4 essential tips to convert your employees to talent brand ambassadors

&&

4 Essential Tips to Convert your Employees to Talent Brand Ambassadors

& Research insights to drive your talent brand

Reasons to cultivate your followers

Top 5 incentives for employees to become brand ambassadors

Analysis of brand ambassadorship and how it relates to talent recruiting

Linkage between employee engagement and followers

5 reasons employees become drivers of your brand

The truth about followers and connections

Cultivating employees as

brand ambassadors

©TNS & LinkedIn 2015 [email protected] | [email protected]

Poll:

What is your role at your current company?

Poll Question


Carrie SmithModerator

LinkedIn Talent Solutions

Marty FinnPresenter

LinkedIn Talent Solutions

Mike SchroederPresenter

CEO, TNS Employee Insights

Presenters


Focus on providing innovative solutions to increase employee engagement, retain top talent, enhance brand awareness and overall business performance:

Employee Engagement

Retention of Top Talent

Brand Awareness

Customer Engagement

Leadership Development

Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries

Global leader of custom research, analysis and insights

TNS: Who are we?


We provide thousands of recruiters, HR

professionals and hiring managers with

highly effective tools to find and engage

top talent through the world’s largest

online professional network.

LinkedIn customers include 85% of the

Fortune 100 and corporations from every

industry around the globe.

Sourcing – Employer Branding – Job Distribution - Insights

LinkedIn: Who are we?


#1 Focus on employee engagementEnsure buy in from senior leadership with a focus on employee engagement and strategic planning

#2 Educate your employees Educate your employees on Brand Ambassadorship

#3 Encourage ‘Share and Tell’Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion

#4 Measure & monitor your initiatives to gauge successMeasure engagement and create action plans that build a foundation of engaged employees and brand ambassadors

4 Tips to Convert Your Employees to Talent Brand Ambassadors


SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012

Most follow for incentives, rewards, or discounts.1

Follow for professional news, insights, and product

information.2

People follow companies on social platforms for different reasons


Employee Value PropositionThe attributes that you most want associated with your company

Employer Branding The delivery of your EVP across every communication touch point both internal and external

Brand Promise

What is your Employer Value Proposition & Branding?


Source: LinkedIn study of 3800+ global professionals conducted in January 2012

People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees

and the marketplace

Long-term relationships

64%of followers would follow companies

“indefinitely”

61%of members are more

likely to share information as a result of following a company

Brand evangelists

Engaged talent pool

71%of members are

interested in updates on job opportunities from companies they follow

Impact of Social Media


cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism

Disengaged employees…

Source: TNS Case Studies

TNS Research shows…Employee engagement can increase profitabilityHigher employee engagement often coincides with a higher level of service quality

Employee engagement has an influence on customer retention

Employee Engagement & Business Outcomes


Employee Engagement and Ambassadors


Employees that are PROUD of their company and glad to tell people about it

Employees who would RECOMMEND their company to others as a good place to work

Source: TNS Global Panel Study and TNS Normative Database

Global Panel Study

High-Performing

Organizations

vs.58%

81%

87%

53% vs.

Do You Have Brand Ambassadors?


Source: TNS Global Panel Study

Brand ambassadors are supported through strong leadership andeffective brand training initiatives

Top 5 Reasons Employees Become Brand Ambassadors

1. Company brand experience sets us apart

2. I trust senior leadership

3. Work gives me a feeling of accomplishment

4. My company is environmentally responsible

5. I feel valued as an employee

1. Our brand experience sets us apart from competition

2. Supervisor supports brand experience efforts

3. Brand experience coaching and training is effective

4. I understand the behaviors to deliver the brand experience

Drivers of Ambassador Efforts

Creating Brand Ambassadors


Employee Engagement

Highly engaged employees are your best brand ambassadors

Key drivers of employee engagement:

Shared Purpose and Values

Career Development

Recognition Senior

Leadership

Case Study - HCA Over 25,000

department managers received reports and insights

More than 10,000 action plans were created online

Increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance

Tip #1: Focus on Employee Engagement


Questions employees need answers to…1. Why is this a great

place to work?2. What is the value

proposition for a new employee?

