from employee to advocate: amplify your talent brand through employee engagement

From Employee

to Advocate: Amplify your talent brand

through employee

engagement

• The importance of employee

engagement

• How build an employee

engagement program

• Expected outcomes

What we’ll cover today

Employee engagement: Employee engagement is 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.

Employee engagement is a 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

An opportunity that drives 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)

When employees share jobs & 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

New hires connected to 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

Your employees are in the best position to interact

with potential candidates

Average Follower Network

VS

Average Employee Network

10x larger than your company followers

Activate this network through an employee

engagement

4 steps to build an employee

engagement program

1 Build

2

Educate

3 Engage

4 Measure

Build a foundation on 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

Educate your employees about your

employer brand and how to best represent it 2

Educate

Train your employees on how to use social

media to promote your brand

Educate your employees about your

employer brand and how to best represent it 2

Educate

Train your employees on how to use social

media to promote your brand

Educate your employees about 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

Educate your employees about your

employer brand and how to best represent it 2

Educate

Promote your employer brand internally

• Share your clearly

defined employee

value proposition

Educate your employees about your

employer brand and how to best represent it 2

Educate

Promote your employer brand internally

• Get employees

excited about your

brand

Educate your employees about 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

Educate your employees about 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)

Tell them what’s in 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

Activate your employees and 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

Activate your employees and 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

Activate your employees and 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

Activate your employees and 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

Activate your employees and 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!

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

What does success look like?

Engaged employees will…

27

SAY

Speak positively 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

Business Outcomes

28

Retention

Wellness

Absenteeism

Talent Operational

Revenue Growth

Market Share

Financial

Productivity

Safety

Satisfaction

Retention

NPS

Customer LinkedIn

Investment

Job Views

Quality of Hire

Reach

HIRED

Keep both potential employees and current employees engaged at every step.

Employee engagement is one piece of a larger ecosystem and candidate journey.

Employee engagement should

be a 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

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