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How Aetna Uses Employee Advocacy to Power Social Sharing
in a Highly Regulated Industry
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2#EngageU
Nicole Alvino
Co-founder & Chief Strategy Officer at
SocialChorus
@Nalvino
How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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SocialChorus surveyed 1,000 employees from enterprise
companies.
#EngageU
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Workplace Communication Needs to Improve
Both employees and managers agree that there isn’t enough effective communication internally.
• 94% of employees want to hear more about what is going on
from leadership
• 68% of executives believe they do a “good” job of
communicating
#EngageU
…Only 21% of employees agree
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When employees are engaged and well-informed, they will engage and
inform their network.
#EngageU
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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand.
• 93% of employees say they would be good at advocating for the
brand
• 87% of employees see the career benefits of advocating for the
brand
#EngageU
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Why Don’t Employees Already Advocate?
• 55% of employees don’t share about the brand
because they are worried they’ll get in trouble
• 44% of employees don’t know what
information they can and can’t share
#EngageU
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Why Leadership May Push Back on Employee Advocacy
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9#EngageU
Nicole Alvino
Co-founder & Chief Strategy Officer at
SocialChorus
@Nalvino
How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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Why did Aetna get started with employee advocacy?
#EngageU
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Employee Advocacy is the #1 Way to Amplify Content
• Employees reach a much larger audience than a brand’s social page
• Employee-shared content adds character and personality to Aetna’s brand messaging
• Employee advocacy gives employees access to brand and industry content that that is safe to share on social media
#EngageU
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How did Aetna get internal buy-in for an employee advocacy
program?
#EngageU
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3 Ways Aetna Achieved Internal Buy-in
1. Get leadership onboard early in the process to align program with the goals of the business
2. Seek guidance from a manager or colleague with experience building social media guidelines from the ground up
3. Ensure compliance by partnering with Legal and Information Security departments before launching
#EngageU
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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase
awareness
• Communications: Engage employees
• Human Resources: Attract top talent
• Sales Professionals: Drive leads
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How did Aetna train employees to safely represent the brand on social
media?
#EngageU
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Train to Build a Solid Employee Advocacy Foundation
• Start by training employees who are already active on social media
• Iterate on lessons learned to create training materials for all employees
• Develop a social media training curriculum with various levels
• To date, 97% of our employees are certified to create and share content for Aetna on social media
#EngageU
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How can employee advocacy strengthen consumer trust?
#EngageU
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Employee Advocacy Builds Consumer Trust
• Healthcare has become more like retail now that consumers can purchase healthcare plans from exchanges directly
• Employee advocacy empowers our employees to connect with consumers who are seeking information about healthcare on social media
#EngageU
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19#EngageU
“With employee advocacy, our employees can reach people who haven’t been exposed to the Aetna brand or come across our social pages.”
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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How does Aetna engage employees to amplify social content?
#EngageU
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Curate Social Media-friendly Content
• Aetna brand and industry content is meant to keep the public informed on health and healthcare
• Aetna brand and industry content includes:
• Health and wellness tips
• Recipes of the week
• Infographics on health best practices
#EngageU
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22#EngageU
“I highlight social media content for our employee advocates that I think will really resonate with friends and family. We have a lot of health and wellness tips that can really appeal to a general audience.”
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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What does the future hold for employee advocacy in the Aetna?
#EngageU
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The Future of Employee Advocacy for Aetna• Position the Aetna brands as a thought
leader in the healthcare industry
• Reach even more people, engaging different audiences and increasing brand awareness
• Make it even easier for employees to participate in the program and make it a part of their daily routine
#EngageU
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The use of mobile to accomplish everyday tasks
is increasing — especially for working professionals.
#EngageU
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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.
• 82% of Millennials
• 76% of Gen X
• 54% of Baby Boomers
#EngageU
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Be Better ConnectedWe believe connection drives engagement, productivity and advocacy for modern enterprises.
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Interested in Learning More?
#EngageU
Download our ebook
How to Sell Your Company on Employee
Advocacy http://bit.ly/GetInternalBuyIn
Register for our Upcoming Webinar:
How Gallo Uses Employee Advocacy to
XYZhttp://bit.ly/gallo-employee-advocacy
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Thank you!