From Employee to Advocate: Amplify Your Talent Brand Through Employee Engagement [webcast]
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Building an engaged employee base helps you retain the great talent you already have and attract new, qualified people to come work for your organization. But how exactly do you do that? On average, a company’s employees have 10 times as many connections as a company has followers. So what better way to amplify your talent brand message than through your own employees? This presentation will teach you how to turn your employees into advocates for your talent brand and the impact it can have on your organization. You will learn about promoting your brand internally, boosting referrals, social media advocacy, facilitating employee created content, and more.
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From Employee to Advocate: Amplify Your Talent Brand Through Employee Engagement [webcast]
- 1. From Employee to Advocate: Amplify your talent brand through employee engagement
- 2. Introduction Erica Benedetto Talent Brand Consultant
- 3. • The importance of employee engagement • How build an employee engagement program • Expected outcomes What we’ll cover today
- 4. Employee engagement: Employee engagement is a property of the relationship between an organization and its employees. An "engaged employee" is one who is fully absorbed by and enthusiastic about their work and so takes positive action to further the organization's reputation and interests.
- 5. Employee engagement is a big opportunity for companies today 90% of business leaders see a direct connection between employee engagement and business success* 82% of employees state it is very important that their organizations address the engagement issue* 13% of global employees are engaged** Sources: * Psychometrics Engagement Study 2015 ** Gallup State of the Workforce Study 2015
- 6. An opportunity that drives business results Hire Market Sell Hire Market Sell 58% more likely to attract talent 20% more likely to retain talent Content has 2x higher engagement when shared by employees 45% more likely to exceed quota Today, 69% of companies are actively looking for ways to activate their employees to share content* *(Understanding Employee Advocacy on Social Media, Social Media Today)
- 7. When employees share jobs & build their personal networks, they improve your ability to hire … and HIRING results * Calculated by comparing the number of applications per job for jobs shared by non recruiter employees vs jobs not shared 30% more job applications* Jobs shared by employees yield more likely to respond to an InMail** ** Looking at response rate for inmails sent via recruiter to members who had a connection within the company vs those that did not 27% Members connected to your employees are
- 8. New hires connected to your employees are often a better fit for your company 37% lower initial attrition rate1 for hires impacted2 by employees 1 Initial attrition rate is calculated as employees leaving the company within 6 months of joining 2 Hires impacted is Measured as Profile views, connections, inmails sent by the new hire 12 to 1 months prior to starting the job
- 9. Your employees are in the best position to interact with potential candidates Average Follower Network VS Average Employee Network 10xlarger than your company followers
- 10. Activate this network through an employee engagement
- 11. 4 steps to build an employee engagement program 1 Build 2 Educate 3 Engage 4 Measure
- 12. Build a foundation on which to grow your employee engagement program 1 Build Define a social media policy Nominate employee champions Create a content distribution plan Incorporate into your onboarding process Build an incentive and recognition program
- 13. Educate your employees about your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand
- 14. Educate your employees about your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand
- 15. Educate your employees about your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand • Training format could be a formal course or an informal “lunch ‘n’ learn” • Explain your policy or guidelines what’s ok to share and what’s not • Talk about preferred channels • Lead by example ask executives to get involved
- 16. Educate your employees about your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Share your clearly defined employee value proposition
- 17. Educate your employees about your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Get employees excited about your brand
- 18. Educate your employees about your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Work With Us use internal views to promote your brand
- 19. Educate your employees about your employer brand and how to best represent it 2 Educate Help employees build out their profiles • Encourage employees to create profiles if they don’t have them • Provide a few sentences they can include in their summary or job section • Work with your champions to set an example with their profiles Companies with high profile completeness have higher conversion from profile view to job view* *Conversion calculated as job views within 14 days of a profile view for companies with low (<30% of employees) profile completeness companies vs high (>70% of employees)
- 20. Tell them what’s in it for them • Builds their credibility by sharing content • Positions a person as a leader and trusted advisor • Grows their networks • Gives employees the opportunity to feel more connected to and informed about the company and their industry
- 21. Activate your employees and make it easy for them to get involved and stay engaged 3 Engage Make it easy for employees to share content • Give people pre-made updates with links that they can copy and paste to share • Put shareable content in multiple easily accessible places (your internal site, a regular newsletter, a social media advocacy tool like Elevate) • Ask employees to re-share company updates and jobs For every 6 pieces of content a LinkedIn member shares, it influences 6 job views 3 company page views 1 company page follower 6 profile views 2 new connections
- 22. Activate your employees and make it easy for them to get involved and stay engaged 3 Engage Encourage employees to create content • Create a company hashtag and ask people to share photos
- 23. Activate your employees and make it easy for them to get involved and stay engaged 3 Engage Encourage employees to create content • Ask your champions or subject matter experts to publish gives you easy access to content to share and sponsor
- 24. Activate your employees and make it easy for them to get involved and stay engaged 3 Engage Get more employees involved in your referral program • LinkedIn Referrals matches an employee’s connections to open jobs and makes it super easy to refer people
- 25. Activate your employees and make it easy for them to get involved and stay engaged 3 Engage Get more employees involved in your referral program • Market your referral program the more creative the better!