3. Why do we exist in the view of our customers?

4. What type of talent does this organization need to grow?

5. What resources are available to help with this effort?

6. What are our social media policies?

Case StudyA Fortune 500 company in the service industry showed that: Almost 40% of its

employees felt restricted by the organization’s current social media policy

More than half of its employees would share company stories given more flexible social media guidelines

After developing an internal social media platform, over 60% of its U.S. based employees engage in intranet social media sites either daily or weekly

Tip #2: EDUCATE YOUR EMPLOYEES


Develop and Communicatea Social Media

PolicyDistribute social

media guidelines that encourage participation and reduce fear

Provide stories of fellow employees on social media platforms

Communicate in the local language and on local platforms

Bring Cross-Functional

Teams TogetherCreate alignment

through communication

Encourage social media professional collaboration with colleagues

Enhance teamwork by breaking down internal silos

Build communities

Utilize Intranet &

Social Media Sites

Use intranets & social media platforms to highlight the connections across employee engagement and positive customer experiences

Tip #3: ENCOURAGE ‘SHARE AND TELL’


Salesforce was tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:

The Salesforce Challenge


1 Data: 10/15-11/16, excludes weekends

The impact was impressive…60% increase in employee referrals that week!

350 Links shared via LinkedIn status updates

2x more than the daily average

One post led to…RESULTS

159K Connections~25% Sales Professionals

40K Companies

Shared Links1

By SFDC Employees +128%

Likes1 SFDC Employee Posts +70%

Status updates visible to:

The Salesforce Success Story


Employee Engagement Measure employee

engagement and focus on the key drivers necessary to create brand ambassadors

Training & Coaching Management Brand ambassadors

Brand Ambassador Programs Impact or utilizing

networks for recruiting top talent

Social media programs

Case Study

A business unit reported estimated savings of lost productivity by improving engagement by $30 million per year

Operating profit increased from $1.2 billion to over $2 billion

Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans

Tip #4: MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS


What are my competitors doing?

How do I leverage my brand ambassadors?

What you need to know


What you need to know

#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives of your company

by hosting a brown bag lunch to provide tips to improve their profiles.

Use ad space on employee profiles to drive traffic to your career presence on LinkedIn. 20x more likely to be clicked than regular ads.

Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn to share

relevant content. Highlight your brand ambassadors on your Career Page to ensure

the message really resonates. Deploy targeted version of Career Pages to showcase relevant

employees and opportunities to visitors.

Employees can amplify your message. Encourage employees to share key updates to distribute your

message to their connections. Follow the salesforce.com playbook. Broaden your distribution of job opportunities to employees’

professional circles and increase employee referrals.

Work With UsOwn the ad space

on your employees’ profiles

LinkedIn JobsEmployees share high priority

jobs with their network

LinkedIn Career PagesBuild your employment brand with

highlighting your brand ambassadors


Training and engag

ed employees are

MORE likely

to create brand ambassadors

Engaged

employees are

LESS likely

to leave, loweri

ng overall costs

of recruit

ing

Engagement & Your BrandLinkedIn & TNS Employee Insights researchconverge on two key findings…

!!!!Summary


Questions?

Please email us at:

[email protected]

[email protected] any confidential questions or tweet@hireonlinkedin


Marty [email protected]

LinkedIn Talent Solutionstalent.linkedin.comhttp://talent.linkedin.com/blog/ @HireOnLinkedIn

Mike [email protected]

TNS Employee InsightsTNSei.com@tns_insights

Building the future of insights together!Contact us

http://www.wpp.com/


TNS Employee Engagement Tips Booklet

At last, a truly great employee engagement tips booklet you can use! Written by TNS research professionals, providing tried and true methods on how to engage employees.

For a quick and easy download, visit:

Tnsei.tips.com

4 essential tips to convert your employees to talent brand ambassadors

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