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Top-Shelf Tip No. 135: "Your No. 1 customers are your people. Look after employees first and then customers last." Ian Hutchinson |
Give Employees More Influence: Engage Them, Part 1
The goal of any employee advocacy program is to better leverage the social
networks of employees, both for the benefit of the company and for the
employees themselves. For a business, employee advocacy opens up opportunities to drive brand recognition, increase organic sharing and engagement, increase referral traffic, generate new leads and source new potential hires, all through the trusted voice of their employees. For employees, participating in employee advocacy provides opportunities to burnish their professional profile online, grow their networks, better engage with their contacts, develop meaningful relationships and progress in their careers
Most organizations face a common challenge when rolling out an employee
advocacy program— engagement. If you approach this challenge from a
top-down, corporate-goals-before-all standpoint, your employees will be
even less engaged and the results will suffer. The catch is that it's no one's job to use an employee advocacy tool; they have to want to use it. Training, rewards and recognition are all important, however and to start, your employees need to understand why being socially active should be important to them. Some key benefits include: • Builds their knowledge and credibility • Develops them as thought leaders in the eyes of their peers • Helps establish their future career prospects and growth • Allows them to directly contribute to the growth of their company
Fundamentally, an individual employee's success on any social network can
be narrowed down to three things: their profile, communications and
connections. It's in both parties' interests for the employee to improve
his or her skills in each of the above areas.
Provide your employees with basic resources (e.g., access to a copywriter, photographer and graphic designer) to spruce up their profiles. In total, we're talking maybe $100 in cost per employee. The result: increased authority and willingness to show it off and get involved in sharing content.
While you don't own an employee's social profiles, they represent your
business and in many ways, are now an extension of your company's brand.
You want your employees' profiles to look good, position your employees as
trusted authority figures in your industry and help them reach success.
Assist them in putting their best face forward.
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