Harness the strength of social employee advocacy to reach your prospects!
Companies invest a lot of time, money, and effort in a constant quest for more leads, opportunities, and customers. But are ads and direct sales the only way to reach new customers?
“There must be another way”
And there is! Companies have started to invest in a less direct approach, which can generate leads faster and drive higher engagement rates.
Employee Social Advocacy is a program that can transform your employees into powerful brand advocates and ambassadors. To start, you need to build strong employee relationships and provide an empowering work environment.
Social Media Influence for Businesses
Social Media in the Workplace
The fast emergence of social media in our everyday lives also opened a door for social media adoption in the workplace. Some of us have transferred our private social media habits to the work arena, with dedicated platforms for professionals (LinkedIn, Viadeo, Meetup, and more).
The rise in corporate communication through social networks has created many new opportunities for employees and companies. However, it’s important to consider that one post on social media can impact an employee in their place of work, but it can also affect the company as a whole. Companies should be cautious in their social messaging because official social media channels and pages are evaluated and researched by potential business stakeholders.
Why Do We Need Employee Social Advocacy?
Social media provides organizations with a great marketing asset, allowing them to reach a larger audience, faster and cheaper. It provides a more efficient channel to engage and communicate with customers, while ultimately increasing customer satisfaction and loyalty.
Nonetheless, social media has some drawbacks. It may be a modern and easy tool for marketing and advertising, but companies are now spending millions of dollars solely on social media advertising. It takes many months to build a credible online presence and to generate profitable leads. Companies are in a constant battle to manage their reputation in the eyes of customers and to provide the best offers.
“It is believed that the global digital ad market spending will grow from 226.6 billion U.S. dollars in 2017 to 464,73 billion in 2022.”
— Source: Statista DMO, 2018
Corporate content tends to be less appealing to potential buyers, so companies alter their content to be as human and personal as possible. However, no matter how many emojis, hashtags, or familiar phrases they use, a company’s page will struggle to shake off its corporate status and controlled image.
But wait – this doesn’t have to be a problem! A company’s page can and should stay professional and reflect the values of the organization without sacrificing trust or reliability. Ultimately, employee social advocacy is the secret to creating engaged ambassadors from within the company’s existing workforce.
4 Reasons Why Employee Social Advocacy is an Effective Way to Improve Engagement
- Contacts – an employee’s social media network is, on average, 10 times larger in comparison to their company’s network. Individuals also tend to grow their audience faster than companies. Multiply this by the number of employees in a company, and you get an idea of the potential brand reach!
- Reach – a corporate message will reach a larger audience when shared by an employee. People reshare corporate news 24 times more frequently when it comes from an employee, rather than an official company page.
- Trust and Engagement – People often rely on peer-to-peer recommendations and suggestions. An article will have higher engagement and click-throughs when shared by an employee, meaning that twice as many people will engage with the same corporate content.
- Conversion – reach higher engagement and conversion rates with employee social advocacy. Of course, results will vary widely depending on the company, but we know that employee sharing generates 6 times higher conversion rates and profits.
*Source: Katie Levinson (2018) ‘What is Employee Advocacy and How Do Marketers Win With It?’ at LinkedIn.com