- 26. Continually measure, improve, and reinforce your engagement program 4 Measure Identify key metrics to measure success Evaluate what is working, iterate and improve Maintain ongoing training for employees • # of employees participating • Reach - the number of people seeing your posts/updates • Employee survey feedback – more satisfaction and better retention • % of hires from referrals
- 27. What does success look like?
- 28. Engaged employees will… 28 SAY Speak positively about your company to co-workers, potential employees and customers Have a sense of belonging and desire to be a part of the organization Remain motivated and exert extra effort to perform in a way that contributes to business success STAY STRIVE
- 29. Business Outcomes 29 Retention Wellness Absenteeism Talent Operational Revenue Growth Market Share Financial Productivity Safety Satisfaction Retention NPS Customer LinkedIn Investment Job Views Quality of Hire Reach
- 30. HIRED Keep both potential employees and current employees engaged at every step. Employee engagement is one piece of a larger ecosystem and candidate journey.
- 31. Employee engagement should be a top priority for your organization An engagement program can be started with a few simple steps Engaged employees can have a sizeable impact on your hiring goals and your bottom line Key takeaways
- 32. ©2014 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- I’d like to review what we’ll cover today: The importance of employee engagement and what it means for your organization 4 easy steps to build an employee ambassador program Some expected outcomes from successfully turning your employees into advocates for you
- Let’s lay the foundation be defining employee engagement… Employee engagement is a property of the relationship between an organization and its employees. An "engaged employee" is one who is fully absorbed by and enthusiastic about their work and so takes positive action to further the organization's reputation and interests. Simply put, engaged employees are happy employees who wake up excited to go to work, want to share their enthusiasm with other, and who want to make their companies more successful.
- Business leaders and employees agree that employee engagement is important. Business leaders report seeing a direct connection between having engaged employees and their businesses’ success, and the vast majority of employees believe that their organizations must take action to address the issue. The truth, however, underlying all of this, is that today, only 13% of employees globally are engaged. Hopefully, you don’t see this as a negative per se, but rather an opportunity to drive change and improvement within your organization. And that’s what we’re going to focus on today: how to make that change happen.
- To provide more detail around the impact that change can have, let’s take a look at what we’ve seen with regards to employee engagement in the form of sharing content: Companies with high numbers of employees sharing quality content perform better Specifically, these companies are able to more easily: Hire and retain top talent Build their brand and market their products Drive leads and sales This highlights the fact that engaged employees yield positive results across your organization.
- When we dig deeper, we can see continued strong correlation between employee engagement and hiring results. It should come as no surprise that jobs shared by employees garner more applications. If you see a job that your friend or old colleague, someone you trust and enjoy being with, has been shared, you’re naturally more inclined to check it out. Your friend’s trust and credibility lends trust and credibility to that job opportunity. Similarly, people who are connected to an employee at your company are 27% more likely to respond to an inMail. This is because they have a level of familiarity with the company, and maybe they’ve even reached out first to their connection.
- Once you’ve hired that person that applied to your job or responded you your inMail, you’re more likely to keep them. If the hire is connected to someone or has interacted with someone at your company before starting a job, they’re more likely to stay. The ties to your company and your employees that the person has made help integrate them into the culture. Additionally, because that person was connected in some way to your organization before being hired, it likely indicates a better cultural fit.
- And the good news is that your employees are in the best possible position to interact with potential candidates. On average, your employees have a network that is 10 times larger than your follower network!
- So, on that note, we’re going to now talk about how to activate that network through employee engagement.
- I’m going to take you through 4 easy steps to build an employee engagement program: Step 1 is building the foundation Step 2 is educating and preparing your employees Step 3 is getting your employees engaged And lastly step 4 is measuring and improving your program over time
- The first step to establishing an employee engagement program is building the right foundation and structure for it. Many companies start by defining a social media policy. Elaborate on what is ok to share and what is not. Giving guidelines to your employees will help them feel more comfortable actively promoting your company. You may want to nominate employee champions to help get people on board with the program. Do you know employees who are already very active on social media and sharing news about your company? If so, that’s a great place to start. You can position this is a leadership opportunity and get those employees involved first. Creating a content distribution plan is critical. How and when are you going to share content with your employees and your followers? We’ll talk a bit more about this in a bit. Get the ball rolling early with new employees and add things to your onboarding process like asking people to update their LinkedIn profiles and giving them a tip sheet for sharing company content. Lastly, you may want to put an incentive or recognition program in place. Perhaps each month the employee who has shared the most photos are garnered the most likes or comments gets a prize. It doesn’t have to be expensive, but a little recognition can go a long way.
