socially engaged leaders and employee advocacy
TRANSCRIPT
@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
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
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BARACK OBAMACEO of the World
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Barack Obama
Barack Obama
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Ambrosia Vertesi
Ambrosia Vertesi
Ambrosia Vertesi
Ambrosia Vertesi
Internal Employee Blog Facebook Stories
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
@googledave@googledave
• Think like investigative journalists• Ask the audience, spot trends• Learn what matters to them• Shape future content and how you help
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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
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