If you haven't noticed, we're living in a digital and social media age. It's not slowing down or going away, maybe ever. In fact, social media has infiltrated all avenues of life, playing a huge role in both our personal and professional lives. The once drawn proverbial line is slowly fading, and for some, it may have already disappeared.
What are Companies Made Of?
People. It's also no secret businesses are made up of employees, individuals of all ages and skill levels. Perhaps not all of your employees are social media savvy, but I'm sure there are a few that use social media regularly. Wouldn't it make sense, if employers are hiring individuals in roles to gain social media and online exposure, to use your resources at hand to do just that?
According to a study conducted by the global public relations firm Weber Shandwick:
Employee activists draw visibility to their workplace, defend their employers from criticism and act as advocates, both online and off. One in five employees (21 percent) is estimated to be an employee activist, and another 33 percent have high potential to be employee activists.
This is great news! Use your talent. Embrace the movement and work with your employees to guide them with their messaging and delivery.
Check out these facts from employees in the study:
- 50% post messages, pictures or videos in social media about their employer
- 39% have shared praise or positive comments online about their employer
- 33% post messages, pictures or videos in social media about their employer without any encouragement from the employer
- 16% have shared criticism or negative comments online about their employer
- 14% have posted something about their employer in social media that they regret
Who's On Board?
Follow by example, but don't wait too long. You might miss your opportunity to harvest your social media active team.
Our survey found that one-third of employers – 33 percent – encourage their employees to use social media to share news and information about the organization. Social encouragement has an outsized impact on employer advocacy among employees.
Not only are you missing out in using your trained staff, but you might be losing out on sales and your competitive advantage.
Employees are no longer staying at one company for the duration of their career. And if a competitor looks appealing in one respect or another, you might find your internal talent just moved on.
...employees with socially-encouraging employers are significantly more likely to help boost sales than employees whose employers aren’t socially encouraging (72 percent vs. 48 percent, respectively).
Sure, not everything implemented in the workplace is a success or doesn't come without its challenges. The study states:
- Pervasive organizational changes. More than eight in 10 employees (84 percent) have recently experienced an employer change such as a leadership turnover, extensive lay-offs, merger/acquisition, financial slowdown, etc.
- Ineffective internal communications. Only four in 10 employees can describe to others what their employer does (42 percent) or what its goals are (37 percent).
- Weak employee engagement. Only 30 percent of employees are deeply engaged with their employer. This low level of engagement is not surprising given the acceleration of change combined with poor communications.
- Employees are on the defense and often serve as “first responders.” Nearly six in 10 respondents (56 percent) surveyed have either defended their employer to family and friends or in a more public venue — such as on a website, blog, or in a newspaper.
Be prepared. Outline and detail your employee advocacy program. Maybe roll it out with select individuals at first. Review our ideas on Employee Advocacy Program Introduction.
To make a big splash, and to get your team on board and excited about this venture, kick it off with a fun and interactive activity. A scavenger hunt.
A custom scavenger hunt addresses all the hot buttons to the employee advocacy program with respect to social media, posting, different outlets, the message and so on. A custom scavenger hunt can also be used as a tool to educate your advocates on new products, services, procedures and to reinforce company culture. Plus, as a bonus, a scavenger hunt can incorporate team building challenges, good deeds, community support and other positive activities, allowing your team and company to shine online and locally. All of these benefits and more are wrapped up in one activity.
Check out more benefits on ....
Read more at Employee Advocacy Study