – EMPLOYEES to boost its social reach using an effective employee advocacy tool. The industry experts estimate the following statistics: • Average Facebook user has 338 friends • Average Twitter user has 208 followers • Average LinkedIn user has 393 connections That’s the power of your employees’ organic reach for your business. According to Social Media Today, “Content shared by employees receives 8X more engagement than content shared by brand channels.” Build an army of employee advocates to boost your social brand reach in real-time!
4. Employees become your thought leaders
According to Weber Shandwick study, “98% of employees use at least one social media site for personal use, of which 50% are already posting about their company.” By empowering your employees with valuable content to share across their personal social media channels, create an online identity for your engaged employees in a broader communities. This in turn will position them as an ‘Industry Thought Leader’ and also continuously encourage them to build their personal brand online. So, implementing a successful advocacy program enables your employees to become trusted brand advocates. They are your ‘Digital PR’ weapons to amplify your organization’s thought leadership content reach in social media.
In a nutshell, employees are still untapped marketing resources in many organizations. With the rise of social media landscape, engaging your employees is not an optional anymore. The onus lies with the organizations to train your employees how to use Social Media for business and enable them with the right employee advocacy tool.
Employee advocacy has become a new marketing channel to build your brand in social media. It’s also a great way to engage your employees productively. So, start leveraging your organization’s important spokesperson (Employee Brand Advocates) to boost your social brand reach in real-time.