Download - TNS Employee Brand Ambassadors
Cultivating Employees as Brand
Ambassadors
The Truth About Followers andConnections
& 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
&4 Essential Tips to Convert your Employees to Talent Brand Ambassadors
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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Presenters
Amy MillerModerator
Etienne TremblinPresenter
Mike SchroederPresenter
TNS Employee Insights
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
2613-12
About TNS
Focus on providing innovative solutions:
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 with 13,000 employees in 80 countries
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About LinkedIn Talent Solutions
Find and attract the best passive talent
- Source anyone on LinkedIn
- Target the right person with the right job
- Showcase your company's talent brand and culture
Sourcing – Employer Branding – Job Distribution - Insights
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4 Tips to Convert Your Employees to Talent Brand Ambassadors
#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
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012
People follow companies on social platforms for different reasons
Most follow for incentives, rewards, or discounts.1
Follow for news, insights, and product information.2
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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?
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Impact of Social Media
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
Source: LinkedIn study of 3800+ global professionals conducted in January 2012
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cost a global manufacturing firm $73 million USD a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism
Disengaged employees…
Employee Engagement & Business Outcomes
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
Source: TNS Case Studies
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Employee Engagement and Ambassadors
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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
58%
53%
BrandAmbassado
rs
BRAND
AMBASSADORS
Do You Have Brand Ambassadors?
Source: TNS Global Panel Study
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Creating Brand Ambassadors
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
Source: TNS Global Panel Study
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Utilizing Brand Ambassadors
Professional connections alone have a significant impact on all parts of talent acquisition, adding brand ambassadorship components will improve perceptions
Impact of Connections
Source: LinkedIn Study of 7000+ global professionals conducted in March 2012
22%
129%
29%
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4 Tips to Convert Your Employees to Talent Brand Ambassadors
#1 Focus on employee engagement
#2 Educate your employees
#3 Encourage ‘Share and Tell’
#4 Measure & monitor your initiatives to gauge success
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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Employee Engagement
Highly engaged employees are brand ambassadors
Key drivers of employee engagement:
Managing Performance
Career Development
Recognition Senior
Leadership
Case Study – IHG
Administer a semi-annual employee engagement survey for more than 1,110 owned, managed, franchise hotels
Over 5,000 managers are provided with key drivers of employee engagement and specific priority areas
Leaders then develop approximately 2,500 action plans on an annual basis
#1 Focus on Employee Engagement
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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Poll:
Are your highly engaged employees part of your talent acquisition process?
Are your highly engaged employees currently sharing on social media?
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Questions employees need answers to… Why is this a great
place to work? What is the value
proposition for a new employee?
Why do we exist in the view of our customers?
What type of talent does this organization need to grow?
What resources are available to help with this effort?
What are our social media policies?
Case StudyA Fortune 500 company in the service industry showed that: Almost 40% of its
employees feel restricted by the organization’s social media policy
More than half of its employees would share company stories given more flexible social media guidelines
After adding social media to their intranet, over 60% of its employees engage in intranet social media sites either daily or weekly
#2 EDUCATE YOUR EMPLOYEES
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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
#3 ENCOURAGE ‘SHARE AND TELL’
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Salesforce.com’s Challenge
Salesforce.com were 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:
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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1 Data: 10/15-11/16, excludes weeMikeds
Salesforce.com’s Success Story
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:
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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Wild Wild West: No ATS system; each function had a different process
$$$: Spending too much money on agencies
No Employer Brand: No social media presence or differentiation from other companies
Increase the company from 200 to 300 employees in a year and build a scalable and strong Talent Acquisition Team
Rapid7 had the momentum but if the TA team could not deliver, they were in trouble
Rapid7’s Makeover: Before
GOAL
Challenges
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Tran
sfo
rmatio
n
Rapid7’s Makeover: After
INVOLVED EMPLOYEESPut employees on a pedestal; they raved about how awesome Rapid 7 is
INVESTED IN LINKEDIN TOOLS“Seeing what LinkedIn did with previous employer, I put all my money in LinkedIn.”
STRENGTHENED TWO WAY SOCIAL MEDIA“If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ”
RESULTSFROM 70% TO
100% OF EMPLOYEES
ON LINKEDIN
FROM 1,000 TO OVER
>4,000 FOLLOWERS
94% HIGH EMPLOYEE
SATISFACTION SURVEY RATING
2012 BOSTON BEST PLACESTO WORK
AC
TIO
NS
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
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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
#4 MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS
©TNS & LinkedIn 2012 [email protected] | [email protected]
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What you need to know
#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives by hosting a
“lunch and learn” session to provide tips to improve their profiles.
Use ad space on employee profiles to drive traffic to your LinkedIn Career Page.
Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn.
Highlight your brand ambassadors on your Career Page.
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.
Broaden your distribution of job opportunities to employees’ 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 employer brand with
highlighting your brand ambassadors
©TNS & LinkedIn 2012 [email protected] | [email protected]
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Training and engaged
employees are MORE likely to create brand ambassadors
Engaged employees are LESS likely to
leave, lowering overall costs of
recruiting
Summary
Engagement & Your BrandLinkedIn & TNS Employee Insights researchconverge on two key findings…
!!!!
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
2613-12
Questions?
Please email us at: [email protected]@linkedin.com [email protected] any confidential questions
©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com
2613-12
Etienne [email protected]
LinkedInhttp://business.linkedin.com/talent-solutions@EtienneTremblin
Mike [email protected]
TNS Employee InsightsTNSei.comhttp://blog.tnsei.com@tns_insights
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