socially engaged leaders and employee advocacy

@googledavePh. Creative

#HRTechWorld2016

Employee Advocacy is brands empowering employee’s to support and amplify their brand.

@googledave

“People relate to other people, not sales pitches and marketing jargon”

Janet Fouts, CEO Tatu Digital Media

AMPLIFY YOUR BRAND

SOCIAL CHAMPIONS

• Huge untapped potential• Extend reach across social channels• Ready made communities• Great resource and knowledge• Influence throughout buying cycle

@googledave

@googledave

· Employees advocates – they can reach an

audience 10x that of your brand

· Shares 8x’s more impact than brand

· 41% believe more trusted

· Become team that people like to follow

@googledave@googledave

@googledave

More Tech We Have

More Digital We Become

The More Human We Must Be

@googledave

• People behind product and service• Show personality• Humanise your brand• Conversations - not pushing• Develop loyalty & WOM

Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.

63 64

57

5048

41

50

39

33

6764 63

53 5249 48

44

35

Increasing Credibility of Employees and LeadersPercent who rate each spokesperson as extremely/very credible

2015 2016

+8

Technical expert

Academic expert

A person like

yourself

Financial industry analyst

Employee CEO NGO representative

Board of Directors

Government official/regulator

CEO credibilityincreased the most

General Population

+6

10

Who Shares What?

2014 Edelman Trust Barometer Annual Global Study

Company’s CEO Company’s Employee Media Spokesperson

Think about different types of information you may read, see or hear about a company. For each topic, select which person you trust most to provide you with credible and honest information about a company.

25 27

1925 28

3327 28

2428

373132 30

48

24 25 2621 21 22 23 20

1619 1914

19 18 18

8 9 813 10 11

Employees are Essential Advocates

Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings & operational performance

Business practices/crisis handling

Treatment of employees/customer

Partnerships/Programs to address societal issues

Views on industry issues

Employees Most Trusted

General Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

@googledave

BARACK OBAMACEO of the World

@googledave

Barack Obama

Ambrosia Vertesi

Internal Employee Blog Facebook Stories

Instagram

CEO for the Month

CEO for the Month

#NewWayToWork

Things to consider

Takeaways & Tactics

4 : 1The rule of

Employee engagement is

ESSENTIAL

DEVELOP STRATEGYROLLOUT PLAN• Ensure alignment with objectives• What does success look like• Identify social champions• Don’t force it• Rollout in waves• Let success breed success• Create social champions as it grows

PUT THE POWERIN THEIR HANDS

• Training and support• Empower them• They don’t have to be copywriters• Make life easy, help along way

TIME TO

TAKE ACTION• Social listening• Community management• Ego-jacking• Customer care• Nurture relationships• Build trust


• Think like investigative journalists• Ask the audience, spot trends• Learn what matters to them• Shape future content and how you help

@googledave

ORCHESTRATE

• Show what good looks like• You’re not there to control• Advocates take responsibility• If personal, disclaim• Share the guidelines• What to do when it goes wrong!• Add value• Be respectful

@googledave@phcreative

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Candidate Experience

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socially engaged leaders and employee advocacy

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