empower employees to help building your employer brand
Post on 29-Jan-2018
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Activate and Engage your Employees
Marlene de Koning
Solutions Consultant
nl.linkedin.com/in/marlenedekoning
@Marlene_dKoning
Today’s Topics
Objectives
3 Step Program in uniting your employees to become ambassadors
Research & Numbers
What drives Ambassadors
Q&A
Drinks
Objectives of Today
Build your ambassador program in 3 steps
Three steps to unite your own employees to help build your brand
6
Building a brand ambassador program
Educate
&
Inform
Engage
&
Encourage
Measure
&
Monitor
Educate & Inform
7
What is your Employee Value Proposition?
the employee value proposition (EVP) are the attributes that you want associated
with your company and employer branding is the delivery of your employee value
proposition across every communication touch point – both internally and externally.
Employee engagement is, in part, an evaluation of the employer brand as it is lived
within the organization.
Engaged employees are better suited to deliver on your brand promise, in terms of
service and most importantly, advocacy. Therefore, a highly engaged employee is a
brand ambassador and these are the employees that you want representing your
brand.
of recruiters don’t understand
their own employer brand.
%
Corporate Executive Board- thought leadership survey. 2012
10
LinkedIn’s
EVP
Transformation
Work-Life Balance
Total Rewards
Powerful Brand
Top Talent
Further reading:
What is the right social media for your company
10 must haves for your social media policy
How to Write a Social Media Policy
5 Noteworthy Examples of Corporate Social Media
Policies
IBM Social Computing Guidelines
11
Social media policy
Engage & Encourage
7 steps to engage your employees
1. Get C-suite support to drive widespread participation
2. Encourage employees to join LinkedIn and other networks or to enhance their
profile
3. Provide additional incentives via an employee referral program
4. Don’t forget new hires
5. Shine the spotlight
6. Organize meetups
7. Incentivize
13
Encourage « share and tell »
Encourage employees to add your company to their personal
profiles. By doing so, they automatically become followers and
can like, comment on, and share your company updates to help
expand your viral reach.
Launch social media newsletter inviting employees to share
weekly updates with their personal networks to increase
exposure
Spread your brand email signature, website, etc
14
Measure & Monitor
16
Measure and monitor the success of your initiatives
Measure employee engagement and focus on the key drivers necessary to create brand
ambassadors.
–number of interactions
–clicks generated by your updates
–followers acquired Maintain training & coaching for management and staff
Research & Numbers
Reasons why it should be your companies priority
They are responsible for 20% of your overall social engagement
20%
Your employees’ social networks are over 10X larger than your companies followers 10X
While only 2% of your employees share your companies social content
2%
Sources: LinkedIn data
cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident
rates & absenteeism
Disengaged employees…
Employee Engagement & Business Outcomes
TNS Research shows even more…
Employee engagement can increase profitability
Higher employee engagement often coincides with a higher
level of service quality
Employee engagement has an influence on customer retention
Source: TNS Case Studies
Employee Engagement and Ambassadors
What drives Ambassadors?
What Drives Brand Ambassadors
Brand ambassadors are supported through strong leadership and
effective 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
Source: TNS Global Panel Study
Q&A
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
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