- Once you have built your foundation, you’ll need to educate your employees about your employer brand and how best to represent it to the public. As mentioned before, employees need to feel comfortable and secure that what they’re sharing and doing is ok. It’s important to train them on your guidelines and recommendations for using social media. Some companies have a formal approach to this, Adobe’s Social Shift Program educates the company’s employees on the social media guidelines, shares best practices for social sharing and ultimately helps them to become brand ambassadors. And, unlike other social training programs, it even helps teach and test an employee’s judgment through various scenarios to build their knowledge and confidence. Other companies, take a much less formal approach and host “lunch ‘n’ learn” sessions which can work well with less time and investment. Whatever method you use, in addition to talking about guidelines, you should also talk about preferred channels and types of content. What do you hope people will share and where would you like them to share it? Getting execs involved can help too, they can lead by example and make the employees feel comfortable that management approves of their activities.
- Once you have built your foundation, you’ll need to educate your employees about your employer brand and how best to represent it to the public. As mentioned before, employees need to feel comfortable and secure that what they’re sharing and doing is ok. It’s important to train them on your guidelines and recommendations for using social media. Some companies have a formal approach to this, Adobe’s Social Shift Program educates the company’s employees on the social media guidelines, shares best practices for social sharing and ultimately helps them to become brand ambassadors. And, unlike other social training programs, it even helps teach and test an employee’s judgment through various scenarios to build their knowledge and confidence. Other companies, take a much less formal approach and host “lunch ‘n’ learn” sessions which can work well with less time and investment. Whatever method you use, in addition to talking about guidelines, you should also talk about preferred channels and types of content. What do you hope people will share and where would you like them to share it? https://youtu.be/jCqpAv2TByE Getting execs involved can help too, they can lead by example and make the employees feel comfortable that management approves of their activities.
- Once you have built your foundation, you’ll need to educate your employees about your employer brand and how best to represent it to the public. As mentioned before, employees need to feel comfortable and secure that what they’re sharing and doing is ok. It’s important to train them on your guidelines and recommendations for using social media. Some companies have a formal approach to this, Adobe’s Social Shift Program educates the company’s employees on the social media guidelines, shares best practices for social sharing and ultimately helps them to become brand ambassadors. And, unlike other social training programs, it even helps teach and test an employee’s judgment through various scenarios to build their knowledge and confidence. Other companies, take a much less formal approach and host “lunch ‘n’ learn” sessions which can work well with less time and investment. Whatever method you use, in addition to talking about guidelines, you should also talk about preferred channels and types of content. What do you hope people will share and where would you like them to share it? Getting execs involved can help too, they can lead by example and make the employees feel comfortable that management approves of their activities.
- Of course, if you’re going to ask your employees to be advocates for your brand, they better know what it is! The Gallup 2014 Workplace Study found that only 41% of employees (feel) that they know what their company stands for and what makes its brand different from its competitors’ brands. You’ll need to promote your employer brand internally to fix this issue. Share your EVP and values with your employees. Maybe you create a culture deck like Netflix’s widely viewed presentation, talk about it at company all hands meetings, or pass out some fun swag. Whatever you do, you need to get your employees excited about it. One easy thing that you can do on LinkedIn if you have Work With Us, is use the internal views to promote a brand message to your employees. In this hypothetical example, LinkedIn is promoting its new hashtag and asking people to share photos.
- Of course, if you’re going to ask your employees to be advocates for your brand, they better know what it is! The Gallup 2014 Workplace Study found that only 41% of employees (feel) that they know what their company stands for and what makes its brand different from its competitors’ brands. You’ll need to promote your employer brand internally to fix this issue. Share your EVP and values with your employees. Maybe you create a culture deck like Netflix’s widely viewed presentation, talk about it at company all hands meetings, or pass out some fun swag. Whatever you do, you need to get your employees excited about it. One easy thing that you can do on LinkedIn if you have Work With Us, is use the internal views to promote a brand message to your employees. In this hypothetical example, LinkedIn is promoting its new hashtag and asking people to share photos.
- Of course, if you’re going to ask your employees to be advocates for your brand, they better know what it is! The Gallup 2014 Workplace Study found that only 41% of employees (feel) that they know what their company stands for and what makes its brand different from its competitors’ brands. You’ll need to promote your employer brand internally to fix this issue. Share your EVP and values with your employees. Maybe you create a culture deck like Netflix’s widely viewed presentation, talk about it at company all hands meetings, or pass out some fun swag. Whatever you do, you need to get your employees excited about it. One easy thing that you can do on LinkedIn if you have Work With Us, is use the internal views to promote a brand message to your employees. In this hypothetical example, LinkedIn is promoting its new hashtag and asking people to share photos.
