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Empower Employees to help building your Employer Brand
The document outlines a three-step program for building an employee ambassador program to enhance brand engagement. It emphasizes the importance of educating employees on the company’s value proposition, engaging them through various initiatives, and monitoring their involvement to drive advocacy. Engaged employees, recognized as brand ambassadors, are instrumental in delivering the brand promise and improving business outcomes.
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Empower Employees to help building your Employer Brand
- 2. Activate and Engageyour Employees Marlene de Koning Solutions Consultant nl.linkedin.com/in/marlenedekoning @Marlene_dKoning
- 3. Today’s Topics Objectives 3 Step Program in uniting your employees to become ambassadors Research & Numbers What drives Ambassadors Q&A Drinks
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- 5. Build your ambassadorprogram in 3 steps
- 6. Three steps tounite your own employees to help build your brand 6 Building a brand ambassador program Educate & Inform Engage & Encourage Measure & Monitor
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- 8. What is yourEmployee 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.
- 9. of recruiters don’tunderstand their own employer brand. % Corporate Executive Board- thought leadership survey. 2012
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- 11. Further reading: What isthe 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
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- 13. 7 steps toengage 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
- 14. Encourage « shareand 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
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- 16. 16 Measure and monitorthe 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
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- 18. Reasons why itshould be your companies priority They are responsible for 20% of your overall social engagement20% Your employees’ social networks are over 10X larger than your companies followers10X While only 2% of your employees share your companies social content 2% Sources: LinkedIn data
- 19. cost a globalmanufacturing 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
- 20. Employee Engagement andAmbassadors
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- 22. What Drives BrandAmbassadors 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
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- 24. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.