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From Employee to Advocate: Amplify your talent brand through employee engagement
The document discusses the significance of employee engagement in enhancing an organization's talent brand and driving business success, noting that engaged employees positively influence the company’s reputation and attract talent. It outlines a four-step framework for building an effective employee engagement program: build, educate, engage, and measure, emphasizing the importance of social media and employee advocacy. Key outcomes of successful engagement include improved hiring results, better retention rates, and increased overall organizational performance.
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From Employee to Advocate: Amplify your talent brand through employee engagement
- 1. From Employee to Advocate: Amplifyyour talent brand through employee engagement
- 2. • The importanceof employee engagement • How build an employee engagement program • Expected outcomes What we’ll cover today
- 3. Employee engagement: Employee engagementis a property of the relationship between an organization and its employees. An "engaged employee" is one who is fully absorbed by and enthusiastic about their work and so takes positive action to further the organization's reputation and interests.
- 4. Employee engagement isa big opportunity for companies today 90% of business leaders see a direct connection between employee engagement and business success* 82% of employees state it is very important that their organizations address the engagement issue* 13% of global employees are engaged** Sources: * Psychometrics Engagement Study 2015 ** Gallup State of the Workforce Study 2015
- 5. An opportunity thatdrives business results Hire Market Sell Hire Market Sell 58% more likely to attract talent 20% more likely to retain talent Content has 2x higher engagement when shared by employees 45% more likely to exceed quota Today, 69% of companies are actively looking for ways to activate their employees to share content* *(Understanding Employee Advocacy on Social Media, Social Media Today)
- 6. When employees sharejobs & build their personal networks, they improve your ability to hire … and HIRING results * Calculated by comparing the number of applications per job for jobs shared by non recruiter employees vs jobs not shared 30% more job applications* Jobs shared by employees yield more likely to respond to an InMail** ** Looking at response rate for inmails sent via recruiter to members who had a connection within the company vs those that did not 27% Members connected to your employees are
- 7. New hires connectedto your employees are often a better fit for your company 37% lower initial attrition rate1 for hires impacted2 by employees 1 Initial attrition rate is calculated as employees leaving the company within 6 months of joining 2 Hires impacted is Measured as Profile views, connections, inmails sent by the new hire 12 to 1 months prior to starting the job
- 8. Your employees arein the best position to interact with potential candidates Average Follower Network VS Average Employee Network 10xlarger than your company followers
- 9. Activate this networkthrough an employee engagement
- 10. 4 steps tobuild an employee engagement program 1 Build 2 Educate 3 Engage 4 Measure
- 11. Build a foundationon which to grow your employee engagement program 1 Build Define a social media policy Nominate employee champions Create a content distribution plan Incorporate into your onboarding process Build an incentive and recognition program
- 12. Educate your employeesabout your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand
- 13. Educate your employeesabout your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand
- 14. Educate your employeesabout your employer brand and how to best represent it 2 Educate Train your employees on how to use social media to promote your brand • Training format could be a formal course or an informal “lunch ‘n’ learn” • Explain your policy or guidelines what’s ok to share and what’s not • Talk about preferred channels • Lead by example ask executives to get involved
- 15. Educate your employeesabout your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Share your clearly defined employee value proposition
- 16. Educate your employeesabout your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Get employees excited about your brand
- 17. Educate your employeesabout your employer brand and how to best represent it 2 Educate Promote your employer brand internally • Work With Us use internal views to promote your brand
- 18. Educate your employeesabout your employer brand and how to best represent it 2 Educate Help employees build out their profiles • Encourage employees to create profiles if they don’t have them • Provide a few sentences they can include in their summary or job section • Work with your champions to set an example with their profiles Companies with high profile completeness have higher conversion from profile view to job view* *Conversion calculated as job views within 14 days of a profile view for companies with low (<30% of employees) profile completeness companies vs high (>70% of employees)
- 19. Tell them what’sin it for them • Builds their credibility by sharing content • Grows their networks • Positions a person as a leader and trusted advisor • Gives employees the opportunity to feel more connected to and informed about the company and their industry
- 20. Activate your employeesand make it easy for them to get involved and stay engaged 3 Engage Make it easy for employees to share content • Give people pre-made updates with links that they can copy and paste to share • Put shareable content in multiple easily accessible places (your internal site, a regular newsletter, a social media advocacy tool like Elevate) • Ask employees to re-share company updates and jobs For every 6 pieces of content a LinkedIn member shares, it influences 6 job views 3 company page views 1 company page follower 6 profile views 2 new connections
- 21. Activate your employeesand make it easy for them to get involved and stay engaged 3 Engage Encourage employees to create content • Create a company hashtag and ask people to share photos
- 22. Activate your employeesand make it easy for them to get involved and stay engaged 3 Engage Encourage employees to create content • Ask your champions or subject matter experts to publish gives you easy access to content to share and sponsor
- 23. Activate your employeesand make it easy for them to get involved and stay engaged 3 Engage Get more employees involved in your referral program • LinkedIn Referrals matches an employee’s connections to open jobs and makes it super easy to refer people
- 24. Activate your employeesand make it easy for them to get involved and stay engaged 3 Engage Get more employees involved in your referral program • Market your referral program the more creative the better!
- 25. Continually measure, improve,and reinforce your engagement program 4 Measure Identify key metrics to measure success Evaluate what is working, iterate and improve Maintain ongoing training for employees • # of employees participating • Reach - the number of people seeing your posts/updates • Employee survey feedback – more satisfaction and better retention • % of hires from referrals
- 26. What does successlook like?
- 27. Engaged employees will… 27 SAY Speakpositively about your company to co-workers, potential employees and customers Have a sense of belonging and desire to be a part of the organization Remain motivated and exert extra effort to perform in a way that contributes to business success STAY STRIVE
- 28. Business Outcomes 28 Retention Wellness Absenteeism Talent Operational RevenueGrowth Market Share Financial Productivity Safety Satisfaction Retention NPS Customer LinkedIn Investment Job Views Quality of Hire Reach
- 29. HIRED Keep both potential employeesand current employees engaged at every step. Employee engagement is one piece of a larger ecosystem and candidate journey.
- 30. Employee engagement should bea top priority for your organization An engagement program can be started with a few simple steps Engaged employees can have a sizeable impact on your hiring goals and your bottom line Key takeaways
- 31. ©2014 LinkedIn Corporation.All Rights Reserved.