- You’ll also want to help your employees to build out their profiles. Ask them to associate themselves with your company on LinkedIn and other platforms. You could even provide them with a few sentences that represent your brand that they could add to their summary or job description sections. This gives them an easy way to display their pride and your values. Furthermore, if you have nominated champions, work with them more closely to make sure their profiles are complete and look great. Then you can share these with other employees as examples of great profiles.
- Once you’ve educated your employees on the basics, you’ll need to activate them and keep them engaged. The first step to doing this is making it really easy for employees to share content. Think about crafting pre-made updates that are easy for employees to simply copy and paste to share. You’ll also want to distribute shareable content through multiple outlets. Not every employee will attend a meeting, read a newsletter, or check out your intranet, but chances are they’ll do at least one of those things. If you want to take it a step further, you can even use a social media advocacy, like LinkedIn Elevate, that pushes out content to your employees to share and tracks everything for you. Lastly, make sure ask your employees to re-share your company updates and jobs.
- In addition to sharing content that’s already out there, think about encouraging your employees to create content. An easy way to do this is to create a company hashtag, like our #LinkedInLife, that gives people a simple way to surface pictures. If you can, find subject matter experts (or your champions) to publish about the cool work that they do and what life is like at your company. You can see some examples here, Adobe has their Adobe Life blog where employees post regularly. LinkedIn gives all members access to publish long form posts. And by creating content, your employees are also arming you with stuff you can easily share as a company update or sponsor!
- In addition to sharing content that’s already out there, think about encouraging your employees to create content. An easy way to do this is to create a company hashtag, like our #LinkedInLife, that gives people a simple way to surface pictures. If you can, find subject matter experts (or your champions) to publish about the cool work that they do and what life is like at your company. You can see some examples here, Adobe has their Adobe Life blog where employees post regularly. LinkedIn gives all members access to publish long form posts. And by creating content, your employees are also arming you with stuff you can easily share as a company update or sponsor!
- Aside from content sharing and creation, engaged employees will bolster your referral hiring. Do employees know about or remember your referral program? Be sure to market it and get creative! GoDaddy handed out mirror to their employees that said “This is what GoDaddy recruiter looks like” across the top. A company in India parked a motorbike in the office that a person could win if they referred an engineering manager candidate that got hired. We’re very excited to have recently launched LinkedIn Referrals, a tool that matches an employee’s connections to open jobs and makes it extremely easy for that employee to refer people. And best of all, it also integrates with tons of different ATS systems!
- Aside from content sharing and creation, engaged employees will bolster your referral hiring. Do employees know about or remember your referral program? Be sure to market it and get creative! GoDaddy handed out mirror to their employees that said “This is what GoDaddy recruiter looks like” across the top. A company in India parked a motorbike in the office that a person could win if they referred an engineering manager candidate that got hired. We’re very excited to have recently launched LinkedIn Referrals, a tool that matches an employee’s connections to open jobs and makes it extremely easy for that employee to refer people. And best of all, it also integrates with tons of different ATS systems!
- The last step in creating and maintaining an employee engagement program is measuring it. You will want to continually measure, improve, and reinforce your program. Start by identifying key success metrics that you want to measure. You may want to look at things like the number of employees participating, the reach of your messaging, employee satisfaction and retention, and the % of hires from referrals. Once your metrics are in place, you can evaluate what’s working, make tweaks, and improve over time. Last but not least, be sure to have ongoing training for employees. Keep your program top of mind.
- After all of this, what does success actually look like?
- Engaged employees will… Speak positively about your company to each other, to potential employees, and to your customers Have a sense of belonging and a desire to be part of your organization’s mission and remain motivated to perform in a way that furthers your company’s success.
- You can look across a number of business areas to see success as well. From improved retention to increased customer satisfaction to improved quality of hire and beyond, you will find that engaged employees acting as your advocates benefit your whole organization. Remember some of those stats we talked about earlier: Companies with a high number of employees sharing are: 58% more likely to attract talent 20% more likely to retain talent Those are just a couple of the tangible benefits to employee engagement.
- We also acknowledge that these business outcomes don’t exist in a vacuum. There is a whole ecosystem and candidate journey at play and employee engagement is one of the pieces that helps move people along that path.
- I’d like to leave you with a few things that I hope you’ll remember from today: First, employee engagement should be a top priority for your organization. Second, an engagement program may not be perfected overnight, but can begin with a few simple steps. And lastly, engaged employees will have a sizeable impact on your hiring goals and your bottom line.
- Questions?